🚨 Competitors Are Bidding on Your Brand. Now What?
Yes—it’s happening. Whether intentional or automated, other businesses are showing up when people search for your name. The question isn’t if, but how you’ll respond.
Let’s break it down.
🔍 Why Brands Bid on Competitor Keywords
There are three key scenarios:
1. Accidental Exposure
Thanks to Google’s broad match and Performance Max, brands often show up for unrelated (or lightly related) terms—including yours. No bad blood, just poor targeting.
2. Deliberate Strategy
This is where things heat up.
- Switch Intent – Your competitor wants users who are reconsidering you.
- Direct Comparisons – “Why we’re better than [Brand]” style messaging.
- CPC Warfare – Some try to drain your ad budget. It’s rare, but real.
3. Generic, High-Intent Keywords
Everyone’s bidding on these. They’re not branded but are rich with purchase intent—expect high CPCs and heavy competition.
🛠️ How to Protect Your Brand (and Win)
Here’s what you can do, starting today:
✔️ Use Search Term Reports
Spot when your brand terms are triggering competitor ads—especially from non-brand campaigns.
✔️ Dive into Auction Insights
See who’s overlapping with your keywords and how often. It’s your visibility radar.
✔️ Optimize Your Branded Ads
Make your message sharp. Use trust signals, features, offers—anything that makes users stick with you.
✔️ Turn It Around
Encourage users to click your organic result if they’re not ready to convert. Lower your cost, still get the traffic.
✔️ Set Clear Guidelines (If You’re a Franchise)
Create internal rules. Block branded bidding between locations or resellers. Use negative keywords aggressively.
🤖 Performance Max Has Changed the Game
Google’s automation is powerful—but not perfect. Use it smartly.
⚖️ Budget Smart
Keep Performance Max campaigns under 20% of your total spend. Control the rest with Search and Shopping.
🔍 Campaign Structure
Use multiple PMAX campaigns with one asset group each. More control. Better data.
🧠Search Themes & Signals
Nice in theory, still limited in practice. Don’t rely solely on them. Wait for better reporting to guide use.
🎥 Video Ads Are Taking Over
Video isn’t optional—it’s dominating. YouTube Ads let you get in front of users before they search.
- Product explainer? ✔️
- Customer testimonial? ✔️
- Quick demo? ✔️
Start simple. Test short-form. Track watch time and conversions.
đź“Š Attribution & Smart Optimization
Tracking’s tougher. But smarter.
- Use data-driven attribution for a full-picture view.
- Import offline conversions if you have sales teams or physical leads.
- Analyze in 7, 14, and 21-day windows to avoid false negatives.
🧠Final Thoughts
Competitor bidding isn’t shady—it’s strategy. You can defend your turf or go on the offensive.
Want to win?
- Structure your campaigns right.
- Stay aggressive on branded terms.
- Embrace automation, but never blindly.
- And start using video before your rivals do.
This isn’t just about clicks it’s about positioning.
Get smart. Get seen. Outrank them.
