Part of your PPC campaign is made up of bidding on your competition’s keywords.
There is nothing wrong with this type of practice, it is perfectly acceptable.
There are rules of engagement to follow, aren’t there?
Not everyone abides by them, Just because you are sticking to the rules, it does not mean your competition is.
Black Hat PPC
Foul Play (Unscrupulous Activity) – There are advertisers out there that follow basic AdWord guidelines for their PPC campaigns, the ads are well structured, and the messaging is correct; The landing page is done as it should be.
This is how everyone does it, isn’t it?
Some websites are full of slanderous content, Criticism (a little is acceptable); and many other sources of under hat practices.
It is difficult to keep an eye on this sort of behaviour, implementing time to research, monitor and track your competition is one of the few ways to stay ahead of these black hat practices.