[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-tanesha-stafford-land-grab-how-to-win-business-from-your-competitors-with-google-ppc":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":27,"head_links":446,"breadcrumbs":447,"reading_minutes":182,"category":454,"head":456},"2019-04-14T21:45:02",{"rendered":6},"\u003Cp>Google Ads is a saturated marketplace – 64.6% of users click on ads, with only the remaining 35.4% clicking on Organic results only. Fortunately, there are ways to get ahead of competitors – Tanesha Stafford gives us 5 tips to take a bigger chunk of the market share.\u003C\u002Fp>\n\u003Ch3 id=\"skags\">\u003Cspan>SKAGs\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan>For those not familiar, SKAGs, or Single Keyword Ad Groups, are a popular method to ensure that our ads are as relevant to the users query as possible – target one keyword, and write the most relevant ad copy and send the user to the most relevant page possible. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>By doing this, advertisers are able to give the user exactly what they’re searching for – users are selfish, and we demand to be shown what we need to be shown, rather than trawling through sites to find relevant content. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>Eg. let’s take a search for strapless dresses. Below are 2 ads shown for the search, one targeting dresses as a keyword, and one using the aforementioned SKAG structure. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-4363\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FXiwxUFxk-Screenshot-2019-04-12-at-11.02.39.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"701\" height=\"284\" \u002F>\u003C\u002Fp>\n\u003Cp>\u003Cspan>The second ad takes us to a landing page featuring all dresses, the first to Strapless Dresses, relevant to the search. It’s obvious which campaign is using SKAGs, and we’d expect to see higher conversion rates from this too. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"location\">Location\u003C\u002Fh3>\n\u003Cp>80% of users use mobiles inside stores to find reviews, competitor prices etc. As PPCers, we can use this to our advantage. By looking at competitor locations eg. by going through their site and finding depot\u002Fstore\u002Fbranch locations, we can then explicitly target these in our own campaigns.\u003C\u002Fp>\n\u003Cp>Using these to our advantage, we can show ads for users searching within one of these locations, offering users a better deal with our own product.\u003C\u002Fp>\n\u003Cp>Look at locations from a competitors website eg. dealerships, and use that as radius targeting for our advertising. We can show them a better deal.\u003C\u002Fp>\n\u003Ch3 id=\"audiences\">Audiences\u003C\u002Fh3>\n\u003Cp>\u003Cspan>I’m sure we’re all familiar with using Retargeting audiences in our Search and Display campaigns. However, there are options that can help leverage ads that use user interests when they haven’t visited your site too. In-market audiences allow us to target pre-defined categories as put together by Google. As well as this, if in-market audiences don’t provide enough coverage for users interested in competitors, we can utilise Custom Intent audiences, entering our own keywords and competitor URLs for Google to define ad placements by. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan>We can now target our ads to users interested in these competitors, providing an opportunity to steal some of the market share. eg. Car Brand audiences – by targeting relevant car dealerships eg. Vauxhall, we will be eligible to show our ad to customers still in their consideration buying phase. \u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3 id=\"naughty-keywords\">“Naughty keywords”\u003C\u002Fh3>\n\u003Cp>Not that kind. By being a bit cheeky with our keyword targeting, we can help show our ads to users unhappy with a product, looking for a deal on a brands product and so on. Examples of this include “cancel it” keywords – users looking to cancel subscriptions, memberships etc. are obviously unhappy with whatever service is being provided, creating an opportunity for you to present your service as the better alternative.\u003C\u002Fp>\n\u003Cp>Another example of this is users looking for deals, discount codes or money off a brands product, again providing space to promote your own brand’s deals.\u003C\u002Fp>\n\u003Ch3 id=\"be-a-sneak\">Be a sneak\u003C\u002Fh3>\n\u003Cp>As well as using various tools such as SEMrush to see what competitors are bidding on, we can also work out competitor’s ad schedules. In the likely event of not having an unlimited budget, we can use this information to our advantage. Find times when their ad isn’t appearing, or when a competitor’s budget usually runs out by, and build campaigns for this. This way, it’s possible to dominate the market space even with an under budget campaign.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>And tha’s about it, 5 tips to steal ad space from your competitors, simple!\u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],106,[19,20,21,22,23,24,25,26],"post-4362","post","type-post","status-publish","format-standard","hentry","category-ppc","collections-brighton-seo",{"page_content_modules":28,"hero":178},[29,126],{"acf_fc_layout":30,"reduced":31,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":31,"title":32,"content":6,"authors":33},"blog_post_content",true,"Brighton SEO – Tanesha Stafford – Land Grab: How to win business from your competitors with Google PPC",[34],{"id":35,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},28,"\u002Fabout\u002Four-team\u002Fgreg-holland\u002F","Greg Holland","Associate Director - Strategy","Associate Director - Strategy, with a love for data-driven analysis. Puts the \"fun\" in \"conversion funnel.\"","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":42,"job_title":38,"specialist_service_links":43,"photo":70},"\u003Cp>Associate Director – Strategy. Joined Impression in August 2017.