Podcast Title: The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing
Host: Chris Schaeffer, Certified Google Ads Specialist
Episode: Competitor Campaigns: When, Why, and How (Episode 474)
Release Date: August 4, 2025

Overview

In Episode 474 of The Paid Search Podcast, host Chris Schaeffer delves into the nuanced world of competitor campaigns within Google Ads. The episode is structured around addressing listener questions related to Quality Score and bidding strategies before transitioning to an in-depth discussion with guest Joey Bidner on the strategic implementation of competitor campaigns. The episode offers valuable insights for business owners, digital marketing agency employees, and PPC freelancers aiming to optimize their Google Ads strategies.

Listener Questions: Quality Score and Bidding Strategies

1. Josh's Concern on Quality Score ([04:50])

Question:
Josh, a long-time listener, expresses frustration over his keywords having a Quality Score of 1 out of 10, leading to limited ad visibility. He shares his efforts to improve this by creating more relevant landing pages, increasing page speed, and incorporating relevant keywords.

Chris's Response:
Chris explains that Quality Score in Google Ads is influenced by three main factors: expected click-through rate (CTR), ad relevance, and landing page experience. He emphasizes that Quality Score is derived from approximately 90 days of data and is constantly fluctuating with each new auction. Therefore, improvements in Quality Score may not be immediately visible in the UI and can take weeks or even months to reflect.

Notable Quote:
"Quality score is constantly changing. Every time you show up for a new auction, there is a new quality score that you are set with for that auction." ([07:15])

2. Angela's Questions on Bidding Strategies ([15:30])

Questions:
Angela, a listener from Sydney, seeks advice on when to switch to Target CPA bidding. She wonders whether to make the switch now or wait until her Cost Per Acquisition (CPA) becomes more consistent. Additionally, she asks whether she should reactivate old ad groups with mixed performance under the new bidding strategy.

Chris's Response:
Chris likens Target CPA bidding to controlling the throttle of a tractor, illustrating that while Maximize Conversions allows Google to aggressively bid for as many conversions as possible, Target CPA offers more control over the bidding aggressiveness. He advises that switching to Target CPA should be contingent upon the success of Maximize Conversions and the need for more granular control over bid adjustments. Regarding reactivating old ad groups, Chris recommends turning them on to test their performance under current strategies but cautions against relying solely on bidding strategies to fix underlying issues in ad targeting or keyword selection.

Notable Quotes:

• "Target CPA is just the same system with a throttle that you can pull down and up." ([17:45])
• "You should never assume that you can fix something simply by changing the bid strategy." ([21:30])

Deep Dive: Competitor Campaigns with Joey Bidner ([23:52] - [33:42])

Introduction to Competitor Campaigns

Joey Bidner joins Chris to unpack the concept of competitor campaigns in Google Ads. He defines competitor campaigns as those where advertisers bid on their competitors' brand names to appear alongside or above them in search results.

When and Why to Run Competitor Campaigns

Joey emphasizes that competitor campaigns should be viewed as high-funnel awareness strategies rather than direct conversion tools. He outlines that these campaigns are best utilized when a business has exhausted its primary advertising avenues and seeks to experiment with additional budget allocations to increase brand visibility.

Notable Quote:
"Competitor campaign should not be seen as a high converting campaign like full stop. This is a campaign that you use for high funnel awareness." ([25:10])

Methodology and Best Practices

Joey outlines a streamlined approach to setting up competitor campaigns:

• Campaign Structure: One campaign with one ad group per competitor.
• Keywords: Utilize a small list of exact match keywords, typically three per ad group, focusing on variations like the competitor's brand name combined with terms like "reviews," "prices," or "support."
• Bidding Strategy: Employ manual bidding to control aggressiveness, avoiding automated strategies like Maximize Conversions to prevent low-quality clicks.
• Ad Copy: Craft purposeful ad copy that clearly states the intent to offer an alternative to the competitor, highlighting unique value propositions. He advises against using the competitor's trademarked terms in ad copy to avoid disapproval.
• Landing Pages: Develop dedicated landing pages that compare the advertiser's offerings with those of the competitor, enhancing user experience and reinforcing the purpose of the ad.

Notable Quote:
"All of my competitor campaigns are manual bidding... I just want a volume of impressions and clicks, if that." ([28:35])

Strategic Considerations

Joey advises allocating a minimal budget (around 5%) to competitor campaigns, recognizing that their primary role is to maintain brand presence rather than drive significant conversions. He underscores the importance of not expecting these campaigns to be profitable but rather to serve as a tool for maintaining visibility in competitive search landscapes.

Closing Insights:
Joey reiterates that competitor campaigns are not a substitute for robust targeting and ad strategies but are an additional layer to ensure brand presence amidst competition. He encourages listeners to approach these campaigns with realistic expectations, focusing on brand awareness rather than immediate conversions.

Notable Quote:
"This is a volume play that is for those clients that are looking to just get placements and brand awareness next to those competitors." ([32:10])

Conclusion

Chris wraps up the episode by thanking Joey Bidner for his invaluable insights into competitor campaigns. He reiterates the importance of strategic planning and realistic expectations when implementing such campaigns. Additionally, Chris encourages listeners to utilize the resources and tools mentioned throughout the episode to optimize their Google Ads strategies effectively.

Final Remarks:
"If you enjoy this podcast... try the software [Optio.com] for free." ([33:10])
“I am going to be back next week... See you then.” ([33:42])

Key Takeaways

1. Quality Score Dynamics: Understanding that Quality Score is influenced by various factors and evolves with each new auction is crucial. Improvements require sustained efforts and time.

2. Bidding Strategies: Choosing between Maximize Conversions and Target CPA depends on campaign goals and the level of control desired over bidding aggressiveness.

3. Competitor Campaigns as Awareness Tools: These campaigns are best utilized for maintaining brand visibility rather than driving direct conversions. They should be strategically structured with precise keywords and purposeful ad copy.

4. Strategic Budget Allocation: Allocating a small portion of the budget to competitor campaigns ensures brand presence without compromising the performance of primary campaigns.

5. Holistic Campaign Management: Successful Google Ads management requires a balance between bidding strategies and effective targeting to maintain campaign integrity and performance.

Resources Mentioned

• Email for Questions: paidsearchpodcastmail.com
• Special Tool Mentioned: Optio.com
• Chris Schaeffer's Services: chrishaeffer.com
• Joey Bidner's Contact: joeybidner.com

This episode serves as a comprehensive guide for optimizing Google Ads through informed bidding strategies and strategic competitor campaign implementation, providing listeners with actionable insights to enhance their online marketing efforts.