Why analysis of competitors is so important

Absrtact: Why is competitor analysis so important? When starting a new PPC account or opening a new market segment within PPC, in general, competitive analysis is the primary consideration, but it is easy to get into your own data once things are forgotten again

Why is the competitor's analysis so important?

When starting a new PPC account or opening a new market segment within PPC, in general, competitive analysis is the primary consideration, but it is easy to sink into your own data once things are forgotten and revisit this optimization.

I am competitive with the analysis that the purpose of using these tools is never my game and throwing thunder out of the window, but checking the news and possible goals of the game can improve creativity when you least expect it to run directly after the strategy. Is my competitor offering the benefits that we do better? Have I missed a list of keywords? Again, perhaps the best way is not to replicate the competition, but at least to explore what they are doing to see if it applies to you and your account.

This competitive analysis can also help drive conversations with customers if their competition eats up a lot of market share. If you hit the KPI and/or ROI target, why not put in more budget for a while as much as possible to solve the market share?

Do you have any tools?

Competitive analysis via Google AdWords's "opportunity" tab

The AdWords tool, provided by this information, can help you distinguish how various metrics stack up against your competitive industry. The information you see through this tool aggregates the performance data identified by the industry in the past two weeks, comparing it to advertising in the industry. You can view the number of clicks, show number, click Rate, or average position comparison. In addition, you can filter your country's competition and identify different geographical areas.

While the information collected by this tool is quite vague and does not give you the exact competitor strategy, its focus area gives you an idea that you can focus on improving compared with your competitors. For example, in the screenshot below, you can see that I live in the earth Movers and construction tractors category, according to clicks, incredibly competitive and pulled down, almost twice times as many clicks on the industry's competitors.

Spyfu

This site is something I often use but with some caution because I have seen some inaccurate traffic and budget figures in past reports. However, it provides quite specific information about the keywords that you compete to bid for and see the greatest success. Also, you can view the actual ad copy that they may have been running recently, one months ago. And this is just in the free version! Simply enter your competitor's URL and you will see the budget, advertising location, daily clicks, keywords and ad text.

Also pay for the version of the Spyfu interface that allows you to access about 90% of the data, including keyword overlap, cost estimates per click and other advanced keyword stats, and be able to track your performance.

Semrush

Semrush sites are quite similar to SPYFU, your brand's competitors provide you with top-level information. In the free version, you can enter your competitor's website and view the average position of their biggest competitor (you are on the list), the advertising text, the top keyword, its total budget and the proportion of traffic assigned to these keywords. Of course with the paid version, all these results and statistics are increased so you can see more data.

Semrush will also allow you to track your competitor's account information on Facebook and Bing.

Ispionage

Similarly, Ispionage is a free website that offers a considerable amount of information and is more available with a paid version. In addition to displaying keywords, your competitors bid and advertise that they are running the accompanying ranking information, and if you upgrade the ability to build new advertising campaigns you will find information.

Essentially, within the interface of the Ispionage, you will find the actual activity from the research phase of the competitor's keyword, audit, keyword Research, group together, and then upload it to Google or ice.

How do you deal with and use all the research?

The most important point here is not to fully trust you just to do all the research. This sounds intuitive, I'm sure, but the truth is that none of these tools can directly access your competitor's account. They simply compile information from the search engines that this information provides to you. Also, of course, using the free version of these tools may not allow you to view the full picture, which is going on.

I encourage you to average your results through several competitor studies of these tools, and you can't rely entirely on one source, but you make some effort to analyze competitive data and make changes as needed.

Overall, make sure you look at the eyes of your competitor's research and survey, and don't overlook the overall goals and progress of your account. Competitive research is useful if you take it as part of your PPC strategy rather than the driver in how to determine the best way forward.