When you are placing competitive ads, you should consider placing them with Google so you can use their affinity audience feature. The affinity audience feature is typically used so you can target a certain audience. This means that they will see your advertisements more often. The affinity audience feature also allows you to target your competitors’ websites. This means that consumers who are searching for your competitor’s website will be more likely to see your advertisement. This is why using Google display networks is such a common practice in competitor advertising.
A good competitive advertising example of this would be if every time a consumer searched McDonald's, they received a Wendy’s ad. This is such a good example because they are direct competitors. Make sure that when you target a competitor through Google Display Network that you are targeting your direct competitors. It would make less sense if a Wendy’s advertisement targeted a five-star restaurant. They are technically competitors because they are in the same industry, however they are not direct competitors.