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How to Leverage Your Competitors in Campaigns: Display Edition

Published on: December 7 2022 by Paid Media Pros

How to Leverage Your Competitors in Campaigns: Display Edition

How to Leverage Your Competitors in Campaigns: Display Edition

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00:00:00 00:00:05 you asked so we're delivering we already
00:00:03 00:00:07 have a number of videos on the paid
00:00:05 00:00:09 media pros channel about utilizing
00:00:07 00:00:12 competitors and their insights for
00:00:09 00:00:15 search youtube and social strategies and
00:00:12 00:00:16 today we want to extend that library so
00:00:15 00:00:18 in this video we're going to tok about
00:00:16 00:00:20 how you can use competitors and insights
00:00:18 00:00:22 about those competitors to maximize
00:00:20 00:00:24 campaign performance in your display
00:00:22 00:00:26 campaigns
00:00:24 00:00:28 i'll start off this video by saying that
00:00:26 00:00:31 admittedly display is likely going to be
00:00:28 00:00:33 the least impressive of the competitor
00:00:31 00:00:35 insight series of videos that we've done
00:00:33 00:00:37 but that doesn't mean that there aren't
00:00:35 00:00:39 still some insights that you can glean
00:00:37 00:00:41 and ways that you can improve your
00:00:39 00:00:43 campaigns by getting a little bit more
00:00:41 00:00:45 information from your competitors i'm
00:00:43 00:00:46 gonna focus mostly on the google display
00:00:45 00:00:49 network because i think it's the one
00:00:46 00:00:51 that gets used the most often i also
00:00:49 00:00:52 think it's the one that has the best
00:00:51 00:00:55 insights available for competitor
00:00:52 00:00:57 targeting so within our placeholder
00:00:55 00:00:59 account i'm going to navigate to the
00:00:57 00:01:01 audience manager which is going to be up
00:00:59 00:01:03 here under tools and settings
00:01:01 00:01:05 and then head to audience manager in the
00:01:03 00:01:07 shared library now the audiences that
00:01:05 00:01:09 are available here are going to be based
00:01:07 00:01:10 on your data segments as you can see up
00:01:09 00:01:12 here which means that they are
00:01:10 00:01:14 retargeting based on website visitors
00:01:12 00:01:16 youtube engagement a custom audience
00:01:14 00:01:18 list but the insights that we can find
00:01:16 00:01:20 from competitors are actually going to
00:01:18 00:01:21 be part of a custom segment audience so
00:01:20 00:01:23 i'm going to come up here to this
00:01:21 00:01:25 portion and now you can see some of the
00:01:23 00:01:27 custom segments we already have in the
00:01:25 00:01:28 account for the sake of this video i'm
00:01:27 00:01:30 just going to create a completely new
00:01:28 00:01:32 one and show you how to find those
00:01:30 00:01:34 insights on your competitors so to
00:01:32 00:01:36 create a new one just come over to the
00:01:34 00:01:38 blue plus button and now you'll see that
00:01:36 00:01:40 we have an entire new custom segment
00:01:38 00:01:42 available i'm going to give it a name
00:01:40 00:01:44 just so it won't throw any errors okay
00:01:42 00:01:47 now we can get started the first way
00:01:44 00:01:50 that we can use competitor insights
00:01:47 00:01:52 against them for targeting options or
00:01:50 00:01:55 being able to create a target audience
00:01:52 00:01:57 is simply to add their brand name or
00:01:55 00:01:59 their product names as interests and
00:01:57 00:02:01 intentions within this first bracket
00:01:59 00:02:04 here this is going to be a section where
00:02:01 00:02:06 you can effectively add keywords and the
00:02:04 00:02:08 toggle up at the top is defaulted to
00:02:06 00:02:10 people with any of these interests or
00:02:08 00:02:11 purchase intentions and the second
00:02:10 00:02:14 option down below is the one that will
00:02:11 00:02:15 seem more appealing says people who
