It seemed like our PPC Hero audience really enjoys competitor research so I thought maybe a little more creeping was in order. I’m going to focus, however, on the various tools on the market that you can use to see estimated metric performance, keyword and ad copy information on those competitors.
Why is competitor analysis so important?
Generally speaking, competitive analysis is top of mind when beginning a new PPC account or opening up a new segment within PPC, however it’s very easy to get bogged down in optimizing to your own data once things are going and forget to revisit this area. Here is “The Complete PPC Account Audit Guide” to see what other items to consider when performing an audit.
My purpose with competitive analysis using these tools is never to run directly after the strategy my competition is using and throw mine out the window, but checking in to your competition’s messaging and possible targets can increase creativity when you least expect it. Is my competition offering a benefit we do better? Are they bidding on a group of keywords I’ve missed? Again, maybe the best idea isn’t to copy what the competition is up to, but at the very least explore what they’re doing and see if it’s applicable to you and your accounts.
This competitive analysis can also help drive conversations with clients if their competition is gobbling up a large amount of market share. If you’re hitting KPI and/or ROI goals, why not…