Aggressive PPC competitors – how to deal with them

Lorna Gill Posted by Lorna Gill

At Adthena, we’ve seen the damage that aggressive competitors can do to your paid search budget. We’ve also seen what a positive difference it can make when you deal with competitors that are bidding on your brand terms and generally making life difficult.

In this article, we’ll take a look at some of the steps you can take to overcome aggressive PPC competition.

Make sure your ad copy comes out on top

When competitor ads are going to be shown next to yours for your own brand terms, then you need to make sure that your ad copy is winning out.

Make it clear that you are the genuine article – that your ad is the one the user was looking for. This is part of a wider exercise around differentiation. If you’re appearing below your competitors and they’re offering the same USPs and value proposition as you, then you’re unlikely to see much success.

Look at your competitor’s ad copy – find opportunities to out-do them and make sure that even if they are bidding on your brand terms, you’re the one getting the click.

Need help with ad copy analysis? Our tool can give you the insights you need.

Focus on conversion rate and user experience

If aggressive competitors are going to be driving up your CPCs, then you need to make sure that you are making as much as possible out of the clicks you are able to get your hands on.

That means taking steps to improve the user experience and conversion pathways, ensuring that the users that do click on your ads either convert or leave with the best possible impression of your brand.

Improve your quality score

Quality score should allow you to achieve a better average position and low CPCs overall. If competitors are driving up your CPCs, then it makes sense to optimise your quality score in an attempt to counter-act this. It may also help you avoid being below your competitors for your own brand terms.

Your quality score is broadly based on 3 things – expected clickthrough rate, landing page performance and ad relevance. Following PPC best practice should help you achieve a good quality score – for example:

  • Creating tightly themed keyword groups
  • Ensuring your ads feature the targeted keywords
  • Aligning your landing page copy with your keywords and ad copy
  • Ensuring a good user experience on the landing page
  • Making your ads compelling and using all relevant ad extensions

There’s always more you can do to improve your PPC campaigns, but the steps above will go a long way to improving your quality score.

Fight back when competitors step over the line

Protecting your brand and your trademarks is vital, but in the digital marketplace is can feel difficult to stop competitors using these kinds of terms. Search engines like Google understand that sometimes issues with brand and trademark infringement will occur, but there are simply too many ads out there for them to take proactive action.

That’s why you need flag up these kinds of infringements to the search engine and ensure they take action.
Brand protection in the paid search marketplace is a big challenge – realising that competitors are driving up the CPC on your brand terms is the first step, but it can be a difficult one.

Our tool monitors millions of keywords, meaning that we can show you who your competitors are, what they’re doing and automatically alert you when brand and trademark infringements occur. This means you can take action and get the problem resolved as soon as possible.

Find out more about how our brand protection technology has saved companies millions.

See Adthena in action

If you are looking to optimise your ad copy or want to get control over brand or trademark infringement in paid search, then we can help.

Request a demo today and find out how machine learning can be your secret weapon for search.

About the author

Lorna Gill
Lorna Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies and is passionate about translating technical information into stories that excite and delight.