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Using competitors names as keywords

Explorer ✭ ✭ ☆
# 1
Explorer ✭ ✭ ☆

hi Guys

does anyone use competitors names as keywords because i know its a strategy some guys use. I have never used personally but i am seeing there could be some serious consequences of doing that

check out this article 

http://www.independent.ie/irish-news/courts/ryanair-sues-google-and-travel-website-edreams-for-redir...

 

regards, 

 

Zaby

3 Expert replyverified_user

Using competitors names as keywords

Top Contributor
# 2
Top Contributor

Oh a new case.  I learned about this in Trademark and Copyright class.  I had a great law professor Lauren Heymann.  At the time it was frown upon but okay in the US.  Should be an interesting case to follow up on.  

Using competitors names as keywords

Top Contributor
# 3
Top Contributor

Hi @Zaby,

 

I agree with Tony. 

 

Personally, we don't do it and do not think it is needed to win the auction... the prospect... the day.

 

Kind Regards,

 

James 

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Google AdWords Top Contributor | Google Partner | GYBO | Local Guide | My Profile


 


 


 

Using competitors names as keywords

Follower ✭ ✭ ✭
# 4
Follower ✭ ✭ ✭

Hello Zaby

 

I think that you would find the article in the link that I sent you most helping!

 

Kind regards

 

https://moz.com/blog/optimize-competitors-branded-keywords

 

 

Using competitors names as keywords

Top Contributor
# 5
Top Contributor

We usually test it.  Sometimes it's too expensive when you aren't the brand owner.  Sometimes (like drs or repair people) it can make clients/visitors mad b/c they accidentally call the wrong/unintended person.

 

With eCommerce, it can be a big win.  It just depends, so we always test it.

Using competitors names as keywords

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭

in some industries it works , in others it's the Highest ROI AD Groups you can find.

In Egypt and Middle east , I always uses this in my strategy and measuring it's performance to modify and optimize .

Using competitors names as keywords

Follower ✭ ✭ ✭
# 7
Follower ✭ ✭ ✭

I've used "competitor" names as negatives in shopping campaigns.  I put competitors in quotes as I used to to restrict matches to searches from users outside of the target price range.  For example, a high end diamond seller doesn't want hits from people that are searching for "Walmart Jewelry" or "Kmart Jewelry"  I didn't want to show a $10,000 ring to someone looking for something under $50.

Using them as positive keywords seems to border on the unethical.

Using competitors names as keywords

Follower ✭ ✭ ☆
# 8
Follower ✭ ✭ ☆

Hello Zaby,

 

I believe Google's answer/alternative to this topic is the "Target Outranking Share" (See link below)

 

https://support.google.com/adwords/answer/6268616?hl=en-AU

 

I think there are more risks using competitor names as positive KW. (Competitors as negative KW on the other hand are useful if you have a very specific customer base you'd like to target)

 

Now if you want to go tooth and claws with a competitor I'd definitely go with the Target Outranking strategy.

 

Regards,

 

David A.