A big opportunity in Google Ads that not many brands are aware of right now is keywords with comparison intent.

These are buyers who already know the kind of product they want.

But they haven’t decided which brand to go with yet.

You can see them in competitor searches like “[Competitor] mattress reviews,” “[Competitor] alternatives.”

Or research terms like “best [Product category],” “top rated [Product category].”

What makes this segment worth paying attention to is that…

The intent is just as high as product category keywords.

Someone searching "magnesium supplements" and someone searching "top magnesium brands" are essentially in the same place in the buying journey.

If anything, the research-phase buyer is often closer to pulling the trigger.

The thing is:

The competition on comparison terms is nowhere near what you see on product category keywords

From the audits we've done, there aren’t a lot of brands actively going after this traffic.

And the ones that do usually set it up in a sub-optimal way.

So they end up overpaying for the traffic and leaving most of the profits on the table.

On top of that, a lot of brands have weak branded protection on Google.

This happens a lot with brands scaling fast on Meta and TikTok.

We've seen brands grow their branded search volume 3 to 5x in a month from social channels…

Only to lose a big chunk of that traffic because they have no proper coverage on the Google side.

This means…

You can show up above these brands on their own branded terms and pull that undecided audience toward your site instead.

Plus, these keywords exist in almost every category.

It's rare to find a niche where the search volume isn't there to support this kind of campaign.

That’s why I believe every ecom brand should test comparison keywords.

Across our accounts, it's generated 5-6 figures per month for many of our clients.

Like for this brand, one campaign generated €66K a month with a 3.7 ROAS.

Or this brand where one of their campaigns made $122K a month with a 2.7 ROAS (on a slow month).

There’s a challenge with this keyword type though...

These buyers are either comparing options or researching a competitor's product.

So you need a bit of “convincing” to get them to choose you.

Put another way…

It’s not enough to just show you have a good product.

You need to make your products feel superior compared to what else is out there.

There are 2 landing page formats that do this well:

Option 1: 3rd-party comparison pages, where you rank the top 3-10 products in your category

Option 2: "Us vs. Them" pages, where you directly compare your product against a competitor across features.

(You can start with a product page to validate demand first, but you’ll want to move to these as you scale)

Now, how much revenue you get from this depends a lot on the search volume in your space.

But as I said earlier, few brands are targeting this traffic properly.

In most verticals, that gap could translate to at least 5 to 6 figures per month in revenue.

And if you want to make more profits and grow market share…

This is one of the most reliable ways to do it, especially in a crowded niche.

Jackson

Founder and CEO of Echelonn.

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