Summary
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.
Goals
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.
*Note that the Competitors objective is not available for Social because in Facebook we cannot target competitors directly, as we can in Google. Instead, the system leverages conquesting and look-alike tactics to reach shoppers who show high intent
The breakdown of Digital Advertising competitor setup looks as follows:
Search: target shoppers searching for competitors
- Franchised Competitors: People who are searching for a franchised competitor
- Keywords taken directly from Competitors list in account General settings - Independent Competitors: People who are searching for an independent competitor
- Keywords taken directly from Competitors list in account General settings - 3rd Party Competitors: People who are searching for a 3rd party competitor
- Example keywords: vroom, cargurus
Display: target people visiting competitor sites
- 3rd Party Websites Visitors: People who showed interest in a 3rd party competitor
- People with any of these interests or purchase intentions or people who browse websites similar to cars.com, edmunds.com, autotrader.com - Franchised Competitors Websites Visitors: People who showed interest in franchised competitor
- People with any of these interests or purchase intentions or people who browse websites similar to a competitor website, taken directly from Competitors list in account General settings - Independent Competitors Websites Visitors: People who showed interest in independent competitor
- People with any of these interests or purchase intentions or people who browse websites similar to a competitor website, taken directly from Competitors list in account General settings
Social - Digital Advertising on Social does NOT contain objectives related to competitors because of limitations inside of Facebook's ad structure.
Enabling/Disabling Objectives
All objectives are enabled by default when a new account is launched. In order to pause a specific objective and disable all ads and template inside that objective, enter your Dashboard > Digital Advertising > Ads (you will need to enter the Ads section in each channel if you want to pause objectives across multiple channels) > scroll down to Objectives section on lower half of page > select the objectives you want to disable/ enable by checking the box > Dropdown menu above column > select pause/ run.
