Something that can send any business owner into a spin is the thought of their competitors. Often, it barely matters how well you are doing yourself – as long as your competitors are not doing better.
The example above is, of course, slightly exaggerated, but most can relate to it in some way.
Sell to your competitors’ visitors before they do
As a relatively new feature in Google Ads, it is now possible to use a targeting method known as Custom Intent. With Custom Intent, you can target your display ads to people who have performed specific actions that indicate an interest in products or services similar to yours.
The most obvious use – and one that many have already begun to implement – is the ability to target display ads towards visitors of your competitors’ websites. Here, you can select some competitors by entering their website URLs. Once you have done this, Google allows you to target your ads at those who have visited these websites.
Another option with Custom Intent is to target your ads at people who have searched for keywords on Google that you choose. This approach enables you to reach an even broader audience and show display ads to users searching for terms relevant to your business.
Understand the customer journey
When considering testing Custom Intent advertising, it is a good idea to first familiarise yourself with the customer journey for your products. What does it look like in the short term? And what does it look like in the longer term?
The customer journey influences your results and helps determine the expected timeframe for seeing outcomes from your campaigns.
If you sell inexpensive products that are typically bought immediately, your competitors’ visitors may already have made a purchase. In this case, you could instead try display advertising for related or complementary products to those your competitor usually sells.
If you sell products that are usually considered purchases, you may be able to spark interest in your offering before the potential customer decides to buy from your competitor. This gives you the chance to become part of the decision-making process before the final purchase is made.
Your competitors can use it too
Unfortunately, this opportunity is not unique to you as an advertiser. Your competitors have the same chance to target people who have shown interest in your company and your products. Therefore, it is vital to keep visitors on your site for as long as possible and ensure that they have the best possible experience while they are there.
Easier said than done, of course, but overall you should always strive to give your visitors the best possible experience on your website. Try to stand out positively from the crowd and highlight the benefits of becoming your customer.
Additionally, you can remarket to your own visitors and make use of those who have previously visited your site. Again, it is a good idea to consider the customer journey and incorporate it into your advertising strategy.
Make it easier to achieve micro-conversions
The goal does not always have to be a sale. Remember to also focus on conversions that require less commitment, but could prove highly valuable to you in the long run.
Are you collecting emails effectively so you can later send messages to your mailing list? Is it easy to contact you – both by phone, by email, and via a contact form?
Ensure that it is easy for visitors to complete these micro-conversions that occur before any potential purchase. This will put you in a stronger position when competitors attempt to win over your visitors.
Ideas for your advertising
How your advertising should be structured will vary from case to case, but take advantage of opportunities to highlight what sets you apart from your competitors.
If you know your competitors are slow to reply to enquiries, let people know how quickly you respond. The same goes for delivery times – if you know your competitors are lacking in this area, make your speed a selling point.
If your competitors have unfortunately received many bad reviews, make sure to highlight your positive testimonials.
A less bold approach to advertising to competitor visitors is to use more generic messages. However, it is still important to be clear about what differentiates you positively from the competition so you do not get lost among the crowd.
Before you get started
It is not much use driving lots of traffic to your website unless you have ensured your own site and the impression you give visitors are up to scratch. In the worst case, you risk simply confirming to your competitors’ visitors that they should buy from your rival instead.
So, although it is tempting to attract all of your competitors’ visitors to your site, make sure to review your website thoroughly so you are certain that new visitors get the best possible impression. By ensuring your site is optimised for your visitors, you will also benefit your existing audience.
If you want to learn more about the possibilities in Google Ads, you can read our other blog posts here:
How to find information about your competitors in Google Ads
Display ad sizes in Google Ads
