Bidding on competitor PPC keywords has basically become standard practice in a variety of industries, especially with large franchise organizations that are battling for market share.  Even though quality score isn’t going to benefit from this strategy (your ad campaign and landing page won’t be optimized as such)  a franchise can still benefit from ‘grabbing’ some of it’s competitor’s customers.

One thing to keep in mind with local franchise is to not only bid on large, national competitor keywords, but to also keep in mind local competitors that only exist within the territory’s geographic service area.  Start out by developing a list of local competitors and searching for them on Google to see what pops.

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