![]() ![]() If you capitalize on those misspellings, you can shoot to the top of the page with relatively low ad spend.” “In some cases, more than 10% of searchers misspell brand names. “Bidding on a misspelled version of your competitor’s brand can produce wonders, especially if your competitor is a big name in your industry,” explains Nick Ilev, Director of Marketing at Gabriel Marketing Group. If this means poaching is out of the budget, another clever option is to bid on misspelled versions of your competitors’ brand names. This can all get wildly expensive, especially if other competitors are trying the same tactic, or if the established brand is protecting itself with its own Google Ads. Ethical quandaries aside, I have to admit this is a pretty genius use of Google Ads. When you click through, you land on a custom Tuft & Needle landing page with explanatory videos that discredit higher-priced competitors and offer a potentially better solution. “Do Not Buy a Mattress,” it reads, “Before You Learn the Truth.” When you Google “Casper,” Tuft & Needle’s advert suggests there is a shocking flaw in the competitor’s product. The mattress company Tuft & Needle takes this a step further. ![]() Tuft & Needle's Google Adwords campaign that shows up when people Google Casper. ![]()
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