How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (2023)

How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (1)

Hello, folks, and welcome to a new story in our “Learn from” series. Our guests today: SE Ranking, a very powerful SEO software, enjoyed by 500,000+ users. Irina from SE Ranking we’ll show us how to properly do competitors’ keywords and ads research, so that we can boost our paid ads strategy. Let’s roll!

The world of PPC marketing is a very competitive place. You need to stand out from the crowd in paid search if you want to be successful. The data you can get from competitor analysis will make your work a whole lot easier.

When you keep an eye on your competitor’s keywords and data, you can improve your own marketing strategies, increase your conversions, and avoid any possible problems presented by their experience.

You should understand that a PPC competitor analysis is not only about revealing new keywords, it also shows their target audience, content topics, website quality, conversions, and much more. It will give you a real insight into what works well and doesn’t right now in your market.

Analyzing your market with running a competitor analysis will allow you to evaluate your business against your main competitors and answer the following questions:

  • Who is dominating your industry now?
  • How can you improve your PPC strategy?
  • Are your competitors bidding on your branded keywords?
  • How do you measure up in the PPC battle?

Why Is PPC Competitor Analysis Important For Your Business?

How can you build a stable marketing strategy or create a better product if you don’t know what kind of strategies and products already use your competitors? That’s where a PPC competitor analysis comes into play. It will help not duplicate their efforts, but build marketing campaigns that are much better than the competition.

Here are some benefits you can get from a PPC competitor analysis for your business:

  • Reveal and adapt to new trends, changes, and ideas;
  • Adjust your marketing benchmarks;
  • Spy on seasonal or industry trends;
  • Waste money using snake oil marketing practices;
  • Achieve your marketing and PPC goals;
  • Find gaps in your PPC campaign.

Next, I want to share a step-by-step guide for an advanced PPC competitor and keyword research based on my experience and gain an advantage in the PPC advertising space.

#1. Identify Your Competitors in Paid Search

If you already know your competitors in paid search, you can skip this step. If you need help finding your rivals, you can use SE Ranking’s Competitive Research tool to find all the websites that compete with your marketing campaign for paid keyword rankings.

(Video) How to Plan Business Website Structure in Hindi[Un-Cut Live Training]

Just go to Competitive Research, enter your website, and get an exhaustive list of your main competitors in paid search sorted by the number of paid keywords you have in common with your website.How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (2)

The best thing about the tool is the ability to compare your website to any of the listed paid competitors based on the number of keywords you rank for, the total website traffic, its traffic cost, and its backlinks. Moreover, you can choose a time period of up to 36 months to see the results.How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (3)

Once you have created a list of paid competitors, you can go a step further and analyze in more detail your competitors’ strengths and take advantage of their best strategies.

# 2. Find Keywords Competitors Are Paying for That You Can Rank For

Figuring out how your competitors are performing in terms of paid search efforts and which keywords they are bidding that you can rank for will help you see opportunities in your market and improve your PPC campaign.

To find competitors’ keywords directly to yours, go to the Competitor Comparison section and enter two domains of your competitors next to yours. Here you can compare your website’s keywords to any of your rivals to find keywords where every rival’s site has a ranking, where you have a ranking but none of your competitors do, and where you aren’t targeting yet.How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (4)

The section only shows data for the current month. But if you want to get historical data, you can do it separately for each competitor.

#3. Analyze search result ads, UVPs, and calls to action

Analyzing your competitors’ ad variations is an important step to know what you look like in the market and how you can use that to your advantage. Figure out what ad copy they are writing to stand out, which discounts or special offers they’re running to grab the attention of your users to click through.How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (5)

It can take some time to review the SERPs and detect what it will take to create one of the most effective offers in the search. The best way to do it, go to the Ads History section and better understand what ad copy variations were used to get results. How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (6)

Another important step is to analyze each competitor’s unique value proposition (UVP) to see how your website compares to the competition or create your own UVP. Visit your competitors’ websites in order to take notes of their UVPs. Once you do it, you can improve your value proposition and make your product valuable and unique.How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (7)


#4. Dig into Google AdWords auction insights

Let’s say that you are already running your PPC campaign and bidding on AdWords terms, but you want to take a close look at details and track every little ad positioning change or impression share. You can go into Auction Insights to figure out where your competitors appear and what your impression share is.How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (8)

Using a keyword tool, you can also evaluate each competitor from there and see all their profitable keywords, what landing pages are generating the most traffic, and what ads they are running. This is a great way to review beyond the ad campaign and figure out where you need to focus your optimization time.

