Irrespective of the fact that whether you are a small, medium or large business, your customers are the soul of your business. And if you are into PPC Marketing, you probably spend a lot of time conducting research on your potential customers.
Knowing their interest, likes and dislikes, what they are searching for, and thereby tune all your strategies according to your potential customers.
All this you do so as to make your PPC campaigns more effective and conversion generating.
But there is one more thing that can elevate your PPC campaigns.
Competitor analysis or competitor research.
What is Competitor Analysis?
Competitor analysis is the process of identifying your competitors and assessing their strategies, strengths, and weaknesses.
It is a very integral part of your PPC campaigns because your competitors can provide you with a plethora of information that will not only upgrade your PPC campaigns but will also increase sales and leads for you.
If you have just started with PPC marketing, competitor analysis optimizes your strategies and enhances your profitability.
To conduct a solid competitor analysis answer these questions about the following:
- Your competitors.
- The products/services do they sell.
- Strategies of the competitors.
- Strengths and weaknesses of the competitors.
- The kind of threat that you have from your competitors.
You can collect information about your competitors and start developing your strategies according to that.
There are many ways to analyze your competitors you can either conduct a competitor analysis manually or can even use a tool.
While it is possible to collect plenty of data manually but it is always better to use tools because they can provide you with improved and accurate data in comparatively less time.
Whereas the tools are concerned, there are numerous free as well as paid tool.
You can use either of the tools according to your choice and priority.
Here, let us look at some top PPC tools that can help you to have a deeper insight of what your competitors are doing.
iSpionage is an advanced and paid keyword research tool that allows keyword management and competitive analysis features.
It is a useful tool for those PPC marketers who are looking to get competitive intelligence data to optimize their PPC campaigns. It also lessens the time that is required to create campaigns especially when it comes to keyword research and launching of campaigns.
It gives you an insight of the competitors’ keywords, ad copy, and budget. It basically provides a little bit of information for free and more information is available with a paid version.
Apart from showing the keywords and ads of the competitors, if you get an upgraded version, you can even build new campaigns with the information you find.
The best use of iSpionage is that it has the ability to find out what your competition is doing, giving you a high comparative advantage.
The pricing for this tool is based on 4 modules:
Monthly Package= $29 per month. 6-Month Package= $24 per month.
Month Package= $59 per month. 6-Month Package= $49 per month.
Month Package= $99 per month. 6-Month Package= $74 per month.
Month Package= $299 per month. 6-Month Package= $149 per month.
SEMrush is another PPC tool that provides top information about your competitors.
It quickly allows you to find out your advertising competitors based on the keywords you plan to target.
It takes a different route to PPC strategies than iSpionage.
Within the free version of SEMrush, you can type in your competitor’s website and view their ad text, the average position of keywords, the percentage of total keywords and their competitors.
With the paid version, all these statistics are increased and you are entitled to get more data as compared to the free version.
The best use of SEMrush is that you can have a look at the top organic and paid competitors for a particular keyword in Google and Bing.
SEMrush also allows you to track information for your competitor’s Facebook and Bing accounts.
It has an easy-to-use graphical interface and can keep a track of your competitors.
Pricing for this tool is based on 3 modules:
$99.95 per month.
$199.95 per month.
$399.95 per month
3. Keyword Spy
With Keyword Spy, you can literally spy on the keywords of your competitors.
It allows you to discover the competitive perspective by showing your competitors’ PPC campaign strategy and exposing the most profitable keywords and ad copy that they use.
Keyword Spy gives you the access to your competitors’ PPC ads and all the metrics that come under it like the ad copy, keywords, search volume etc.
Keyword Spy uses a unique ROI indicator to see the value of the keywords.
It provides an extensive data on competitors’ keywords and also offers detailed information for PPC associated marketers.
Keyword Spy has 3 different accounts i.e. research, tracking and professional.
The research section extensively focuses on competitors and general market research. It’s recommended users are individual marketers and PPC researchers. It is used for researching competitor’s keywords and understanding their strategy. The pricing for this module is $89.95 per month.
