April 5, 2020
3 Google Ads Strategies To Kill Your Competition

3 Google Ads Strategies To Kill Your Competition


Are you in a super competitive industry and
it is a fight to the death for your search terms. And are you looking to take it to the next
level with your Google ad campaigns where you are focusing in on your competitors so
that you can take away their customers or potential customers. Hey guys, Silvio Perez from AdConversion. And in today’s video I want to talk about
three campaign strategies you can use to outsmart your competition with Google ads. Now quick disclaimer, I do not recommend using
these types of campaigns unless you’ve already dialed in your foundational campaigns, the
foundational campaigns being the campaigns where people are just looking for products
or services and not necessarily your competitors. Cause it’s a lot harder to get somebody to
do business with you when they already have someone in mind and to get them to change
their mind versus just showing up and providing them the product or service that they’re already
looking for because they don’t have that bias. So these campaigns are really more advanced
campaigns. So you haven’t dialed in those foundational
campaigns and you’re not already dominating on that level of just people looking for your
product or services on Google and you’re showing up and you have a good offer and you’re getting
them to convert. If that’s not working for you, I do not recommend
these campaigns. These campaigns are more advanced. These are where you’re going after your competition
specifically and you are really looking to show up and dominate the marketplace and to
saturate and have that omnipresence where when someone’s looking for your competitors,
you’re not only showing up, but you’re showing them an irresistible offer to get them to
change their mind, to do business with you instead. So without further ado, let’s get into strategy
number one, search conquest. Let’s get into a 10,000 foot view of what
a search conquest campaign looks like. So that way you can really leverage and utilize
this type of campaign strategy and your Google ads accounts when you’re going after your
competitors. So first and foremost, a search conquest campaign. The big difference between a search conquest
campaign and just a regular search campaign is in a search conquest campaign. You’re going after your specific competitors. So like in a traditional search campaign,
you’re going to bid on keywords related to your product or service. In a search conquest campaign, you’re going
to bid on your competitors as keywords. So let’s go ahead and show you what that looks
like. So let’s say this is our search conquest campaign
down here. I’m going to click on that. And then at the ad group level, instead of
it being the different products and services we offer, it’s going to be the different competitors
we’re trying to target. So you can see your competitor, number one,
number two, and then number three. And if I click on the actual ad group and
I go down to the keyword level, it’s going to be that competitor’s name. Just like in a search campaign, you go after
the products and services people are going to search in this type of campaign in a search
conquest campaign. You are going after your competitors. So when someone goes into Google and they
search for your competitors’ name, you’re going to go ahead and pop up. Now, something to note about this campaign
is if you’re going to run a search conquest campaign, do not expect to have great quality
scores by going after your competitors. You’re going to lose ad relevance and you’re
going to lose landing page experience and that’s going to hurt your quality score. And the reason being is you can’t put your
competitors’ name in your ads and you can’t put their name on your landing pages, so that’s
going to hurt your quality scores. So if you have lower quality scores with the
search conquest campaign, don’t freak out about it. Just understand that that’s one of the things
you have to accept about this campaign type. You can try to make your ads as relevant as
possible and try and get creative with how you put the keywords in there. But for the most part, your quality scores
will be lower than traditional campaigns. Another thing to note as well is if you’re
going to do this campaign, the search Congress campaign, I highly recommend that you do not
do this campaign. If you’re just starting out and if you haven’t
really dialed in all the other types of campaigns you can do like that traditional search campaign
and the reason being is it’s way harder to convince someone than it is to just give them
what they want. And by you bidding on your competitors and
already having that lower quality score, it’s going to be a lot higher cost per lead or
cost per acquisition for you to be able to convert that person who’s thinking of doing
business with your competitor to stop doing business with them or potentially doing business
with them to go ahead and start doing business with you. So with that in mind, understand that if you’re
going to do this campaign, this is more of a an advanced campaign and more seasoned campaign
strategy, but it can definitely work and it can definitely give you leverage in terms
of getting in front of potential customers that your competitors already affiliated with. I want to go ahead and show you a real example
of what a conquest ad would look like. So let’s go to Google and I’m going to search. LA fitness is one of the big companies out
there, one of these big gyms. And when I search LA fitness, look at the
first ad that pops up. Planet fitness. So you see this right here, planet fitness,
low-cost gym memberships, planet fitness.com this is a conquest campaign. So planet fitness has a conquest campaign
in place right now in their Google ads account. Just like this structure I showed you and
one of their ad groups instead of competitor #1 it’s planet fitness. So when someone goes into Google and they
search LA fitness, planet fitness wants to show up and they want to show their offer. What really makes these campaigns work is
when you have an irresistible offer, something so good and so much better than that competitor
you’re going after that it’s going to actually get someone’s attention and get them to consider
changing their course and doing business with you. So you can see here planet fitness, low cost,
gym memberships, and again going back to that quality score aspect, there’s nothing in this
ad that mentions LA fitness. So we already know this ad has a below average
ad relevance nine times out of ten and if I click onto the actual website, it’s going
to send me to their page and I don’t see anything here about LA fitness. So you know they have a below average landing
page experience as well. So I’m, I’m guarantee you guys at these guys
are suffering on the quality score department and they’re going to pay a lot more per click
