Not only is it important to bid on your own trademark terms but it is also a great idea to bid on your competitor’s keywords as well. There are a lot of questions in to if this is legal, if it’s looked down upon, and whether every company should do it.
First bidding on your competitor’s keywords is completely legal. You are allowed to bid on your competitor’s keywords as long as they have not requested from Google that they be trademarked. If they have been trademarked you will be notified and the keywords will not run anymore.
It is also not looked down upon in PPC campaigns to bid on your competitor’s domain name. Everyone does it and it is not something that is not new or sneaky. You can see who is bidding on your brand by just searching for your domain name on Google. If you don’t want someone bidding on your trademark feel free to register it with Google and they will not allow any competitors or affiliates to bid on your brand.
Last every company large or small should bid on their competitor’s domain name. It will help to increase your brand exposure and let people know you are selling the same products too. If your price or service is better then you get the sale. It’s all about free market enterprise and if you can, capitalize on it.