As a result of COVID-19, many brands have been competing aggressively to drive the most leads possible in Google Search. I was recently approached by a brand team who was getting pressure from upper management to do just that in March. The team had a new responsibility of bringing in ? of their business’ revenue by increasing sales form submissions, which garner leads with high lifetime value.
The previous paid search strategy was more or less to spend the fiscal year budget as evenly as possible throughout the year to drive traffic to the site, with a focus on brand awareness. For the new goal, we had a $20,000 budget to spend efficiently and quickly and they needed to see an increase in leads as soon as possible. With that information in mind, here’s how I set up successful competitor campaigns to help this brand drive more high-value leads.
First – Sizing Up The Competition
When it comes to search campaigns, the work you put into the campaign strategy is correlated to what you’ll get out of those campaigns – so I did as much prep, research, and flexing my strategy muscles as possible to understand the competitors. You have to know who your competitors are and where your brand stands in relation to them in order to build an effective competitor strategy.
Sure, you could just up your bids and hope for the best, but to be as impactful as possible, lean into competitor analysis and research. This is where the auction insights portion of Google Search comes in…