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.

1. 15 B2B COMPANIES THAT “POACH” THEIR
COMPETITORS BRANDED KEYWORDS
Will Marlow Agency

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. 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. 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

5. B2B AdWords Ads
Poaching Branded Keywords

6. B2B AdWords Ads
Poaching Branded Keywords

7. B2B AdWords Ads
Poaching Branded Keywords

8. B2B AdWords Ads
Poaching Branded Keywords

9. B2B AdWords Ads
Poaching Branded Keywords

10. B2B AdWords Ads
Poaching Branded Keywords

11. B2B AdWords Ads
Poaching Branded Keywords

12. B2B AdWords Ads
Poaching Branded Keywords

13. B2B AdWords Ads
Poaching Branded Keywords

14. B2B AdWords Ads
Poaching Branded Keywords

15. B2B AdWords Ads
Poaching Branded Keywords

16. B2B AdWords Ads
Poaching Branded Keywords

17. B2B AdWords Ads
Poaching Branded Keywords

18. B2B AdWords Ads
Poaching Branded Keywords
Will Marlow
will@willmarlow.com
m. 202.577.3350
Thank you.