#5: Deep dive into the conversion funnel

A lot of PPC marketers used to keep an eye on competitors’ keywords and ad copy variations. But I would love to take a close look at PPC competitors by comparing your conversion funnel to your rivals.

For that, I recommend using Finteza to track conversions not only by separate ads and keywords, but you can also look at their landing pages. It tracks all the actions taken by users before making a purchase and creates histograms to visualize tracked events. It will automatically generate funnels and save the data in the form of a report for further analysis.How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (9)

You can easily find out how they are converting their traffic and what they are offering (a discount or a free guide) to make people click through from Google. Take notes on what you need to improve on your landing page or any ideas to test new ad copy variations.

#6. Analyze the seasonal fluctuation

One more important step to the success of your PPC campaign is the analysis of seasonality to better understand what keywords are taken most frequently by competitors during these months. This data can help you make informed decisions to achieve great triumphs.

The Competitor research section in SE Ranking is the perfect place to see all the seasonal fluctuations of your competitors and reveal what specific keywords perform in paid search. It shows you which months are the busiest in your industry regarding online advertising. It is a great way to plan your PPC campaign ahead of time-based on your competitors’ experience.How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (10)

#7. Improve your multi-device strategy

According to Smart Insights, users prefer multi-device usage, not simply a mobile-first website. It is important to build effective strategies to engage the multichannel switching behavior for your brand. People used to switch between desktop and mobile. So, if you want to stay ahead of the PPC competition in 2021, you should find out what works well and what doesn’t for mobile and desktop paid search.

Make sure that the keywords you target for mobile searchers may distinguish from the keywords used for your desktop searchers. Once you reveal the best strategies of your competitors, you can improve your marketing efforts and build a successful PPC strategy.

In Google Search Console you can look at your search analytics using the filter by comparing mobile and desktop. It will display a list of mobile keywords that trigger ads for the competitor’s website and compare it to those for desktop.

If you create both desktop and mobile ads, make sure that you need to tailor them to specific audiences. Because mobile and desktop users are two different personas.

Once you define what keywords you are going to use for mobile and desktop paid search, you need to create an effective Google Ads campaign. With Depositphotos, you can use or download royalty-free stock photos and pictures that will help your clients find more content options and quickly find exactly what they’re looking for.

#8: Continue to spy on your competitors

It is important to go on monitoring the competition in order not to miss anything of what they are doing in paid search. Whether they will launch a new product or service, update their unique propositions, or change prices, you should be the first to know what the changes have happened.

To automate the process, it is better to use competitor research tools like SE Ranking to instantly see how their ads look in the SERPS from different locations and times.

Wrapping up

If you are stuck in planning your PPC strategy, doing a competitor analysis will allow you to go a long way by providing you a real insight into what performs well and doesn’t in your niche. Your priority is to achieve great results for your campaign, and competitors can rock your boat and direct you in the right direction. I hope this guide will help you audit the competition and gain a competitive advantage.

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How to Do PPC Competitor & Keyword Analysis - ColibriWP Blog (13)

Irina Weber

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Irina Weber is a passionate Content Strategist. She worked for enterprises and startups for more than 8 years, writing about online marketing, social media, conversion optimization, and business development. You can reach out to her via Twitter @irinaweber048.


How do I find my competitors PPC keywords? ›

You can use tools like AdGooroo and Semrush to monitor and track your (and your competition's) top branded PPC keyword trends. You can also run a direct channel activity comparison between your domain and a competitor's domain to glean more insights.

