Traditional competitor campaigns often generate expensive clicks and disappointing results. People searching for a competitor’s brand are usually close to making a purchase, making your ad little more than a detour on their path to conversion.
Bidding on competitor brand terms isn’t your only option. Demand Gen campaigns and negative-intent keywords can help you reach competitor-aware audiences more efficiently and often at a lower cost.
Demand Gen: Your target audience at a fraction of the cost
Before we get into negative-intent keywords, let’s discuss another campaign type that can generate traffic unfamiliar with your brand: Demand Gen.
Demand Gen relies on two key elements: targeting and creative. Two non-negotiable components of that targeting are custom audience segments and lookalike audiences.
Custom segment targeting allows you to reach users who have searched for specific terms on Google or have particular interests or purchase intentions. It’s also one of the best ways to target users looking for your competitors at a lower cost than search.
Custom segments are the first targeting option available (right after the title) when creating a new audience within Demand Gen campaigns.
Select the second option, People who searched for any of these terms on Google, and enter as many competitors as you can think of. This puts you directly in front of your target audience at a lower cost than a search network click.
If you’re unsure which competitors to target, type your main product or service into Google Ads and see who appears. These are the primary businesses you’re competing with and, depending on which networks you opt into, your ads can appear across YouTube, Discover, and Gmail.
See exactly how your competitors win.
Uncover the keywords, ads, landing pages, and strategies driving your competitors’ paid search success—and find your next opportunity to outperform them.
Analyze your competitors
Designing conquesting landing pages for Demand Gen
When using Demand Gen for conquesting, it’s important to create a well-designed landing page for these ads. Include key differentiators and social proof that demonstrate why your company offers the best product or service.
Getting the click is only half the battle. Once searchers land on your page, your offer needs to be clear. Explain your offer clearly and thoroughly, and include a clear call to action that aligns with your messaging.
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Negative-intent conquesting: Targeting competitor weaknesses
But what if you don’t have the assets to run a Demand Gen campaign?
Because high-quality video and image assets perform best across these networks, targeting the search network may make more sense if you don’t have access to those assets. This is where…
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