eCommerce Lifestyle

What Your Competition Doesn’t Want You To Know…


In today’s podcast, I share the closest way possible to retarget your competitor’s website by running ads on Google.

As always, if you have any questions and suggestions, please feel free to leave a comment below. Don’t forget to share this with someone who needs to hear it.

What's Covered in This Episode:

Steps on how to run ads in Google

  • First, you need a Google Ads Account
  • Second, you need to click into shared audiences
  • Third, click custom audiences
  • Fourth, click "create new custom audience"
  • Fifth, enter a URL of a niche related blog or competitor who is getting a ton of quality traffic, save that audience and build more
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Links From This Episode:

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What's up, everybody? Anton Kraly here, and welcome back to the eCommerce Lifestyle podcast. This is our biweekly show that is designed to help eCommerce store owners to increase their revenue, automate their operations and become the authority in their niche. Now, quick update for people that maybe missed the last couple of episodes, first off, what are you doing? Go back and listen to them because they were both awesome. But the podcast now is audio only. We are not posting them to YouTube anymore.

Just a quick reminder or update again, just to bring this back up, if you typically go back and forth between listening to the audio version or watching on YouTube, just make sure the audio version is the one you are subscribed to, whether that be Apple Podcasts or Spotify or whatever podcast player you use, just search for eCommerce Lifestyle, click subscribe, and then you're going to get notified every single Monday and Thursday when new episodes go live. Now, with our YouTube channel, that's not going anywhere, but the content and the videos that we're uploading to YouTube are now specific for YouTube. Not just videos of me talking and going through the podcast. Keep that in mind, be subscribed and you will be good to go.

With that being said, let's get into today's topic, which of course is what your competition does not want you to know. Now for anybody, even me, when we're building new stores that are in a niche or an industry that we are just breaking into, we're first trying to understand our ideal customer. We want to know who would our ideal buyer be so that we can set up our ads properly to get the best return on ad spend. But when you're just starting in a new niche, in a new industry, you're really forced just to go off of some basic research you can do online, but mainly to form this hypothesis about who is this person and how old are they, are they a male or a female, and what topics are they interested in, what websites do they hang out at?

And all of this, we go through this process, but in the beginning, a lot of it is guesswork. And then what happens as we start to run ads and sales starts to come in, we start to gather all of this data between Shopify and Google Analytics and we use this data to really paint a clear picture of who this ideal target is, who is this main person or this main demographic that provides us our best return on ad spend? Again, how old are they? Are they a man? Are they a woman? What topics are they interested in? And over time, this data becomes more and more and more valuable. And it really gives us this huge advantage so that we can run our paid ads even better because we can refine our targeting.

Picture in the beginning, you're just thinking, well, I think that my target customer would be women between 45 and 60 years old. You're not really sure so you start your ads targeting men and women of all different age ranges. And then after maybe a few weeks of running ads, you see 90% of your sales are coming from women, but they're between 25 and 35 or whatever. It's not what you had thought. Well, now that you know this, you can put more money into that targeting and you can get a better return on ad spend.

Again, we're getting data and we're using this data to make our ads stronger and to make our return on ad spend go higher. Now, again, this data does start coming in pretty quickly, but many of these big sites, I call them legacy stores, they have been spending years, some of them even decades, building this data. They have a very, very, very strong and clear picture of who their customer is. And I'll tell you, as somebody that runs stores like this, one thing that you don't just want to release out to the world is all of your demographic targeting and who these people are. It's not something that you freely would be a sharing, especially with your competition.

But what is really cool, something that we do a little bit of a secret hack, is there is a way that you can easily get insights into who these people are, the people that are visiting your competitors' websites, and a way you can start running ads to that exact targeting as soon as today. Really, if you follow this podcast, something you can get set up in 15 to 20 minutes, or maybe even less, if you are already buying ads online.

The method that I'm going to share with you in today's podcast, it's not exactly retargeting your competitors' website traffic, which that would be amazing. And by the way, there are ways to do this with partnerships. That's a topic for another day though. But currently the only way you could actually remarket or retarget your competitors' website traffic would be if you somehow hacked their site and put your pixels there. And don't do that, that's not what I'm talking about. You don't want to do that. You'll get arrested real fast.

But what I'm going to talk about is how Google actually allows you to get this data and run ads. First thing you need to make this work is a Google Ad account, Google Ads account. You should have this already. If you're part of any of my programs or running a store, we love Google Ads. If you don't have a Google Ads account yet, just go make one. It doesn't cost you any money to do that.

