Competitor Campaigns: Good Cop, Bad Cop (How to Win in AdWords)

The key to getting ahead in AdWords is knowing who your competition is, and how to win customers before they do. Our experts will cover everything you need to know to build a competitive campaign that will land you customers - every time. Our live webinar will cover: - How to identify your biggest competitors within any industry - What makes a competitive campaign differ from a branding campaign - The best way to use ad copy to gain the competitive advantage

MEET YOUR PRESENTERS
Alasdair Johnstone
Customer Success Team
Rebeka Alvarez-Heck
Customer Success Team

WHAT IS A CAMPAIGN?
oA set of ad groups & keywords
oEach with their own budget, theme, and targeting

COPS AND ROBBERS
Competitor
Campaigns
Branded Campaigns

Do I NeedTo DoThis?
3 Reasons toTry a
Competitor Campaign

2. YOU ALREADY HAVE COMPETITORS
●Users shop around! ●It’s a dog eat dog world!
Minewhat.com

3. YOU WANT CHEAPER QUALIFIED
TRAFFIC!
●These clicks are cheap
●These clicks are qualified
●That’s it
Conversions

How Many WordStream Clients Have
Tried A Competitor Campaign?

Structure Patrol:Tips For A Great Campaign

STRUCTURE PATROL: CAMPAIGNS
Budget Location Time
oCertain settings are
campaign-only

STRUCTURE PATROL: CAMPAIGNS
oCertain settings are campaign-only
oYour competitor data is separate

oSpeak with competitors & share the impressions
CAMPAIGNS: GOOD COP

CAMPAIGNS: GOOD COP
Your ads
Your competitor’s ads

CAMPAIGNS: GOOD COP
Gerrymandering in
North Carolina, 2012

CAMPAIGNS: BAD COP
oThere’s a time a place
o Raise bids at
competitive times
oSteal the fruit of their
labor

CAMPAIGNS: BAD COP
oChoose your battles
oRaise bids where you
have an advantage
oExclude certain locations

CANARY IN THE COAL MINE
oMiners used Canaries
as an alarm for gas
leaks
oCanary stops singing
= Get out of the mine
oWe can use Average
Position as an alarm
for competitors

STRUCTURE PATROL: AD GROUPS
oSeparate your ad groups by competitor

STRUCTURE PATROL: AD GROUPS
oSeparate your ad groups by competitor for better ad
copy

STRUCTURE PATROL: KEYWORDS
oCompany name
Blue Apron
oProduct names
Blue Apron Food Box Delivery
Blue Apron Subscription
oLong-tail keywords
Blue Apron Organic Food
Blue Apron Gluten Free

STRUCTURE PATROL: NEGATIVE
KEYWORDS
oCommit!
oAdd negatives for your
competitor names to
every other campaign

STRUCTURE PATROL: NEGATIVE
KEYWORDS
oUse the QueryStream
oWatch out for
unexpected queries
oBlock them with
negatives

oDon’t nab their existing
customers: use
negatives
KEYWORDS: GOOD COP
oHigh CTR & Conversion
Rates
“log in” “support”
“phone number” “.com”

oTarget those higher in the
search funnel
“Reviews” “Vs”
“Alternatives” “Cheaper”
KEYWORDS: BAD COP
●Target unhappy customers
“Complaints” “Problems”
“Fix” “Cancel”

oBe Yourself! Literally.
oThis is an Elevator
Pitch
oBe Yourself! Literally.
STRUCTURE PATROL: ADS

STRUCTURE PATROL: ADS
oUse extensions to take
oScope out the competition

ADS: GOOD COP
oHighlight your own
strengths
oCarve out a niche

oTake a jab at the
competition
ADS: BAD COP
●Call them out in your
display URL
●Steal Learn from the
competition

▪Alasdair’s client and the FUZZ
TRUE CRIME: DON’T GET CAUGHT

oGive your elevator pitch fast
STRUCTURE PATROL: LANDING
PAGES

oRemember your ad text
STRUCTURE PATROL: LANDING
PAGES

oInclude pricing on
the page
STRUCTURE PATROL: LANDING
PAGES

REVIEW: COMPETITOR CAMPAIGNS
o Structure!
o Don’t forget negative
keywords
o Tailor your ad text
o Think about your
landing pages

BONUS: BRANDED CAMPAIGNS
oAbove organic results
oAbove ads
oAbove news articles

DON’T FORGET THE CANARY!
●Use Average Position as
an alarm for competitors

INVESTIGATION TAKEAWAYS
oSeparate your campaigns!

INVESTIGATION TAKEAWAYS
oKeep all the settings in mind!

INVESTIGATION TAKEAWAYS
oThink about the user!

SPECIAL OFFER: WOULD YOU LIKE TO CONNECT WITH A
MEMBER OF THE WORDSTREAM TEAM?
o Yes, I’d like to connect with a Certified AdWords
Consultant.
o No thanks, I don’t need any insight into my AdWords
Account.

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To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast. Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors? Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to: • Fill gaps that are hurting your revenue. • Gain and retain quality clients. • Use a secret swiss army knife of targeting tools not seen anywhere else.

The Ultimate Google Display Ads Workshop: How to Reach Millions at Minimal Cost

Google search ads allow you to reach people who are actively looking for your product or service. But what about all the people who aren’t searching? The best way to get in front of this audience at minimal cost is through the Google Display Network (GDN). Check out these webinar slides to learn: • A clear picture of Google Display ads and their benefits. • How to setup a Google Display campaign. • Ad types, image sizes, costs, and targeting parameters. • How to target even more audiences outside of the GDN.

5 Major Facebook Changes & What They Mean for Your Ad Account

With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about. Check out these webinar slides to learn what these changes are and how to make sense of everything. You’ll learn: • The 5 major changes, including those related to the Apple iOS 14 update. • The effects these changes could be having (positive and negative) on your accounts. • How to adapt your marketing strategy to continue seeing success on Facebook.

3 Surprising Ways to Beat Facebook Ad Fatigue

The document discusses 3 surprising ways to beat Facebook ad fatigue including hosting an event, creating a Facebook group, and using Facebook stories to engage audiences. It encourages readers to get a free Facebook ads assessment to improve their marketing strategies on the platform and avoid ad fatigue among their target audiences. The summary provides the key ideas and purpose of the document in 3 sentences.

Telling Unskippable Stories with YouTube Ads

Every day, people watch 5 BILLION videos on YouTube. With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”? Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn: - How to build a strong affinity for your brand. - How to create content that spreads brand awareness. - How to generate more top-of-funnel leads.

21 genius facebook advertising tips to try in '21