
Bidding on competitor search terms is basically the PPC equivalent of crashing someone else’s party. You’re putting your brand in front of an audience already interested in someone else, but you’re also paying a premium to get noticed.
The strategy is risky, sure. But when done right, it can drive conversions and help your business carve out a share of the market. You just need to know how to approach it without draining your budget. Let’s get right into it.
What Are Competitor Search Terms?
Competitor search terms are the keywords people type into Google (or other search engines) when they’re looking for your competitors.
For instance, someone searching for “Brand X acne cleanser” or “Company Y project management software” is showing clear interest in a competitor’s product or service.
How Can This Work for You?

Let’s say you run a skincare brand specialising in acne-prone skin. If someone searches for “Brand X acne cleanser” (a competitor known for targeting acne-prone skin), they’re probably looking for a solution to a specific problem. They’ve already identified what they want an acne product but haven’t fully committed to that brand yet.
Here’s how you can step in:
Your Ad Copy: “Gentle on sensitive skin, tough on acne. Try our dermatologist-approved cleanser.”
Your Landing Page: Your landing page needs to highlight your unique benefits, maybe you’re free from harsh chemicals or clinically tested. Add social proof like testimonials or before-and-after photos, and maybe even provide a first-time discount offer.
Doing this allows you to present your brand as a strong alternative. Instead of trying to "steal" a competitor's customer, you’re providing a better solution to someone who’s actively looking for it.
But here’s where it could go wrong: if your ad or landing page does not resonate, you could pay $5–$10 per click only for the user to bounce. That’s why it’s critical to get your messaging and targeting just right to make this strategy work.
How to Use Competitor Terms Without Wasting Money

Keep Competitor Campaigns Separate
Think of competitor campaigns as their own beast. Don’t lump these keywords into your regular campaigns or ad groups; they’ll skew your metrics and make it harder to see what’s working.
Instead, set up dedicated campaigns or ad groups specifically for competitor terms. This way, you can control the budget, customise the messaging, and measure performance more accurately.
Choose the Right Keyword Match Types
Competitor terms can be slippery if you’re not precise. Broad-match keywords might sound tempting, but they’re likely to attract irrelevant traffic (and waste your budget).
For example, if you bid on “Brand X moisturiser,” broad match could serve your ad for “Brand X customer service” or “Brand X reviews”—neither of which is likely to convert.
Stick with exact match or phrase match keywords. And don’t forget to use negative keywords to weed out irrelevant searches like “jobs,” “login,” or “free.”
Make Your Ad Copy Count
Here’s where a lot of advertisers trip up: they focus too much on the competitor. Don’t make your ad about them; make it about you.
For instance:
Weak: “Better than Brand X!”
Strong: “Sensitive skin? Our moisturiser is gentle, effective, and free of harsh chemicals.”
Focus on your unique strengths, whether it’s an ingredient, feature, or guarantee. Let your audience know why you’re worth considering without dragging your competitors into it.
Build Landing Pages That Convert Skeptics
Here’s the thing about competitor traffic: it doesn’t trust you yet. People searching for a competitor are already halfway sold on them, so a generic landing page isn’t going to cut it.
Design landing pages specifically for this audience. Address common pain points (without naming competitors), showcase testimonials, and use a compelling call-to-action like a discount or free trial.
Don’t Get Hung Up on Clicks
Clicks are great, but they’re just one piece of the puzzle. Competitor campaigns should be judged on real outcomes, like:
Conversion Rate: Are people actually buying, signing up, or taking the action you want?
CPA: Is the cost of these conversions reasonable compared to other campaigns?
ROAS: Are these campaigns bringing in more revenue than they cost?
If a keyword is driving clicks but not conversions, it’s time to switch your strategy.
Tools You Can Use

When it comes to managing competitor campaigns, the right tools can make all the difference. Here are a few tools worth keeping on your radar:
SEMRush or SpyFu
Want to know which keywords your competitors are bidding on? Curious about what their ad copy looks like or how much they might be spending? Tools like SEMRush and SpyFu give you access to this information.
How to Use Them:
Identify competitor keywords and analyze their traffic potential.
Spot gaps in their strategy where you can shine. For example, if they’re not targeting certain high-intent keywords, that’s your chance to swoop in.
Review their ad copy to see what messaging works and where you can differentiate.
Google Auction Insights
Auction Insights lets you see how your ads are stacking up against your competitors in the same search auctions.
Why It’s Helpful:
It shows you metrics like impression share, average position, and overlap rate. If a competitor’s ad is consistently outranking yours, you’ll know it’s time to adjust your bids, refine your keywords, or rethink your strategy.
You can identify whether you’re competing with the same brands across all your campaigns or just in certain keyword categories.
For example: If your impression share is low for a key competitor term, it might indicate that your bid isn’t strong enough, or your Quality Score needs work.
Google Analytics
Google Analytics works great when you want to understand how competitor traffic behaves once it lands on your site. These visitors are often in research mode, so their behaviour might differ from users who came through branded or generic keywords.
What to Look For:
Bounce Rates: Are they leaving immediately? This could signal that your landing page isn’t addressing their needs or expectations.
Time on Page: Are they sticking around long enough to engage with your content?
Conversion Paths: If they’re converting, what actions are they taking beforehand?
Final Words
Competitor search terms can deliver strong results when approached carefully. Start small, measure the right metrics, and let the data guide your strategy. With thoughtful execution, you can win over curious customers without overspending.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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