There is competition coming from everywhere when using Google Ad Words, and that's the way it is supposed to be. What isn't supposed to be happening is your adverts having to directly compete with each other! 

It's unsurprising how large companies struggle to communicate their Ad Words strategy between departments. This can lead to internal keyword competition. This is where there is two or more duplicate keywords in a single Ad Words account that share identical targeting. These two will compete against each other directly in auctions. This can cause higher CPC, poor experiences and mixed messaging.

Consistency among your Ad Words approach is key, whether it is bringing teams together internally or outsourcing to an agency. Communicating and getting the foundations right is going to greatly increase the benefits of your Ad Words campaigns.