Stealing customers on Google (legally)

When it comes to Google Ads, you can target 4 main types of traffic:

• People searching for your brand

• People searching for your product type

• People searching for a problem your product solves

• People searching for your competitors

Most brands find their biggest wins in the first three categories.

But sometimes, success comes from unexpected places…

This is a competitor search campaign we’re running for one of our partners…

The strategy is simple:

We targeted competitor brand keywords and sent traffic to a "Top 10 [Product Category]" landing page on an external domain.

And the results surprised us.

This campaign consistently delivers a 3.5-4x ROAS.

It outperforms everything else we ran except branded search.

This goes to show that top-performing campaigns can emerge from anywhere.

We’ve worked with over 200 eCom brands. And the main revenue driver can look different for different brands.

At the end of the day, there’s more to eCommerce than just ads.

There’s the target country, 3PL, operations, branding…

And this all feeds into your strategy.

But when it comes to staying profitable over time, we have a tried and true structure that always works.

• Branded search

• Branded shopping (+pMax)

• Prospecting search

• Prospecting shopping (+pMax)

The caveat is there’s nuance in how you approach each.

For example, you can do competitor campaigns as a form of prospecting search.

These details can be so complicated to hash out.

The advantage for us is we’ve audited over 300 brands at this point, and worked with over 200 brands in 20+ industries.

So we have the data to know when something would work depending on the brand.

But if I was to start again from scratch, I would stick to the golden rule:

If something works, we scale it.

Our team never tries to fit our partners into a preset formula - we just know what campaigns to do under our proprietary structure.

Trust the data. It never lies.

Jackson

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

• Get a 1-time Google ads buildout: For brands that are new to Google or looking to add another revenue model WITHOUT a retainer. We’ll do a one-time buildout over 30 days for you to profit from day 1. Click here for more info.

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