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Twitter Question of the WeekJune 1, 2011 By Jill Whalen
To go along with this Google AdWords bidding on competitor's question, I asked my Twitter followers: ++Do you recommend bidding on competitors' brand keywords in your paid search campaigns?++ Here's what they said: Bradleyhunt: Nope. Those terms have strong navigational intent and I don't like getting into bidding wars over branded search terms. domjbs: Totally up to the advertiser. Have seen it make $ and seen it waste tons of corporate time dealing with firestorms. sambeamond: Yes, because you have the chance to pull customers from them, and secondly it helps drive up their search costs.  JamesMio: Yes, as long as the ads are targeting products or services that users are expecting to find at your competition, why not? SEOMalc: Yes. Benefits outweigh the negatives in most cases. Only real issue can come from hyper-sensitive brands biting back. sriarpit: Sometimes competitor brand keyword are of generic nature and are targeted, hence critical in that case that we should bid. kevinjgallagher: No, as I'm sure the bounce rate would be higher if the searcher is looking for the brand. If it's Nike trainers then that's different. benhuson: Commercially it makes sense to bid on competitor's brand. Ethically/legally could be seen as 'passing off.' carolinarustica: Bidding on competitors' keywords is driven by ego not e-commerce. I'd like to see analytics showing otherwise, though. GrpTwentySeven: I do, but depends on the client. Some opt for it and some think it's not a good idea. It has its benefits. Worth a test. Want to participate in the Twitter Question of the Week? Follow @jillwhalen on Twitter Add Your Comments |
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