Analyzing Your PPC Competition with the Use of these Tools

Every website owner that has gone into paid advertising would know how important it is to analyze competitor’s performance. You are not after the strategy your competitor is using but just to make a basis for your subsequent campaign focus. Finding out what your competition is doing and not necessarily copying it but exploring on it and use it for your own advertising strategies are all good things you can do when you deal with competitive analysis. This kind of analysis will show you where competition is strong and weak and which areas you can capitalize on that are applicable to your strategies.

Doing competitor analysis in pay per click advertising is as important as doing competitor analysis in search engine optimization. Using tools that will give you core details of paid advertising essentials would give you great advantage against your competitors.

Available Tools for Competitive Analysis

Google AdWords’ Opportunities tab

This AdWords tool can be used to distinguish the various metrics and how your competition stands. This tool will allow you to view comparison of click, CTR, average position, or impressions. The tool will also allow you to define the geographic area and get the information for such. Although the comparative analysis will not tell you exactly about the competitor’s strategy, you will have an idea of which areas you need to focus in to improve your performance.

Spyfu

This is one tool that may be used regularly but with caution. This tool provides specific details pertinent keywords that the competition is bidding on and achieving success on it. You may also be able to view actual ad copies that the competitor may have been running the previous month. By simply typing in the web address of your competitors, and you might be surprised to see their estimated budget, clicks per day, ad position, ad texts and keywords, released by this tool on the free version. The full and paid version of Spyfu will give you about 90% more information that will be useful in your campaign.

SEMRush

This tool functions more like Spyfu, giving you information about the competitor’s ad text, percentage of their total budget, traffic targeted for the keywords, average position for top keywords, and list of their competitors. The paid version of SEMRush will show more details of the statistics mentioned. It will also allow you to track information for your competitor’s Facebook and Bing accounts.

iSpionage

The free version of this tool provides information about your competitor’s keywords and ads they are running with accompanying rank information. With such information, you can build your actual campaigns by completing the keyword research phase based on the data you got from the competitor, audit that keyword research and group the terms together. You can then upload your campaign to Google or Bing.

It’s not enough that you were able to access such vital information out of your competitor by using the above tools. However, those data and information may not be fully trusted since these tools merely compiled information from the search engines and giving you access to that information. These tools have no direct access to the accounts of your competitor.

What you can do with such information is to make your own analysis and average out your findings from some of the tools. It’s better not to just rely on one source. Based on your own analysis using the competitive analysis data given by a few of those tools, you can make the changes to your campaign as necessary. Always remember that competitive analysis is not intended for direct copying. Competitive research will only be useful if you utilize the information to improve your strategy without losing focus on your goals.

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