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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/

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

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

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