00:02:14 00:02:17 searched for any of these terms on
00:02:15 00:02:20 google but the problem is for the google
00:02:17 00:02:22 display network this option won't work
00:02:20 00:02:24 the tiny grey text down below says only
00:02:22 00:02:27 campaigns running on google properties
00:02:24 00:02:29 on other campaigns terms will be used as
00:02:27 00:02:31 interests and purchase intentions
00:02:29 00:02:32 effectively like running as keywords now
00:02:31 00:02:34 the reason this is important for this
00:02:32 00:02:37 video is because the google display
00:02:34 00:02:39 network is effectively entirely off of
00:02:37 00:02:41 google there might be some placements
00:02:39 00:02:43 that are on some google properties but
00:02:41 00:02:45 the vast majority of placements around
00:02:43 00:02:48 the gdm are going to be on other
00:02:45 00:02:50 websites owned by individual users even
00:02:48 00:02:52 the paid media pros website has google
00:02:50 00:02:54 display network ads running it and we
00:02:52 00:02:56 certainly are not part of a google owned
00:02:54 00:02:58 property if you plan to potentially use
00:02:56 00:03:01 this audience for a youtube campaign or
00:02:58 00:03:03 something else you can end up switching
00:03:01 00:03:04 the switch here but it probably makes
00:03:03 00:03:06 sense for this video just to leave it as
00:03:04 00:03:09 the default option i'm going to choose a
00:03:06 00:03:11 brand for the sake of this video that i
00:03:09 00:03:13 know has data available for each of the
00:03:11 00:03:14 different types of options that i'm
00:03:13 00:03:16 going to show you and that's going to be
00:03:14 00:03:18 starbucks because it's a big enough name
00:03:16 00:03:20 people are pretty familiar with it so
00:03:18 00:03:21 you can follow along easily so for this
00:03:20 00:03:23 section here we would want to start
00:03:21 00:03:26 targeting individual keywords that could
00:03:23 00:03:27 be about starbucks so let's type in a
00:03:26 00:03:30 few of those terms
00:03:27 00:03:32 so by adding these keywords i've told
00:03:30 00:03:35 google that i'm trying to find users who
00:03:32 00:03:38 are interested in or might have purchase
00:03:35 00:03:41 intentions for starbucks starbucks iced
00:03:38 00:03:43 coffee starbucks cold brew frappuccino
00:03:41 00:03:45 cinnamon dolce latte lots of different
00:03:43 00:03:47 options to try and target my specific
00:03:45 00:03:48 audience i'm trying to reach out to so
00:03:47 00:03:50 the first way to leverage your
00:03:48 00:03:53 competitors is to use their brand name
00:03:50 00:03:54 and product names to create a custom
00:03:53 00:03:56 segment and target people who might be
00:03:54 00:03:59 interested in them or have purchase
00:03:56 00:04:01 intentions for those specific keywords
00:03:59 00:04:02 or phrases before i move on to the next
00:04:01 00:04:03 option i'm going to clear this out and
00:04:02 00:04:05 now we're going to start on the second
00:04:03 00:04:07 option and to do that i'm going to skip
00:04:05 00:04:08 the websites option we'll come back to
00:04:07 00:04:12 that in a second but we're going to use
00:04:08 00:04:13 the people who use types of apps option
00:04:12 00:04:16 so the definition behind this is going
00:04:13 00:04:18 to be finding people who use certain
00:04:16 00:04:20 types of apps so you can enter the names
00:04:18 00:04:22 of apps that you think your ideal
00:04:20 00:04:25 customers might use and then by creating
00:04:22 00:04:27 a custom segment on those your ads will
00:04:25 00:04:28 reach people who download and use apps
00:04:27 00:04:30 that are similar to the one that you are
00:04:28 00:04:32 interested in this does not mean that
00:04:30 00:04:35 your ad will show on those apps so this
00:04:32 00:04:37 is going to be another type of affinity
00:04:35 00:04:39 target behind certain types of apps in
00:04:37 00:04:41 the same way that we toked about the
00:04:39 00:04:43 interests in certain types of keywords
