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How to analyze your competitor’s Google ads strategy

Analyzing your competitors' Google ad strategy can be a key part of optimizing your own Google ads strategy. Find out how to do it for free.

Why is it important:

Analyzing your competitors’ Google ad strategy can be a key part of optimizing your own Google ads strategy. With the right analysis, you can gain insight into what your competition is doing and use that knowledge to create more effective campaigns for your business. Here are some of the benefits of analyzing your competitor’s Google ad strategy:

  1. Identify high-value keywords – Researching what keywords are being used by your competitors can help you identify profitable opportunities for your own campaigns. It can also give you valuable insights into which keywords generate the best click-through rates and lead to higher conversion rates.
  2. Target better audiences – By understanding how your competition targets its audience, you can develop more refined and effective strategies for reaching potential customers more efficiently in search results.
  3. Improve campaign effectiveness – Analyzing your competitor’s ads will show you which display formats and layouts work best in generating clicks and conversions, allowing you to utilize that information in creating stronger ads with higher engagement rates and better ROI.
  4. Stay ahead of the competition – Keeping an eye on changes made by competitors to their ad campaigns allows you to quickly adapt and make adjustments to grab better positioning or increase budgets in order to capitalize on new opportunities as they arise.

By keeping up with what other businesses are doing regarding their Google ad strategies, you can gain valuable insights into how best to optimize yours for maximum performance, helping to ensure success for both short-term revenue goals and end objectives like brand recognition or customer loyalty.

Things required before you start:

    • You should have an existing personal Google account with the necessary login information (email address, password).
    • You need to have an already set Google Ads account, and if you haven’t done it yet, then follow our guide to do so.
    • You should have set up conversion tracking for your Google ads account, and if you haven’t yet, then follow our guide to do so.

Steps to analyze your competitor's Google ads strategy

Step 1: Go to SpyFu.

Type in your competitor’s URL in the textbox, select the desired location from the dropdown list, and the click on the “Search” button.

Spyfu - provide URL

Step 2: On the next screen, click on the PPC Research tab.

SpyFu - PPC Research

Step 3: You will get an overview of your competitor’s Google PPC ad strategy, containing details about paid keywords, monthly clicks, and budget.

Scroll down to the segment called “most successful paid keywords”, and you will get the list of most successful keywords for them with an idea of:

  • The volume of traffic they get from the paid keywords
  • Cost-per-click bids for them
  • Monthly cost for each
  • Paid clicks % from the keyword out of all the link clicks from the keyword
  • Percentage of mobile searches leading to each keyword

Most successful paid keywords of your competitors

Step 4: Now click on the tab “PPC Keywords”.

In the text area under “Hide your site’s paid keywords,” type in your business’s URL and then hit Enter.

Compare with your website's keywords

This excludes the keywords that you both target from the list and shows you the top 5 keywords that your competitor target and you don’t.

filter the keywords

Similarly, you can use the filter at the top left corner of the screen to find out the top 5 “New Keywords” that your competitor uses in their ad campaigns.

Find the new keywords

Step 5: Similarly, use the filters in the left panel to filter out the top 5 paid keywords for your competitor based on various parameters like CPC limits, KD (Keyword difficulty) levels, Volume, etc.

Apply more filters

A few things you should definitely check are:

  • Keywords that have less difficulty and how they are performing for your competitor
  • Keywords with less CPC value and their top 5 list
  • Keywords used in the maximum number of ads

Step 6: Click on the tab “Ad History”.

You will get another set of valuable insights from this segment, mainly related to the ad copies.

  1. This is the dropdown from where you can select the condition that drives the results, i.e., Best Keywords, Worst Keywords, A-Z sorting, Z-A sorting, etc.
  2. This is the filter used to type in the keyword/text related to which you want to search the ad copies of your competitors.
  3. This is the historical tool where you can click across each month and see the ad copies they have used in different months.
  4. This area shows the complete ad copy with the position for the ad.
  5. This shows the overall top ads and their performance.

Find the most profitable keywords

Step 7: Click on the Google Ads Advisor tab to see the top 50 keyword recommendations from your competitor’s list of keywords that you should plan to invest in.

Get the top Google recommendations

Click on the Filter option to add keywords/text related to which you want the recommended keywords to be.

Step 8: SpyFu, as a tool, gives you immense benefits even in the partially free version, but there is a drawback, i.e., they are focused on paid ad analysis for a few specific countries only.

Countries available

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