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The Pros & Cons of Competitor Campaigns In Paid Search [Video]

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What are competitor campaigns in Google Ads? These online marketing campaigns involve bidding on keywords consisting of your business name or the brand of your direct competitors. This allows your ad to show up when someone is searching for them. 

Here’s an example: When you search for BigCommerce, other brands such as Digital River and Classy Llama are also bidding on the brand name. 

There are mixed opinions on competitor campaigns within the PPC world. Personally, these campaigns worked well for some of my small business clients while others did okay. As with all PPC initiatives, I definitely think it’s worth testing and letting the data decide for us as every scenario is different. Below is a non-exhaustive list of pros and cons I typically weigh: 


  • Competitor campaigns enable potential clients to find an established brand even if they have not heard of you before. 
  • In some cases, you may get conversions (e.g.,phone calls and form submissions) from prospects who thought …
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