How to Grab Customers from Your Competitors with Google Ads

Would you rather be servicing customers than spending your time marketing and selling

I bet that sounds like you. If that sounds like you, I'm sure you are in. You better lean in

I'm Evena Taylor. I'm the publisher of DIY marketers and the host of Visapalooza Chat

And in this session, we're going to be sharing a recipe for how to use advertising to grab customers from your competitors

With me today is Leor Krollowitz, my most recommended Google Ads expert

I'm going to say that again, my most recommended Google Ads expert

He's the founder and CEO of Yale Consulting, where he helps small businesses attract their ideal customers with Google Ads

You are welcome. Thank you. Thank you, Anna. You know, so share your recipe for how this is actually done

On the back end here, I'm going to play like Oprah and ask the questions that I think our audience has

Excellent. Okay. So to start with an example, just offline, to kind of simplify it, if you were to start a coffee shop, right

and you knew that you're so much better than a Starbucks. and your better price and it's so much more value

and you know that anyone that drinks Starbucks would just absolutely love your coffee

Then your best bet is to open up a store right next to Starbucks

When people drive by and they're ready to get their Starbucks like they're used to, you wave them to say, hey, here's my selling points

here's why my coffee's better, give it a try. So when they're there ready for their morning, afternoon, or night coffee, whatever it is

they take a look at it and take with a credit card in hand, they look over and say, that sounds about right

They know what I'm, yeah, and they walk over and buy it. Now, buying real estate next to Starbucks is expensive offline, but online, it's extremely easy

So when someone looks at your competitor, all you got to do is tell Google in Google ads

When someone looks at my competitor, ABC, show my ad, and tell them these selling points

And at that point, when that person sits at their computer, picks up their phone and with the full intent to purchase from a competitor

they get to see your ad right there. and you know you're getting highly qualified traffic

and you get to put your selling point in business to the test. And I've worked with businesses who are unknown starting up

but they were in a market with huge giants that dumped a lot of advertising spend

into branding and all this recognition and all these shows. And all they did is siphon off traffic

They said, okay, they're building up the brand, creating that need in the market. But when the person's ready to pull the trigger, I'm going to say, hey, try me

And here's why I'm better. And if you want to go one step further, create a comparison page

I know you came from this person. Here's how we compare and be honest and open and share what you know is straightforward

And, you know, our coffee is not burned. It's cheap, you know, 30% cheaper, whatever it is

And convince them. You know, because you know the full story, where they're coming from, who they were going to buy

and how you're going to convert them. And that's a great opportunity and a very easy way to know you're getting good traffic

Qualified traffic. All right. So I think that's brilliant. And I know a lot of the folks listening today are not in this space. Even I'm not in this space. And while you were chatting, I sort of looked to see if I could find it and I lost it. It's not showing up anymore. But there was a perfect example of what you're talking about. I think it was like if you searched on Ma's or something like that, I think it was SCM rushed, had an ad that's like, I can't believe

you're searching for Maas when you should be looking at this. Like the ad actually said something

like that. And I wish I'd have saved it. I wish I'd have put it somewhere, but I didn't. But that's

just the perfect example of what you're talking about. But the question I think a lot of folks

will have is, let's say I do want to do that. That sounds like really great. I'm a local business

or maybe I'm a professional. Maybe I'm a consultant or something, right? Maybe someone's a Google Ads

expert like you. And they want to grab some of your customers What a great way to get that started To be honest with you I don expect a lot of these folks to do this on their own

So, you know, you have such a great idea. How do you even start wanting to implement something like this

Like, let's say you want to do this. What should you be like brainstorming writing like right now while you and I are talking

So, first of all, I was kind of looking on the side here because I was going to bring up an example

Oh, great. From a company that I like and respect on my side

Let me just see how they are here. Okay. So you see my screen

Yep. So logical position is a competitor of mine, the company. and when someone looks them up, there's an ad here that, by me, I drink my Kool-Aid

And it says, you know, don't hire those guys and we results and all this stuff. And again, you can get as aggressive as you want

And I know we play back and forth. When people look for Wordstream, again, nothing against them

It's just I know, I feel like I can help them better. I just call it out. And you can get as creative as you'd like and aggressive as you like

But I do it for myself. And I know that some companies are doing very aggressive advertising and their selling point, you know

their pain points and where I feel I can actually serve them better for what they're looking for perhaps

And I'm right there in front of them. We're looking for competitors. So I know, for example, this company is a lot of cold calling, a lot of aggressive marketing

out there. And I don't. So when someone says, who are these guys? Hello

I also do that. And here's kind of why I think I'm a better option

So you've brought up a really terrific point. And I'd love for you to stay where you're at with this page

