How Can Google Ads Help You Advance Your Business

Use This Advertising Strategy to Become Competitor's Website Traffic

Wednesday, February 9, 2022 half dozen:49

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How would you similar to get competitor's website traffic and customer's they paid to attract? It's easier and faster than you lot call back. All you'll need is a solid understanding of what make you better and your competitors worse.

Let's get to it.

Where does website traffic come from?

More than than 90% of all searches starts on Google. So that's the start part where all search traffic comes from. At that place are actually two sources of website traffic; organic search and paid ads via Google Ads. So, if you want to become competitor'south website traffic, you'll want to sympathize both of these.

Now, organic search is a function of SEO (Search Engine Optimization). Information technology's considered a FREE strategy, merely don't child yourself. driving website traffic with organic search will cost yous time and money — even if y'all utilise a free tool like Google Analytics for traffic analytics data or traffic analytics reports.

Simply there's another manner to direct website traffic from your competitors websites to yours. It's not free, but information technology just might be your everyman total cost marketing strategy — Google Ads!

How Can Google Ads Help You Advance Your Business Goals

Google ads are a great way to generate new customers, and to get competitor'southward website traffic.

Simply starting time, you will need to exercise some inquiry on your customers and your competitors. The expert news is that doing this enquiry is Complimentary. Merely implementing what you've learned isn't.

your competitors and find the keywords your customers are searching for, run your ain ads on Google, and pass through traffic to their website. This is much more than difficult than it seems because you'll need competition analysis to drive results.

Nosotros'll become to that in a minute. But for now, I want you to consider that Google Ads is a serious everyman total cost option to become new customers and get competitor'due south website traffic.

What are Google Ads?

Google Ads (aka AdWords) is a pay per click advertizing service that shows ads on Google-served search engine results. Google Ads tin can help you bulldoze new client traffic to your website because it'south faster and easier than SEO. It's likewise typically less expensive than running print, radio or television ads for extended periods of time.

I like to say that Google Ads are a "pay to play" marketing strategy considering they help yous leap alee of the line in search traffic.

Is Google Ads Correct For My Business organisation?

While most paid advertising consultants will tell yous that any type of business organization can use Google Ads, I'm not sure I hold. Some businesses are a meliorate fit for paid ads than others.

Here is my profile of the perfect type of business for Google Ads:

Yous have competitors who are bigger than you and accept more money to spend on marketing.
Yous're a startup trying to break into an established industry.
Your business requires you to be working with clients and doesn't go out a lot of time for sales and marketing.
You want a steady stream of prospects quickly.
Your clients know exactly what they are searching for – they know what problem they are trying to solve or a specific product they desire.
You have a local business organization OR a highly niched business organisation that uses a very specific vocabulary or advert keywords

[Embed Marketing Superpower Quiz Here]

How to Utilize Google Ads to Skim Customers From Your Competitor

If you're ready to get website traffic from your competitors, then this is how you do it.

Lior Krolewicz is a Google Ads expert who has successfully used this strategy for his concern and for his clients.

Here's what to do.

INSERT VIDEO HERE

Stride 1: Place and research a unmarried target competitor

First, you lot want to focus on a single competitor and research where your competitors website traffic comes from.

I utilize SEMRush. Merely that's a paid tool. Information technology does come with a vii-day free trial. Personally, I think that SEMRush is the easiest and everyman-tech tool to utilize for competitor website traffic analysis. This is why I recommend spending a lot of time on their website, reading the blog, watching preparation videos and getting yourself ready to do the research. Then you lot can sign up for the free trial and exercise all your work while it's gratuitous. If you need more time, it'due south $99/mo. So you can extend your enquiry for 30 days and see if you like the tool enough.

What can you learn from your website competitors sites?

