Should you run Google Ads on your competitor’s brand names? – “Many find success in doing this. CTR and Quality Score will likely be low on these terms but if your goal is to beat your competitors to the punch, this may be a good fit. A safe start to competitor bidding is focusing only on your remarketing lists, meaning they’ve looked at your site but they’re still shopping around. Use this opportunity to serve compelling ad copy with your best deals, pricing, or USPs before you lose the customer for good. Important: Make sure you don’t use dynamic keyword insertion in your ads on these campaigns or else you could violate trademark policies.”
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Source: PPC Hero