Tracking is a comparatively different process. Once you have collected the keywords using the research tools, you master the keywords that you are about to target. It’s recommended users are mid-level PPC companies and individual. It is used for tracking keywords. The pricing for this module is $89.95 per month.
This is a combo pack of the research and tracking modules. It also provides the access to affiliate reports. It’s recommended users are multinational PPC companies. The pricing for this module is $139.95 per month.
SpyFu is an industry leading competitive research tool with remarkable features.
It allows you to see every possible place where your competitor has shown up in Google.
SpyFu also includes all the keywords that they have brought and all the ad variations that they have used.
It works in the same manner as SEMrush when it comes to providing competitor’s data.
With the help of this tool, you can compare your campaigns with those of your competitors.
SpyFu helps you to discover the most profitable keywords that you were missing It also helps you to eliminate nonperforming keywords that were wasting your budget by suggesting negative match suggestions.
The best use of SpyFu is that it reveals the most important and profitable keywords of competitors based on their advertising history. You can view actual ad copies that your competitors have been running.
Simply type the web address of the competitor and you will get to see the estimated budget, clicks, keywords, ad texts and ad position.
The pricing for SpyFu is based on 3 modules:
Annual Package= $44 per month. Monthly Package= $49 per month.
Annual Package= $74 per month. Monthly Package= $99 per month.
Annual Package= $199 per month. Monthly Package= $299 per month.
AdBeat is another PPC spy tool.
It allows you to browse the top ads and ads by format like text, flash, videos etc.
Adbeat also lets you discover and competitor strategy and spy on the ad copy with split testing.
With Adbeat, you can uncover your competitor’s online strategy and see what works in favor of them.
It allows you to instantly reveal any of your competitor’s best ad copies, landing pages, and overall PPC strategy.
You can also see the number of days an ad was live and also the exact dates when the ad was first and last seen.
The pricing for Adbeat is based on 3 modules:
$249 per month.
$399 per month.
You need to contact Adbeat to get the demo.
WhatRunsWhere is another PPC spy tool that allows you to see your competitor’s advertising strategy in Google AdWords.
It includes tracking of text, display, banner and mobile ads.
The best use of WhatRunsWhere is that you can see your competitors’ entire PPC strategy to see where you can improve on or what changes do you need to bring in your strategies.
You can research on where your competitors are running their ads, which ad copies are they using, for how long their campaigns have been running etc.
The pricing for WhatRunsWhere is based on 3 modules:
$299 per month
$399 per month
You need to contact WhatRunsWhere to get the demo.
7. The Search Monitor
The Search Monitor is an accurate Ad intelligence tool for the competitors at the enterprise level.
It allows you to have full visibility into the PPC strategies and techniques of your competitors.
The best use of The Search Monitor is that it tracks ad rank, ad copy, targeted keywords, click rates, Cost per Click, monthly ad spend, and other PPC metrics.
The Pricing for The Search Monitor starts at $499 per month.
Adgooroo allows you access knowledge about your competitors’ PPC strategies including the keywords, ad copy, landing pages, ad spend, impressions, clicks and much more.
It goes into an in-depth analysis of your ad copy and the landing page along with the ad copy and landing page of your competitors.
With Adgooroo, you can access the PPC strategies of your competitors on the desktop as well as mobile.
It offers a complete picture of PPC marketing landscape.
It enables you to view current and historical data that includes the ad spend, statistics, keywords, ad copy in comparison with any of your competitor across desktop, tablet, and mobile search.
The pricing for this tool is not listed on the website as yet.
In order to make your PPC campaigns effective enough, give relative importance to your PPC competitors as well.
Doing a competitor analysis is a step towards building an effective and efficient PPC strategies to gain a better understanding of what makes your campaigns unique.
Competitor analysis always begins with identifying present and potential customers.
Ensure that you analyze your competitors along various dimensions like keywords, ad copy, landing page, budget, strategies, strengths, and weaknesses.
Do not lose sight of your overall PPC objectives while focussing on competitor analysis.
However, competitor analysis is just a part of your PPC campaigns and not the sole reason to make your PPC campaigns efficient.
Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.
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