One of the most popular requests we get is how to utilize Junction AI to get insights on what works for competitors.
Finding the ad concepts competitors use that are highly prominent and appealing to your audience offers a new dimension to your marketing. Utilizing these insights, you can quickly pinpoint concepts competitors use that may attract and engage your audience. Plus, you can expand your audience opportunity with new concepts you did not know about or have not risked testing.
With your AI Audience Model™ and the URL field in the ad testing templates you can analyze competitor ads to see predictions and insights on how they would perform as if they were their own. And in reverse you can test competitor landing pages and websites to unearth concepts that appeal to your competitors’ customers, better inform your campaigns and avoid losing existing customers, and potential customers, to competitors.
It’s simple to get started, here’s how:
- Use the URL field with your competitor’s URL along with your ad creative. This tests for concepts on a competitor’s landing page/website that are engaging and prominent for your audience. If your ad scores are higher when you use a competitor url then you can improve your landing page/website impact with the insights we provide.
- Use your competitor ad creative, but with your URL, to capture the concepts in their creative that engage and are prominent for your audience. If these score higher than your ads you should consider adopting some of their concepts in your ad creative.
You can source competitor insights on each test template on Junction AI:
At the beginning of a new campaign get strategic input and ideas with Sandbox. Sandbox gives you an AI machine learning assessment of the most prominent concepts in an ad creative.
Think of it as a means to understand how platforms like Google and Facebook “see” your ad, you think you are advertising one thing, but when the computer vision sees something else, you know you have a problem.
When you test the content, we derive the key concepts from your competitor’s landing page or website, assessing it against your proposed creative.
Even if you have not connected any data you can benefit. Sandbox only provides a view of what a machine sees in the ads, clarity of concept and key concepts, with no indication of relevance to your audience or strategy.
Pro tip: reverse it, use your competitors ad copy and/or images and your URL, see what is prominent and clear in their ads and how it aligns to your destination.
- Web Promotions:
Test website/landing page content using your audience data from your Google Analytics data. Use the URL field to target a competitor, and then reverse it, and use a competitor’s creative to test on your audience. Because you have audience data, unlike Sandbox, you can get performance predictions.
Use the audience reaction and improvement suggestions to find new words for your ad, or concepts for your images. Apply your experience and understanding of the brand to determine the right data and concepts.
Pro tip: If your ads score higher using your competitor URL instead of yours, you know your destination – landing page or website – needs work. The reverse is also true, if your competitor ads score well with your URL it, means your destination is in better shape, but your ad creative is not as engaging for your audience as your competitors.
- Google AdWords:
Google’s Quality Score is a critical determinant of ad success. It relies heavily on the relevance of the traffic destination, a website or landing page. Use the URL field to pretend you are sending traffic to your competitor and capture the insights from their landing page or website that are prominent and engage your audience.
Use these to improve your creative. And the reverse test above is the same here, use your competitor search ad and your URL to capture concepts in their ad creative that work for your audience.
Pro tip: Check the Audience Reaction section, review the concepts that are least prominent or only moderately prominent, there are lots of ideas and opportunities in these to improve engagement and ad clarity. In our experience sometimes all it takes is changing one or two words in Headline 1 to make a dramatic difference in ad performance.
- Facebook ads:
Facebook ads can send traffic to a Facebook business page or a website/landing page. You can uncover important and relevant competitor concepts by using the URL field to analyze competitors.
Our competitor analysis reviews images, as well as copy, on landing pages and websites. We recommend focusing heavily on the image as it is by far the most important part of a successful Facebook ad, the copy elements can often have a minimal impact.
Pro tip: Having trouble finding competitor ad images? Want more insights? You can search Google images for your key concepts and test these to get a sense of the best image concepts for your ad creative. You can do the same with stock images. Once you find one or more that score well, use them as your guide in creating your ad images and graphics. And you can test as many as you like without any impact on your ad budget!
With this simple approach you can start sourcing competitive insights within minutes to inform everything from your campaign strategy to your landing page images.
Contact our support team for assistance, we’re happy to show you some examples and help you get started.