Concentrating on the competition is an advertising tactic that’ s been around since the Mad Males days, and it’ s advanced into bidding on competitor key phrases in AdWords. This tactic has the benefits because your competitors are bringing in prospects via Search that would definitely make a good fit for your company, and in some cases they may already be solution aware . In a nutshell, they might be primed and ready to find a service or product (that’ s you! ).
Sneaky as this tactic might appear, online advertising is still a far weep from those “ 10X much better than the leading brand” television ads which are plaguing primetime to this day.
Targeting your competitor’ h brand terms on AdWords may appear like a no brainer. And— if this were simple— perhaps we’ g all be creating a list of our own competitors’ names and calling out there their flaws in our ad duplicate. After all, with a few clicks you will be stealing their traffic and their particular business, right?
Not too fast. The rules associated with AdWords competitor targeting can be difficult to navigate , and there’ s a lot to consider before determining if it’ s right for you as well as your brand— including rules from Search engines. So how do you know if it’ t right for you, and how do you do it nicely?
Proceed with Extreme care
Targeting competitor key phrases might be common, but it’ h best to get your ducks in a line before you jump straight in. In fact, just because Brand X is doing this particular, doesn’ t mean it’ h right for you.
The main thing you need to keep in mind about rival targeting in AdWords is that it’ s competitive . Before you tell your boss or even your client that you’ lso are launching a competitor campaign, find out if your competitors have already done the same.
First Stop: Auction Information
To know who’ s i9000 bidding on your own branded terms (and how well they’ re performing it), click into your Campaigns (in the newest AdWords experience), then navigate to the Auction Insights tab and filter for your top quality campaigns.
If you’ re not seeing any potential foods, hurrah! You now have a decision to generate: whether or not you want to risk starting the trend by being the first to target your own competitors’ terms. If they catch upon, they could return the favor simply by coming after your own terms and possibly driving up your cost-per-click. Even in the particular Search world, you can’ big t have your cake and consume it, too.
Seeing some familiar names within the list? If competitors are already bidding on the branded terms, it’ s reasonable game for you to enter the ring. Right after doing your homework, of course.
Next Stop: Ad Preview
Knowing you’ re getting targeted is a start, but if you’ re getting into the ring it’ s time for you to check out your competitors’ ad duplicate . Seeing how your competitors placement themselves against your own brand will provide you with an idea of what you’ lso are up against.
By looking upward what your competitors are saying in their advertisements targeting your terms, you’ lmost all be better equipped to tweak your own personal. For this you can, of course , do a basic Google search, but it’ s preferable to use the Ad Preview and Analysis Tool to test lookup queries in different countries and places of your choosing.
You’ ll still get an idea associated with who’ s winning auctions for the precious keywords — and how they’ re positioning themselves.
In this quick search for travel evaluation website Trivago, we can see that KAYAK — a similar comparison site — is showing up in position two. It is a not-so-sneaky example of competitor bidding for. Luckily, Trivago is still capturing that will top spot with their own phrase, otherwise KAYAK would be appearing simply above their organic results.
Get to Know the Landscape
It’ s not likely that all of your competition are targeting your key terms, in case any. But , if you don’ big t have a clue who your competitors are usually, this is where you need to start before you also think about launching a competitor marketing campaign (seriously, stop reading this blog post at the moment and do that instead). Put your own keyword research chops to use trying to build a comprehensive list of the rivals in your space.
Following the ‘ Who’: Go Beyond Brand Name
Once you have a list of your competitors, it’ s time to go a level much deeper. You can spend some time on your competitor sites and expand your key terms checklist to include distinct brand terms just like a specific product, slogan, recurring occasion, webinar series, anything you find that could be relevant to a search.
Compose Ad Copy Around Weaknesses
What you’ re never going to find on your competitor’ s internet site is a list of their downfalls. In case you don’ t already have this kind of competing research in your marketing arsenal, you are able to go straight to the source: competitor’ t customers. I like to sift through customer evaluations — these could be from Amazon . com, Facebook, or other review websites — and see what customers say.
That is— exactly what are their strengths that you can avoid within ad copy, and what are some discomfort points that you can help solve? For example, if your competitor is a clothing dealer, do customers complain about the high quality of fabric? This will help guide your own ad copy and make it a great deal easier for you to swoop in upon that traffic.
Something that stands out in the KAYAK instance is that the ad copy is almost identical . They each focus on plentiful hotel options, evaluating multiple websites, and getting a good deal. Exactly what they’ re not doing is certainly setting themselves apart and detailing why they’ re better than Trivago. For example, KAYAK users can save time simply by booking discounted flights alongside their own hotels, whereas Trivago compares resorts only.
