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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/

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

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I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

Kiley Hay Baby Carriers Australia

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With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

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Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

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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