Pick a few competitors (suggesting 1-6) and create a display or video campaign. Setup one ad set for each competitor. Then, build these 4 audiences within each ad set: 1. Custom affinity targeting the competitor's website 2. Custom affinity targeting the competitor's brand name 3. Custom intent targeting the competitor's website 4. Custom intent targeting the competitor's brand name This is a highly segmented way to have an outbound campaign going to specific competitor's users/customers/leads. Affinity means it will target people who are frequently visiting that brand's site or associating themselves with that brand regularly. Intent means it will target the people who are actively researching or planning a purchase of that business. The caveat with this campaign is, if your competitor is a SAAS product, frequent visitors of the site might be going there to login. So this means the ads will appear for the competitor's existing users. Because of this, it's recommended to test this campaign to make sure you aren't spending a ton of budget targeting primarily existing users -- and, if you are, make sure the ads feature a competitive advantage in an effort to get those users to make the switch.

Pick a few competitors (suggesting 1-6) and create a display or video campaign. Setup one ad set for each competitor. Then, build these 4 audiences within each ad set: 1. Custom affinity targeting the competitor's website 2. Custom affinity targeting the competitor's brand name 3. Custom intent targeting the competitor's website 4. Custom intent targeting the competitor's brand name This is a highly segmented way to have an outbound campaign going to specific competitor's users/customers/leads. Affinity means it will target people who are frequently visiting that brand's site or associating themselves with that brand regularly. Intent means it will target the people who are actively researching or planning a purchase of that business. The caveat with this campaign is, if your competitor is a SAAS product, frequent visitors of the site might be going there to login. So this means the ads will appear for the competitor's existing users. Because of this, it's recommended to test this campaign to make sure you aren't spending a ton of budget targeting primarily existing users -- and, if you are, make sure the ads feature a competitive advantage in an effort to get those users to make the switch.

If you are launching a new product, there are a few things we can do to get it out into the ad ecosystem. First of all, if you add the product to your eCommerce store, then it will automatically be added to the Smart Shopping campaign through the product feed after a few days. However, depending on how large your store is, it could take the algorithm quite some time to give the new product ad spend and gather conversion data on it. If you want to speed that process up, we can give the product it's own campaign(s) to force the account to devote ad spend to it more quickly. We can give it it's own budget and run the following campaigns: * Shopping (eventually the product will be switched over to the main Smart Shopping campaign once we are done with the "push") * GSP and Display - These work especially well with remarketing audiences of recent website visitors * YouTube - Do you have a video to promote the product? If so, we can try YouTube shopping to get eyes on it. * Search - Temporarily running a search campaign on a new product can help the ad account gather conversion data more quickly because it allows the algorithm to see what the ideal, target customer looks like.

If you are launching a new product, there are a few things we can do to get it out into the ad ecosystem. First of all, if you add the product to your eCommerce store, then it will automatically be added to the Smart Shopping campaign through the product feed after a few days. However, depending on how large your store is, it could take the algorithm quite some time to give the new product ad spend and gather conversion data on it. If you want to speed that process up, we can give the product it's own campaign(s) to force the account to devote ad spend to it more quickly. We can give it it's own budget and run the following campaigns: * Shopping (eventually the product will be switched over to the main Smart Shopping campaign once we are done with the "push") * GSP and Display - These work especially well with remarketing audiences of recent website visitors * YouTube - Do you have a video to promote the product? If so, we can try YouTube shopping to get eyes on it. * Search - Temporarily running a search campaign on a new product can help the ad account gather conversion data more quickly because it allows the algorithm to see what the ideal, target customer looks like.

Video Campaigns

How can we target competitors even more? / What is a Competitive Proactive Campaign?

It's possible to target competitors beyond the basic competitor campaign (which is where we show an ad after someone searches for a competitor). We can do this using affinity & intent audiences (which are audiences of people who are frequently associated with the competitor's business).

affinity audience campaign types competitive campaigns intent audience proactive display targeting

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What do you recommend for a new product launch?

If you are launching a new product, there are a few ideas to get it out there.

new product launch product feed

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How can we target competitors even more? / What is a Competitive Proactive Campaign?

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