How To Carry Out A Quick Analysis Of Competitors' Contextual Advertising
But first, you need to find out who our competitors are. To do this, go to Google's search results and analyze paid and organic search results. Let's do this using the example of the site of an English language school.
The screenshot on the left shows competitors in paid search results on Google, on the right - in organic:
Information about the level of competition of the request will be useful on the minimum and maximum rates for showing at the top of the page.
It is important to remember that the planner shows something in between, not always the truth. Also, it shows which words intersect with the analyzed site. Using auction insights, we will understand exactly who we are competing with in advertising. We can find new sites in this list. We save the list for further use when analyzing competitors via Serpstat:
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In-depth competitor analysis
Go to the tab Keyword research → PPC research → Keywords, enter the keyword and see the result:
Analysis of ads
In the same report, we note new ideas for our advertising.
Landing pages analysis
Analysis of competitors' advertising costs
SimilarWeb shows approximate spending by average bid and traffic in Paid Search. Estimated site traffic is displayed in general information about the site, and paid traffic in Search is Paid:
Serpstat determines the average cost per click in advertising: Keyword research → SEO research → Keyword Selection:
To do this, we consider the competitor's budget as the direct method, then we consider our budget by the same method and multiply by our real budget.
Your real budget is $10,000. The direct method showed your budget of $5,000, which means that the direct method is understated by half. If a competitor's direct method showed a budget of $3,000, then his real budget is about twice as much.
Thus, we get rid of the systematic error of the direct method. However, you should not do this if you have drastically changed the budget for search advertising over the past year.
In the direct method, we use the CPC that we received from Google. It does not depend on the position taken by the ads. But the fact that your ads and competitor's ads may occupy different positions and they may have different CPCs.
The most interesting thing is that click-through rate (CTR) does not directly affect the cost. If the positions remain the same, an increase in CTR will reduce CPC, but it will also increase the number of clicks and, as a result, the expense will remain the same.
Checklist for competitor analysis
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