Something that can make any business owner see red is the thought of their competitors. Often, it hardly 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 probably relate to this feeling.
Sell to your competitors’ visitors before they do
As a relatively new feature in Google Ads, you can now use a targeting option Google calls Custom Intent. With Custom Intent, you have the ability to target your display ads to people who have taken specific actions that show an interest in products or services similar to yours.
The most obvious use – and one many have already started with – is the ability to target display ads to visitors of competitors’ websites. Here, you can select certain competitors by entering their website addresses (URLs). Once you have done this, Google allows you to target your ads specifically to visitors of those sites.
Another option with Custom Intent is to target your ads to people who have searched for keywords on Google that you select. This approach allows you to reach a wider audience and display your ads to those who have searched for terms relevant to your business.
Understand the customer journey
When considering testing Custom Intent advertising, it is a good idea to first gain a thorough understanding of the customer journey for your products. What does it look like in the short term? And what about in the longer term?
The customer journey has a significant impact on your results and helps determine the timescale for when you might expect to see outcomes.
If you sell low-cost products that are typically bought immediately, your competitors’ visitors may have already made their purchase. In this case, you might want to try display advertising for related products or complementary items to what your competitor usually sells.
If you sell products that are usually considered purchases, you might be able to spark interest in your product before the potential customer decides to buy from your competitor. In this way, you have the chance to become part of the consideration process before the final purchase is made.
Your competitors can use this too
Unfortunately, this opportunity is not unique to you as an advertiser. Your competitors have the same options and can also target people who have shown an interest in your business and products. This is why it is crucial to keep visitors on your website for as long as possible and, in general, to ensure that visitors have the best possible experience while they are on your site.
Of course, this is easier said than done, but overall, you should ensure your website visitors have the best possible experience. Aim to stand out positively and highlight the advantages of being your customer.
You can also remarket to your own visitors and make the most of people who have previously visited your site. Again, it is a good idea to consider the customer journey and integrate it into your advertising strategy.
Make it easy to achieve micro-conversions
The goal does not always have to be an immediate sale. Remember to also focus on conversions that may be smaller but can prove very valuable in the long run.
Do you have a system for collecting emails so you can follow up with marketing messages to your mailing list? Is it easy for people to contact you – both by phone, email, and through a contact form?
Make it as easy as possible for visitors to complete these micro-conversions, which take place before an eventual purchase. This will put you in a stronger position when your competitors try to win over your visitors.
Ideas for your advertising
How your advertising should be designed will vary from case to case, but take advantage of opportunities to stand out positively compared to your competitors.
If you know your competitors have a slow response time to enquiries, highlight how quickly you respond. The same applies to delivery times if you know your competitors fall behind in that area. If your competitors have unfortunately received many negative reviews, be sure to draw attention to your positive reviews.
A less bold way to advertise to your competitors’ visitors is to use more generic messaging. However, it is still important to be clear about what sets you apart from the competition, so you do not get lost in the crowd.
Before you get started
There is little point in driving a lot of traffic to your website before you have made sure your own site and its impression on visitors are up to scratch. In the worst case, you risk confirming to your competitors’ visitors that it is your competitor they should buy from.
So, even though it is tempting to lure all your competitors’ visitors to your site, check it over thoroughly to ensure new visitors get the best possible impression. By making sure your site is as good as possible for your visitors, you also benefit your existing customers.
If you would like to read more about the possibilities in Google Ads, explore our other blog posts here:
How to find information about your competitors in Google Ads
Google Ads Display Ad Sizes