00:04:41 00:04:44 above so again as i mentioned we're
00:04:43 00:04:46 going to use starbucks here obviously
00:04:44 00:04:48 starbucks has an app they actually have
00:04:46 00:04:49 a handful of them depending on which
00:04:48 00:04:51 location around the world so i'll just
00:04:49 00:04:53 choose this one by default now by adding
00:04:51 00:04:54 this we are again trying to target
00:04:53 00:04:57 people who have the same type of
00:04:54 00:04:59 affinity for certain apps and might use
00:04:57 00:05:00 an app similar to starbucks pretty
00:04:59 00:05:02 straightforward so let's go ahead and
00:05:00 00:05:04 ditch this one now the last option in
00:05:02 00:05:05 this custom segment builder that i want
00:05:04 00:05:07 to tok about is going to be the types
00:05:05 00:05:10 of websites so let's open this one up
00:05:07 00:05:12 and here we can add in the starbucks
00:05:10 00:05:13 website to target people who browse
00:05:12 00:05:15 websites that are similar to the
00:05:13 00:05:17 starbucks website i saved this one for
00:05:15 00:05:19 last because this has a little bit of a
00:05:17 00:05:21 blend of the first strategy which is
00:05:19 00:05:23 around targeting interests and purchase
00:05:21 00:05:25 intentions through different keywords of
00:05:23 00:05:28 your competitors names or their products
00:05:25 00:05:30 as well as utilizing apps and websites
00:05:28 00:05:32 based on whichever properties your
00:05:30 00:05:34 competitors own to try and get in front
00:05:32 00:05:35 of the right types of people so websites
00:05:34 00:05:38 are going to be the last option for this
00:05:35 00:05:39 and that's for the starbucks.com piece
00:05:38 00:05:42 and no matter what you end up adding
00:05:39 00:05:44 whether it's the intentions the websites
00:05:42 00:05:46 or apps once you save your custom
00:05:44 00:05:48 segment you'll be able to target those
00:05:46 00:05:50 people on the google display network and
00:05:48 00:05:52 actively get in front of them now as i
00:05:50 00:05:54 mentioned i saved websites for last for
00:05:52 00:05:56 a reason because in addition to creating
00:05:54 00:05:58 a custom segment based on the interests
00:05:56 00:05:59 around a specific website you'll notike
00:05:58 00:06:02 that off to the right when i added
00:05:59 00:06:05 starbucks.com that there are a number of
00:06:02 00:06:07 other insights available about people
00:06:05 00:06:09 who visit this website so it's not a
00:06:07 00:06:11 perfect match because trying to find
00:06:09 00:06:13 people who browse websites similar to
00:06:11 00:06:16 starbucks.com but you can see here that
00:06:13 00:06:19 the gender breakdown is about 60 female
00:06:16 00:06:22 the age range is going to be majority
00:06:19 00:06:24 actually 65 plus it's got 27 percent
00:06:22 00:06:26 there and then 74 are non-parents so
00:06:24 00:06:28 that means only 26
00:06:26 00:06:31 are parents now again this might not be
00:06:28 00:06:34 the actual accurate representation of
00:06:31 00:06:36 the average starbucks user as a persona
00:06:34 00:06:39 but here's the thing that doesn't matter
00:06:36 00:06:41 as much as what google thinks the
00:06:39 00:06:43 average persona is because if you're
00:06:41 00:06:45 using google to target that person you
00:06:43 00:06:47 want to go on what google thinks that
00:06:45 00:06:49 person is so if it thinks that the
00:06:47 00:06:53 average person who visits the starbucks
00:06:49 00:06:55 site is a 67 year old non-parent woman
00:06:53 00:06:56 then that's probably the right person to
00:06:55 00:06:58 target that's probably the right
00:06:56 00:07:00 demographics to target because that's
00:06:58 00:07:02 what it thinks about the website
00:07:00 00:07:05 additionally there's a section down here
00:07:02 00:07:07 below around specific topics utilizing
00:07:05 00:07:09 the custom segment builder for the
00:07:07 00:07:11 website section specifically in my
