But drafting the competition's brand using a PPC campaign is
strategy fraught with challenges. You may have to deal with ads with poor CTRs (because you cannot actually use the keyword in your ad copy--only the bid), as well as the fact that the standards for
Quality Score (including conversion rates and landing page quality) are much higher than average when you bid on someone else's branded term. And don't forget that competitors can easily retaliate and
bid on your keywords, which will drive costs on your other campaigns up.
Still, some marketers may want to go for the gusto with keyword conquesting, so the Search Marketing Sage advises them to be aggressive with bidding, make the best landing page possible (complete with headlines that reference the branded keyword and reasons why your product is better), and most of all, know when to give it up.