Moz Q&A is closed.
After more than 13 years, and tens of thousands of questions, Moz Q&A closed on 12th December 2024. Whilst we’re not completely removing the content - many posts will still be possible to view - we have locked both new posts and new replies. More details here.
How to improve the quality score (QS) when bidding on competitor brand names in Google Adwords?
-
Hi,
I have researched few sites on this topic and I could see that the competitor keyword should match with the add text relevance, landing page relevance and CTR.
Any other factors more to be included to improve the quality score?
Reference: http://searchenginewatch.com/article/2285536/Google-Updates-How-AdWords-Quality-Score-is-Reported
-
It depends what you want to achieve! You will never get 8 but you can really play with match types sometimes
broadwith right negatives can be cheaper than exact. test it! Get tight ad groups, research misspells and close variations and uncheck in settings close variations targeting. Work on your ad copy! test and refine. Improve page load times.Hope it helps!
Igor
-
Competitor campaigns work very well. Just make sure you are targeting a competitor offering a similar product.
Brian gives good advice...I structure my competitor campaigns similarly..separate campaign...separate groups for each competitor. Be careful about Dynamic Keyword Insertion....I've used it before in competitor campaigns, and it generated high CTR, but also generated complaints. I do not use DKI for competitor campaigns any longer.
I found that I can get high CTR if I show why my product is great, not focused on my brand or my competitor. ie. I will use Coke vs Pepsi in an example. If I am Pepsi, and I am targeting keyword of "Coke"... My text ads would say thing like, Cold Refreshing Soda, Summer Soda Sale, Refreshing Beverage, #1 Taste Test Winner, Caffeine Free Beverage, etc. Focus on the product, not the brand. Why is the customer looking for this product? They are thirsty... show how your product can help the customer...they will click on your ad and buy your product.
My competitor campaigns perform very well...they are a great way to gain market share.
-
Why not spend your time and money on improving your own listings and content rather bidding on competitors names? The CTR is going to poor whatever you do because it isn't really what the customer is looking for.
-
CTR in my experience, has the greatest impact on your QS in adwords.
If I needed to improve my QS on a competitors branded name, I would do the following:
- Create a new campaign titled "competitor x"
- Create ad groups for each of the competitors products
- Create ads that are transparent that you ARE NOT the competitor but offer a similar, if not better, value.
- Employ dynamic keyword placement in some of your ads (test with and without)
- Build landing pages that contract your business with your competitor (again transparency will avoid problems from people feeling duped that they clicked on your ad when they were looking for your competitor.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
How to measure adwords campaing success on an non ecommerce/leads website
Hello,
Branding | | teconsite
We have a website of a furniture company that runs an Adwords campaign. This company has a lot of distributors. They have several objetives: people explore the online catalog people visit the distributor page (where they can find the nearest distributor in his/her area) people share the pictures and info in social media. (For example: pictures in pinterest) people watch videos new distributors contact them to be a new distributor and so on. As this is not an eccommerce website they can not buy We have created objectives in analytics to meassure those engament results.
My question is how to measure this in Google Adwords...
If I import GA objetives into adwords, I get conversions rates of 350% and even more, and the number of conversions is to high. For example. If one objetive is to visit Distributors page (the one where users can see a map and search for the nearest distributor), I find with a lot of conversions of this type. I was thinking in importing some objectives and giving them a value in $ and instead of evaluating conversion rates, evaluate ROAS. But I really would like to know, what you are doing with this kind of companies. How do you measure the campaign success when most of the objetives are measuring engagement. Please, could you give me any advice? Thank you!0 -
In the Google search results, the company name (with the drop down arrow) next to the result URL is incorrect. The company being displayed here is a company we acquired many years back. How do I adjust/fix this?
When I search any term for my organization, we are getting good results BUT the company name, next to the results URL is of an orgnization we acquired many years back and not the name of our company. The URL is correct page JUST the company name next to this URL is incorrect on the Google search results page. How do I go about changing so the company name next to the URL ?
