Competitor bidding: Pros, cons, & common mistakes (w/ Sophie Logan) | S1, EP2

In the second episode of the Paid Media Lab podcast, we're speaking to PPC expert Sophie Logan about her approach to running high-performing competitor campaigns across paid search. Sophie is the PPC lead at Beauhurst, a leading private company database tool for the UK market. Specializing in B2B and SaaS brands, Sophie has many years of experience in the performance marketing space under her belt, and regularly shares her insights as a speaker at conferences and industry events. Sophie is also a regular contributor to Search Engine Land, making her a leading voice in the PPC community. We could think of no one better to discuss competitor bidding than Sophie, so we had to get her on the podcast to outline the key strategies and considerations required to ensure success. Timestamps: 0:00 - Intro 03:03 - When to bid on competitor brand names, and when to avoid it 05:50 - Why competitor keyword bidding requires a different approach 06:56 - How to decide which competitors to target 08:35 - Step-by-step process for setting up competitor bidding campaigns 09:49 - Being creative with ad copy when you can't use competitor names directly 12:24 - Recommended bidding strategy 13:35 - How to create winning landing pages for competitor campaigns 15:10 - Key metrics when assessing competitor bidding campaign performance 17:00 - Cases where competitor bidding can backfire 17:20 - Sophie’s response when she found out a competitor violated an agreement to stop bidding on each other 18:24 - Using forums like Reddit to research competitor complaints and guide your campaigns 20:32 - Key optimizations for competitor bidding campaigns 22:10 - Sunk cost fallacy 22:32 - Wrapping up / outro Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: ⁠@lunio_ai⁠ Get more free PPC tools, webinars, and resources at:  ⁠https://www.lunio.ai/resource-library ⁠