Competitive advertising.Experience with clients consistently confirms that competitor names make great keywords. People searching with the name of the company are usually very close to making a purchase decision. Across categories we have seen these keywords to have excellent conversion rates. Though they start with high CPL's, over time the CPL values are also very good. One should not use competitor name keywords in the ad for 2 reasons:
1. That would = branding effect for your competitors
2. Search Engines do not allow trademarked words or use of competitive advertising in ads.
EXAMPLE
We have a client who has path-breaking technology in an established industry. The biggest player in this industry with a huge market share is “B”. I saw an ad by another competitor advertising on the keyword B using the ad message 'Less expensive than B' .
When I called Google on this, they said B was not a trademarked term and as such could be used in the ads. Further, they said competitive statements like 'less expensive' may be used so long as proof for the same is depicted on the landing page. This is very interesting news. So potentially, we may now advertise on competitor keywords and use their names in ads if the product/service is demonstrably and legitimately better than them.
So that’s what we plan to do…
Some caveats:
1. If you are a market leader, don't do this. You might be acknowledging the existence of a competitor your TG is unaware of.
2. This is only possible if your competitor has not trademarked his name.
3. It can be used very well if your competitor has a generic name like 'American Homes' or 'The California company' or something like that.
4. As a courtesy, if the competitor complains, pull the ad. It is a very small world. Relationships are important.
5. Don't use the competitors name on the headline. That is still prime real estate that should be used for your own branding.
Please add to this post and comment. Let me know your thoughts.
Labels: Ad messaging, Competitors, Keywords, PPC strategy