Bidding on competitor keywords in pay-per-click advertising can be an ethical strategy that yields options for searchers, despite challenges with Quality Scores and costs.
Google allows competitor keyword bidding, but two main factors discourage advertisers: typically poor Quality Scores and ethical considerations regarding whether to bid on competitor terms.
Competitor keyword bidding can lead to visibility even without directly targeting those keywords, thanks to Google's relaxed matching algorithm that connects related searches.
When planning a competitor campaign, it's crucial to design the landing page first, ensuring that it persuasively communicates why consumers should consider alternatives.
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