ZoomO & ZoomX Competitor Campaign Strategy
Overview
Meeting between Mark Hope, Gilbert Barrongo, and Melissa Cusumano to finalize the strategy for two new Google Ads competitor campaigns targeting ZoomO and ZoomX, as mandated by client stakeholder Brian. The session also addressed a broader account cleanup to remove clutter from stale enabled campaigns.
Attendees: Mark Hope, Gilbert Barrongo, Melissa Cusumano
Client contact: Brian (internal stakeholder)
Key Decisions
1. Create Two Separate Competitor Campaigns
Brian explicitly requested separate campaigns for ZoomO and ZoomX rather than a single combined competitor campaign. Keeping them separate ensures performance metrics remain distinct and attributable per competitor.
- ZoomX: Landing page assets are ready; campaign can be built immediately.
- ZoomO: Landing page is still in development; campaign setup can begin but should not go live until the landing page is ready.
2. Keyword & Ad Copy Strategy (Trademark Compliance)
Competitor names (ZoomO, ZoomX) may be used as keywords only. They must not appear in ad headlines, body copy, structured snippets, or any other ad element — doing so would violate Google's trademark policy.
Ad copy should use generic, benefit-driven language instead, for example:
- "Best Commercial Juicer"
- "Amazing Commercial Juicer"
- "Fabulous Commercial Juicer"
"You can use it as a keyword and you can target anybody who's searching for that keyword, but you can't actually put somebody else's trademark in the ad." — Mark Hope
3. Budget Reallocation
New campaign budget will be funded by reallocating spend from the existing commercial juicing campaign. No net new budget is required. Specific split amounts are documented in ClickUp.
4. Ad Format Decision Delegated to Gilbert
Gilbert will decide whether the campaigns run as search-only or a mix of search and display. If display is included, Melissa can provide graphics assets on request.
5. Account Cleanup — Pause Stale Campaigns
The Google Ads account contains numerous old campaigns (2023, 2024 geofencing campaigns, bar/restaurant, store point, etc.) that remain in an enabled state despite being inactive. This causes confusion when filtering by "enabled" — the filter should reflect only campaigns that are actually running.
Decision: Pause all stale campaigns rather than remove them.
- Why pause, not remove? Removal is permanent and irreversible in Google Ads; pausing preserves historical data for future reference.
- Approximately 16 campaigns identified for pausing.
Action Items
| Owner | Task | Notes |
|---|---|---|
| Gilbert | Create ZoomX competitor campaign | Assets ready; decide search vs. search+display |
| Gilbert | Create ZoomO competitor campaign | Hold on launch until landing page is complete |
| Gilbert | Decide ad format (search-only vs. search/display) | Notify Melissa if display graphics are needed |
| Melissa | Pause all stale enabled campaigns in the account | ~16 campaigns; do not remove |
Background & Context
Why Proceed Despite Low Historical ROI?
Previous competitor campaigns generated only 1 conversion in the prior year, and the team flagged this concern to Brian. His rationale for proceeding:
- The previous campaigns had gone stale and lacked a dedicated, optimized landing page.
- The new landing page is already indexed, generating organic SEO value and appearing in AI-assisted search results (e.g., ChatGPT references).
- Brian believes the improved landing page will materially change performance outcomes.
The team documented their concerns but deferred to Brian's direction.
Related
- [1]
- [2]