January 31, 2024

Who is Bidding on My Keywords?

The AdWords platform can be overwhelming at times, especially if you manage multiple accounts and campaigns. Keywords, bids and ads are managed in ad groups, which live inside of campaigns. Campaigns are where you go to adjust daily budgets, target locations and other account settings.

A lot of paid search managers have questions about who is bidding on my keywords and how to best navigate this situation. The answer to this depends on your strategy and what your goals are for the branded terms in question.

Branded keywords are specific to a company, such as “Nike shoes,” “McDonald’s in New York” and “Ford truck.” These terms are usually protected by trademark laws, meaning that only the official advertisers can use these words in their advertising. However, there are exceptions and loopholes to this rule. Resellers, authorized advertisers and information-based sites can all use these terms as long as they do not explicitly badmouth the competitor who owns the name.

Competitors bidding on your branded keywords may be looking to take clicks that would otherwise be destined for you, especially in highly competitive industries. They might also be trying to capitalize on any weaknesses in your products or services, such as a lack of innovation or poor customer service.

There are a few different approaches to this situation, including aggressively bidding on competitor keywords and then lowering your bids, or being extremely strategic by using tools like Auction Insights to inform your decision-making process. Whichever route you decide to take, it’s important to weigh the pros and cons of each approach before making any decisions.

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