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Duane Brown
Take Some Risk Inc.
Competitor Campaigns
@DuaneBrown
www.slideshare.net/DuaneBrown
01
02
03
04
Tech Beyond The Ages
Challenge
Solution
Why & How
2011
@DuaneBrown | 2011
@DuaneBrown | 2011
2016
@DuaneBrown | 2016
@DuaneBrown | 2016
If every business is a
technology business...
@DuaneBrown | Truth
@DuaneBrown | #BrightonSEO
How Do You
Compete?
@DuaneBrown | #BrightonSEO
The Challenge
@DuaneBrown | #BrightonSEO
@DuaneBrown | #BrightonSEO
@DuaneBrown | #BrightonSEO
@DuaneBrown | #BrightonSEO
How Do You
Compete?
@DuaneBrown | #BrightonSEO
The Solution
@DuaneBrown | #BrightonSEO
Competitor
Bidding
@DuaneBrown | #BrightonSEO
The Why
Awareness
@DuaneBrown | Funnel
People Cannot Pick You As A
Solution, If They Do Not Know
You Are An Option
@DuaneBrown | Truth
@DuaneBrown | #BrightonSEO
The How
@DuaneBrown | Ads
@DuaneBrown | Homepage
Homepage?
@DuaneBrown | Magento
@DuaneBrown | Landing Page
● Prequalify
● FAB
● Message Match
● Hero Shot
● Social Proof
● Halo Effect
Dedicated Landing P...
@DuaneBrown | Talk It Out
WealthBar Landing Page
@DuaneBrown | Talk It Out
● Videos
● Testimonials
● Better copy
● Direct comparison
● Price is only reason
Industry Talk
It doesn’t matter who you think
your competitors are.
@DuaneBrown | Truth
It doesn’t matter who you think
your competitors are.
Who your customers think your
competitors are..
matters a lot more.
...
@DuaneBrown | Keywords
● Competitor Direct
● Competitor Indirect
● Competitor Other / Free
● 800 Pound Gorilla
● Hunt Goog...
Competitor Categories
@DuaneBrown | Keywords
● Competitor Brand
● Competitor Brand Review
● Competitor Brand Price/Pricing
● Competitor Brand vs...
Show Graph of WealthBar Results
@DuaneBrown | Summary
● Who your customers think your competitors are matter more
● Build the right account and campaign s...
People Can Not Pick You As A
Solution, If They Do Not Know
You Are An Option
@DuaneBrown | Truth
@DuaneBrown | #BrightonSEO
Competitor Campaign
How are you growing your
business in 2018?
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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

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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?
  • DanSchultz16

    Jul. 7, 2020
  • PaulMackenzieRoss

    Sep. 28, 2018
  • LauraMorrisRichardso

    Jun. 11, 2018
  • WilliamGray4

    May. 4, 2018
  • ChrisDrury6

    Apr. 30, 2018

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

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