Site Conquesting

Site Conquesting in Choozle is a powerful way to tap into competitor-site audiences and expand your reach.

Guide

• Overview
• Key Benefits
• How to Get Started
• Best Practices
• How to Optimize and Measure
• When this Strategy Might not be Right 

Overview

Site conquesting is a competitive targeting tactic that creates a custom audience of users who have visited or searched your competitors’ websites (or keywords). Through this, you can reach a new pool of potential customers who have shown intent via your competitor’s sites but have not yet visited yours.
In Choozle, this audience is built in partnership with data provider Dstillery, which models users based on attributes like website visits, app usage, and locations.

Site Conquesting Solutions Overview Document

Key Benefits

• Reach users who may not yet be aware of you but are already actively engaging with competitor sites.

• Gain competitive advantage by intercepting consideration at the moment a user is shopping or researching alternatives.

• Drive incremental reach beyond your existing audiences.

How to Get Started

1. Prepare a list of at least five competitor sites (full URL strings) you’d like to target.

2. Reach out to your Choozle Account Manager or Submit a Ticket to initiate the build. 

3. Allow for the following build times:

   • Within 24 hours: Dstillery checks your site list.

   • Up to additional 48 hours: Audience syndication into Choozle.

4. Once audience is live, create an ad group in Choozle, select this custom audience under Targeting, and set your bids, budget and geolocation as usual.

Best Practices

• Minimum scale: Audience creation is subject to ~1 million impressions per month to ensure sufficient scale.

• Standalone strategy: It’s often best to run your site conquesting segment without heavy layering of additional targeting (e.g., too many site filters, audience filters) since you already have a specifically modeled audience.

• Bid strategy:

  • Suggested base bid: ~$0.50 CPM

  • Suggested max bid: ~$1.50 CPM (for stand-alone conquesting tactics)

• Turnaround time: Plan for 2–3 business days for full setup from list submission to live campaign

• Use case fit: Ideal for “conquesting” audiences (users visiting competitors), prospecting new users rather than retargeting existing users.

• Layering caution: Since the audience is already niche, layering many additional constraints (site list + keywords + geos) may limit reach dramatically and reduce effectiveness.

How to Optimize & Measure

• Monitor delivery: Ensure your ad group is pacing - if impressions are very low despite audience being live, revisit targeting or bid.

• Compare performance vs. other prospecting segments: Look at CPM, CTR, conversion rate to evaluate the incremental value of the conquesting audience.

• Consider frequency caps carefully: Because software models target a narrower pool, too high a frequency cap may fatigue the audience.

• Use your normal reporting dashboards in Choozle: leverage the “Audience” dimension to isolate performance of the custom conquesting segment.

• If results are strong and you want to scale, consider replicating the segment with added geos, creatives tailored to

When This Strategy Might Not Be Right

• If your campaign budget is very small (so that achieving scale is unrealistic. 

• If your targeting is extremely narrow (very limited geolocation + niche audience) - you may not get enough reach

• If you are in a B2B environment where competitor site visitation is low or not the right signal for purchase intent (in which case consider other tactics like account-based marketing or CRM onboarding)

• If you expect immediate conversion from this audience -  keep in mind this is a prospecting tactic and may require follow-through (retargeting, nurturing) to convert.