Should You Run A Google Ads Campaign Targeting Your Competitors?

Have you ever wondered if running a campaign targeting your competitors is a smart move? It’s a question many marketers grapple with, and the answer might surprise you.

First off, let’s address the elephant in the room – yes, you should consider running a competitor campaign. It’s a common strategy and can yield valuable insights into your market landscape. But before you dive in headfirst, there are a few things to consider.

When setting up a competitor campaign, it’s crucial to keep it separate from your other campaigns. In Google Ads, budget allocation is done at the campaign level. This means that if you lump your brand, non-branded keywords, and competitors into one campaign, you lose control over how much budget each segment receives. To maintain control, create separate campaigns for your brand, non-branded keywords, and competitors. This allows you to allocate specific budgets to each and monitor their performance independently.

Let’s take a practical example to illustrate this point. Imagine you’re a dentist and decide to run ads targeting your competitors. You might start receiving calls from people wanting to cancel or change their appointments, mistakenly believing they’re contacting their regular dentist. This underscores the importance of aggressive negative keyword targeting to filter out irrelevant traffic. For instance, adding keywords like “billing service” or “repairs” as negatives can help weed out unrelated inquiries.

However, bidding on competitors’ brand names or terms isn’t always straightforward. It requires strategic thinking and careful consideration. For some industries, like telecommunications or mobile phone services, price point plays a significant role in consumer decision-making. If your company offers a better deal than your competitors, bidding on their brand names could be a savvy move. This ensures that your message reaches potential customers who are actively searching for alternatives.

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But remember, there’s a fine line between strategic bidding and misleading practices. Your goal isn’t to deceive or impersonate your competitors but to present your offering honestly and transparently. Avoid misleading tactics that could tarnish your brand’s reputation and focus on providing genuine value to your audience.

In conclusion, running a Google Ads campaign targeting your competitors can be a worthwhile strategy if executed thoughtfully. By keeping campaigns separate, aggressively targeting negative keywords, and focusing on offering genuine value, you can leverage competitor targeting to gain insights and potentially attract new customers.

So, should you run a Google Ads campaign targeting your competitors? The answer is yes, but proceed with caution and creativity.

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