If somebody is looking for a competitor in your industry, they’re in the market for a product or service they provide. If you utilize the competitor’s name as a keyword, as well as advertise for their terms, you’ll begin showing up in the same search results as your competitor, opening your own brand up for more potential customers and clients.
This is why you may want to consider adding your competitor’s name to your keyword list.
*Take note: When using competitor names and keywords, take this advice with a grain of salt, you might begin a bidding war, which could backfire on you. Not only that, you could cause the same competition to do the same thing right back to you.