Tired of seeing your PPC budget disappear without generating qualified leads? The culprit might be your targeting strategy. Instead of chasing generic keywords, unlock a goldmine of potential customers: your competitor's audience.
PPC Audience Targeting for Lead Generation
Pay-per-click (PPC) advertising is a powerful tool for generating leads. By targeting your ads to the right audience, you can increase your chances of reaching potential customers who are interested in your products or services.
What is Brand Bidding (and Why I Don’t Recommend It)
Brand bidding is a PPC strategy in which you target your ads to keywords that include your competitor's brand name. For example, if you sell running shoes, you might bid on the keyword "Nike running shoes."
While brand bidding can be a tempting way to reach people who are already interested in running shoes, it can also be expensive and ineffective. Here are a few reasons why I don't recommend brand bidding:
- It can be expensive. You'll be competing against your competitors for the same keywords, which can drive up the cost of clicks.
- It may not be effective. People who are searching for your competitor's brand name may be more likely to buy from them than from you.
- It can damage your brand reputation. If your ads are seen as negative or intrusive, they can damage your brand reputation.
Action-based Approach to Targeting Your Competitors’ Audience
There are a more effective way to target your competitor's audience than brand bidding. Here are three ways to do it:
1. Targeting People Looking for Competitor Alternatives and Comparisons
People who are searching for keywords like "[competitor name] alternative" or "[competitor name] vs. [your brand]" are already interested in the type of product or service that you offer. You can target these keywords with your ads to show them why your product or service is a better option.
2. Targeting People Looking to Churn from Your Competitor
Customers who are unhappy with your competitor may be looking to switch to a different provider. You can target keywords like "[competitor name] complaints" or "[competitor name] customer service problems" to show these potential customers why your company is a better option.
3. Targeting People Looking for Help or to Contact Your Competitor Support
People who are searching for keywords like "[competitor name] help" or "[competitor name] contact" may be having problems with your competitor's product or service. You can target these keywords with ads that offer help and support.
By using these action-based targeting methods, you can reach people who are already interested in what you have to offer, and who are more likely to convert into leads.
Attracting, Not Poaching: Building Trust with Your Competitor's Audience
Remember, the goal isn't to "steal" customers. It's about presenting yourself as a better alternative at the right moment. Focus on building trust by offering valuable solutions and addressing their specific needs.
Conclusion
By following the tips in this article, you can learn how to target your competitor's audience and generate more leads for your business.