Friday, August 04, 2006
Angel points out that while buying competing product names is verboten in search marketing, it is allowable to match your ads with mentions of competitors in content.
As we all know, it can be equally effective to target those who are interested in your competitor as people who are searching on the category, whether online or offline. Another twist on this could be too watch for mentions of competitors products on news and blog sites through an RSS aggregator, and if you can't get the publisher to write about your product, advertiser in the feed itself. So even if readers don't click through to articles mentioning your competitors, they will still see your ad.