What is Indirect Competitor Targeting in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Ever wished you could peek into your competitors' Google Ads strategy and see what keywords they're targeting? While I can't offer you that, exactly, I can share a simple trick that will give you a valuable glimpse into their keyword strategy using Google's free Keyword Planner tool.

The Art of Indirect Competitor Targeting

This strategy, which I call "indirect competitor targeting," involves using Keyword Planner to find out which keywords Google associates with your competitor's website. You can then incorporate these keywords into your own Search campaigns, attracting potential customers who might otherwise have landed on your competitor's site.

Why Indirect Competitor Targeting Can Be Better Than Conquesting

While you could try "conquesting" by bidding on your competitor's brand name as a keyword, this approach can be costly and often leads to low-quality traffic. People searching for your competitor might not be interested in your offering, even if your ad appears alongside their search results.

Indirect competitor targeting is a more subtle and effective approach. By targeting keywords that are relevant to both your business and your competitor's, you're more likely to attract qualified leads who are genuinely interested in the products or services you offer.

The Keyword Planner Trick: How Indirect Competitor Targeting Works 

1. Access Keyword Planner: Go to Tools > Planning in your Google Ads account.
2. Start with a website: Instead of entering your own website, enter your competitor's URL.
3. Get results: Keyword Planner will generate a list of keywords that Google associates with your competitor's website, along with estimated search volume and cost data.
4. Analyze and incorporate: Review the list of keywords and identify those that are relevant to your business. Incorporate these keywords into your own Search campaigns to attract a similar audience.

Bonus Tip: This strategy can also be used as a valuable keyword research tool. If certain keywords aren't appearing for your own website, it might indicate areas where you could improve your SEO and website content.

Is Indirect Competitor Targeting Unethical?

Indirect competitor targeting has no ethical risks, because you're simply bidding on keywords that are relevant for both of your businesses. Some people believe that bidding on your competitor's branded keywords is unethical, even if it is legal. Indirect Competitor Targeting brings none of these potential risks.