How to Effectively Reach Your PPC Competitors’ Audience: 3 Proven Strategies
In the world of pay-per-click (PPC) advertising, reaching the right audience is crucial for generating leads and driving conversions. While many marketers focus on targeting people within their niche or those who are interested in their products or services, there is another untapped audience that can be incredibly valuable – your competitors’ unhappy clients.
In this article, we will explore three proven strategies to effectively reach your PPC competitors’ audience. By understanding the search intent signals of these prospects, you can target them at key moments when they are ready to make a decision and potentially convert to your brand.
Strategy 1: Targeting Customers Actively Looking to Switch Providers
One group of prospects to focus on is customers who are actively looking to switch providers. These individuals have already made up their minds to make a change and are actively seeking alternatives. By creating targeted campaigns that offer competitive offers and highlight the similarities between your product or service and your competitors’, you can attract these potential customers. For example, if you are in a contract-based industry like phone, cable, or insurance, you can target people who are currently in a contract with a competitor and looking to prepare their exit.
Strategy 2: Targeting Customers Trying to Cancel Services
Another group to consider targeting is customers who are trying to cancel services. These individuals have already expressed their dissatisfaction with their current provider and are actively seeking ways to terminate their contracts. By using keywords such as “cancel,” “termination,” and “cancellation,” you can reach these prospects and offer them a better alternative. It’s important to make the cancellation process as seamless as possible, as many service-based businesses make it difficult for customers to cancel. By prioritizing customer care and providing an easy transition process, you can win over these frustrated customers.
Strategy 3: Targeting Customers Seeking Help or Support
The final group to target is customers who are seeking help or support. These individuals may be unhappy with their current provider and are looking for assistance or improvement. By targeting keywords like “support,” “hotline,” and “service,” you can reach these prospects and offer them a solution. It’s essential to show that customer support is a top priority for your brand and that you are available to address their concerns. By leaving a positive impression on these customers, you can potentially gain new customers who are open to switching providers.
Avoiding the Pitfalls of Brand Bidding
While brand bidding is a popular tactic for targeting your competitors’ audience, it comes with many caveats. Bidding on your competitors’ names can attract clicks to your ads, but it can also harm your brand reputation if users feel misled or deceived. Additionally, there may be legal obligations and restrictions regarding the use of competitor names or bidding on their keywords. It’s advisable to consult a specialized lawyer to ensure compliance with advertising laws in your jurisdiction.
Action-Based Approach to Targeting Competitors’ Audience
Instead of engaging in blatant brand bidding, an effective alternative is an action-based competitor targeting approach. By coupling your competitors’ brands with specific actions or ideas, you can reach prospects who are actively seeking something and are more likely to be open to your offer. This can be done through targeted campaigns that focus on keywords related to competitor alternatives, comparisons, cancellations, and support requests.
Conclusion
Effectively reaching your PPC competitors’ audience requires a strategic approach that goes beyond traditional audience targeting methods. By understanding the search intent signals of prospects actively seeking alternatives, looking to cancel services, or seeking help or support, you can create targeted campaigns that reach the hottest leads primed to convert to your brand. However, it’s important to consider legal obligations and potential pitfalls associated with brand bidding. By embracing an action-based targeting approach, you can engage with the right audience at the right moment and drive meaningful outcomes for your business.
