Paid search conquesting has always been a controversial topic in the pay-per-click world. This is because the tactic is notorious for starting bidding wars. During a bidding war, both parties can be negatively impacted as their brand name visibility is threatened and their CPCs increase.
However, aside from the controversy, competitive search campaigns can be a new source to capture brand visibility and awareness among a highly relevant audience.
Therefore, in this article I will be discussing ways to mitigate the risks and reap the benefits of a competitive search campaign.