GoonMastering Competitor Bidding with Google Ads in 2025
In today's digital landscape, competitor bidding has become a crucial aspect of Google Ads strategy, particularly for SaaS brands. As Google continues to update its algorithm, avoiding competitor terms is becoming increasingly difficult, even when bidding on generic, non-branded keywords. In this article, we will delve into the world of competitor bidding, exploring why it's becoming more challenging to avoid competitor terms, the immediate issues faced when bidding on competitor keywords, and strategies for success, including spying on competitors and creating effective competitor-themed ad banners.
Introduction to Competitor Bidding
Competitor bidding refers to the practice of targeting ads at users who are searching for a competitor's brand name or related keywords. This strategy can be highly effective for SaaS brands looking to attract potential customers who are already considering their competitors. However, as we will discuss, there are significant challenges associated with competitor bidding, including lower click-through rates, higher costs per click, and the need for sophisticated pre-click and post-click strategies.
Issues with Competitor Bidding
When bidding on competitor terms, there are several issues that can arise. Firstly, customer intent is different when searching for a competitor's brand name compared to a generic term. Customers searching for a competitor are likely closer to the decision phase and may have already made up their minds. Secondly, quality scores can be lower when bidding on competitor terms, as Google's algorithm may not find relevance between the ad and the search term. This can lead to higher costs per click and lower ad ranks. Finally, click-through rates can be lower, and conversion rates may suffer as a result.
Example: Monday.com's Competitor Bidding Strategy
Monday.com is a great example of a SaaS brand that has successfully implemented a competitor bidding strategy. By creating a dedicated landing page comparing their platform to ClickUp, Monday.com is able to entice potential customers to consider their offering. The ad headline, "Objective Comparison," is particularly effective, as it encourages users to evaluate both options before making a decision. This strategy is worth replicating, as it demonstrates a sophisticated approach to competitor bidding.
Spying on Competitors with Google Ads Transparency Center
Analyzing competitor ads is a crucial part of a successful Google Ads campaign. The Google Ads Transparency Center is a valuable resource for this purpose, allowing users to plug in a competitor's domain and view their search, display, and YouTube ads. This can provide valuable insights into a competitor's ad strategy and inspire new ideas for your own campaigns.
Competitor-Themed Display Ad Banners
In addition to search ads, competitor-themed display ad banners can be an effective way to reach potential customers. By highlighting the benefits of your platform compared to competitors, you can convince users to opt for your solution. Intercom and TestGorilla are great examples of brands that have successfully used this strategy, creating ads that compare their platforms favorably to industry competitors.
Conclusion
In conclusion, competitor bidding is a complex and challenging aspect of Google Ads strategy. However, by understanding the issues associated with competitor bidding and implementing sophisticated pre-click and post-click strategies, SaaS brands can successfully attract potential customers who are considering their competitors. By spying on competitors, creating effective competitor-themed ad banners, and adopting a comprehensive approach to competitor bidding, brands can stay ahead of the competition and drive success in their Google Ads campaigns.