Clarify your competitor's make identity. What does their brand stand for? How are they the same or different from y'all?
What Keywords Are They Using? Expect at their organic keyword performance. Do they rank well for those keywords? Is there annihilation you lot could do to amend their ranking?
Are they using negative keywords? Negative keywords are words that don't friction match your products or services and so you won't show in search results when someone searches for them.
What's Their Evergreen Content? Evergreen content is content that stays relevant over fourth dimension. Y'all can create evergreen content by writing nearly topics that people care almost but aren't necessarily looking for right now.
How Present Are They on Social Media? Look at their social media presence. Does your competitor take any accounts on Facebook, Twitter, Instagram, Pinterest, etc.?
Does Your Competitor Have Any Videos? How many videos does your competitor have? What topics are they creating videos most?
Do They Have Any Reviews? What are people raving about? What are people complaining about?
Are they advertising on social media?You can search for their ads on Facebook by visiting the Facebook Ads library and typing in their name.
What Changes Take They Fabricated to Their Website? What are they featuring now? What have they dropped?
What Are They Blogging About? What keywords are they ranking for? Which are they Not ranking for that you lot might be able to grab?
How Are They Pricing Their Products? How much are they selling per item? How often are they offering discounts?
Have They Changed Their Prices Recently? Has something changed recently that may affect how they're pricing their products

Step two: Create a comparison table of features and benefits

Every dandy marketing project starts with creating a feature and benefit table. Here'south what to do.

Showtime with your competitor and review their paid search campaigns. What products are they offering and what features and benefits are they mentioning? Dig into those.

Remember, if they are already spending money on ads, then the products and services in those ads will tell you what your competitor wants to characteristic.

Then echo this procedure for yourself. Where practise you and your competitor offer the same matter or something similar?

How are you dissimilar than your competitor?

How are you better?

This part of the process requires you to exist brutally honest with yourself, otherwise it won't work.

Step 3: Brand a list of all the ways you are better than them

Y'all tin start this list by ways that YOU think yous are better. Just don't stop there.

Become over your list and make sure that you've created that listing from the perspective of your customer. This is disquisitional because the proper noun of this game is to re-direct your "searching customer'due south" attention away from your competitor and to you.

And so, if you haven't done and so, go back and make sure that all the ways that you are dissimilar are ways that are relevant to your customer.

Here's a tip: Don't overthink this or edit this. Instead practice what I call a "brain dump" of everything that'due south in your head as y'all're going through this list. This will come up in handy in the next stride.

Footstep 4: What could yous say to the customer who see's your competitor's ad to catch their attending?

This is either the fun part or the hardest role. Become back to the list of where yous retrieve you are better and kickoff brainstorming what you lot might say to that person who is searching for your competitor.

Here's an example of SEMRush's ad that'south designed to take hold of people looking for Moz.

example of how to get competitor's website traffic with Google Ads

Have a super close await at this ad then that y'all can run into all of the steps in activeness.

Know your audience. You sort of accept to be an SEO professional or content marketer to "get" this. SEMRush'due south advert squad is targeting content marketer's and since Moz is their biggest competitor and 1 of the leaders in this space, they assume their audition will become looking for them.

Put yourself in the moment with your client. Side by side they become the "searcher" in the moment; typing in "moz" and seeing the Moz advertizement. What's the next thing they will do? Read the next one — and what exercise they see? Information technology STOPS the curlicue "Meh" — what kind of advertising starts with Meh — oh wait, they are talking to me "Meh — you can practice better" – at present the searchers mind goes to "How can I do better?" The ad answers your question and piques your curiosity then much that you can't wait to click.

Hither's another example from Lior Krolwicz.

example of small business getting website traffic from a bigger competitor

In this case, Lior picked a big competitor of his. He did the assay and wrote an ad that sounds similar a "HEY — look over hither"

"Don't rent those guys — Actually, 100% Results or y'all don't pay"

In his analysis, Krolewicz identified a relevant weakness — the fact that this competitor didn't offer a guarantee.

Then, similar one of those guys in Piffling Italy, standing in front of a eatery, he grabs your attending and tells y'all something that yous might not have known. It's at least worth a click — correct?

Where to Transport People From Your Google Advertizement

What happens later y'all get their attention and go the click? It's like inviting them into your home. So make sure that once they come through your door — and to your website yous reward them with actual support for what yous are offering.

Here'due south how Krolewicz did it — he sent them to his home page.

screenshot of Yael consulting landing page for competitive Google Ad

Every bit you can see, his homepage takes over where his ad left off.

Assuming you lot were searching for the competitor and clicked on his advertising, yous'd exist asking yourself "Who is this guy?" and his domicile page tells you exactly who he is, what he offers, and then on.

Alarm: What to Wait Out For If You're Stealing Competitor'due south Website Traffic

If you want to exist successful with taking website traffic from your competitor, then you demand to be aware of the following risks and challenges:

Information technology can get pricey: While there may be 1% of the marketers who go killer results for no coin, this is the exception and non the dominion. Driving website traffic can become expensive. No matter how much competitive analysis yous've done, in that location's no avoiding the testing phase of what actually drive website traffic and what doesn't.

