Target Competitors Website Traffic
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What is a Google Ads Custom Audience?
The Google Ads custom audience feature can be a game-changer if you want to target your competitor’s traffic or better engage with your ideal customer.
This tool allows you to create tailored audiences for your campaigns across Google Display Ads, Discovery Ads, and YouTube Ads.
How Does It Work?
Think of it this way: custom audiences let you be specific instead of casting a wide net with generic targeting.
You can build an audience based on particular keywords, websites, or apps related to your competitor’s traffic or interests.
This precision can give your ads the edge by showing up in front of people who are already interested in your industry or services.
A real-life example?
Let’s say you’re a small clothing brand.
Using Google Ads custom audience, you can target users who have visited the websites of bigger brands in your niche.
That means, even though you’re smaller, you’re getting visibility where your competition is.
This targeting might help you level the playing field.
Building Custom Audiences with Google Ads
Creating custom audiences is straightforward but powerful.
Start by navigating to your Google Ads account, selecting “Audience Manager,” and clicking “Custom Audiences.”
You’ll enter keywords, URLs, or apps related to your competitors or niche from there.
For instance, imagine you own a fitness studio.
You might input keywords like “fitness classes,” “yoga,” or even your competitors’ names.
Next, include popular fitness apps or websites that your target audience frequents.
By targeting people who engage with those apps, you’re not just getting random traffic—you’re drawing in potential customers who are likely to convert.
This approach is incredibly useful when used for Google Display Ads, Discovery Ads, and YouTube Ads.
Why?
Because you’re getting in front of people while they browse, search, or watch content related to your business.
How to Use Competitors’ Traffic for Your Benefit
One of the most exciting ways to use Google Ads custom audiences is by leveraging your competitor’s traffic.
By identifying popular websites or keywords that your competitors dominate, you can target users who have already shown interest in those areas.
Essentially, you’re positioning your ads where your competitors are strong—giving you a competitive advantage.
Take YouTube Ads as an example.
If your competitor has a strong presence on YouTube, you can use custom audiences to display your ads in front of their viewers.
Imagine the impact of having your product showcased in the same space where potential customers are already engaging with similar content.
A digital marketing agency I worked with recently had huge success with this strategy.
They were competing with larger agencies for PPC clients.
By using custom audiences, they targeted users who frequently visited the websites of bigger agencies, offering similar services but with a more personalized approach.
The result?
Their click-through rates shot up, and they started landing clients who initially weren’t aware of their brand.
Tailoring Ads for Maximum Impact
A key advantage of using Google Ads for custom audiences is the ability to tailor your messaging.
Since you already have insight into the type of content your audience engages with, you can create ads that resonate with their specific needs or desires.
For example, if you’re targeting users from competitor websites, your ad copy could highlight the benefits you offer that they don’t.
The more relevant your ad feels to the audience, the higher the chances they’ll click through and explore your business.
In a campaign I ran for a client in the travel industry, we targeted users who had recently visited competitor travel sites.
We knew they were looking for holiday deals, so we emphasized our client’s unique offers.
Not only did this boost traffic, but it also increased conversions since the audience was already in a travel-planning mindset.
Use Custom Audiences Across Google Platforms
The beauty of Google Ads’ custom audiences is that they’re not limited to just one platform.
You can extend your audience across Google Display Ads, YouTube, and Discovery Ads seamlessly.
Imagine this:
You target potential customers by browsing their favorite blogs or apps (Google Display Ads), watching industry-related videos (YouTube Ads), and scrolling through personalized content recommendations (Discovery Ads).
Each platform serves as another touchpoint to engage your ideal audience and drive them closer to conversion.
In a real-world example, I once ran a campaign for an e-commerce brand.
We used custom audiences to target users across both YouTube Ads and Google Display Ads.
While YouTube Ads focused on showcasing product features, Google Display Ads highlighted customer reviews.
The combination of both boosted brand recall and led to an uptick in sales within weeks.
The Power of First-Party Data
Another powerful aspect of Google Ads’ custom audiences is the ability to integrate your first-party data.
This means you can use data from your website visitors or email subscribers to create even more tailored ads.
For example, you can upload email lists of people who’ve visited your site but haven’t purchased yet and target them with specific offers across Google’s ad platforms.
If you’ve ever received an ad for a product after abandoning your cart, you’ve experienced this tactic in action.
It’s highly effective and keeps your brand top of mind.
Best Practices for Using Google Ads Custom Audiences
To maximize the potential of Google Ads custom audiences, keep these best practices in mind:
- Refine Your Audience: Don’t just include broad keywords or interests.
Think carefully about your ideal customer and the specific websites, apps, and search terms they engage with. - Experiment with Different Audiences: Test out different custom audiences to see which performs best.
Sometimes a slight tweak, like focusing on niche keywords, can make a big difference. - Tailor Your Ad Messaging: Customize your ad copy for each audience.
The more relevant your message, the more likely people are to click.
Final Thoughts
Google Ads custom audiences provide a powerful way to target competitors’ traffic and reach highly specific audiences.
Whether you’re running Google Display Ads, Discovery Ads, or YouTube Ads, the ability to tailor your campaigns based on user behavior and interests gives you a competitive edge.
From personal experience, businesses that leverage this tool often see a noticeable improvement in ad performance, especially when competing against larger brands.
So if you’re looking for a way to get more out of your ad spend and target the right audience, it’s time to start experimenting with custom audiences.
