Competitor Paid Search Analysis: Why Is It So Important?
This post is sponsored by Sameweb. The opinions expressed in this article are those of the sponsor.
Paid search as part of your marketing mix offers a number of advantages, especially when combined alongside your regular organic SEO strategy.
By researching and comparing your competitors’ paid organic search efforts along with your own website, you will get a good idea of the tactics they are using.
It will expose holes in their keyword strategy and let you know where there are untapped opportunities.
Understanding the paid keywords that competitors are after, how they rank for them, and how much they cost should form the foundations of your research in building an effective PPC campaign.
This will serve as the best indication of where you should be heading You begin to focus your advertising spending for paid search activities.
Paid search activity helps you to be tactical when needed. Some common tactical scenarios in which you may find yourself involved may include:
- Defend specific brand keywords.
- Promote campaigns targeting relevant audiences.
- Target competitors with brands, high-ranking keywords, and search ads.
All of which will help attract new users, defend a particular brand strategy or attack a competitor’s tactical positions.
Similar to the web Paid search overview The tool gives you the ability to understand the budgets, keywords, search, and product ads driving their competitors’ paid search campaigns.
This opens the door to mapping out their paid search efforts in more detail as well as justifying tactical spending decisions. Users can now quickly and comprehensively evaluate their competitors’ short-term campaign tactics or long-term strategies with just a few clicks.
To begin contextualizing your paid performance and see how your competitors measure up, check out our Marketing channel conversion criteria Report for the most accurate benchmarks.
How much do they spend?!
the Paid search overview The page includes the new PPC Spend Estimation metric – which joins other powerful traffic and engagement metrics – providing a unique view of the following:
- When competitors invest in PPC campaigns.
- How successful are they in driving traffic on those campaigns.
- What are the paid channels that they push their campaigns through.
- and more.
There are a huge number of metrics you can focus on to improve your ROAS, but getting an estimate of your competitors’ PPC spending will allow you to get a clearer idea of:
- How much do they invest in paid channels.
- How consistent they are in investing in paid search campaigns.
- How important is PPC to increasing overall search traffic as part of their digital marketing strategy.
Bird’s eye view
A comprehensive view of any website’s paid search activity over time is very valuable.
By pointing this out against key traffic and engagement metrics like bounce rate, visit duration, search traffic, and more, you get a clear idea of whether you or your competitors are winning or losing a tactical PPC battle.
Whether you decide your overall paid search strategy is based on pre-targeting leads or interested customers, or drive campaigns that focus on nurturing leads in the sales funnel with more personalized messages or ads, Paid search overview The page can help you identify what has worked well elsewhere and give you a chance to improve your own tactics for success.
Rivals campaign tactics revealed
Taking Pay-Per-Click Analysis a step further, you may be wondering: Which landing pages and campaigns are most successful for your competitors?
If they’re spending all that budget on keywords and ads, where exactly are they sending users?
This can easily be answered with a tool similar to Top Paid Landing Pages, which reveals the best performing paid campaigns for any website.
You will be able to review which landing pages are getting the highest share of traffic on the target site, as well as drill down to reveal the ads and the top keywords that are driving that traffic.
Not only that – you can also get an estimate of URL spend so you can see which campaigns are the big bets for any competitor and where they are actually placing their ad spend to drive traffic and conversions.
By seeing the ads, messages, and keywords that competitors have built their PPC strategy around, you have all the information to ensure that your campaigns differentiate and attract your target audience.
By taking a look at your competitive campaign spending data, you can also begin to budget effectively and provide a business case for investing in your PPC strategy so you can compete effectively. You can also create a predictable ROI on each campaign even before you launch it.
You now have a chance to understand What do paid search campaign messages do?Consistent, coherent, timely and precisely targeted at the right audiences.
This promotes and drives good engagement, builds greater brand trust, and improves brand awareness among target audiences and customers.
The positive impact of a well-thought-out, planned, and executed paid search campaign: increased purchases, endorsement of your customers, and (most importantly) customer loyalty and retention.
Find out what paid search statistics you can find today, Check it out for yourself now.
Featured image: Similar image. Used with permission.