3 Clever Ways to Target Your Competitors’ Audiences Without Search Ads

What this means is, this setting will apply to YouTube and Discovery campaigns because those are Google Properties. While you can use Custom Audiences for Display campaigns, Display placements are not Google properties.

competitive ads. 

How it works

This third strategy (one of my favorites) does involve placement targeting—placement targeting for YouTube.

How to do it

So what you’ll do is create a new custom audience and choose the “Include people with the following interests or behaviors” option. Below that box, you’ll then see “Expand audience by also including:” where you can click on “People who browse types of websites.
Go to Tools & Settings > Shared Library > Audience Manager to create your custom audience.

bidding on competitor brand names on Search, we can still use them to get in front of a very relevant audience and sway their decision-making in your brand’s favor.

Notes on this strategy

This strategy takes a list of all of your competitors’ URLs and makes an audience off of those domains.
Rather, this setting tells Google to target your ads at users who visit websites similar to the ones you enter.
This strategy sets your Video and Discovery campaigns to appear in front of users who have searched competitor terms.
It is important to note that this targeting works differently than adding search terms. We are not and cannot target users who actually visited the URLs you entered. You cannot do remarketing without having your tag on those URLs, and this is not placement targeting for the Display Network.

2. Create custom audiences with competitor URLs

What I do want to point out is that last sentence in the quote above.

How it works

Besides keyword or search term targeting for your Custom Audiences, you can also enter in specific URLs. This was a strategy I loved using in the Custom Affinity days, but it’s still available in Custom Audiences.

How to do it

Test them out for your Video and Discovery campaigns (Discovery now includes Gmail placements) to get in front of your competitors’ audience in a different way.

your competitors have pretty similar websites. Use this strategy for a more top of funnel approach to make an introduction to users who could be interested in your brand’s products.

Notes on this strategy

Choose the option to target “People who searched for any of these terms on Google.“
“On other campaigns, the terms will be used as interests or purchase intentions.”

3. Place YouTube ads on competitor videos

To do this, head to your YouTube ad placement options.

How it works

This strategy puts you in front of your competitors’ audiences by advertising on their own YouTube videos. One of the best feelings I get in this industry is showing a client the placement report for a particular ad group and showing them what awareness, views, and conversions we’re getting from their competitors’ YouTube videos or YouTube channel.

How to do it

Using keywords to target other brand names, products, or services is one of the easiest ways to go after competitors in Google Ads. But targeting competitor keywords can get expensive. The good news is, there are more options we have than just the Search Network.

landing pages that showcase why your brand is superior.

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