I guess phrasing it as competitors was the wrong use of words. Basically, if you are trying to sell classical music CDs, you might consider bidding on the keyword for classical radio stations or L.A. Philharmonic, for example as customers searching for these keywords are also likely customers of classical music CDs. Alternatively, if you are a real estate broker you might want to bid on Lending Tree (a big mortgage broker house) based on their likely customer profile. However, KMZT radio station or Lending Tree might have a $5.00 minimum bid as they are existing companies. This is more of the circumstance that I am referring to.