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Analytics 4 min read

PPC Matchup #1
Fiverr vs UpWork

Freelance services is an extremely competitive market. It already has market leaders and those who try to keep up. While Fiverr, Upwork, Toptal and other try to keep their positions, new companies keep entering the market with new offers and benefits.
We decided to see how market leaders manage their PPC campaigns, partly out of curiosity and partly to give some heads up for those who plan to join this battle.

While there's certainly an upcomers in this niche, biggest freelance services are UpWork and Fiverr. So let's see how they compare in terms of keywords and ads. We compared the two in Google.US database, so this data is not necessaritly accurate for other countries.
Summary Report
Total number of Organic Keywords:
Fiverr ranks in top 100 for 29,010 keywords
Monthly stats:
New keywords (started ranking for in top 100): 4,329
Lost Keywords (stopped ranking for in top 100): 2,352
Improved Keywords (improved position in search): 669
Declined Keywords: (lost positions): 523

UpWork ranks in top 100 for 96,291 keywords
Monthly stats:
New keywords (started ranking for in top 100): 4,040
Lost Keywords (stopped ranking for in top 100): 811
Improved Keywords (improved position in search): 1,541
Declined Keywords: (lost positions): 920

Side by side comparison of keyword pools:
UpWork has ~60,000 more keywords than Fiverr.
The number of common keywords is ~6000, which is a big part of Fiverr's keyword pool.
Number of Keywords for which domain is shown on the 1st page of Google.US
Fiverr is shown on the first page of Google for 16,400 keywords
UpWork is shown on the first page of Google for 45,500 keywords
Keyword and Visibility Trends
Change in visibility and number of keywords used by domains over the last year.
Visibility (shown in percent) stands for domain's visibility in top-100 Google results.
It's calculated according to the correlation between the number and popularity of the keywords the given domain ranks for in Google top-100. The more popular keywords a domain ranks for, the more visible it is in Google for potential customers.
We can see how increased number in trended keywords positively affected visibility for both our contestants.
Advertising Research
As expected, Fiverr puts a lot more effort into its PPC campaigns, while UpWork can save on it because it ranks well in organic search.

Keywords in Ads:
Fiverr bids on 14,356 keywords in PPC and UpWork bids only on 4,444.
These two websites compete for 781 keywords in ads.
Fiverr ranks 1st in ads for 5470 which is more than 3rd part of all keywords they bid on. Their most expensive keyword is "voice over ip service" with CPC of $45,5.
UpWork's most expensive keyword is "online ppc advertising" with CPC of $172,96. And they rank first in ads for 1960 keywords – nearly a half of keywords they bid on.

In light of recent news about UpWorks financial problems, watching how they handle online advertising and website optimization gets even more interesting.

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