I used to manage a store that had two competitors in town. None of us had a pricelist in our windows, and the only way to find out what we were all doing so we could make our own pricing and campaigns as productive as possible was to actually walk into the shop and see for ourselves. Obviously we were all pretty well known to each other, so after some time this got awkward, devious and in the end irritating.
Sure it was funny to give completely bogus prices when you recognised a competitor ringing up, or to ask them their prices straight back and listen to the gasp, followed by the dialtone. Most of the time however it was pretty annoying, especially as it was our livings we were talking about, and the edge in the intelligence war was often crucial and provided an edge in sales for up to a week.
With Adwords this tomfoolery is not nearly as embarrassing. In fact you can happily keep an eye on what your opponents are doing by typing in keywords and seeing what adds come up. It can certainly be time consuming to go through a massive keyword list to see what areas your competitors have decided to target, but it's a hell of a lot less irritating than calling up and faking a German accent I can tell you.
In no area does this become more true than when dealing with affiliate marketing. Affiliates run adds through Google Adwords, and the very best will finetune them until they are a profit pulling machine. With minimal effort you can then work out what keywords are being used by them on a continual basis(these are the ones that are paying), what products they are promoting and what strategies they are using. It's a little underhand, but why not take every edge that a tool like Google adwords offers and truly make your PPC advertising as productive as possible.
Don't settle for 'okay' results when you can Join the Adwords Mailing List and learn how to leverage your time and efforts to get the very best results possible.
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