The paid media lab Competitor bidding: Pros, cons, & common mistakes (w/ Sophie Logan) | S1, EP2
In the second episode of the Paid Media Lab podcast, we're speaking to PPC expert Sophie Logan about her approach to running high-performing competitor campaigns across paid search.
Sophie is the PPC lead at Beauhurst, a leading private company database tool for the UK market.
Specializing in B2B and SaaS brands, Sophie has many years of experience in the performance marketing space under her belt, and regularly shares her insights as a speaker at conferences and industry events. Sophie is also a regular contributor to Search Engine Land, making her a leading voice in the PPC community.
We could think of no one better to discuss competitor bidding than Sophie, so we had to get her on the podcast to outline the key strategies and considerations required to ensure success.
Timestamps:
- 0:00 - Intro
- 03:03 - When to bid on competitor brand names, and when to avoid it
- 05:50 - Why competitor keyword bidding requires a different approach
- 06:56 - How to decide which competitors to target
- 08:35 - Step-by-step process for setting up competitor bidding campaigns
- 09:49 - Being creative with ad copy when you can't use competitor names directly
- 12:24 - Recommended bidding strategy
- 13:35 - How to create winning landing pages for competitor campaigns
- 15:10 - Key metrics when assessing competitor bidding campaign performance
- 17:00 - Cases where competitor bidding can backfire
- 17:20 - Sophie’s response when she found out a competitor violated an agreement to stop bidding on each other
- 18:24 - Using forums like Reddit to research competitor complaints and guide your campaigns
- 20:32 - Key optimizations for competitor bidding campaigns
- 22:10 - Sunk cost fallacy
- 22:32 - Wrapping up / outro
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