How can I increase quality score when bidding on competitors?

[jarjarjarvis]

I'm trying to increase my quality score when bidding on competitors. I've broken up each competitor into a separate ad group and focused on 5-10 keywords in each but my quality scores seem to stay around 3 - 5. I'd like them to be more in the neighborhood of 5-7

Currently my ad relevance is below average and feel that if I can increase that to at least average than I should see some better quality scores. Any advice on how to do this with the competition?

Normally, I just focus ads around the use of the keywords but since the keywords are brand names, I can't do that with these ads.

[jarjarjarvis]

Thanks for the input. I just wanted to see if maybe anyone had any "tips or tricks" regarding this.

Since I can't use trademarked names in the ad copy to increase relevance, I think I look at what Alick300 said about CTR and try to increase that to increase QS.

[Alick300]

Hi Christopher,

Agreed with Jasmine there is no way to improve Ad relevance when you are bidding on competitors brand  because you can't use competitors brand name anywhere in Ad copy, Google doesn't allow this.

*** Please remember CTR takes the largest percentage of the QS, followed by Relevance, that's how relevant is your Ad to the landing page***

Use all Ad extensions.

Thanks

[JasmineA]

Hey Christopher,

Unfortunately, I'm not sure there's anything you can do for the ad copy relevance. This is definitely the problem with all competitive advertising in PPC.

Something to try, if you're super set on this tactic, would be to use the competitor name in your descriptions by saying "An alternative to X". I've never seen that done before. Most people have TMs filed with Google so your copy will be denied, and typically as soon as they find that you are using their brand in your copy they will file it with Google so there's not much you can do.

Good Luck!