Competitors place a great deal of effort and a large percentage of their marketing budget into building their brand. Smart marketers will use it to their advantage. Competitor campaigns are regularly some of the top performing campaigns measured by cost per Opportunity and Pipeline to Cost ratio. By targeting competitors in search, marketers can utilize competitor brand awareness to drive high qualified traffic to their content. This tactic is especially effective in industries with established competitors with strong awareness. At Obility, we run Competitor search campaigns for all of our clients.
Paid search is the least limited approach to competitor targeting. In paid search, you likely can get an ad up for all of your competitors’ terms. Target your competitors’ website URL, brand name, and specific products. However, expect to pay a significant cost per click (CPC). Targeting brand terms in search is expensive (due to low click-through rate). Yet, for the most part, the high- quality leads generated from Competitor campaigns more than account for the high CPC. At Obility, our clients’ competitor campaigns often drive more opportunities than social advertising or retargeting campaigns. [Read more…]