Tips For Running Competitor Campaigns In Paid Search

Paid search professionals constantly debate the merits of running paid search campaigns bidding on competitor brand names. Questions such as the following may arise:

• Is bidding on your competitors ethical?
• Are the high costs-per-click (CPCs) worth spending the budget on?
• Are you actually reaching people with buying intent?

In this article, I’ll talk through answers to these questions and more to help you understand if a competitor search campaign might be right for your brand.

Competitor Bidding Ethics

Google and Microsoft…