How do you build a strong competitor campaign? If are not seeing the results you want …. This post and video is for you. We will show you how to build a competitor campaign and grow your business.
Today I want to talk about one of my favourite topics: conquesting – building and running competitor campaigns on paid search to drive revenue and grow your business.
People Can Not Pick You As A Solution, If They Don’t Know You Are An Option.
Why Do A Competitor Campaign
When people launch paid search for a brand, I find they usually start out bidding on brand and generics search terms and then do remarketing. However, I’d change that order and bid on competitor terms (after bidding on brand) because customers searching for a competitor are going to be solution and problem aware and a lot lower in the funnel (towards your conversion).
Especially for newer brands, competitor campaigns are great for building brand awareness in the market. After you have built a foundation with your brand and competitor campaigns, I’d work on generic and remarketing campaigns that can be higher up the funnel.
How To Do A Competitor Campaign
Let’s say you are going to launch an ecommerce SaaS solution and compete with Magento and BigCommerce. The increase in CPCs over the last few years makes it a really tough space and industry to compete in. However, once you build a robust competitor campaign… you’ll find competing in the space is easier. At least that is my experience with brands.
What Does Your Competitor Campaign Look Like
A lot of people who get asked – who are your competitors? – always list out their direct competitors in the space. In our case we would say that Magento, Shopify, WooCommerce, Selz and BigCommerce are the brands we are competing with.
However, that leaves a lot of players out of the mix. This isn’t about who you think your competitors are but who your customers view as your competitors. Your customers could build their own custom solution as one option. You have indirect competitors including Wix, SquareSpace and WordPress plugins. Plus most SaaS brands are always competing against a free option…never underestimate the power of free.
If you are still having trouble. This great diagram from Intercom shows you how they think about the problems customers have and how they buy. Great for thinking of who your competitors are in your space.
When you expand and include who your customers view as your competitors. That opens up a lot of opportunity you might not have had before you started building out your competitor campaign(s).
There are a lot of standard competitor keywords you can build because customers always search for these terms when looking at and researching SaaS brands. Some examples might be:
Ecom SaaS Brand
Ecom SaaS Brand Reviews
Ecom SaaS Brand Pricing
Ecom SaaS Brand vs
Ecom SaaS Brand Competitor
However, we look at AnswerThePublic.com and other sites to do a deeper dive into the space and understand what else people are asking related to different brands and categories.
Don’t mock, bash or say anything about your competitor(s) in your ads. You should only focus on your brand and what your unique selling point (USP) is. Also, if you can only compete on price then your brand may have already lost. A cheaper price is not a defensible moat.
Building an ad that has an emotional or physiological pull is usually going to perform better than a simple ad that says you’re cheaper. Also, are customers that only care about price the sort of customers you want?
Your Landing Page
Beyond covering the 5 points of a solid landing page below. It’s super important to not send traffic to a generic landing page that you might use for your brand traffic. I see a lot of brands do this and it’s hurting their brand and business.
Similar to your ad above, you want a landing page that covers how your brand is different. You can include video if you are trying to explain a complex subject. If you want to prequalify people then showing pricing on your landing page may make sense. You may get more leads or customers without pricing but the quality tends to go down as well.
You can even do a direct comparison so customers can understand if you are the right solution for them. Maybe you’re only right for customers working at the enterprise level or those who are more medium in the SMB market. Drawing a line in the sand and saying this is the box we play in is a great strategy as you focus everyone around a core customer.
5 Points To A Better Converting Landing Page
Features & Benefits
It’s important to strike a balance here and not get into so much detail that your landing page feels like it’s full of text. Write a brief one paragraph summary and 3-5 bullet points for clarity. Come back to this section many times and edit the copy to remove any bloated or unnecessary verbiage.
Making sure you connect your advertising to the landing page that a customer lands on is important. To many ad and landing pages don’t show continuity and lose the customer before they even get started.
The adage “a picture is worth a thousand words” is especially true in the short attention span world of the landing page. The hero shot is the visual representation of your offer and can help people to gain a better understanding of what it is or what it looks like. For maximum effect it should show context of use. This means showing rather than telling how it will be used by a customer.
Use third-party endorsements to prove your legitimate. Examples of social proof are customer testimonials, social signals (how well received is your offering on public networks), number of customers, awards and of course customer reviews
Have only one action you want someone to take. Don’t distract your potential customers with more than one goal or a dozen outbound links. If you build a landing page that covers everything above. Then you’ll position your SaaS brand to compete on a higher playing field and understand what make your customers ticks.
Don’t Forget About Your Account Structure
Whether you build an alpha beta account structure or go for single keywords ad groups (SKAG) is up for debate and really depends on what you already have in place. Both are valid options when you are building out an account.
What I really wanted to highlight here is what happens after you decide your account structure…
- Who are your competitors?
- What keywords should you bid on?
- What does your ad say?
- What does your landing page look like?
That is it for this week. See you next time.