Why Bid on Competitors' Keywords in Google Ads?

Since September 14, 2010, Google has accepted that a brand purchases its competitors' keywords provided that the latter does not appear in the ad and that the brand does not mislead the consumer. These are means used to compete on the web. However, it is necessary to use them according to local regulations.

Indeed, this type of practice is legislated in certain countries such as Canada, and Google has done the same to curb this competition. In recent years, there have been lawsuits around the world to denounce this unfair practice. Therefore, it is necessary to find out about it from local authorities in order to avoid prosecution or penalties.

We will return shortly to the regulation of keywords on the web. But first, let's look at the advantages.

Source: Pixabay

Why buy keywords to make a counter-campaign?

1. The little-known brand gains notoriety thanks to searching for the name of its competitors. By appearing on competitors' search pages, it gives visibility visibility and a good portion of people will click on the first results and they will not necessarily go to the 2nd or 3rd page.

2. Theinvestment to increase the traffic on your website is low. If we take into account the rate of number of clicks, the cost can be lower.

3. Theincrease in traffic on the website is made by visitors from high quality, because the person typed the name of a company. So, she seeks to meet a specific need. It is more qualified than a visitor who does a general search. Since these are potential customers, it is quite possible that the conversion rate will be high.

4. Your positioning in the search engines will betterbecause your site will appear more often in search results. What must not be forgotten is that an SEM campaign must be supported by organic SEO so that your positioning continues to progress instead of falling back in search engine results when you finish your AdWords campaign.

5. If the name of your more big competitor is difficult to write or pronounce, you can buy keywords with errors the most common ones. In this way, you could increase your visibility and improve the conversion rate.

In short, the advantages are numerous. However, there is another side of the coin.

Source: Pixabay

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Is it that buying competitor keywords is legal? Is this unfair competition?

The purchase of keywords has already created a lot of turmoil. Let's see in detail what are the limits of using keyword purchasing.

Google's policies

Google has updated rules regarding trademarks. Please be aware of this in order to avoid penalties from Google.

In short, Canada is one of the countries that allows the use of the name of the competing brand provided that the reseller and the informative sites serve to offer or facilitate a service or good. This must be their main goal. Otherwise, sanctions may be imposed. It is advisable to work upstream to avoid possible lawsuits.

Quebec laws governing competitive keywords

Given that the choice of keywords is made according to the market and the type of business, it is possible to consult law firms with expertise in the web to help you carry out a counter-campaign strategy in the rules. You can consult the sites of BCF business lawyers or Edilex, a legal blog.

The phenomenon of purchasing negative keywords

It It is possible that some companies purchase negative keywords to avoid appearing in competitors’ search engines. Buying negative keywords involves buying a group of words that either have all possible typos or put a hyphen “-” before a word so as not to appear in searches related to this word. This optimizes advertising campaigns and avoids unnecessary clicks.