Online real estate is extremely competitive, and brands are fighting for the attention, engagement, and conversions of users. This competition has been furthered by the rise of eCommerce by the COVID-19 pandemic, in which a decade worth of D2C growth happened within the course of 10 weeks. Some marketers have taken to using unsavory strategies to help build brands while tearing others down, and while we can’t recommend employing these strategies, it is important that you know what they are.
Ever google a product and find that website you are looking for is actually third or fourth in the search results? It is fairly common practice for competitors to advertise under their competitor’s names. Look up a model of Nike shoes and you’ll see several digital ads from third-party sellers trying to get you to their site or other shoe companies advertising their models. Nike knows this and counteracts it by launching a similar ad directing you back to Nike.com.
2. Key Words
When it comes to online advertising, it’s all about the keywords. Unfortunately, companies with massive advertising budgets have the ability to artificially inflate the cost of profitable keywords on Google. To get around this, do some keyword research and create content that thoroughly covers the topic implied by the search term. You also should make sure that your SEO (search engine optimization) on your website is optimized.
PPC (pay per click) is a tool that companies use to improve their search engine traffic and gain possible leads. In fact, using a PPC strategy can help increase brand awareness by 80%. Unethical competitors can rack up clicks and drain your advertising budget
Ignore your competitors and focus on your customers. Your competitive advantage lies within your product and the customers you already have. Investing in a digital advertising strategy, ensuring your website is optimized for search, and putting together engaging social media content are all great ways to counteract these shady dealings.