The second thing you need to do, once you're logged into Google Ads, is click into your shared audiences. You should know how to get there through your navigation. But again, first, go into Google Ads. Second, click shared audiences. The third thing you want to do is click custom audiences. You'll see that tab when you're logged in. Now, when you're in custom audiences, the fourth thing that you need to do is click where it says create new custom audience. And this is where it gets interesting because by default, when you're doing this, Google Ads is going to prompt you to build an audience that's based on people who use specific search terms or have shared interests. Okay, that's by default what it's showing you.

And that definitely does work too. There's some things you need to set up right, but that's a topic for another day. I'm not going to dive into that. It's literally a full training. But for now, what you want to do is change that. Again, that default, where it's saying to build this audience from people that have used specific search terms or shared interests, you want to change that and have the audience be based off people who browse websites similar to.

Now, I'm going to say, I'm assuming if you're like me and you listen to podcasts, you might be out for a run right now. You might be in your car driving. You might even be in the shower. And you're like, "Anton, you're saying a lot of big words, and I'm not going to remember this." Listen to this podcast as many times as you need to. That's the beauty of this, right? But what you want to do in that section is change it to people who browse websites similar to.

Now, when you do that, the fifth step is you want to enter URLs. You're literally putting in the websites, the URLs, of your either top competitors or blogs or different websites in your niche that you know have really high quality traffic. And how do you know who has high quality traffic and who doesn't? Well, if you're a member of Drop Ship Lifestyle, my online program that was voted best eCommerce course by Shopify. In module two, you already know this, but I teach you exactly how to find this out.

And by the way, if you're listening to this and you're not a member of Drop Ship Lifestyle, at this point, I really have no idea what you're waiting for. We've done almost 200 podcasts. And if you've been listening and getting valued ideas, seriously prepare to have your mind blown with the value and support that I deliver in the Drop Ship Blueprint. I'll put a link in the description of this podcast so anybody can check that out if you're not a member yet.

But anyway, what you're doing at this step is you're entering your competitor's URL. And as soon as you do this, it's so cool, on the right side of your screen in Google Ads, it's going to start to give you this demographic data about people that are visiting this website. It's going to show you some things, first off, how many impressions are available. And impressions means if you want to run ads to this audience, how many people could potentially see your ad.

Now it's also going to give you a gender breakdown. Let's just say that 20% of the website visitors of the URL you entered are male. It's going to say 20% male, 80% female, whatever that breakdown is. It's also going to give you an age range breakdown and show you the age range that most of that audience falls into. Again, super valuable for creating highly profitable ads. It's also going to give you a breakdown of parental status, and it's going to give you a list of topics.

And topics are basically, they would be interests, if you're familiar more familiar with Facebook Ad., But topics are different topics that these people, these website visitors, are interested in. There's tons of different ways we use this too, but for now just know it gives you all of this data with you only entering that URL. At this point, what you can do is just click save in your Google Ads account. And it'll save that audience.

Again, you can see all this data, you can make notes of it, but what's really cool is you can take this data you have now and go back to your existing ads, everything in Google Ads, and you can modify and tweak your targeting to hit on those target audiences. Or you can, or I should say and, or you can also create new ads on all Google properties, Google Search Text, Google Display Network, Gmail, YouTube. You can create ads on all of those properties that are targeting that exact audience.

That's just an overview guys. I know for a podcast it's not a full in depth training, but I really think anybody that's running Google Ads at all should go ahead and do this, whether, again, you're just getting started, this is how you can get insights into your competition's people with a few clicks. And if you're already up and running, this is a way you can further refine your audiences to make your targeting tighter and have a better return on ad spend.

As always, if you got value from this podcast, please do me a favor and share this with somebody that needs to hear this message. Maybe somebody that's just building a store, somebody that already has one, do me a favor, share the link to this podcast with them. And also, I know, again, this method, if you're listening again, when you're out on a run, it's a lot to take in. What I do want to do, and what I'm going to do, is make a screen share video, and I'm going to show exactly how we set this up and how we're using it to effectively promote our businesses.

As always, if you got value from this podcast, please do me a favor and share this with somebody that needs to hear this message. Maybe somebody that's just building a store, somebody that already has one, do me a favor, share the link to this podcast with them. And also, I know, again, this method, if you're listening again, when you're out on a run, it's a lot to take in. What I do want to do, and what I'm going to do, is make a screen share video, and I'm going to show exactly how we set this up and how we're using it to effectively promote our businesses.