In the world of digital marketing, there is a legend about a college graduate who decided to start working in a large IT company. This enterprising young man gave his resume, but was not noticed. Then he decided to set up an advertising campaign in Google AdWords, using the names of company executives in keywords. And they noticed him! Naturally, hired!
Pretty resourceful use of Adwords, right?
This challenges the classic way companies use the platform: participating in commercial keyword auctions and convincing potential customers to visit your site. Dentists use the keywords "caries treatment" and "dentist", lawyers offer "legal services". This is a typical advertising campaign for which business owners allocate an advertising budget.
The only problem is that Google Adwords can become really expensive when your competitors trade in the same keywords with the highest rates.
Fortunately, this is not the only way to use Adwords. Here are three unusual ways to use Google Adwords, which you probably haven't tried yet.
Steal your competitors' customers
When your customers are very close to buying, they continue to compare products or services to choose the best. At this stage, you can intercept customers from your competitors.
Instead of betting and focusing on industry keywords, try setting your ads to brands of well-known competitors. Inserting your business at a time when consumers are interested in your competitors, you get the opportunity to interest them more and lure them away!
In fact, this is a fairly common practice. When you forget in Beeline, you will find an ad from Megafon and vice versa.
The advertising of the N *** mattress went even further. When the well-known and expensive competitor “M ***” advertises its mattresses, “N ***” in its ad writes “do not buy M *** mattresses before you know the whole truth about them” and leads the buyer who was looking “M ***” to the site of the company “N ***” and shows video clips that explain that, despite the brand’s uncertainty, this mattress is no worse and even better. Besides, much cheaper!
The ethical side of the issue will not be considered. Just note that this is a brilliant use of Google advertising!
However, all this can be expensive, especially if competitors are trying to use the same tactics, or if the expensive brand is protecting itself in Google.
The brand of competitors can be used in a more peaceful way, namely, to collect keywords mentioning the brand with errors and non-standard writing. For example, instead of “queen”, people can type “karaleva” or write the name of the shopping center “Park House” as “Park Haus”, etc.
Studies have shown that more than 10% of searchers mistakenly use brand names. If you use these errors, you can be in the TOP of the search results at relatively low advertising costs.
Targeted people who are not yet ready to buy
That sounds illogical, right? Why do you need people who are not yet ready to buy?