00:07:09 00:07:13 experience will give you some examples
00:07:11 00:07:15 of different topics that you can target
00:07:13 00:07:18 in display campaigns as well you could
00:07:15 00:07:20 target coffee coffee and tea restaurant
00:07:18 00:07:23 or food and drink topic on the google
00:07:20 00:07:25 display network to find people who have
00:07:23 00:07:27 visited websites that are similar to
00:07:25 00:07:29 starbucks.com or people who also might
00:07:27 00:07:31 be interested so effectively this little
00:07:29 00:07:34 section off to the right is providing
00:07:31 00:07:37 you a user persona of how to target
00:07:34 00:07:39 somebody demographics and topics wise on
00:07:37 00:07:41 the google display network based on what
00:07:39 00:07:42 google thinks about any given competitor
00:07:41 00:07:44 i personally think this section is
00:07:42 00:07:46 pretty cool because as you're building
00:07:44 00:07:48 your custom segment you're also getting
00:07:46 00:07:50 ideas for other ways to target people on
00:07:48 00:07:52 the google display network that sums up
00:07:50 00:07:54 the ways that we can target people with
00:07:52 00:07:57 audiences based on their interests the
00:07:54 00:07:59 website or apps or how we can find new
00:07:57 00:08:01 targeting options based on the websites
00:07:59 00:08:04 that people have visited the last thing
00:08:01 00:08:06 i want to do is show you a tool that
00:08:04 00:08:08 could give you insights into the ad
00:08:06 00:08:13 creative that your competitors are using
00:08:08 00:08:14 if you visit moat.com moat.com
00:08:13 00:08:17 you'll be presented with a home page
00:08:14 00:08:18 that looks like this for the time being
00:08:17 00:08:20 my guess is every once in a while it'll
00:08:18 00:08:23 change but this is what it looks like as
00:08:20 00:08:26 of march of 2022 i have absolutely no
00:08:23 00:08:29 affiliation with the paid product of
00:08:26 00:08:30 moat at all i've never used it i
00:08:29 00:08:32 personally don't even know anybody who
00:08:30 00:08:34 has used it but they were bought by
00:08:32 00:08:36 oracle so there obviously is some value
00:08:34 00:08:37 to it so if you're interested you can
00:08:36 00:08:39 get a demo but what i'm going to tok
00:08:37 00:08:42 about today instead is this moat ad
00:08:39 00:08:43 search tool down here so if you come in
00:08:42 00:08:45 here you can see that it prompts you to
00:08:43 00:08:46 search by brand and you guessed it i'm
00:08:45 00:08:50 going to search for starbucks you can
00:08:46 00:08:52 see here that the option has a nice long
00:08:50 00:08:55 list of different things available so
00:08:52 00:08:58 starbucks is a brand frappuccino double
00:08:55 00:09:00 shot k-cups all different sorts of brand
00:08:58 00:09:02 segmentations so let's just start with
00:09:00 00:09:03 starbucks itself i'm going to go ahead
00:09:02 00:09:06 and ditch this banner and now we can see
00:09:03 00:09:09 there are a ton of different ads already
00:09:06 00:09:10 populated from starbucks you can see
00:09:09 00:09:12 that there's all different sorts of
00:09:10 00:09:14 sizes different dimensions different
00:09:12 00:09:16 offers and as you hover over each of
00:09:14 00:09:18 them you can see the device the
00:09:16 00:09:20 dimensions and the dates that it has
00:09:18 00:09:22 been active so there's a lot of
00:09:20 00:09:25 different ways that you can find
00:09:22 00:09:28 insights into your competitors ads or
00:09:25 00:09:30 finding inspiration for ads to run for
00:09:28 00:09:32 yourself from other brands that may or
00:09:30 00:09:33 may not be competitors but you can at
00:09:32 00:09:36 least get some ideas of how to run
00:09:33 00:09:37 things now you will notike that all of
00:09:36 00:09:39 the different ads that are in here are
00:09:37 00:09:42 going to be ads that have been custom
00:09:39 00:09:44 built by starbucks and they are not