How do you write a competitor keyword analysis? ›

How To Do Competitor Keyword Analysis
  1. Use competitive analysis templates. ...
  2. Create a list of your top SERP competitors. ...
  3. Identify keyword gaps and content gaps. ...
  4. Understand your and your competitors' audience. ...
  5. Create audience-centric and SEO-optimized content to fill content gaps. ...
  6. Track your competition's performance.
Jul 5, 2022

How do you write a competition analysis for a blog? ›

  1. Step 1: Make a list of your competitors. ...
  2. Step 2: Review your competitors' business core and positioning. ...
  3. Step 3: Analyze key SEO metrics. ...
  4. Step 4: Review their on-site content. ...
  5. Step 5: Turn your competitive content analysis into action.
May 25, 2022

How to do an SEO competitor analysis in WordPress? ›

How to perform an SEO competitor analysis in WordPress (in 4...
  1. Step 1: Create a ManageWP account and connect your website. ...
  2. Step 2: Activate the SEO Ranking add-on. ...
  3. Step 3: View your SEO ranking and compare it with competitors. ...
  4. Step 4: Use competitor data to improve your SEO.
Feb 22, 2022

Are SEO and PPC keywords the same? ›

The difference between search engine optimization (SEO) and pay-per-click (PPC) marketing is that SEO focuses on getting traffic from organic search, whereas PPC focuses on getting traffic from paid search, social, and display.

What is the best keyword tool for SEO and PPC Why? ›

All the top marketers in the world rate SEMRush as the #1 keyword research tool. Their full suite of tools can help you with content marketing, digital marketing, social media, and more.

What is the best SEO tool for competitor site analysis? ›

Here are 10 popular SEO competitive analysis tools, their pricing, and how you can use them to bolster the success of your SEO strategy.
  1. Semrush. Pricing: Plans start at $119.95 per month. ...
  2. Ahrefs SERP Checker (Free And Paid) ...
  3. Serpstat. ...
  4. SpyFu. ...
  5. SERP Analysis Tool. ...
  6. Screaming Frog. ...
  7. Inlinks. ...
  8. MarketMuse.
Jan 29, 2023

How do I create a competitor analysis template? ›

How to do a competitive analysis
  1. Create a competitor overview. In step one, select between five and 10 competitors to compare against your company. ...
  2. Conduct market research. ...
  3. Compare product features. ...
  4. Compare product marketing. ...
  5. Use a SWOT analysis. ...
  6. Identify your place in the market landscape.
Oct 9, 2022

What are the 6 steps of competitive analysis? ›

6 Steps to Performing a Competitive Analysis
  • Identify competitors. Find out how much you're spending on monthly biz app subscriptions. ...
  • Analyze competitors' online presence. ...
  • Check online reviews. ...
  • Talk to competitors' customers. ...
  • Identify their strengths and weaknesses. ...
  • Use research tools.
Apr 5, 2021

What should a competitor analysis include? ›

A competitive analysis should examine your competitors' features, market share, pricing, marketing, differentiators, strengths, weaknesses, geography, culture and customer reviews.

Why is it important to do competitor analysis before writing a blog? ›

A competitor analysis is important because: It will help you recognise how you can enhance your own business strategy. It will tell you how you can out-do your competitors in these areas to keep your customer attention. Resulting in a competitive edge over others in your sector.

How do you analyze your SEO competitors and find opportunities? ›

Obtain a list of your competitors' organic search traffic. Get insights into their top keywords, backlinks, and industry information.
Helps You Connect With Your Audience
  1. Identify Competitors. ...
  2. Select Pages for Comparison. ...
  3. Conduct Keyword Gap Analysis. ...
  4. Analyze Content. ...
  5. Check Out their Web Design.
Jan 16, 2022

How to do keyword research for SEO a beginners guide? ›

How to conduct keyword research
  1. Make a list of broad topics relevant to your topic. ...
  2. Expand each topic with a list of phrases you think your customers use. ...
  3. Find related search terms. ...
  4. Analyze the strength of your keywords. ...
  5. Determine how you rank in your industry. ...
  6. Verify search intent.

