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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 your 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 – if you’re putting PPC ads on your own brand name keywords due to competitors bidding on your name, it’s worthwhile doing this bidding model for your own brand name ads to protect your #1 rank.)

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 audiences on Google Ads. This only works on Display and Video ads currently. These audiences used to let you target users who have visited the specified websites in the past, but now these audiences have been broadened to include other similar websites, so it won’t be a perfect approach.

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

Adam Lochery Ecommerce Google Ads

We’ve been working with Petra and her team at the Quantified Web on our Google Ad Campaigns for 12 months now and in that time we’ve had to increase our targets on Return on Ad Spend due to the excellent performance of the campaigns she’s helped implement.

The data we receive is supremely rich and helps give valuable insight into key demographics, areas of interest, types of content most likely to resonate and most importantly, is communicated in a digestible, easy to understand format.

We thoroughly enjoy working with Petra and look forward to even more online success through our partnership

Adam Lochery Ecommerce Manager of Spacetalk [Ecommerce] Ecommerce Google Ads April 26, 2021

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

Monique Angeleri Ecommerce Google Ads

Working with Petra has been a fantastic experience. She has walked us through the entire google marketing process, worked within our budget, kept us up to date with the progress and sits down with us at the end of each month to explain how our ads are tracking. We couldn’t recommend Petra more, she is extremely accommodating and always has time to answer any questions we have along the way.

Monique Angeleri Marketing Director of Cadelle Leather [Ecommerce] Ecommerce Google Ads April 26, 2021

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

Kiara Buccella Google Ads
The Quantified Web has managed the Mayfair Hotel’s Google Ad campaigns for almost two years now.
We have had a wonderful experience with Petra, she demonstrates great care for her clients and is proactive in providing insights and suggestions on how to optimise performance.
Petra is thorough and efficient in her communication and we would certainly recommend her to others businesses.

Kiara Buccella Marketing Executive of Mayfair Hotel Google Ads Management April 26, 2021