Explore why copying competitors' Google Ads strategies might not work and learn how to craft a unique strategy that sets your business apart.
In the highly competitive world of Google Ads, it’s tempting to look at what your competitors are doing and simply replicate their strategies. After all, if they’re succeeding, shouldn’t you follow their lead?
However, copying your competitors' Google Ads strategy isn't always the best approach. In this article, we'll explore why blindly mimicking competitors can be a pitfall and how businesses can differentiate their strategies to stand out and succeed.
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When you copy your competitors' strategy, you risk losing your unique selling proposition (USP). Your USP is what sets you apart from the competition and gives customers a reason to choose you. By mimicking competitors, you blend in rather than stand out, making it harder to attract and retain customers.
Example: A local coffee shop might see a competitor using ads focusing on “organic coffee beans” and decide to copy that approach. However, if their true strength lies in offering a cosy environment for reading and working, they’re missing an opportunity to highlight what makes them unique.
Your competitors' strategy may not align with your target audience. Different businesses cater to different customer segments, even within the same industry. What works for them might not resonate with your potential customers.
Example: An online fashion retailer focused on quality, sustainable clothing might notice a competitor targeting keywords like “value clothes.” Copying this strategy could attract the wrong audience, diluting their brand’s message and leading to lower conversion rates.
Competitors may have different budgets, allowing them to bid higher on keywords and run more extensive campaigns. If you try to copy their strategy without the same financial resources, you might exhaust your budget quickly without seeing significant results.
Example: A small local gym might see a national chain bidding aggressively on high-volume keywords like “best gym membership.” Trying to compete directly could drain their budget. Instead, they could focus on local, long-tail keywords (“gym north perth”, “24hr gym near me”) that are more cost-effective and relevant to their audience.
Your business goals may differ from your competitors. While they might be aiming for brand awareness, you might be focusing on lead generation or direct sales. Your strategy should align with your specific goals, not just mirror someone else’s.
Example: A tech startup might notice a well-established company running ads aimed at brand building. However, as a startup, their immediate goal might be to generate leads. Copying the established company's brand-focused ads would not serve their primary objective of lead generation.
Instead of copying your competitors, focus on developing a unique and effective strategy tailored to your business. Here’s how:
Highlight what makes your business special. Identify your strengths and incorporate them into your ad copy and keywords. This approach helps you attract customers who value what you offer.
Example: If your restaurant is known for its farm-to-table approach, your ads should emphasise “fresh, locally-sourced ingredients” and “supporting local farmers” rather than generic terms like “best restaurant.”
Long-tail keywords are more specific and often less competitive than broad keywords. They can help you attract a more targeted audience looking for exactly what you offer.
Example: Instead of bidding on “running shoes,” a specialised sports store could target “trail running shoes for women” or “lightweight marathon running shoes.” This specificity attracts serious buyers and reduces competition.
Remarketing allows you to target users who have previously visited your website but didn’t convert. This strategy can keep your brand top of mind and encourage repeat visits and conversions.
Example: An e-commerce store could use remarketing ads to target users who abandoned their shopping carts, offering them a discount to complete their purchase.
Craft ad copy that speaks directly to your target audience’s needs and pain points. Use emotional triggers and clear calls-to-action to differentiate your ads from the competition.
Example: A pet grooming service could use ad copy like “Pamper your pet with a spa day” and “Gentle care for your furry friend” to appeal to pet owners’ desire to give their pets the best care.
Ad extensions provide additional information and improve the visibility of your ads. Use site link extensions, callout extensions, and location extensions to give potential customers more reasons to choose your business.
Example: A dental clinic could use location extensions to show their proximity to users and callout extensions to highlight services like “Emergency Appointments” and “Family Dentistry.”
Continuously test different ad variations to see what resonates best with your audience. Experiment with different headlines, descriptions, and calls-to-action to find the most effective combinations.
Example: A travel agency could test different ad headlines like “Luxury Vacation Packages” versus “Affordable Family Getaways” to see which one drives more clicks and conversions.
While copying isn’t advisable, analysing competitors can provide valuable insights. Look at what they’re doing right and identify gaps or opportunities they might be missing. Use this information to inform and improve your strategy.
Example: A home improvement store might notice a competitor is heavily focused on DIY products. They could differentiate by highlighting their professional installation services, appealing to customers who prefer expert help.
While it might seem like a quick and easy idea to copy your competitors’ Google Ads strategy, it often leads to missed opportunities and suboptimal results. Instead, focus on developing a unique approach that leverages your strengths, aligns with your business goals, and resonates with your target audience.
By emphasising your USPs, targeting specific keywords, and continuously optimising your campaigns, you can create a Google Ads strategy that stands out in the crowded digital landscape.
Ready to craft a distinctive and effective ad strategy? Contact Yikes! Marketing today to get started!
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