How many keywords should I use for PPC? ›

10-20 Keywords per ad group will work for 50% of advertisers. You will hear this at our AdWords training days as well, because it's a great place to start! Newcomers to PPC often fill ad groups with +100 keywords, but this doesn't work very well.

Which is harder SEO or PPC? ›

While it can take months to see results from your SEO strategy, it can take just a few hours to see results from your PPC campaign.

Is Google Ads SEO or PPC? ›

Google Ads is Google's pay-per-click (PPC) advertising solution, which allows businesses to bid on keywords for a chance to show ads in Google search results.

Can SEO and PPC work together? ›

Combining SEO and PPC provides better exposure online and boosts search visibility. This will not only increase website traffic, but also help establish a solid brand presence in the market.

What is the best free keyword research tool for SEO? ›

Free keyword research tools
  • QuestionDB.
  • Ahrefs Keyword Generator.
  • SEMrush Keyword Magic Tool.
  • Ubersuggest.
  • Moz Keyword Explorer.
  • Soovle.
  • Keyword Tool Dominator.
  • Google Trends.

What are the 3 basic competitive strategies? ›

According to Porter's Generic Strategies model, there are three basic strategic options available to organizations for gaining competitive advantage. These are: Cost Leadership, Differentiation and Focus.

What are the 3 variables of analyzing competitors? ›

Three additional variables that every firm should monitor with respect to competitors are: share of market (competitor's sales' share in the target market), share of mind (percentage of customers who name the competitor when asked which firm first comes to mind in an industry) and share of heart (percentage of ...

What are the 4 major competitive strategies? ›

Here are four types of competitive strategy and an example for each:
  • Cost leadership strategy. ...
  • Differentiation leadership strategy. ...
  • Cost focus strategy. ...
  • Differentiation focus strategy.
Nov 16, 2021

What are the three 3 most important SEO and website metrics? ›

These SEO metrics help measure whether your current strategies are working, how effective they are, and where there's room for improvement. Some of the most common SEO KPIs include rankings, organic traffic, backlinks, and pages indexed.

How to do SEO competitor analysis for free? ›

10 Free Competitor Analysis Tools
  1. Google Trends. Google Trends is a website that helps users in tracking down the most popular Google Searches across several geographies and linguistic communities. ...
  2. Similar Web. ...
  3. Ubersuggest. ...
  4. SEMrush. ...
  5. Siteliner. ...
  6. Vidiq. ...
  7. Moz. ...
  8. Buildwith.
Feb 12, 2023

Can you use Google Analytics for competitor analysis? ›

No, Google Analytics does not track if your users visit your competitor's websites after visiting your website. Google Analytics shows only your website's bounce rate and click-through rate. However, you can compare your results with a competitor using other third-party tools like SemRush.

What is the framework for competitor analysis? ›

A competitive analysis framework is a model or tool marketing professionals can use to compare their business plan or marketing strategy with their competitors'. This model can create a visual structure for a marketing competitive analysis.

What are the 4 key factors for competitive success? ›

What Are the Key Planning Factors for Competitive Success in...
  • Knowing Customer Needs. ...
  • Understanding Competitors' Strengths and Weaknesses. ...
  • Finding Markets That Are Large or Growing.
Nov 21, 2018

What are the 5 competitive strategies examples? ›

The Five Forces
  • Threat of New Entrants. The threat of new entrants into an industry can force current players to keep prices down and spend more to retain customers. ...
  • Bargaining Power of Suppliers. ...
  • Bargaining Power of Buyers. ...
  • Threat of Substitute Products. ...
  • Rivalry Among Existing Competitors.

What are four diagnostic components of a competitor analysis? ›

There are four diagnostic components: future goals, current strategy, assumptions, and capabilities. ...

Is competitor analysis A SWOT analysis? ›

A competitor SWOT analysis is simply a way to assess your competitor's Strengths, Weaknesses, Opportunities and Threats so that you can better understand their business and, in turn, your own.

