Ask How do digital marketers approach SEM campaigns when competing against a market leader with a huge budget?

[Newman]

Competing against a big brand in paid search is not easy, but it is possible if you are smart about it. Instead of bidding on the same broad keywords they dominate, smaller advertisers usually focus on specific, niche keywords that larger brands ignore. These are called long-tail keywords, meaning they are more detailed and specific, like "affordable running shoes for flat feet" instead of just "running shoes." The more specific you are, the cheaper the clicks and the more relevant the audience. What strategies have worked for you when competing against bigger brands?