Piggyback Marketing With Some Smart Words

Sometimes with advertising and marketing, you just have to be really cheeky. Steal the business right out from underneath your competition’s feet.  

It’s not really how I like to operate, but it does work for some people. And you might say, if you can do it, then why not?

I recently found this example which illustrates my point exactly. Just a few well chosen words, crafted by a copywriter, and with the help of Google Adwords and PPC, this fast food comparison steals away business. 

I searched for Just Eat one Sunday when I was dog sitting (a whole other story) and decided to indulge in a takeaway. Don’t judge, it was the weekend! But the first link that popped up, a Google ad, was for Hungry House, with the Strapline “Just Want To Eat”.  

Four simple words, and the business goes to them, instead of Just Eat. 

To be fair, Google is usually pretty hot on making sure that competitors cannot bid on key words associated to a brand. This is to protect a brand or company from being priced out of the marketplace and bidding on their own name. But somehow, these cleverly crafted words have dodged around that ruling (or Just Eat haven’t ensured a monopoly on their brand identity) and Hungry House have been able to quite easily muscle in, and steal the business. 

Comparison websites are pretty cut throat, and this is what the difference is between the right words, and the wrong ones.