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Build Competitor Campaigs That Grow Revenue in AdWords

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This is a talk I gave at #BrightonSEO April 2018 about bidding on competitor terms to grow your business in 2018. We looked at the following:
- How to setup and bid competitor terms
- Where do competitors terms sit in the funnel compared to brand and generic searches
- The halo effect of bidding on competitor terms
- How to measure the success of competitor bidding when direct sales and leads aren't always visible
- Why I'd bid on competitor terms before launching a generic or remarketing campaign
- Why it's a great place to test ad copy and find out what the market truly wants

Published in: Marketing
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Build Competitor Campaigs That Grow Revenue in AdWords

  1. 1. Duane Brown Take Some Risk Inc. Competitor Campaigns @DuaneBrown www.slideshare.net/DuaneBrown
  2. 2. 01 02 03 04 Tech Beyond The Ages Challenge Solution Why & How
  3. 3. 2011 @DuaneBrown | 2011
  4. 4. @DuaneBrown | 2011
  5. 5. 2016 @DuaneBrown | 2016
  6. 6. @DuaneBrown | 2016
  7. 7. If every business is a technology business... @DuaneBrown | Truth
  8. 8. @DuaneBrown | #BrightonSEO How Do You Compete?
  9. 9. @DuaneBrown | #BrightonSEO The Challenge
  10. 10. @DuaneBrown | #BrightonSEO
  11. 11. @DuaneBrown | #BrightonSEO
  12. 12. @DuaneBrown | #BrightonSEO
  13. 13. @DuaneBrown | #BrightonSEO How Do You Compete?
  14. 14. @DuaneBrown | #BrightonSEO The Solution
  15. 15. @DuaneBrown | #BrightonSEO Competitor Bidding
  16. 16. @DuaneBrown | #BrightonSEO The Why
  17. 17. Awareness
  18. 18. @DuaneBrown | Funnel
  19. 19. People Cannot Pick You As A Solution, If They Do Not Know You Are An Option @DuaneBrown | Truth
  20. 20. @DuaneBrown | #BrightonSEO The How
  21. 21. @DuaneBrown | Ads
  22. 22. @DuaneBrown | Homepage Homepage?
  23. 23. @DuaneBrown | Magento
  24. 24. @DuaneBrown | Landing Page ● Prequalify ● FAB ● Message Match ● Hero Shot ● Social Proof ● Halo Effect Dedicated Landing Page
  25. 25. @DuaneBrown | Talk It Out WealthBar Landing Page
  26. 26. @DuaneBrown | Talk It Out ● Videos ● Testimonials ● Better copy ● Direct comparison ● Price is only reason Industry Talk
  27. 27. It doesn’t matter who you think your competitors are. @DuaneBrown | Truth
  28. 28. It doesn’t matter who you think your competitors are. Who your customers think your competitors are.. matters a lot more. @DuaneBrown | Truth
  29. 29. @DuaneBrown | Keywords ● Competitor Direct ● Competitor Indirect ● Competitor Other / Free ● 800 Pound Gorilla ● Hunt Google reviews, Reddit..ect Campaigns
  30. 30. Competitor Categories
  31. 31. @DuaneBrown | Keywords ● Competitor Brand ● Competitor Brand Review ● Competitor Brand Price/Pricing ● Competitor Brand vs ● Competitor Brand Competitors Keywords
  32. 32. Show Graph of WealthBar Results
  33. 33. @DuaneBrown | Summary ● Who your customers think your competitors are matter more ● Build the right account and campaign structure ● Dedicated landing page. No homepage ● Focus on the right keywords ● Test ad copy with USP….find out what the market truly wants ● Don’t bash your competitors ● Always Be Testing Summary
  34. 34. People Can Not Pick You As A Solution, If They Do Not Know You Are An Option @DuaneBrown | Truth
  35. 35. @DuaneBrown | #BrightonSEO Competitor Campaign How are you growing your business in 2018?

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