Objective: Competitors

Alana Deluca
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Overview

The Competitors objective is one of Fullpath's Digital Advertising's eight objectives. Objectives are a grouping within the ads structure and are pre-determined. Each objective contains a specific goal.  The Ad Bundles and Ads within that objective seek to accomplish that goal. To read more about our digital ad structure, click here.

 

What does the Competitors Objective do?

The goal of the Competitors objective is twofold:

  • Target potential customers looking to shop your competitors
  • Conquest customers who have expressed interest or shown intent to shop your competitors via 3rd party websites

Keyword examples for this objective are taken directly from Competitors list in account General settings or in some cases, example keywords can include things like vroom, cargurus, etc.

The competitors objective is only relevant for Google Search and Display and does not apply to  Social. This is because in Google we have the ability to target based on people searching for competitors (keywords) or based on people who have visited certain websites. In Facebook, we cannot target competitors directly as we can with Google. Instead, the system leverages conquesting and look-a-like tactics to reach shoppers who show high intent.

For compliance reasons, Fullpath does not allow Dealerships to add competitors within the same OEM (e.g. we will not run ads allowing one Honda store to bid on another Honda store's name) to their competitor list. 

 

Digital Advertising Competitor Setup

The breakdown of Digital Advertising competitor setup looks as follows:

Search: Target Shoppers searching for competitors

  1. Brand Competitors: People who are searching for a Brand competitor, with the exception of competitors within the same OEM as the Dealership. 
  2. Independent Competitors: People who are searching for an independent competitor.
  3. 3rd Party Competitors: People who are searching for a 3rd party competitor.

Display: Target People visiting competitor sites

  1. 3rd Party Websites Visitors: People who showed interest in a 3rd party competitor, including people who browse websites similar to Cars.com, Edmunds.com, Autotrader.com.
  2. Franchised Competitors Websites Visitors: People who showed interest or purchase intentions in franchised competitors (outside the Dealership's OEM) or people who browse websites similar to a competitor website.
  3. Independent Competitors Websites Visitors: People who showed interest in independent competitor, or people who browse websites similar to a competitor website. 

Keywords used in Search and Display advertising strategy are taken directly from the competitor list.

Enabling/Disabling Objectives

All objectives are enabled by default when a new account is launched. To pause a specific objective and disable all ads and template inside that objective, follow the steps below. 

  1. Sign In to the Fullpath Dashboard
  2. Go to Marketing > Digital Advertising > Search or Display (whether you select Search or Display will depend on which solution you want to Enable/Disable objectives for). Reminder: Competitors cannot be used as a Social Objective.
  3. On the Search or Display tab (whichever you selected) scroll to the Objectives section on lower half of page
  4. Select the Objective(s) you want to disable/ enable using the checkbox beside the Objective(s).
  5. Click on the Actions drop-down menu above the list of Objectives. Select Pause to disable an objective or Run to enable an objective.