\u003C\u002Fp>\n\u003Cp>I joined Impression straight from University where I studied Economics. Coming straight from an Economics degree helped me fit right into the world of PPC and gave me the ability to spot the potential for growth and create strategies to achieve said growth in accounts both big and small.\u003C\u002Fp>\n\u003Cp>Day to day I focus on managing my team, delivering clients’ strategies and I also get involved in pitching. I specialise in data analysis tools like Supermetics, creating templates and automating processes for the wider team to use in everyday account management and in their own data analysis.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I’m proud of completing the Pokedex when I was younger, my extensive collection of duck ornaments and landing a job at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy playing music, going to gigs, watching something at the cinema and nerding out over some chunky board games. I’m also usually up for a drink and love a good beer.\u003C\u002Fp>\n",[44,62],{"page":45,"link_text":50},{"ID":46,"post_author":47,"post_date":48,"post_date_gmt":48,"post_content":49,"post_title":50,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":53,"to_ping":49,"pinged":49,"post_modified":54,"post_modified_gmt":54,"post_content_filtered":49,"post_parent":55,"guid":56,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":61},221,"98","2020-12-18 15:16:14","","PPC","publish","closed","ppc","2026-02-25 14:37:29",169,"\u002F?page_id=221",0,"page","0","raw","\u002Fpaid-media\u002Fppc\u002F",{"page":63,"link_text":65},{"ID":55,"post_author":47,"post_date":64,"post_date_gmt":64,"post_content":49,"post_title":65,"post_excerpt":49,"post_status":51,"comment_status":52,"ping_status":52,"post_password":49,"post_name":66,"to_ping":49,"pinged":49,"post_modified":67,"post_modified_gmt":67,"post_content_filtered":49,"post_parent":57,"guid":68,"menu_order":57,"post_type":58,"post_mime_type":49,"comment_count":59,"filter":60,"url_path":69},"2020-12-17 10:02:30","Paid Media","paid-media","2026-06-15 15:58:53","\u002F?page_id=169","\u002Fpaid-media\u002F",{"ID":71,"id":71,"title":72,"filename":73,"filesize":74,"url":75,"link":76,"alt":49,"author":77,"description":49,"caption":49,"name":78,"status":79,"uploaded_to":57,"date":80,"modified":80,"menu_order":57,"mime_type":81,"type":82,"subtype":83,"icon":84,"width":85,"height":86,"sizes":87},24287,"Greg-Holland-NEW","Greg-Holland-NEW.png",356302,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&q=90","\u002Fgreg-holland-new\u002F","12","greg-holland-new","inherit","2023-08-02 10:43:43","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":88,"thumbnail-width":89,"thumbnail-height":89,"medium":90,"medium-width":91,"medium-height":92,"medium_large":93,"medium_large-width":94,"medium_large-height":95,"large":96,"large-width":97,"large-height":98,"1536x1536":99,"1536x1536-width":100,"1536x1536-height":101,"2048x2048":102,"2048x2048-width":103,"2048x2048-height":104,"post-thumbnail":105,"post-thumbnail-width":106,"post-thumbnail-height":107,"12_col":108,"12_col-width":109,"12_col-height":110,"default_landscape":111,"default_landscape-width":112,"default_landscape-height":86,"default_portrait":113,"default_portrait-width":86,"default_portrait-height":112,"6_col_and_margin_short":114,"6_col_and_margin_short-width":106,"6_col_and_margin_short-height":110,"11_col_and_margin":115,"11_col_and_margin-width":116,"11_col_and_margin-height":110,"9_col_rectangle":117,"9_col_rectangle-width":118,"9_col_rectangle-height":119,"11_col":120,"11_col-width":121,"11_col-height":110,"staff_image_696_600":122,"staff_image_696_600-width":85,"staff_image_696_600-height":86,"rectangular_thumbnail":123,"rectangular_thumbnail-width":124,"rectangular_thumbnail-height":125},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FGreg-Holland-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":127,"reduced":31,"top_overlap":128,"bottom_underlap":128,"disable_observer":-1,"heading":129,"cta_text":130,"cta_link":131,"items":132},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[133,152,167],{"type_key":20,"title":134,"excerpt":135,"to":136,"postedAt":137,"readingTime":138,"image":139,"authors":140,"category":150},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141,144,147],{"name":142,"image":143},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":145,"image":146},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":148,"image":149},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":151,"name":50},"\u002Fblog\u002Fcategory\u002Fppc\u002F",{"type_key":20,"title":153,"excerpt":154,"to":155,"postedAt":156,"readingTime":157,"image":158,"authors":159,"category":166},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[160,163],{"name":161,"image":162},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":164,"image":165},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":151,"name":50},{"type_key":20,"title":168,"excerpt":169,"to":170,"postedAt":171,"readingTime":138,"image":172,"authors":173,"category":177},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[174,176],{"name":175,"image":162},"Harry Clements",{"name":164,"image":165},{"to":151,"name":50},{"type":179,"style":180,"heading":32,"date":4,"updatedAt":181,"reading_minutes":182,"image":49,"imageAlt":32,"categories":183,"collections":365},"blog-post","light","2022-02-07T16:48:24",3,[184],{"id":10,"count":185,"description":186,"link":151,"name":50,"slug":53,"taxonomy":187,"parent":57,"meta":188,"acf":189,"head_links":190,"resource_count":191,"yoast_title":192,"yoast_meta":193,"yoast_json_ld":238,"_links":337,"path":151},272,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[194,196,199,202,205,208,211,213,215,217,220,223,226,229,232,235],{"property":195,"content":192},"title",{"property":197,"content":198},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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