You brought up this great point, which is you've got to know your competitor

So what are some attributes that if you're thinking about your competition like you did here

what are some attributes that you should be looking for writing down about your competition

Maybe you compare yourself to your competition. How does that work? How did you put this up

Yeah, exactly. So, I mean, the main thing is, the easiest thing is to be as honest and open as possible

And what competitor do you feel you are a very good alternative for

And I've been doing this over a decade and I take over accounts and I see the previous company

may have been logical position. Again, not good or bad, but just know that a few of them happen to be that company and I feel

I can do a lot better than what they're doing on a day-to-day basis. So that's kind of my starting point because it's a good client

I can do better. I can show that in 10-minute audit, how it can be better. And it's a very easy flow

So I would go after competitors, start with those that you know you're an absolute good

alternative for that it's very easy sell, you know, the easiest sell, right? Then you can go after

maybe harder competitors that have something advantage on you. And they can go after

uh, alternatives, right? You can kind of expand yourself out, you know, further and further

But start with the easiest, most obvious stuff. But he can make that work, you can make the next thing

work. But if you can make the most obvious work, you don't want to go invest in the bigger

broader market yet. Take a step by step. That sounds great. So it sounds like what you're saying is

you know, select, maybe start with one competitor, like who is your main competitor

And maybe if you have clients that came from that person, right

Or maybe you've lost clients to that person or whatever, you know, just really do a good

competitive ysis of strengths and weaknesses and find the thing where you're strong

So in this case where you've got, this is like fabulous that you have exactly the kind of

ad that I was talking about. Don't hire those guys, right? So you're saying 100% results or you don't pay

So did you choose that based on their, like how they operate in terms of charging people

I know that someone that is working with a position is of a certain size

And I expect the results to look a certain way, which makes me very confident and I can deliver

Gotcha. So, again, an extreme example, if you are going against a coffee shop that has

burn coffee and you know that everyone's going to love your non-burn coffee. It's a no-brainer

This is obviously going to taste it and say yes. They just have to give me the chance. And I'll put my own

money in the game because I know it So yeah so say that Why not It really risk free for them but it really risk free overall if you know what you can deliver And I noticed that you did something and I think the audience is really going to like this because I noticed that you are linking just straight to your homepage right

Yep. Yep. So it's not like really complicated. A lot of these Google ad gurus will say you have to create a landing page. You have to do blah, blah, blah. But I see that you have not done that in this case

No. And then so I know they're going on a logical position probably for Google Ads and they're calling out for what kind of budgets I'm looking for. And as, you know, BS free kind of the jargon I use. And if you go to my homepage by not clicking my ad right now, but that's what they'll talk about. I help businesses grow Google Ads. I bring back the jargon of BS free, fast moving, give it the same. Everything's holistic. So it's very natural flowing and free consultation, right? It just flows very well. So this is such an important point, right? If you want to take advantage

of this particular customer getting strategy and take them from your competitors

you have to, that's a rule, isn't it, Leor? Like, you, the, where you click to has to have some type of relevance to what the ad says, right

What are the rules on that? So this is kind of going back to, I mentioned a comparison

So if I'm going to buy coffee, whatever, and you say, I am better. Okay, you picked my interest enough to click the ad

But then you got to tell me why. If you just go into a whole other messaging, and I can't really quick make the connection

oh, you do that? Well, oh, they do that. Yeah. But maybe it's hard for them at the connection

If you have a comparison table, very easy. Remember they do that? Well, we do this

And you kind of break down all the things. And what you have the opportunity to do is to say, does you know they do that or they don't

do that these three things than we do? So it really gives them more simple, easy

There's so many options online. And they wanted that other company. That's what they knew about

But you piqued their interest. When they click your ad, you piqued their interest

You didn't yet sell them. And you have to continue that same mind, so you can't just change phases

The more you kind of keep it holistic and natural, easy them to follow all through the conversion

And I think with the other thing, go back to that page where you have the ad

I just so do not want anyone to miss this point because everyone thinks that when you create a Google

ad that it has to be an ad as if it exists like all by itself you know what I'm saying and when I saw

the SEM rush and Ma's example and now I see your example I think the other point I want to bring up

to the audience is like you're basically saying I recognize the search intent I recognize that my

audience is looking for this and that is the conversation. I think that's the bigger thing

right? So that's the big strategy and that's the big idea, which is we're not just talking about

placing Google ads. We're talking about know your competition, know where they're weak

know where you're strong. And then you can say, like just say it, don't choose those guys

And it really also speaks to the tone. We're not corporate. We're not big company, right

