|PPC||– 16 min read|
How To Carry Out A Quick Analysis Of Competitors' Contextual Advertising (PPC)
2. What's the point of competitor analysis?
3. In-depth competitor analysis
3.1 How to find competitors' PPC keywords? Keyword analysis
3.2 Competitor analysis
3.3 How to see competitors' ads? Ads analysis
3.4 Landing pages analysis
3.5 Analysis of competitors' advertising costs
4. Checklist for PPC competitor analysis
5. How often should you conduct competitor PPC research?
How to identify competitors in PPC?
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, and on the right - in organic search results:
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:
What's the point of competitor analysis?
- It will assist you in identifying ways to improve your own SEO strategy.
- It will show you how to outperform your competitors in these areas in order to keep your customers' interest.
- As a result, you'll have a competitive advantage over your competitors in the niche.
In-depth competitor analysis
How to find competitors' PPC keywords? Keyword analysis
Go to the tab Keyword research → PPC research → Keywords, enter the keyword and see the result:
How to see competitors' ads? Ads analysis
In the same report, we note new ideas for our advertising.
Landing page 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:
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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.
Front matter, or preliminaries, is the first section of a book and is usually the smallest section in terms of the number of pages. Each page is counted, but no folio or page number is expressed or printed, on either display pages or blank pages.
Checklist for PPC competitor analysis
Track PPC positions of competitors with Serpstat Rank Tracker
How often you should conduct competitor PPC research?
While this varies by the niche, we recommend completing a competitor ads analysis at least once every quarter to once every year. This allows you to react to your results and track your progress.
How do I find competitors' PPC Ads?
It's not difficult to locate your competitors' ads. You might find competitors' advertising whenever you search for anything connected to your product or services. You may use Serpstat to carry out PPC Competitor analysis and find out what your competitors are up to.
What is competitor ads analysis?
Competitor's PPC analysis is a smart way to discover the winning strategies adopted by competitors in the niche. Knowing the details, you will be able to find out the best-performing ads that your competitors have applied.
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