For example, while one competitor might outperform you on Google Ads, you might have the upper hand on Microsoft Advertising. Dig deeper: 3 ways to target your PPC competitors’ audience. 4.

Competitive advantage is what gives businesses the upper hand compared to their competition in the market. It's the unique factor(s) that help a company succeed.

Before I dive into the ins and outs of competitive advantage, I would like to highlight the importance of this topic with a real-world example I encountered two years ago when I was called in to ...