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15 B2B Companies Who Poach Their Competitors Branded Keywords

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There are lots of good reasons to bid on (buy) your competitors' brandname -- if you think they are vulnerable, if you have a clear advantage, if they are in a PR crisis, etc. I've compiled a PowerPoint deck that shows 15 B2B companies that are executing this type of strategy right now, for your reference in planning your own counter-competitive campaigns.

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15 B2B Companies Who Poach Their Competitors Branded Keywords

  1. 1. 15 B2B COMPANIES THAT “POACH” THEIR COMPETITORS BRANDED KEYWORDS Will Marlow Agency
  2. 2. B2B AdWords Ads Poaching Branded Keywords  Founded in 2011  Facebook Ad Specialists  Google AdWords Premier Partner (2x) Search & Display  Bing & Yahoo Accredited  Google Analytics Certified  Specialize in data-driven marketing for organizations Will Marlow Agency
  3. 3. B2B AdWords Ads Poaching Branded Keywords  What follows is a slide-by-slide list of examples of B2B companies who are targeting their competitors branded trademarks – in other words, they’re trying to “poach” leads from their competitors.  This is often good strategy, especially in the following circumstances:  Your competitor has high name recognition + low customer loyalty  Your product has a compelling advantage that’s easy to communicate (cheaper, better, etc.)  Your customer is in the middle of a PR crisis of some kind Presentation
  4. 4. B2B AdWords Ads Poaching Branded Keywords  Each slide presents ads highlighted in blue that show an ad being targeted at a competitor’s branded keyword.  You may refer to this slide deck for inspiration in creating your own “poaching” strategy.  The companies that follow are: • Marketo, Oracle, Qlik, Insperity, Zero, RingCentral, Hatchbuck, Lifesize, MakeOffices, Regus, Uber, DaVinci Virtual, Adobe, BigCommerce. Presentation
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  18. 18. B2B AdWords Ads Poaching Branded Keywords Will Marlow will@willmarlow.com m. 202.577.3350 Thank you.

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