What adjustments should be made to keyword bidding strategies when a competitor significantly increases their bids for top positions on Yahoo! Japan?

When a competitor significantly increases their bids for top positions on Yahoo! Japan, several adjustments should be made to keyword bidding strategies, based on overall campaign goals and budget constraints. First, closely monitor keyword rankings and impression share to assess the impact of the competitor's bid increase. If impression share and average position decrease significantly, it indicates the competitor is outbidding you. If the goal is to maintain top positions for high-priority keywords, consider increasing bids to match or slightly exceed the competitor's bids. However, this should be done strategically, focusing on keywords with high conversion rates or strong relevance. If budget is limited, prioritize keywords based on ROI. For lower-priority keywords, consider reducing bids to maintain a profitable CPA, even if it means losing top positions. Implement a 'target CPA' or 'target ROAS' automated bidding strategy if sufficient conversion data exists. These strategies automatically adjust bids to achieve the desired CPA or ROAS. Explore alternative targeting options, such as long-tail keywords or audience targeting, to reach potential customers at a lower cost. Long-tail keywords are more specific and often have lower competition. Improve ad quality score by optimizing ad copy, landing page experience, and keyword relevance. A higher quality score can improve ad position at a lower bid. For example, if a competitor doubles their bids on generic keywords, consider focusing on niche keywords and improving ad copy for those terms. If the ROI declines too much, reduce bids overall to an acceptable CPA.