Using Competitive Analysis to Supercharge Your Own Campaigns

competitor analysisIf you’re looking to get some use out of the information you collected in a recent competitive analysis, your ad campaigns are a good place to start. What you know about your competitors can help you refine your strategy and tap into new opportunities in the construction market.

Defining Your Market

Choosing the right target audience is a major part of what makes an advertising campaign successful. By helping you spot segments of the market your competitors have overlooked, a competitive analysis can uncover clients who are ripe for the picking.

Your analysis might reveal a whole niche you can move into unimpeded. If no one in your area is paying attention to the restaurant construction market, that might be something worth looking into. Information about your competitors can also help you narrow your niche down to find an audience you can appeal to with specialist expertise. If your competitors focus on general hotel construction services, you might want to refine your ad campaign to target boutique hotel or spa hotel clients.

Perfecting Your Marketing

When you what know your competitors’ strengths and weaknesses are in terms of advertising, you can more easily see what type of ad campaign will pay off for you. Maybe your main competitors are all running extensive Facebook ad campaigns, but they’re neglecting LinkedIn. That leaves an opening for you. On the other hand, it also tells you it’s probably a good idea to invest in Facebook advertising, too.

Your analysis can give you ideas on which benefits to highlight in your ads. If your competitors’ reviews are peppered with complaints about delays, use your ads to assure your audience you can stick to a deadline. You might also get ideas on what overall style to use for your ads. Are your competitors’ ads all strictly serious? Consider setting your company apart by mixing a little humor into yours.

Are Google Ads Dead or a Viable Lead Generation Source?

PPCGoogle Adwords has changed a lot since its launch in 2000, and while it’s no longer as cheap and easy as it once was, it still holds the potential to bring you construction leads. With an up-to-date Adwords strategy, you can attract leads you might not find elsewhere.

Get Results Fast

One of the biggest benefits of Adwords is its ability to bring in leads faster than improving your website’s visibility through search engine optimization (SEO). SEO, while highly valuable, is an involved process that can take four to six months to show results. With Adwords, your link can be at the top of the results page for a highly competitive term in a few hours as long as you can place the top bid for that term.

Using Adwords also gives you a chance to outrank a strong competitor. Maybe you’re the new guy in town for retail store renovation, and your competitor has been there for 10 years. Outranking them in the search engines through SEO could take years, but Adwords can quickly make your content just as visible as theirs. The automated target outranking share bidding strategy offered through Adwords makes it even easier.

Reach the Right Audience

Before you jump into Adwords, take time to understand the service and plan your strategy. What works on Facebook or LinkedIn, won’t necessarily work on Adwords. Set up a lead-capture page that adheres to Google’s Adwords Policies. Spend some time on the Keyword Planner to find cost-effective keywords. A highly focused term such as “office renovation companies” will generally cost less and attract more of your ideal clients than a broad term such as “commercial construction companies.”

Use conversion tracking codes to calculate each ad’s ROI. A/B test your ads and landing pages. Pay attention to whether Search Network, Display Network or Youtube ads work best for you and refine your strategy accordingly. Set a strict budget and spend more on an ad only when it gets results.