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Yes, we often see this occurring when a business targets their competitor. This might even be happening to you! See the image below for an example of Pipedrive targeting Freshsales.

You can target brand keywords or names of companies using Google Search, and you can target individual websites through managed placements and Custom Intent audiences on Display..

While I don’t personally recommend using your competitors’ names anywhere in your copy due to trademark and anti-competition laws, I see nothing wrong with targeting another business’ keywords so that your ad can show as a viable alternative. To do this, you would add keywords relating to the business name you are targeting. This is best done in a separate ad group or campaign so that these are not mixed in with your own business name keywords.

Keep in mind that your quality score will be lower when targeting a competitors’ keywords, so you’ll probably rank lower than the business you’re targeting unless you set a high bid. You can handle this automatically using the Impression Share bidding model and set it to bid for the top placement if you are super keen to rank #1. (On this – it’s worthwhile doing this bidding model for your own brand name ads to protect your #1 rank against your competitors.)

On Display, managed placement targeting can allow you to place your ad on the specific companies’ websites, but only if they display ads on their pages. Typically media companies run the most ads on their website, so if you’re trying to target a non-media entity this might not work out.

Lastly, you can target specific domains using Custom Intent audiences on Google Ads. This only works on Display and Video ads currently. These audiences let you specifically target users who have visited the specified websites in the past.

This tip and many others are found at https://www.petramanos.com/category/tips/

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020