00:09:42 00:09:46 going to be any sort of responsive
00:09:44 00:09:48 display ads that google will show with
00:09:46 00:09:50 the text and all that sort of thing
00:09:48 00:09:52 these are simply just the banner ads
00:09:50 00:09:54 that starbucks has put together but
00:09:52 00:09:56 remember we did see a number of other
00:09:54 00:09:58 breakdowns up here so let's go back up
00:09:56 00:09:59 to the search by brand section type in
00:09:58 00:10:01 starbucks and just take a look at one of
00:09:59 00:10:04 the other brands we have here let's just
00:10:01 00:10:05 do frappuccino for fun now the ad
00:10:04 00:10:07 creatives have been narrowed down to
00:10:05 00:10:09 only things that are about starbucks
00:10:07 00:10:11 frappuccino these look quite a bit
00:10:09 00:10:14 different than just the regular overall
00:10:11 00:10:15 brand of starbucks so it's interesting
00:10:14 00:10:18 to see how they treat the different
00:10:15 00:10:20 brands differently and how the creative
00:10:18 00:10:22 differs depending on which product
00:10:20 00:10:23 they're trying to go after so again lots
00:10:22 00:10:26 of inspiration that you can gather from
00:10:23 00:10:28 here just to see different ways that you
00:10:26 00:10:30 can represent different products that
00:10:28 00:10:32 you have as i said in the beginning
00:10:30 00:10:34 display might be the least impressive of
00:10:32 00:10:36 these competitor insights videos that
00:10:34 00:10:37 we've done but i do think it's still
00:10:36 00:10:39 worth your while to spend a decent
00:10:37 00:10:42 amount of time testing different
00:10:39 00:10:43 variables within a custom segment in the
00:10:42 00:10:45 google ads builder whether you're
00:10:43 00:10:47 actually trying to create a target
00:10:45 00:10:49 audience or if you're just trying to
00:10:47 00:10:51 gain persona insights from the users who
00:10:49 00:10:53 visit your competitors websites to find
00:10:51 00:10:55 new targeting options around
00:10:53 00:10:58 demographics and topics for a standard
00:10:55 00:11:00 display campaign and although moat has a
00:10:58 00:11:01 lot of different brands available on the
00:11:00 00:11:03 platform depending on how large your
00:11:01 00:11:05 competitors are you might not be able to
00:11:03 00:11:07 find creatives that are going to be
00:11:05 00:11:09 directly comparable to you but in that
00:11:07 00:11:11 scenario all you need to do is start to
00:11:09 00:11:13 find a slightly larger brand that might
00:11:11 00:11:15 have a little bit of additional reach
00:11:13 00:11:17 beyond where you are or somebody who's
00:11:15 00:11:19 in a similar industry but might not be a
00:11:17 00:11:21 direct competitor just to get
00:11:19 00:11:22 inspiration about your ads can't tell
00:11:21 00:11:25 you how many times i've had design teams
00:11:22 00:11:27 ask me what we need our display ads to
00:11:25 00:11:29 look like and i've been able to use moat
00:11:27 00:11:31 to give them a lot of examples to show
00:11:29 00:11:32 what different brands are doing and
00:11:31 00:11:33 start to get their creative juices
00:11:32 00:11:35 flowing so they can figure out what to
00:11:33 00:11:37 put together hopefully this has given
00:11:35 00:11:39 you some ideas about how you can use
00:11:37 00:11:41 your competitors in display campaigns
00:11:39 00:11:43 but just like always if you have any
00:11:41 00:11:45 other questions for us about this topic
00:11:43 00:11:47 or any other to be honest we would love
00:11:45 00:11:48 to hear about it in the comments
00:11:47 00:11:49 thanks for watching our video if you
00:11:48 00:11:51 thought it was useful give us a thumbs
00:11:49 00:11:52 up below we release a new video at least
00:11:51 00:11:54 once a week so if you want to get
00:11:52 00:11:56 notified of when a new one comes out be
00:11:54 00:11:59 sure to subscribe to the paid media pros
00:11:56 00:11:59 channel

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