What are the 3 most important things in content marketing or blog writing? ›

Nothing really does, of course… but here are five important pieces of knowledge that will help you massively increase your chances of success.
  • Best Content ≠ Most Successful Content. ...
  • Create Multi-Purpose Content. ...
  • Creating the Best Content Is Not That Hard, It's Just Hard Work. ...
  • Core Content Is the Key to ROI.
Jun 30, 2019

How long does it take to do a competitor analysis? ›

But a good general rule is six to seven weeks to analyze one competitor, and seven to eight weeks to analyze multiple companies.

Which of the following is the first step in a competitor analysis? ›

The first step in a competitor analysis is to determine who the competition is. This involves determining the current potential competitors within a market. At this stage, the analyst should also determine if the competitor is direct or indirect.

How to do keyword competitor analysis? ›

How To Do Competitor Keyword Analysis
  1. Use competitive analysis templates. ...
  2. Create a list of your top SERP competitors. ...
  3. Identify keyword gaps and content gaps. ...
  4. Understand your and your competitors' audience. ...
  5. Create audience-centric and SEO-optimized content to fill content gaps. ...
  6. Track your competition's performance.
Jul 5, 2022

How do you see what keywords my competitors are using? ›

The 8 best tools to find competitor keywords
  1. WordStream's Free Keyword Tool.
  2. BuzzSumo.
  3. Semrush.
  4. Spyfu.
  5. Ahrefs.
  6. Google Auction Insights.
  7. Seed Keywords.
  8. Tag Clouds.
Sep 24, 2022

How do I spy on competitors SEO? ›

Here are the 3 tools that'll help you spy on your competitors:
  1. Semrush. Semrush is one of the best SEO and marketing tools out there. ...
  2. Ahrefs. Ahrefs is another popular tool among SEO professionals, and it can provide detailed information about your website and your competitors. ...
  3. Google Keyword Planner.
Jan 16, 2023

What are the 4 types of keywords? ›

When researching to discover a user's intentions behind making a search, we can classify all keywords into four main categories of intent: commercial, transactional, informational, and navigational.

What should I learn first in SEO? ›

Keyword research should be the very first step on your SEO journey. It is especially important in two common scenarios: Getting to know your niche – when starting a new website, keyword research can provide a great overview of what sub-topics are interesting for people in your niche or industry.

How do you write SEO in 4 easy steps? ›

Search Engine Optimization (SEO) for your article
  1. Create a search engine friendly title. Include 1-2 keywords related to your topic. ...
  2. Optimize your abstract. Place essential findings and keywords in the first two sentences of your abstract. ...
  3. Use keywords throughout your article. ...
  4. Be consistent. ...
  5. Build links.

How do you start a competitive analysis essay? ›

The analysis begins with a list of your company's competitors.
A competitive analysis covers five key topics:
  1. Your company's competitors.
  2. Competitor product summaries.
  3. Competitor strengths and weaknesses.
  4. The strategies used by each competitor to achieve their objectives.
  5. The market outlook.

What is competitor analysis PPT? ›

This competitive analysis PPT slide lets you list down different competitors, their names and logos. This Competitive Analysis PPT template also allows you to make analysis reports based on different criteria of your competitors, their market positioning, product positioning, market share and company's growth.

Can I find competitors keywords? ›

Google Keyword Planner Tool

Once you log in, take these steps: Select “search for new keywords using a phrase, website, or category” Enter your competitor's URL and click “get ideas” Review the list of competitor keywords.

How do I check my competitors Google Ads strategy? ›

Google Ads Competitive Analysis

Look at their headlines and descriptions for insight into their positioning. You can also use the search bar to filter for ads that include a word or phrase. Use the Advertising Research Pages report to identify the landing pages on their site that they're driving their ad traffic to.

How do I target competitors keywords on Google Ads? ›

Go to Tools & Settings > Shared Library > Audience Manager to create your custom audience. Choose the option to target “People who searched for any of these terms on Google.

