Answers
Should I bid on competitor brand names?
Legal in most markets, often expensive, and it invites retaliation.
The short answer
Legal in most markets, often expensive, and it invites retaliation.
You cannot use their trademark in your ad text in most jurisdictions, which makes the ad weak. Conversion rates are usually poor because the searcher wanted someone else.
It can work where your offer is genuinely differentiated on something concrete like price or shipping. It rarely works as a volume play.
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