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Include Brand Names of Competitors – Google Ads
I am currently running 2 Google Search ads for a fashion brand:
1. A brand campaign that focuses only on keywords including the different variations of the company’s brand name and some are “Brand + Product (category)”
2. A search campaign that focuses on non-branded terms and product categories. Here, I negate the search terms that either include the brand of the company or are actual keywords in the above ad. This way I can prevent cannibalizing the other running ad.This industry is very dense with a lot of big players and even more small players. Some of our competitors are very close to our own brand identity and are therefore direct competitors.
**Question 1:** Should I include their brand names in my keywords, put them in the negative keyword list or just leave them as “none” in the search terms?
**Question 2:** Are the 2 campaigns I have running above in general a good idea? What other structure/type of ad would you recommend?
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1 Reply
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You can use competitors names as negative keywords. Worth doing for now but you may want to target them in the future to help test and see if you can scale the ad account targeting the competitors brand name.
If you are a fashion brand, then you should be running shopping ads. You can also look at testing dynamic search ads. Even discovery ads can work for some brands to drive conversions.
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1. I wouldn’t use other brand names in your campaigns because: 1. That is how you start a bidding war, 2. Usually you get useless traffic with that since peopel who googled a product + brand name want to go to that store specificly which usually results in bad traffic so I would leave them as search terms not adding them in keywords or negatives.
2. Yes that is generally a good idea if you are trying to promote your brand name. Maybe add more ad groups with different products or different variation 9f keywords (broad, phase, exact) -
If you are a fashion e-commerce brand, you definitely need to get yourself on the Google Shopping channel.
I would create a ‘Competitor’ negative keyword list and add your competition to that for now. In the future, you can create a separate Search campaign targeting Competitors specifically. For now, you are probably best focusing your budget elsewhere.
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