How do I monitor my competitors for SEO? ›

SEO competitor keyword analysis
  1. What keywords should I consider in my competitor analysis? ...
  2. Focus on search intent instead of search volume. ...
  3. Explore long-tail keywords opportunities in your keyword competitor analysis. ...
  4. Keep an eye on your SEO competitors' paid listings. ...
  5. Monitor your keyword rankings.

What is the best tool to search for keywords? ›

The 10+ best keyword research tools
  • Google Keyword Planner.
  • GrowthBar.
  • Long Tail Pro.
  • Majestic.
  • Keyword Tool.
  • Serpstat.
  • Moz Keyword Explorer.
  • SpyFu.
Feb 8, 2023

Where is the best place to find keywords? ›

Free Keyword Research Tools
  • Google Keyword Planner.
  • Google Trends.
  • Keyword
  • Term Explorer.
  • Moz's Keyword Difficulty Tool.
  • SEMrush.
  • Ahrefs.
  • SE Ranking.
Feb 13, 2020

Where can I find untapped keywords? ›

In this guide, you'll learn how we found this keyword, plus five other methods for finding untapped opportunities in minutes.
  1. Reverse engineer your competitors most popular pages.
  2. Run a content gap analysis.
  3. Find pages with organic traffic and few or no backlinks.
  4. Find keywords that forums rank for.
Apr 7, 2021

How do I track my competitors ad spend? ›

Finding the Best Competitor Analysis Tool for Your Agency
  1. Adbeat for ad intelligence.
  2. Ahrefs for SEO.
  3. BuzzSumo for content.
  4. Google Alerts for website mentions.
  5. Semrush for PPC.
  6. Sprout Social for social media.
  7. AgencyAnalytics for reporting.
Jan 27, 2023

How do I find out who is bidding on keywords? ›

Auction Insights

The Auction Insights report allows you to look at who else is bidding on your keywords. You can see impression shares, average position, overlap rate, position above rate, and top of page rate that each competitor has on a particular keyword.

Can I see competitors Google Analytics? ›

No, Google Analytics does not track if your users visit your competitor's websites after visiting your website. Google Analytics shows only your website's bounce rate and click-through rate. However, you can compare your results with a competitor using other third-party tools like SemRush.

Which keywords are best to target in SEO? ›

Long tail keywords are long (usually 4+ word) terms that searchers use in Google and other search engines. And they tend to have a lower keyword difficulty compared to 1-3 word “head terms”. So for people that are new to SEO, long tails are usually the best keywords to start with.

Which is the best tool to find keywords for Google Ads? ›

Keyword Planner helps you research keywords for your Search campaigns. You can use this free tool to discover new keywords related to your business and see estimates of the searches they receive and the cost to target them.

Can you target competitor keywords? ›

Targeting competitor keywords helps you appear on the same SERPs (search engine results pages) as your competitors. You can also use competitor keyword research to reveal weaknesses, such as valuable keywords they have yet to target.

What are the four 4 stages involved in monitoring competitors? ›

These are the four key steps to learn from your competitors and take a few shortcuts.
Let's get down to business.
  • Figure out which competitors you'll analyze. ...
  • Choose what you want to monitor. ...
  • Choose the tools you'll use. ...
  • Pull the trigger.
Oct 6, 2016

Which of the following tool we use for competitor analysis? ›

In this article, we'll go through five competitor analysis tools you should be using:
  • Ahrefs – SEO, PPC, and content marketing.
  • Brand24 – Brand monitoring.
  • SparkToro – Audience insight.
  • BuiltWith – Tech stack checker.
  • Visualping – Webpage monitoring.
Jan 13, 2022

What is the only way to track SEO results? ›

10 KPIs to track your SEO performance and drive better results
  • Organic traffic. This KPI measures how many visitors come to your website from organic search results. ...
  • Search rankings. ...
  • Search visibility. ...
  • Links. ...
  • Organic CTR. ...
  • Branded traffic. ...
  • Bounce rate. ...
  • Average session duration.
Jul 20, 2020

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