Three Types of Competitive Conquesting Campaigns: Tailored Tactics for Every Merchant

A one-size-fits-all marketing approach often falls short when trying to capture competitor traffic. Generic, untargeted ads can fail to engage shoppers at the crucial moments when they are actively considering a purchase. 

This is where Wildfire’s Competitive Conquesting messages offer a powerful, tailored solution, enabling advertisers to deliver contextually-relevant messaging to shoppers precisely when they are showing interest in a product or category by visiting a competitor or searching on keywords related to their interest.

How it works

Competitive Conquesting is designed to attract your competitors’ customers when they shop online. It positions your brand as the better money-saving alternative, effectively "conquesting" competitor traffic through strategic campaigns across the Wildfire Commerce Network (WCN). 

Conquesting campaigns are delivered via our clients’ Wildfire-powered desktop browser extensions, used by millions of active online shoppers every day. When these shoppers land on specific competitor websites or search for particular terms, your message and offer, such as an attractive higher cashback reward percentage, displays to them at that moment.

What formats are available

A key benefit of Competitive Conquesting is three different campaign formats, each designed to address advertisers’ marketing goals and capture high-intent shoppers at different stages of their online journey:

• • Use Case: Imagine a shopper visits Home Depot’s site. With Site Visit Conquesting, an alert from Lowe's, displaying a higher-than-usual cashback offer, can appear through the extension as an overlay on the Home Depot page, immediately drawing attention to a more attractive deal at a similar merchant. This direct approach allows advertisers to influence shoppers who are already on a competitor's site.

2) Inline Conquesting. This campaign type allows you to message high-intent shoppers at the moment they are best positioned to engage with your brand, such as on a search results page for example. Your offer is presented "inline" within the page content, styled to seamlessly blend with the existing layout of the page. This strategy is highly effective for capturing high-intent customers from contextual search terms related to your products or brand.

• • Use Case: When a user searches for hotels on Google Flights, Competitive Conquesting can display inline content from a hotel brand, like Courtyard by Marriott, with an appealing offer within the search results. This makes an advertiser’s brand a relevant, contextual consideration right when the shopper is exploring options in a specific search term category.
    
    

3) Category Conquesting (Targeted). Targeted campaigns deliver compelling messages to win customers over when they visit specific product categories on competitor sites such as Amazon, helping a brand become part of the consideration set. This format is particularly powerful for capturing new customers and market share in a particular product category.

• • Use Case: If a shopper is browsing a beauty product on Amazon, a conquesting alert for Sephora, complete with a potential cashback offer, can appear, enticing them to switch brands. Similarly, when a user views an electronics product on Amazon, a competing offer from Walmart may be displayed, directly challenging the competitor's offering.
    
    

Choosing the right conquesting campaign

The best Conquesting strategy for you depends on your specific advertising goals.

• To drive incremental sales and capture market share from competitors, both Site Visit and Search Term Conquesting are highly effective.
• If your goal is to increase brand visibility and grow awareness, Site Visit or Category Conquesting can be beneficial.
• For advertisers focused on driving conversions and growing market share in a particular product category, Category Conquesting is the recommended approach.

By delivering valuable offers at the most relevant moments through Competitive Conquesting, Wildfire helps convert high-intent, deal-seeking shoppers into your loyal customers.  

Interested? Connect with our Merchant Development team for info about how Competitive Conquesting can help you drive customer acquisition and topline sales.