Search advertising can seem impersonal, but behind every ad is a living, breathing search marketer, and if they’re competing against you for particular keywords, the competition can get intense, ugly or downright bizarre. What do you do if your competitor launches a surprise attack, overruns your position, and pins you down in a bloody bidding war? In today’s SearchDay article, Winning a Search Advertising Bid War, our “war correspondent” Greg Jarboe recounts the strategies and tactics suggested by battle-scarred veterans for achieving victory in search advertising campaigns.
A longer version of this story for Search Engine Watch members offers specific strategies and tactics for engaging in and winning a search engine advertising bid war, including powerful approaches such as ROI-based bidding, bid jamming, bid surfing, and bid shadowing. Click here to learn more about becoming a member.