Competitive Poaching in Search Advertising: A Randomized Field Experiment

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Competitive poaching is the act of bidding on competitors’ keywords in addition to your own. This way, searchers that are looking for solutions that your competitors are known for can be directed to your website. This article explores the question of whether or not you should use competitive poaching within your search advertising strategy. In addition, the article asks how a particular ad copy variation will change the number of clicks you will get when betting on competitor keywords. Read below to learn how you can use this strategy, and whether you should use it for prescriptive, call-to-action, or some other kind of ad copy.

Publication: 
Fox School of Business, Temple University
Author: 
Siddharth Bhattacharya, Jing Gong, Sunil Wattal
Document Type: 
Research
Paywall: 
Free

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