competitor keyword use in google advertisement - quick read practical working insights

Using competitor keyword in google search ads and google display advertisement is a common practice among many advertisers. SEO and online marketing experts and online ad setters along with other management people in the organization usually comes across some questions that creates confusion in their mind on how to go about, the consequences, impact and result of doing competitor keyword targeting advertising. 

Quick Read - Competitor keyword use in google ads

1)      Competitor Keyword in Ad Set: Using competitor keyword or competitor name in set-up keywords is okay. We can use it as on till August 2021 till google do not change their policy on this issue. 

2)      Must not use: We must 100% refrain from using the Competitor name on creative, ad set text sentences that are visible. Trademark issues.

3)      Must not use: We must not use competitor particular feature or unique feature or product / service name in creative or text sentences of ad set. IPR issues.

4)      Cost may go up: Competitor keywords may shoot up CPC and Overall Cost as clicks may increase due to usual and competitor keywords and also bidding cost for position may increase.

5)      CTR may drop: CTR may decrease as people see a different name ad appearing when they search a particular name ad.

6)      Old Keywords V/S Competitor Keyword Analytics: While setting competitor ad we need to check the old and useful keywords traffic over last 2-3 months as historical data is available v/s the same ad with addition of competitor keywords and check if competitor keyword is having cannibalistic effect on the usual performing keywords. Then it those cases the percentage of budget needs to be increased accordingly.

7)      Ad Score: Low CTR , High Click Cost and such other factors related to combination and ratios of cost, clicks, impressions may impact ad score.

8)      May need high ad budget: After checking performance and doing analysis of keywords (usual and competitor) and if we find Ad budget is exhausting for good reasons considering other factors of CPC, CPM, CTR then budget needs to be increased.

9)     Ad extensions and description: While using competitor keywords need to use better ad extensions than competitors, better offering and AD text sentences that are more based on user requirement.

10 Competitor notice use of keywords: Competitor sooner or later will find out that for their name or keywords some other brand is also reverting to search in ad area. They know that is case of using competitor targeting and so this can open the situation of competitor using the other brand keywords and try to get their audience.  This if continues benefits the Ad Network as the bidding cost shoots up and over all spend increases. There also opens the chance of a budget war between 2 or more advertisers. In case the competitors spending power is more and they have bigger budget they can hit the other brand keyword and search effectively and the other brand with lower budget may lose some clicks and visitors.


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