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Posted 16 October 2003 - 02:12 PM
Posted 16 October 2003 - 02:18 PM
Most likely though, the PPC service provider will not allow you to use competitor keywords if it is evident that you do not have the right to use them (such as if you are selling their products, promoting their services, etc.).
Also what about the end user who searches for the competitor, finds your site and then leaves pissed? Is it going to bring your site business or just make people mad that they didn't find what they were looking for because the listing they clicked on was mis-leading.
All questions to ponder ...
Posted 16 October 2003 - 02:41 PM
Posted 16 October 2003 - 03:40 PM
I personally recommend avoiding using actual names of competitors, and instead exploiting every ambiguity in what searchers actually type in to the search engine to find a particular competitor such that the phrase being targeted cannot be said to be specifically about the competitor. In that case, one is free from issues of trademark infringement.
For example, let's say you want to go after High Rankings® Advisor via Adwords. You can advertise broadly on "high rankings" or "rankings advisor" and get everyone looking for "High Rankings® Advisor."
Posted 16 October 2003 - 03:45 PM
I have a customer who wanted to show up for a competing term, but he didn't sell that term. When I asked why he would want that, he told me that people just look for that term because it's fairly generic, but that his item was way better. He then listed a bunch of fairly convincing reasons why this was so.
I told him that I wouldn't help him with any form of copyright violation or search hijacking, but that I would help him put together a comparision page between his product and the competing one.
Since it was a legitimate comparision, I could make it nice and keyword rich in an ethical and searcher friendly fashion - we even made sure the title of the page let people know it was a comparision for the competing term. It seems to be pretty successful.
I wonder if you could run a PPC for a legitimate comparision page? It might be good at conversions because if it's done right you are providing good info to a customer.
But I would never bid on a competitor's terms just to hijack a search. Ethics aside, tricking potential customers is a bad long term strategy.
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