In the hyper-competitive digital advertising landscape, standing out often requires strategic precision. Competitor keyword bidding, also known as conquesting, is a high-stakes tactic that allows brands to target search terms associated with their competitors, effectively redirecting potential customers. While the approach can yield impressive results, it requires careful execution to avoid wasted spend, legal pitfalls, or reputational risks. Done right, competitor keyword bidding positions your brand as a viable alternative at the exact moment customers are weighing their options.
In saturated industries where standing out is challenging, competitor keyword bidding provides an opportunity to capture attention and differentiate your brand. It’s particularly effective when rival brands dominate search results, giving you a presence where potential customers are already engaged.
If your product or service has a strong unique value proposition (UVP), conquesting is an excellent way to showcase your strengths directly to competitor audiences. Highlighting what sets you apart can sway customers who might be dissatisfied or seeking more value.
When customers are actively exploring alternatives to their current provider, conquesting allows you to position your brand as the ideal solution. By appearing in searches for competitor terms, you can address their needs with tailored messaging that demonstrates why your offering is the better choice.
Bidding on competitor keywords often involves higher costs due to fierce competition, potentially increasing your cost per click (CPC).
Example: Competing for high-value keywords like “Apple laptops” can drive up CPCs significantly, making it critical to manage your budget effectively.
Users searching specifically for a competitor may already be loyal to that brand, requiring more effort to convert them.
Example: A customer searching “Nike running shoes” might bypass your ad entirely if they’re set on purchasing from Nike. To succeed, you’ll need persuasive messaging that addresses why your brand is worth considering.
Misusing competitor names in ads can lead to legal issues or policy violations on platforms like Google Ads.
Example: Including “Better than [Competitor Name]” in your ad copy may result in disapprovals or even legal action, underscoring the need for compliance and creativity in your campaigns.
Implementing a competitor conquesting campaign goes beyond simply targeting keywords—it requires a strategic approach that aligns with your goals, audience needs, and industry regulations. Whether you’re aiming to attract cost-conscious customers or emphasize unique features, thoughtful execution is key. Here’s how to effectively leverage this strategy:
1. Bid on Competitor Brand Keywords
Start by identifying your competitors’ brand names and related terms to include in your keyword strategy. This ensures your ads appear when users actively search for competitors, placing your brand in front of a highly targeted audience.
Example: If you’re a ride-sharing app, bidding on terms like “Uber alternatives” or “Lyft competitor” can help attract users dissatisfied with those services. For a budget airline, targeting “Delta Airlines deals” might redirect users looking for lower-cost options.
2. Create Relevant Ad Copy
Your ad copy should highlight what makes your brand the better choice. Focus on unique value propositions, such as better pricing, superior features, or exceptional customer service. Avoid using the competitor’s name in the ad text to stay compliant with advertising policies.
Example: A SaaS company competing with Slack might run ads like:
“Streamline Your Team Communication with More Features at Half the Cost!” This approach speaks directly to Slack users by emphasizing value without naming the competitor explicitly.
3. Landing Pages that Address Competitor Comparisons
Direct users to landing pages specifically designed to compare your offerings against those of competitors. Use clear visuals, honest data, and testimonials to emphasize why your product is the superior choice. This helps users in the consideration phase make an informed decision.
Example: A fitness equipment company competing with Peloton might create a landing page titled:
“Peloton vs. [Your Brand]: Compare Features, Pricing, and Value.” Include side-by-side comparisons of bike features, subscription costs, and customer reviews to clearly communicate the advantages of your product.
4. Compliance with Policies
Ensure your campaigns align with legal and platform guidelines to avoid trademark violations. Focus on your brand’s strengths rather than directly attacking competitors. Research advertising rules for platforms like Google Ads, Facebook, and LinkedIn, and consult legal experts when necessary.
Example: If you’re targeting competitor keywords on Google, ensure your ad text reads:
“Affordable Alternatives to [Category/Feature]—Discover [Your Brand]!” Avoid phrases like “Better than [Competitor Name]” as they might breach platform rules or trigger trademark complaints.
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Alex Goldberg
I’ve run profitable affiliate ad campaigns for a decade. AMA :)
