Local competitor targeting can be a powerful strategy for small and medium-sized ecommerce businesses looking to drive foot traffic to their brick-and-mortar locations. Here’s how you can leverage Google Ads Performance Max campaigns to target competitors effectively.

What is Local Competitor Targeting?

Competitor targeting has been used with a number of different campaign types in Google Ads. Search ads primarily.

It involves using Google Ads to reach potential customers who are engaging with or searching for your competitors’ businesses. Typically by keyword search terms.

By targeting competitor-related audiences, you can capture high-intent users who are already considering similar products or services.

How to Set Up Competitor Targeting in Performance Max

Create Custom Audience Segments

Navigate to the Performance Max asset group settings.

Edit the audience signal and create a new custom segment.

Use the “People who browse types of websites” feature to add URLs of your competitors’ websites or product pages.

Include “People who use types of apps” if your competitors have mobile apps.

Targeting: Focus on Specific Competitors

Select competitors that are similar in scale and budget to your business.

Narrow down targeting by focusing on specific product or service pages rather than their entire websites for greater precision.

Combine with Local Targeting

Layer competitor targeting with geographic radius targeting around your store locations.

Ensure your ads are shown only to users near your physical stores who are most likely to visit.

Make sure Google My Business location assets are connected and the conversion goal is fully functional if you are utilizing store visits as a conversion goal. Current status can be seen on store diagnostics below:

Benefits of Local Competitor Targeting

  • Increased Foot Traffic: Attract customers who might otherwise visit a competitor’s store.
  • Brand Awareness: Introduce your brand as an alternative during the decision-making process.
  • Higher Conversion Potential: Engage users already interested in products or services similar to yours.

Best Practices for Competitor Targeting

Avoid overly broad targeting by focusing on niche competitors or specific products.

Monitor campaign performance regularly to ensure ad spend is optimized and not wasted on irrelevant clicks.

Use compelling ad creatives and offers that highlight your unique selling points compared to competitors.

By integrating local competitor targeting into your Performance Max campaigns, you can effectively capture market share and drive more customers to your physical locations.

A few quick tips

  • Test and iterate on your Performance Max campaigns
  • Use Google’s reporting tools to track performance
  • Experiment with different audience signals and asset groups
  • Test with or without the product feed or both depending on budget

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External Resources