And we're playful in that sense. I'm having fun with it. And you can go a lot of different ways

As in, again, aggressive and playful. But for example, their tool out there is Wordstream, which is built for small businesses

And it's very hard for businesses to use this tool and do themselves and actually

winning off their own tool after a decade. But when someone looks for Wordstream, you know, I'm just kind of being, you know, those guys are tools

and try us, you know, play with it. Because they are tools, literally. Oh, look how fun. Those tools are

You know, you can play with them as you want. And it's not anything bad about them

Everyone knows who they are, but it's just, you can get as playful as you want. And for logical position, I have like, you know, logically you should try us

You know, we should talk to us first. I have those headlines as well. So, but it's catching their attention, showing who you are, being transparent and open about it, right

And walking through the funnel. Because if I would start off playful, they came to a corporate side and everything's very like

cold and that wouldn't well you know and and this also is your audience like i like clients too are

we're down to earth not looking to the corporate connect with so that's the clients i'm going to attract

as well with my messaging i just can say enough that i love this one last question as folks and this is not even a setup or what is I call a softball or anything but how do I even start this So let say I want to do

something like this. I think this is great. What part of this work should someone do themselves

and what part should they hire out and get help from an expert? Because I have it in my head

that there's a difference between going into a Google Ads account and writing an ad

That's the technical component of it. It's really not that hard. I think there's other stuff

So like, do you know what I'm saying? People can do it themselves. You can get in there and create the ad

But that might not give you the results that you're looking for. So I know that you're an agency, but do you recommend that people get help

Like I know I would. I would say go get some help. Yes

So, I mean, first of all, right now, it's a great opportunity because Google Ads is offering $500 when you start a new account

So spend $500,000. So for a $1,000 test, for example, you know, $500 you're investing, 500 you get

You'll get some kind of answer. You'll know if it's working or not. That's put it on your own, like know your competitor, break that down, see if you want to have a page or not, a messaging

and then hire someone to do the implementation, especially the technical part

because there's a lot of weird nuances to Google ads that if you don't check the right box

you are going to doing it wrong. You can say, I want to target New York State

But Google says, okay, but if someone's in India looking for New York State, I'm going to show your ad

unless you check this box. So you wouldn't know that, and you don't have to know that, have someone in and says

okay, you want to be New York, only New York? What if someone in India looks for New York? No, okay, let's check this box then

And all those technicalities are some stuff you shouldn't have to learn. Get everything set up and then have them implemented with a few nuances

Pay someone even $50, $100 for an hour just to get that set up right

And then have it run and then you have a right answer. Trying to do it yourself and do it wrong, you could say it doesn't work

but you're matching to India because you didn't check that box. That's why it's not working. You wouldn't want to fall short on that because then you think that doesn't work

and then you can take the next step and next step and the reverse is true. If you can get that to work, oh, let's try here

and then you have something to a channel to grow your business with. How good are agencies like yours at helping people come up with stuff

Because I know someone's sitting there right there saying I know I would be, oh, I can come up with this, but I'm not like that witty

And I don't know that I can write anything like that. Will an agency help me craft my ad

Agences will help you craft your ad. And there's some limitations of how to get the characters to fit

But I think that it really needs to be your voice. They're not going to know your customers

They're not going to know if you want to be funny or whatever. And usually good agencies will look at your website and say, okay, I see what you're saying

Let me work that into the ad and they'll make it fit using your words in the ad and kind of running it by you or not

But that's kind of how we go about it. Sometimes clients says, where did you get that

I'm like, your website, your homepage. We didn't know we had it there. Okay, well, you know, but that's part of the help

It's helpful to them to know that they're miscommunicating who they are. But it's, I would say, again, implementing it, making sure if it's in character limits, you know, there's little tricks

But the voice, it should be your voice. And all it is like if someone to come to you and send in front of you and say, hey, I'm going to go to a competitor

Should I go to you? The way you would talk to them, that's what you have to convey. Hey, well, here's why

And you know your business well enough. You know why you're, that's why you opened your business. You thought it had value

Just communicate that. Putting that into an ad, that an agency can help, but it has to be your messaging

That is outstanding advice, Leor. Hey, if someone wants to get in touch with you or anything else you got going on that you want to share before we go

Yep, YelConsulton.com. Any questions, emails, happy to help in any way. Give me to talk to Leor, L-I-O-R at Yel Consulting.com

Like I said, I love helping. The easiest stuff to help business grow, and that's the fun part of what I do

But that's how you know he's good at it. Now you know why he's my go-to guy

Thank you so much. Thank you so much, bye. Irvana