The Google Ads Guide To Beating Your Competition
Today you’re going to learn exactly how to:
- Find
- Target
- Outpace
Your direct competition.
By getting the exact:
- Reports used to do so
- The campaign structure you’ll need &
- The strategies you can leverage to make it all happen
We’re talking:
- Ad copy strategies with examples
- The top 3 factors you need to be using (PPP framework)
- How to take it to the next level with dedicated landing pages
In fact, using these strategies is how we’ve achieved incredible results for our clients:
Ready?
I hope so!
Here’s a breakdown of what’s to come:
Finding Your Competition
Super simple.
Within Google Ads navigate to the auction insights report.
From here you want to:
- Filter by impression share (highest to lowest)
- Select your top 3-5 competitors by impressions share %
- You’ll focus on them within your targeted competitor campaign
Campaign Structure
With your competitors selected, it’s now time to target them within a dedicated campaign.
There are 2 ways of doing this.
Targeting Multiple Competitors
The first is to target multiple competitors within one Search campaign.
This is great is you have 3-5 key competitors.
The following Search campaign architecture will be used to achieve this:
Key callouts:
- One campaign for exact and phrase keywords
- One campaign for broad keywords
- 3-5 keywords per ad group
- Negative exact keywords in the phrase ad group
- Negative phrase keywords in the broad ad group
Targeting One Competitor
This follows the exact same structure we’ve just gone through.
The only difference?
It’s focused only on 1 competitor.
This is ideal to use if you have one key competitor you want to focus on.
Key Targeting Strategies
What is the best way to target your competition?
Here’s where the PPP framework comes in:
- Price
- Product
- Promotion
These 3 angles are best suited for crafting your message and building your campaign.
Ad Copy Examples
Let’s show you this in practice.
Here’s Unbounce targeting Instapage after they increased their prices:
Here’s Emma Sleep targeting Koala with a promotion:
What’s the key takeaway?
You can leverage competitor activity (price changes or you having a better price point) alongside promotions to compete more aggressively in-market.
The best way to determine how you should do so is by:
- First reviewing your competitors
- Comparing your price, product and promotion
- Crafting your approach accordingly
How To Find Your Competitor’s Ads
By using Google Ads Transparency Center.
It’s a great way to gain more visibility on what they’re doing which will elevate your approach.
Simply type in your competitor’s brand name and scroll to find their ads:
The above example is Unbounce’s ad targeting Instapage.
Elevating With Landing Pages
This is where you take your competitor targeting to the next level.
It’s also where the product angle comes in.
Instead of sending users to a generic landing page after they click your ad:
Direct them to a page which compares you and your direct competitor.
Highlighting price, promotion and product differences.
When you click on the Unbounce ad it takes you to this landing page:
Direct comparison of the price and product.
When you click the Emma Sleep ad, you’ll be taken to this web page:
Very direct, targeting people searching for Koala or Koala mattress alternatives.
Ecosa also does the same:
You can see the impact using dedicated landing pages can have on improving campaign performance and generating you more revenue.
Get Your Competitive Advantage Now
Want to take immediate action and get ahead of your competition?
If you’re looking to elevate your Google Ads campaigns and make more money, reach out we’d be happy to help.