Practical Sales Training™ > How To Get Attention > Keyword Hijacking
What is it?
Keyword Hijacking is a tactic where a business pays to show their ad when someone searches for a competitor’s brand name. For example, if someone types in “BrandX CRM” into Google, a competing CRM might bid on that keyword to have their ad appear above or alongside BrandX’s official listing. It’s a form of competitive advertising designed to capture traffic, visibility, and clicks from people actively looking for your rivals.
Why does it work?
It works because the people searching for branded keywords are already showing strong intent – they’re in the market, researching, and often close to buying. If your ad appears in that moment with a stronger offer, clearer message, or better deal, you have a chance to change their mind. The searcher may not even notice it’s a different brand at first glance, and if your alternative is relevant and compelling, they might never go back to the original brand they searched for.
How can you use it?
You can use keyword hijacking by identifying your top competitors and bidding on their brand terms in Google Ads or other PPC platforms. Use your ad to position your offer as a better, simpler, or more affordable alternative. But be careful – while bidding on competitors’ names is legal, using their trademarked names in your ad copy isn’t. To play it safe and smart, focus your message on what makes you different and why the searcher should consider switching. It’s aggressive, but when done ethically, it can be highly effective.
Example
People searching for Thrivecart see ads for SamCart which is a competitor – even the ad says “the truth about Thrivecart” which cast doubts over choosing them…
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