It’s often said that competition is good for your business. It pushes you to be your best. Think Coca-Cola vs. Pepsi, Visa vs. MasterCard, Xbox vs. PlayStation, or Apple vs. Microsoft.
Of course, part of the fun of rivalry is stealing customers from your rivals. You can do that with the help of advertising!
Today you’ll learn five brilliant competitive advertising strategies you can use to get in front of your competitors’ customers and (with a little work) turn them into YOUR customers instead. *Evil laughter*
competitive advertising tips
1. Target Facebook Users Whose Interests Include Your Competitors
Facebook Ads doesn’t offer keyword targeting for your ads and you can’t specifically target people who have liked your competitors’ pages. However, Facebook offers something called interest-based targeting.
On Facebook, interests range from extremely broad (e.g., business or entrepreneurship) to very specific. In this case, your competitor’s name is the specific interest you want to target, because Facebook allows you to choose to target people based on, among other things, brands and products they like.
competitive facebook advertising
Type in your competitor’s website URL. Or, if that doesn’t work, you can type in your competitor’s brand name or try a few keyword combinations to figure out the best option for reaching their target audience – which is now your target audience!
Make sure your Facebook ads are awesome and your competitive campaign will be off and running.
2. Disrupt Your Competitors’ Videos with YouTube Ads
Recently I was on YouTube searching for an AT&T ad. Before I could watch the ad I was looking for, I had to sit through another ad – I know, that’s modern life. But the genius part was that this ad wasn’t for AT&T, but for its competitor, Sprint.
In this ad, Sprint explained why it is a better provider than AT&T and highlighted an offer to switch carriers, before I could even see the ad for the brand I had searched for.
To execute this competitive advertising strategy for your own campaigns, create the most watchable TrueView ad you can, adding in how much you’re willing to spend.
There are many targeting options to choose from (e.g., demographics, interests, keywords, remarketing). But today we’re feeling competitive!
You want to target your video ads so that whenever someone searches for the YouTube videos of your competitor that they’ll see your ad first. If you play it right, they might not even watch your competitor’s video!