Use Google Display Advertising to target People Visiting Your Competition

Authored By: Phillip Salinas

Google Ads DisplayEver wondered how you could advertise to people that are going to your competitors’ websites? Or reach people that actively search for products or service that you provide? Google has some great display ad technology that allows you to specify a custom intent audience.

What is A Google Custom Intent Audience?

Google AdWords Display Advertising allows you to reach your target audience by using a combination of keyword phrases and URLs. By using Your competition’s website URLs combined with your most important keywords, you. Google uses machine-learning technology to analyze your target audience. These ads are put out on Google’s Display Network These are millions of websites where advertisers can choose to display their adverts in multiple formats to a range of audiences.

Custom Intent Display Advertising

These Google AdWords Display Advertising are much less expensive than normal search ads and they are presented only to the target audience you most want to reach. The costs reduce over a few weeks as the machine learning kicks in.

Here is an example of what can be done with Custom Intent Display ads.

A local painting contractor with multiple crews was using traditional Google AdWords search ads. They were spending $600/month in advertising fees with Google. They received an average 475 click throughs to their website each month with an average cost per click of $1.26.

They tracked where their jobs came from and they occasionally would see a new client come from their AdWords advertising. Their objective was to increase their lead generation from AdWords

The budget was increased to $1600 per month with a split between search ads and custom intent display ads. Today 90% of their clicks come from targeted display advertising and 10% from search text ads.

  • Search Text Ads have a monthly spend of $1050 for 810 clicks ($1.29/click)
  • Custom Intent Display Ads have a monthly spend $550 for 7650 clicks ($.06/click)

Combined they spend $1600 each month with 8460 clicks ($.19/click)

The result is there has been a strong increase in quote requests and jobs as a result of this advertising campaign. It has been hard to measure the exact increase in leads, but the owner thought they had seen a ten-fold increase in leads from AdWords advertising.

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