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Bid on Competitors Brand Keywords

When you run a search marketing campaign, the questions is bound to arise at a point of time whether we should bid on our competitor brand keywords?

There is no correct answer for this question in reality. It’s legal that you can bid for a competitor brand keyword. So is it worth?  When you want to bid on your competitor brand keyword, just have these following thoughts in mind

  •  What you offer is a relevant or an alternate to whatever your competitor has to offer.
  •  Check the price & compare it to yours. If you have low price then you can bid for it.
  •  When the competitor is targeting your brand keywords then boy don’t even think about it fight back aggressively.

Some situations you shouldn’t bid on your competitors brand keywords when,

  • Your competitor price is lower than yours.
  •  You are worried that your competitor will fight back by aggressive advertising on your brand keywords
  •  You don’t want to take a chance.

Key points to remember when you bid for competitor brand keyword.

  • Avoid keyword insertion in your ad messaging (not to use dynamic insertion).
  • Don’t be disconcerted by small traffic volumes from competitors brand terms.

So, as you can see there is no definite yes or no answer to whether bidding on competitors brand keyword is a good or bad thing.  However, think about the points above and if you choose to begin bidding on competitors terms TEST the results and then analyze the data.

Contributed by Rajasekar Ragavan

Team Position²

Position2 is an innovative digital marketing agency that accelerates demand through integrated Content Marketing, Paid Acquisition, and Marketing Technology solutions. Our demand acceleration solutions map the buyer's journey across multiple touch points such as search, social, mobile, media, and email. These integrated campaigns are powered by cutting-edge content creation, digital advertising, web design/development, marketing automation, and analytics. We serve hundreds of clients ranging from VC funded startups to Fortune 500 multinational firms. Our 200-member team is based in Silicon Valley and Bangalore and consists of marketing gurus, engineers, data scientists, writers, and designers. Founded in 2006, Position2 is backed by Accel Partners.