#110: Tactical Tuesday: Differentiate by Running Competitive Ads

Overview:

Jason A. Duprat, Entrepreneur, Healthcare Practitioner, and Host of the Healthcare Entrepreneur Academy podcast talks about running competitive ads. He highlights the dos and don’ts of creating, running, and tracking ads in order to differentiate your product or service from the competition.     

 

EPISODE HIGHLIGHTS:

  • Competitive ads are low hanging fruit so you should be running them.

  • Ad content should be educational. Let people know your product exists and provide reasons why it’s better than the competition. Be sure to include features, function, price, and service. 

  • Highlight the things you do better and highlight what your competition doesn’t do so well.

  • Make your case in a way that’s non-aggressive. Avoid trash talking about your competition. 

  • Be very careful about calling out a specific competitor by name. Consult with your attorney before doing this.

  • Target your competitor’s brand name with your ads. Use the brand name as a keyword in your ads to get in front of their customers.

  • Educate your competitor’s customers about their alternative options.

  • Target relevant phrases in your ads.

  • Do a little bit of competitor spying. Don’t obsess about what your competitors are doing but look at the ads they’ve run by going to their business page and looking under Info and Ads on the left-hand side.   

 

3 KEY POINTS:

  1. You should run competitive ads highlighting your product or service while demonstrating why your product or service is better than the competition. 

  2. Use your ads to provide education about your product or service.

  3. You can model your ads after ads that have been successful for your competition. 

 

TWEETABLE QUOTES:

  • “I would not recommend specifically calling out your competition by name without consulting a legal consultant.” – Jason Duprat

  • “Business is an extremely competitive environment and you have to do what it takes, ethically obviously and within reason, to acquire new customers.” – Jason Duprat

 

RESOURCES MENTIONED:

#HealthcareEntrepreneurAcademy #HealthcareBoss #healthcare #entrepreneur #entrepreneurship #competitiveads #onlineads #googleads

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