on a conquest campaign than they would just their traditional search campaigns for people
looking for gym memberships. But I just want to go and show you what this
looks like, but understand that when you’re at that point you’re really looking to get
the edge on the competition and really take your Google ads strategy to the next level. This type of campaign can be super powerful
to get ahead of the competition. I’m searching LA fitness and the first thing
I see is a planet fitness ad. That’s extremely powerful, not only from a
conversion standpoint, but from an omnipresent standpoint where you are saturating your market
and you are getting in front of everyone as much as possible and you are showing them
that you are the dominant player and you have an offer that they can’t resist. Great. Now that we got the search network covered,
that’s awesome, but there’s still so much more potential for us in getting in front
of our competitors, potential customers and getting them to do business with us instead. So now let’s get into campaign strategy number
two, display content conquest. All right, so the primary difference between
a display conquest campaign and a regular display campaign is a display conquest campaign
is going after people that have been specifically researching our competitors on Google search
or one of the search partners and showing those people ads on the display network. So when they’re off of Google, after they’ve
been searching for our competition, when they go and they start browsing the internet and
viewing all these different websites or whatever it might be, as long as those websites have
AdSense, we can show them display ads, these banner ads so that we get our offer in front
of these same people that have been researching your competition. So these people could be your competitions,
competitors, it could be their potential competitors. This is how you’re going to get in front of
those people for a fraction of the price on the display network. So now you’re probably thinking that sounds
great, but how do I actually target my competitors on the display network? And the way you do that is using custom intent
audiences, if you’re not familiar with that is I’m going to walk you through that, how
to create it right now. So to get started, go to tools and settings
in the upper right hand side and then from there under shared library, going to click
on audience manager. And then from here you’re going to click on
custom audiences on the right hand side. And you’re going to go click on this blue
plus sign area and click create custom audience. Then you’re going to go down here to custom
intent. So custom intent is what people have been
actively researching. So this the beautiful thing about custom intent
audiences. One of my favorite things on Google is we
can create an audience of people that have been researching whatever we want as long
as it’s not a disapproved thing. So this gives us so much flexibility in being
able to reach the right people. And if in case, just a quick thing, if you’re
wondering what custom affinity is, this is just things that people haven’t necessarily
been researching, but these are things that they might be interested in due to their,
their past browsing behavior, things that Google deems that they like. But we’re going to focus on custom intent
because this is what they’ve actively been researching. So these are people going back to the competitors
that we’re going to create a custom intent audience of our competitors. So people who’ve been actively researching
our competition on Google search or any of the different search partners. And then when these people get off Google
search or whatever search network they’re on and they go to one of these affiliated
websites in the display network, we can show them banner advertising for a fraction of
the cost because display is way, way cheaper than search. So we’re going to click on custom intent and
you’re going to name this audience whatever you want. In my case, I’m just going to name it competitors’
custom intent. If in the case you are dealing with some serious
competition that has some serious brand awareness, some serious search volume, right? You’re dealing on a national level, maybe
a state level, whatever it might be for you, you’re dealing against some, some big competitors
in your marketplace. You might want to create one custom intent
audience for just that specific competitor. So going back to the example earlier with
planet fitness and LA fitness, if I’m LA fitness and I want to create my custom intent display
campaign going against planet fitness. I’m going to create one custom intent audience
for planet fitness because that is a national brand that gets tremendous search volume. So I can really isolate on them. But if in the case you’re not on that level
and you’re like most businesses, you’re okay just putting in all your competition into
this one custom intent audience, nine times out of ten. So from here we’re going to go down here to
relate to keywords and URLs and you’re just going to type in all your different competitors’
names. So competitor number one, number two, number
three etc, etc, etc, etc, etc. And just put together a list in here of all
the different competitors you’re going after that you want to target. You can even put their websites in here too. So whatever their website is, put it in here
and all that stuff is going to allow you to create this audience to become even more and
more relevant and targeted, reaching these people who’ve been searching your competition
on these different search networks, the Google search network or the search partners, so
that when they leave that search network and they start browsing the internet, we can show
them those banner ads. So go ahead and put in all your competition. And then from there you just click create. And then once this creates, we’re going to
be able to add this audience now into our display conquest campaign. So here you go right here. So then from here all we have to do is we
just got to click on it, click add to ad groups and then add that to the ad group that you
created in your display conquest campaign of that, that competitor. So you can literally just have your display
campaign and then at the ad group level you just have competitors. And then instead of targeting keywords, placements,
topics or whatever else, you’re going to target this custom intent conquest campaign with
this audience. So this is going to be the audience you target. So now you know this ad group is targeting
this competitor’s custom intent list so that you’re showing these ads to the people that
are doing business with your competition or who are thinking about doing it because they’ve
been actively researching them. We got search conquest campaigns, we have
display conquest campaigns. We are dominating the marketplace. We are really getting in front of our competitors,
potential customers and existing customers. So now let’s talk about the final campaign