Let’ s look at another instance. In this ad, BMO — a significant bank here in Canada — can be targeting Wealthsimple, a large Canadian robo-advisor. In the copy, BMO directly details one of the pains of robo guidance: The lack of human interaction. The duplicate states, “ we provide expert oversight of your investments therefore you’ re not investing by yourself. ”
Then they carry the “ you’ re not really alone” theme straight into the ad’ s landing page . They’ lso are speaking to Wealthsimple’ s digital-first market and showing that they too have got online investing and low charges, but also one other thing that Wealthsimple is missing: A dedicated, human consultant.
Overall, BMO possess clearly done their homework to the messaging they want to carry from advertisement to landing page based on what their own competitors are offering, and you can do the exact same copy-wise.
Whatever You Perform, Follow Google’ s Rules
One of the trickiest things about Google adwords competitor targeting is Google’ s i9000 policy around the use of Trademarks . It’ s the reason why the KAYAK ad in the example doesn’ to mention Trivago anywhere in the duplicate. Using another brand’ s trademarked terms is an simple way to get your ad disapproved, or even worse, reported by the trademark proprietor.
There are 2 exceptions to this guideline: one for what Google phone calls “ information sites” and one intended for resellers using the brand name or conditions to “ describe products. ” This allows businesses like department stores to promote Nike shoes even though they’ lso are not Nike. If you’ lso are reading this, you most likely don’ t get into either of those exceptions.
Remember when your mom told you to deal with others as you’ d love to be treated? The same thing applies within advertising. Rules or no rules, actively playing nice with your competitors is always an excellent practice.
Protect Your own Brand
While you’ re a considerate fellow online marketer, someone else might not be. If you notice your branded term slip into the search results, you are able to file a complaint . Plus don’ t forget to take a screenshot! If you haven’ t trademarked your own branded term, or haven’ capital t trademarked it in some countries, you might like to look into going through the process if you’ re facing tough competition.
Defend Your Position
You might think you have a right to Position One particular for your branded terms. But the truth is, in case you’ ve been sloppy together with your copy and resulting landing page encounter, and your bids are low, you could be outbid by a competitor . When the thought of this happening keeps a person up at night, one option is by using the Target Outranking Share automated bid strategy.
This gives the option of automatically raising your offers when your chosen keywords are contending against another bidder in the Google adwords auction. Of course , this comes on the cost of a higher bid.
What happens when both you and your competitor use Focus on Outranking Share on the same keyword? According to Google , “ the strategies will increase each domain’ s bid until one of [you] reaches [your] maximum bid limit. The particular participant with the best bid plus Quality Score will earn the greater ad rank. ” In other words, be ready to pay!
Get Subtle with Display
If your competition aren’ t yet bidding you and you’ re not comfortable kickstarting a keyword battle, you can still target your enemies in a more subtle manner . Released last year, Custom made Intent Audiences permit you to create custom audiences for Screen campaigns based on “ keywords plus URLs related to products and services this market is actively researching. ”
Although Search engines does not explicitly state that this will focus on visitors to those URLs, it’ s i9000 worth testing a custom checklist made up of your competitors’ websites plus key terms. Bonus: Competitors won’ to be able to see that you’ ve additional their URL to a list.
Watch Your CPC – drawback to AdWords Competitor Targeting
One of the biggest problems with competitor targeting on Search is the fact that it can open a person up to a bidding war and result in some serious cost-per-click inflation . Remember: If you invite competitors in order to bid on your branded terms (and they’ re not already), your competitors for your keywords will increase, driving the cost.
Branded search is most likely a source of inexpensive clicks in your account. Over the long-term, branded terms likely bring you a lot more volume — and at a lower price — than competitor traffic actually could. One reason for this is that will you’ re likely to have an increased ad relevance and landing page encounter (and thus a higher ad position and Quality Score) when your top quality keywords match the branded encounter on your ad and landing page. If you’ ve already been noticing the cost of your branded search words creep up, competitor targeting is really a likely culprit. With that being said, if your goal is to grow your company at all costs, then go forth plus target!
Consider a Truce
Maybe you’ ve simply discovered that your competitors have been eating your own lunch. Or, maybe you unknowingly began a first-page battle and are wishing this blog post has some advice to assist you cool off your CPC. Whatever it really is, there is an option that could help you finish it once and for all — but it’ s not guaranteed.
If you’ lso are not already frienemies with the rival in question, it’ s worthwhile to achieve out and see if you can reach a that prevents either of a person from bidding on the other’ t branded terms. If you’ lso are feeling down about your COST-PER-CLICK reaching new heights, chances are they’ re feeling the same way.
Nevertheless Not Scared?
You’ ve done the study, you’ ve identified the competition, plus you’ re confident about leaping in (cautiously, of course) in order to bid on some branded keywords. Do it now! Play nice, craft creative duplicate, and always keep an eye out on your personal terms. You never know who could be after them.
What are your thoughts on bidding upon competitor terms in AdWords? Contact us in the comments if you’ ve given this a try, or if you in no way would and why.
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