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Paid search professionals constantly debate the merits of running paid search campaigns bidding on competitor brand names. Questions such as the following may arise:
- Is bidding on your competitors ethical?
- Are the high costs-per-click (CPCs) worth spending the budget on?
- Are you actually reaching people with buying intent?
In this article, I’ll talk through answers to these questions and more to help you understand if a competitor search campaign might be right for your brand.
Competitor Bidding Ethics
Google and Microsoft…
