Analyzing competition is an essential part of any marketing strategy and, in the digital age, we’re able to target our competitors’ audiences more effectively than ever before. Best SEO practices and targeting audiences on social media both take your main competitors into account, however Google AdWords Competitor Campaigns go a bit further and can still be a somewhat divisive form of digital advertising.
How Competitor Campaigns Work
These campaigns target your closest competitors’ names and other branded terms and phrases.
Let’s pretend Cosmitto’s main competitor is another digital marketing company called “Community Elf.” We could bid on search terms such as [community elf] and +community +elf to have our ads appear when a potential customer searched for their name.
Building on Your AdWords Strategy
These campaigns can be extremely beneficial to businesses in most industry verticals. However, here at Cosmitto, we’ve found that they are most effective when viewed as an addition to structures — after they are already running efficiently and showing overall ROAS.
The effectiveness can also depend on your ad budget. No one is more relevant to Branded Search Terms than the brand itself. This means competitor campaigns are innately more expensive to run. You also risk them bidding on your branded search terms if they are not already doing so. (Let’s hope Community Elf won’t get revenge by coming after our branded terms!)
Interested in launching paid search campaigns for your business? Click here to learn more about our paid acquisition strategies and services.
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