This week’s question comes from Evan, who asked: “How do I prevent my PPC budget from getting eaten by branded competitor terms?”
It’s a good question, as few things frustrate advertisers more than watching transactional budgets get drained by competitor-branded searches. Marketing dollars intended for high-intent, conversion-ready audiences often get spent on clicks from users searching for competitors instead. These searches typically convert at lower rates and can produce deceptively low CPCs, creating false positives that distort…