Competitor retaliation: Be conscientious. Depending on who your competitor is, you could be in line for some serious retaliation, like people clicking on your link to spend your ad dollars. They can practise the same to yous and you could get into a pissing match. Tread carefully.

It won't work forever. This customer syphoning strategy won't work forever. The purpose of this strategy is to suspension into a marketplace and grab some new customers. But it's upward to you to create great experiences.

How to Utilise this Customer-Stealing Ad Strategy on Facebook

At present that you're a pro at luring customers abroad from competitors with Google Ads, let's see how this would work with Facebook Ads.

Step ane: Create a campaign targeting your competitor's page likes

The get-go thing you want to do is commencement creating your advertizement. In this example, I chose the website traffic goal.

screenshot of how to setup audience for facebook ad

And then, where you define your audience, choose your competitor in the detailed targeting.

In this case, I selected people who were interested in Moz.

screenshot for facebook ad to get competitor's website traffic

You tin can use this basic targeting feature to target your ad to anybody who Likes the competitor's Facebook Folio.

Create several different audiences. Here are a few examples:

Facebook Competitor Pages – write down all your main competitors and locate their Facebook pages. You can either discover the business Facebook pages or pages of the founders.
Facebook Pages in Search – Type in keywords related to your industry into the Facebook search box. This will requite you a list of pages that are related to your manufacture.
Facebook Pages You've Liked – If y'all have liked any pages related to your manufacture, it ways that you think they are doing a good chore. To observe out more about what these pages are doing well, you can expect at your own Facebook profile and see the pages you have liked in the past.
Top Fans Page Likes -If you lot go to the Community tab on any Facebook page, you will meet a list of people who like that page. If you click on their contour, you can come across other pages that they have liked.
Facebook Pages of Brands or Public Figures – 1 strategy is to think of brands and public figures within your industry. Find their Facebook pages and add them to your list.
Related Pages or Pages Liked By -You tin find out what pages your competitors like on Facebook. Get to a Facebook page that is related to your manufacture. Look on the sidebar for "Pages Liked by This Page" or "Related Pages." These options will help yous notice competitor pages that you never would accept thought of.
Facebook Audition Insights – When you are in Facebook Audition Insights, add interests that are related to your business. Click on the Page Likes tab to come across a list of pages that the people who have those interests have liked. Facebook sorts this list past how interested they are in those pages. Pay more attending to the pages with a high-involvement score.

Step ii: Create a set of messages design to appeal to your competitor'due south audience

Based on your research, create a set of letters and images that yous think might entreatment to the competitor's audience.

Step iii: Exam which audience gets the best response to your messages

You can test which of your audiences respond best to each of your letters.

screen shot of how to let Facebook optimize your audiences and messages

While you can do this in Facebook, my favorite tool for this is AdEspresso — they make this process insanely like shooting fish in a barrel.

Here's a nifty commodity on how to do A/B testing with AdEspresso.

What's the Payoff For Using This Customer-Stealing Strategy

This customer-getting strategy is wonderful on so many levels. I'm going to outline them here:

Reduces trial-and-fault

If you haven't done a lot of paid advertising, this is a keen way to get started. You'll benefit from what's working for your competitor and make it piece of work for yous.

Focuses your messaging

Instead of analyzing an entire marketplace or industry or doing a ton of customer research, you tin can outset creating messages based on what your competitor isn't proverb or doing.

You'll become a better sales person

Nothing makes y'all a better salesperson than gaining a deep understanding of your competitors. Considering you have to dig deeper into their products and services, you lot'll identify subtleties you lot may non have noticed in the by that set you lot autonomously from your competitors.

How Much Traffic Volition You Get?

Search engines drive traffic. But the question you have to ask yourself is how much traffic is organic search traffic and how much web traffic is going to be paid search traffic.

Information technology'southward no secret that traffic trends are leading toward having a combination of spider web traffic come up from organic search and other spider web traffic that comes from paid advertising.

Given those traffic metrics, it makes sense to leverage paid search by doing some digital marketing intelligence and competitor research and skimming some of your competitor's traffic volume and sending it your mode.

Y'all're already studying your competitor, why not go some new customers to your own site from the effort.