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
Table of Contents
How to Leverage Your Competitors in Campaigns: Display Edition
| startTime | durationTime | text |
| 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 |