Branding | | DigitalNTT0 -
Site Architecture for Sub-Brands
I am working on launching a few industry specific sub-brands for our marketing agency and am trying to figure out the best way to deliver a tailored user experience using subfolders instead of subdomains, if this is indeed the best option... Since I am trying to provide separate experiences, I looking at housing microsites in sub-folders - say /technology or /medical. Each with its own navigation, home page, and industry specific content/blog/portfolio. A couple things I am considering: Will my microsite "home pages" and site pages rank as well in a sub-folder versus if they were actually the primary pages on their own sub-domain? Will separate Wordpress and theme installs and separate primary navigations have any affect on SEO if they are in sub-folders of the same site? Thanks in advance for any input. I really appreciate it!
Branding | | Alaniz0 -
Google displays the wrong store hours. Can anyone help lead me to the fix?
When doing the following search on Google "Ticket King Milwaukee hours" we see the wrong hours displayed at the top of the page. Just to the left of our places page, you will see "Tuesday hours 8:30-1:00 pm." That 1 pm closing comes up for every weekday, even though we are open until 6 pm weekdays, and 3 pm on Saturdays. I have checked the hours listed on our G+ page, our "Places for Business" page, our "about us" page on our website, and can't find where they are getting this incorrect data. I even went out and checked most of the "List your business" sites that I have registered with.
Branding | | Ticket_King
I have submitted this to Google, but have not heard back. Does anyone have any ideas as to how I can fix this, or at least find out where this bad data is coming from? I did find a company blog post from 2010 that listed our ours in a somewhat confusing way, but it was still correct. (I have since fixed that old post.)0 -
Domain name with a hyphen
I am looking at starting a brand new website and purchasing a domain to see my hair product. My question is that domain i am wanting to purchase if a 2 word .com domain but it is not being currently used and it is up for auction for 10K. I am looking a purchasing a domain name that is the same 2 words but a has a hyphen between the 2 works. My assumption is that if I start building content, concentrating on seo (keywords, link building, etc) and brand building that I should not have any problems with my hyphen in the domain. I am looking for feedback and insight from the SEO professionals! Thank you guys in advance. UPDATED 1-29-13 Here is the scenario and I am looking on how you would handle it. **name = my brand name I am looking to purchase a domain within the year: namehair.com I currently am using: namehairbrand.com I have purchased: name-hair.com My concern is if I began my SEO efforts and the brand grows extensively then the person who owns "namehair.com" will raise the price even more than the current price of 10k. I plan on purchasing that domain name within the next 18 months or so and then direct the traffic to the domain "namehair.com". If I put all my efforts into "namehairbrand.com" and then submit to Google that I have changed domains - will I get my butt kicked by Google? Thank you guys - you are really helpful!
Branding | | dsmolinski0 -
There was a really awesome Brand Video at Mozcon last year
It was a female brand i believe. Does anyone remember which it was or have a link? Gracias!
Branding | | VistageSEO1 -
Changing a "city" or "town" location in google maps
Hello Mozinators! I have a client I currently work with doing SEO that has a rare problem that I have not come across before nor have I been able to find any information on how to make changes for it. The problem being that the city/township is more of a community that has yet to officially be labeled as a city, yet is still marked as a town on google maps. This is a great step in the right direction however the google maps location is over the wrong place. I have attached screenshots of the google maps for this location. In the top is a place called "Lakewood Ranch" and it is not in the correct spot. Lakewood Ranch should instead be in the bottom corner of the overview screenshot, where the town center is and the medical center off of the "University PKWY" exit. I have absolutely no idea on where to start to get these changes put in place, nor if they can even be put in place. Please let me know! Thank you so much in advance! a86TM.png u1ipV.png
Branding | | jbster130 -
Looking for examples of a B2B brand spinning off B2C products on to separate websites
Does anyone have any good examples or case studies? Right now I'm working on a site with both B2B and B2C products crowded onto one site. I'd love to find some examples of companies that have built their online B2B brand separately from their consumer products. I found the Constructive Playthings case study on Marketing Sherpa but nothing else.
Branding | | TexaSEO0