How to Ethically Gain Customers Through Search Advertising – Digital Media Calendar
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How to Ethically Gain Customers Through Search Advertising

  • October 28, 2023
  • Posted By : 360
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Paid search advertising is a critical component of a brand’s marketing strategy. It allows companies to communicate with potential customers in a precise and timely manner. This concept is widely used by businesses, including your competitors. In this blog, we’ll explore how to gain customers ethically through search advertising, without resorting to unethical practices.

Understanding the Customer Journey

In the customer journey, search advertising primarily targets prospects in the awareness (first) stage. This is when potential customers are actively searching for information about products or services. It’s a unique opportunity to attract potential customers without resorting to unethical tactics. Instead of trying to “steal” customers from your competitors, think of it as offering consumers a better alternative.

When you successfully attract a customer from your competitors, it’s because you’ve convinced them that your product or service is superior. Your marketing efforts and the value you provide make all the difference. In the end, the customer makes the final choice, and, as they say, all’s fair in love and marketing.

Top Tips for Gaining Customers Ethically

  1. Research the Competition

Identify your competitors, both online and offline.

Analyze their strengths and weaknesses and how they position their offerings.

Monitor customer feedback on social media and review sites.

Observe their content and user engagement strategies.

Look for opportunities to outperform them in various aspects.

  1. Competitive Research through Analytics

Use competitive keyword research tools to discover the keywords your competitors are bidding on.

Identify relevant keywords that can help you outrank them.

  1. Execute a Well-Planned Campaign Setup

Continuously research your target audience and competitors to build your advertising strategy.

Address information gaps between what your audience seeks and what your competitors offer.

Tailor your ads to the specific channels where your audience spends their time.

  1. Crafting Effective Landing Pages

Design landing pages that clearly show why your brand is the superior choice.

Ensure your landing pages have prominent forms, relevant content, and suggested packages.

Offer valuable resources, especially for complex products or services.

  1. Writing Compelling Ad Copy

Reflect your unique value proposition in your ad copy.

Attract users initially searching for your competitors and provide value before they reach your landing page.

Experiment with different elements like keyword groups, copy styles, landing pages, and schedules, while tracking their performance.

  1. Bidding on Keywords

Consider bidding on your competitor’s brand names to capture relevant traffic.

Use misspellings and modified broad-match keywords to expand your reach.

Include “Cancel” keywords for targeting dissatisfied customers.

  1. Remarketing Lists for Search Ads (RLSA)

Adjust bids and ad copy based on past user behavior.

Target past visitors who are now searching for your competitors with relevant offers.

  1. Keywords to Target

Test various keywords for at least three months to identify the most profitable ones.

Evaluate keyword performance by reviewing data and adjust your strategy accordingly.

  1. Take Advantage of Scheduling and Under-Budgeted Campaigns

Monitor your competitors’ ad schedule and bid on times when their ads aren’t displayed.

Identify under-budgeted campaigns to strategically outbid your competitors and gain an edge.

In Conclusion

Until the practice of ethical customer acquisition in paid search advertising is regulated, it remains a valuable strategy to attract prospects and customers from your competitors. The key lies in offering a better experience and superior value to customers. In this era of customer-centricity, providing customers with what’s best for them ultimately benefits everyone.

Explore these steps and experiment with different elements, tracking their performance to identify what works best for your brand. Measuring the effects of each element in isolation over time will help you refine your approach and optimize your search advertising strategy.

For expert guidance and effective search advertising management, consider the Digital Media Calendar. We specialize in ethical customer acquisition strategies that drive results. Our team is dedicated to helping you achieve your marketing goals and provide the best possible experience for your customers.


Q1: What is search advertising, and why is it important for gaining customers?

A1: Search advertising is a form of online advertising where businesses pay to display their ads in search engine results. It’s essential for gaining customers because it allows you to reach potential customers actively looking for products or services like yours, making it highly targeted and efficient.

Q2: Is it ethical to bid on my competitors’ brand names for search advertising?

A2: Bidding on competitors’ brand names can be ethical, provided that you don’t use deceptive tactics. You should focus on offering a better alternative and clearly communicate why your product or service is superior. Ethical competition is about delivering value, not misleading customers.

Q3: How can I create effective landing pages to attract customers ethically?

A3: Effective landing pages should clearly demonstrate your brand’s superiority. They should have relevant content, prominent forms, and suggested packages. Offer valuable resources, especially for complex products or services. Transparency and value are key to ethical attraction.

Q4: What are Remarketing Lists for Search Ads (RLSA), and how can I use them ethically?

A4: RLSA allows you to adjust bids and ad copy based on past user behavior. To use them ethically, provide relevant offers to past visitors who are now searching for your competitors. It’s about tailoring your message to those who have shown interest in your brand.

Q5: Can I use misspellings and modified keywords in my search advertising strategy ethically?

A5: Yes, you can use misspellings and modify keywords ethically. These tactics help expand your reach to users who may make common typos. The key is to provide relevant and valuable content when they reach your landing page.

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