strategy, video conquest. So video conquest is such a powerful strategy
to really get the upper hand on your competitors. Again, conquest, we are going after the competition
and we’re doing it using the video network. Now if you’re not familiar, Google owns YouTube. So if you want to place ads on the YouTube
network, you do that with Google ads in the Google ads platform and the Google ads platform,
they say video, but really video is YouTube. So just so you know, we’re going to be showing
ads on YouTube and we’re going to be showing ads, not just to anyone. We’re going to be showing ads to people who
are watching videos from our competitors, YouTube channels. So this is a great way for you to get super
targeted and to just saturate that market and get in front of these people who are consuming
your competition’s content online so that you can get in front of them and increase
that know, like and trust factor so that you can really start to differentiate yourself
and put yourself on the map. So I want to go ahead and show you what that
looks like. So first and foremost at the campaign level,
let’s say this is our video conquest campaign. When you click on it, when you go into the
ad groups, the ad group structure you can follow is again, competitor number one, number
two, number three. You can follow that same framework. Or if you just don’t have as many competitors
or they’re not very big on YouTube, you can just have one ad group with your different
competitors. It’s up to you. Obviously the more granular you are, the more
refinement you will have and the better clarity on how things are performing. But again, it’s up to you. No big deal. The main thing I want you to take away from
this, don’t overthink it is you’re using, you’re going to be targeting your competitors
YouTube channels with YouTube. So you do need video ads in order to make
this strategy happen. Another thing as well is the way we do that,
the way we target these YouTube channels is using placement targeting. So we’re going to choose specific channels
that we want to go after of your competitors. So I want to show you what that looks like
in real time. So we’re going to go to YouTube and I’m going
to search. Let’s say I’m a personal injury attorney,
I’m going to search worker’s compensation and we’re going to see, all these different channels that pop up. Now something to note if you are a local business, this strategy may be a little overkill for
you unless the local competition around you is active on YouTube and they actually have
YouTube channels. This is more of an advanced strategy for larger
companies with, with uh, competitors that have a lot more presence. This same strategy. The way I’m targeting competitors. If you are a local business, I recommend just
using the strategy to just get in front of people that are consuming information on these
videos and they’re within your location targeting so that way you can, you’re not necessarily
going after your competitors, but you’re going after people who are interested in these topics
and they’re in driving distance of your business so that way you know that you know they know
that you can provide the solution. That’s just a quick side note, but if in the
case that your competitors are active on YouTube and they do have a presence and they do have
YouTube channels. Go ahead and search up all your competitors
here. Find their YouTube channels. I’m just going to use someone here as an example. Let’s just say this first one, Nunez and associates. I’m going to copy their YouTube channel and
just create a list of all the different competitors you’re going after that have YouTube channels. So I’m going to go here, I’m going to go into
my ad group competitors, I’m going to go to placements, select that ad group. And then down here where it says enter multiple
placements, just copy that whole list of all your competitors you’re going after and paste
them in and one placement and there you go. It pops up. So now I can show ads on this YouTube channel
as long as that YouTube channel is allowing YouTube to place ads on their videos. If they have monetization turned on, if your
competition does not have monetization turned on their YouTube channel, despite having tons
of views and tons of videos and whatever it might be, if they do not have monetization
turned on, you’re not going to be able to place ads on their videos. So that is the only drawback to this strategy. They have to have monetization turned on in
order for you to show these ads on their YouTube channel whenever their video plays. And there’s different formats of YouTube ads
and that can be a whole other video. But just to give you a quick, rundown, you
have the in stream ads, which is those ads that you have to wait a couple seconds before
you can skip. And then you have the discovery ads, which
just are basically boosting your thumbnail of your video in suggested search. But this is the idea behind this campaign
is you’re using placement targeting to target your competitors specific YouTube channels
so that you can show them your video ads. So when your competitions, customers or potential
customers is consuming their content, you’re popping up again, creating that omnipresence
and getting the marketplace to know that you are someone that can solve their problem and
positioning that irresistible offer so that you can get them to cross over and do business
with you. That is it for today’s video. To recap, the three campaign strategies you
can use to outsmart your competition with Google ads is number one, search conquest,
number two, display conquest. And number three, video conquest. Now goes without saying. All three of these campaign strategies can
really put you on the map in front of these customers that are doing business with your
competitors or those potential customers that are thinking of doing business with them. Any one of these three strategies, it really
going to separate you from the competition because most people are not even doing any
one of these things. So if you can just implement one of these
campaign strategies, you are going to get the edge on your competitors. I hope you got tremendous value from this
video. If you did, if you can like the video, that’ll
really help me out a lot. And if you like content like this on Google
advertising, feel free to subscribe to the channel. I post videos like this every single week
and if you want to go ahead and learn more about Google ads, I highly recommend you download
my seven step checklist for successful Google ad campaigns. That ebook is really in depth and it’s gonna
really show you my seven step process for creating and launching successful Google ad
campaigns and just things that I’ve learned time and time again working on Google ad accounts
on the process that I go through when launching campaigns. Thanks so much for watching. I’ll see you in the next one. Take care.

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