Why don't ANY ads other than the brand appear on competitor?

Hi all,

So I currently run several campaigns on AdWords, one of which is for competitors. We have a good amount of spend on each of these and have been using PPC for many years building up good history in the industry we operate. Within the campaign there are two competitors we really struggle to get any impressions.

The issue we have is that there are two competitors within the market who bid on everyone elses brand (including ours) yet nobody else appears to appear on theirs even though they are two of the market leaders and have the highest volume of search terms in the industry. I don't want to mention their names on this forum, but I wonder if anyone could shed some light on why this could happen? We don't get it with anyone else, just these two.

Our ad text is within the guidelines, and get approved instantly so it's nothing in that sense.

We pretty much have 10 ads on our brand at any given time, yet they rarely have a competitor appearing, even when we ramp up our spend on their terms, we still don't seem to appear even though our products are the same and all the content on site is similar. After all, we're competitors?

 

• Check your Quality Score is a variable that can influence both the rank and cost per click (CPC) of ads.
  
  Also,
  
  Expected clickthrough rate:
  Ad relevance:
  Landing page experience:

 

Hi Sem-profiteer,

Thanks for your response. So it may be some of the things you mentioned above, but what about several other competitors who have amazing domain authority? Why can they not appear either? Surely there must be more to it than quality score?

Matt

 

Its practically difficult to get high quality scores when you bid on competitor brand terms, try bidding up. Also look at the competitive metrics for your campaign to figure out why you are losing out in auctions. (auction insights for the keywords in question, look at the loss of impression share due to budget/rank)