noun · paid search

Conquesting

Conquesting is bidding on a competitor’s brand name in paid search, so your ad shows up when people look for them.

In practice

It can work when you have a clear reason someone should switch, like a lower price, a missing feature, or a better fit for a specific buyer. Clicks usually cost more and convert worse than on your own name, because the searcher was looking for someone else. You can generally bid on a competitor’s name, but trademark rules can limit using it in your ad text.

Not to be confused with

Brand defense, which is bidding on your own name. Brand defense is often the response to being conquested.