When running a paid search campaign, a significant advantage is to have authority over the keywords you’re bidding on. However, some keywords are challenging to rank for, as Google rewards relevance as priority #1 in its auction algorithm. If you’re going to run a successful competitor-focused paid campaign, here’s what you need to know.
Do The Research
Before you start planning your campaign, you need to do some research first. It’s vital that you know who your competitors are, and which keywords they’re bidding on so that you can be competitive – but not bowled over.
The preliminary research should span the average period of a month, and how often those keywords are searched during that period. Look for keyword variations, double-meanings and any conflicts. For example, Apple products are handheld and desktop devices, which are different from apples that you eat. Depending on your industry, a double-meaning could have the wrong audience flooding your site with new traffic.
Select Your Competitors
If you researched correctly, you should have narrowed your competitors down to a top three. If you have more than three, your messaging won’t be hard-hitting or competitive. Make sure that your ad copy and includes target keywords, with minor differences on each landing page and ad variant.
Each demographic within your target audience will respond to different ads. With analytics, you’ll see which ads were more successful than others, narrowing your target audience down further.
The landing page is the driving force of your competitive campaign. If it’s unsuccessful, you’ll have invested time and money into a failed venture. The key is to create a unique landing page per competitor.
Make sure that each landing page is relevant to your targeted competition because your campaign’s intention is to steal their traffic away from them. The context of your landing pages is also critical because although your leads will look into what your competitors can offer them, your context should prove that you can provide what they’re looking for, and more. Therefore, you should aim to steer your audience away from your competitors.
Perform A/B Testing
A/B testing is a sure-fire way to determine whether your ad campaigns will be successful or not. Remember – during A/B testing don’t name your competitors’ brands outright. If they’re fairly large businesses, they might have their names trademarked, which could get you into trouble. Test different keywords according to your competitors, headlines and calls to action.
Lead Quality Over Lead Quantity
The leads you generate from your ad campaign is the reason why you’re running them in the first place. When you’re getting prospects from landing pages and ad clicks, your focus should be on the quality of your leads, not the numbers.
As your leads move down your lead funnel, your prospect pool will get smaller, as you separate leads who don’t qualify for your service from those who do.
When preparing to launch a competitive ad campaign, these five steps will get you onto the right track to success. Make sure that your keywords are selective, and that your landing pages are effective enough to interest and engage your target audience. When you’re ready to launch your next campaign, the process will be effortlessly streamlined, with better results than you expected.
To learn more, talk to the Team at Sprocket Digital.