Targeting a Competitor’s Brand Name? Here’s What Happened.
By targeting a higher-priced competitor's branded keyword, we captured 15% of total sales for this gym product.
Sports & Outdoor
July 2025
Overview
For a gym gloves product in the UK marketplace, we launched an aggressive offensive strategy targeting the branded search term of a direct competitor. The competing brand had a high-quality product — but at a price point of £64.99, compared to our client's more affordable £24.99.
On May 25, 2024, we launched exact, phrase, and ASIN targeting campaigns focused solely on the competitor's brand name. The result? 15.57% of all product sales were generated from shoppers searching for that competitor — while we organically ranked #1 for their branded keyword.
Challenges
The client had a significantly lower price point — which could imply lower quality if not presented well
Action Plan
Identified a competitor with strong search visibility but high pricing
Built out campaigns using exact, phrase, and ASIN targeting for the competitor’s brand name
Positioned our product as a value-based alternative — similar quality, lower price
Optimized ad creatives and product detail page to highlight benefits and reduce perceived value gaps
Monitored weekly keyword performance, maintaining visibility for the competitor’s branded terms
Maintained organic rank #1 for competitor’s branded search
Results ( Year to Date )
Metric | Value |
|---|---|
Total Product Sales | £112,798 |
Competitor Keyword Sales | £17,561 |
% of Total Sales from Competitor Branded Keywords | 15.57% |
Organic Rank | #1 for Competitor’s Brand Search |
Total sales
Competitor Keyword Sales
Search Results Page
Summary
This case study proves a powerful point: you don’t need to outspend the competition — you just need to outsmart them. By identifying a higher-priced competitor with strong branded search traffic, we strategically positioned our client as the value-driven alternative. The result? 15% of total sales came directly from customers searching for someone else.
