Competitor keyword analysis can help you:
- Find profitable keywords your competitors use.
- Spot gaps in their strategy to target overlooked opportunities.
- Reduce wasted ad spend by focusing on high-converting terms.
- Understand competitor ad messaging and landing page strategies.
Quick Steps:
- Identify competitors using tools like Semrush or SpyFu.
- Analyze their paid keywords, search volume, and CPC.
- Group and prioritize keywords based on relevance and intent.
- Study their ad copy and landing pages for insights.
- Use findings to refine your own campaigns and boost ROI.
Tools to use:
- Semrush: Large keyword database, starts at $117.33/month.
- SpyFu: Affordable PPC analysis, starts at $33/month.
- Ahrefs: SEO and PPC insights, starts at $99/month.
Key Metrics to Track:
- Search Volume: How often a keyword is searched.
- CPC: Cost per click, indicating keyword value.
- Competitive Density: How crowded the ad space is.
GoogleAds Tutorial: HOW to FIND your COMPETITORS KEYWORDS! 2023
Finding Competitors and Setting Clear Goals
Before diving into data collection, take a step back to define your objectives and identify your competitors. Without clear goals, you risk getting overwhelmed by irrelevant data. Establishing these priorities ensures your analysis stays focused and actionable.
Setting Your Business Goals
Your goals shape every decision in competitor keyword analysis. Are you aiming to boost product sales, strengthen your position as an industry leader, or uncover content gaps to improve visibility? Each objective demands a unique strategy.
Align your goals with both your broader business strategy and the needs of your audience. For instance, if you’re introducing a new product line, your focus should be on finding keywords that competitors use to drive conversions. On the other hand, if your aim is to grow your market share, understanding how competitors position themselves against your offerings becomes critical.
"It’s important to understand why competitors are outperforming you, how they’re meeting user needs better, and on the flip side, where they’re weak and leaving you an opening to get ahead." – Nikki Lam, VP of SEO at NP Digital
When setting goals, consider the search intent behind keywords. Knowing why people search for certain terms helps you determine if the traffic they generate will align with your business objectives. Additionally, metrics like search volume and cost per click (CPC) provide valuable insights. While high search volume suggests broader reach, lower-volume keywords can still be valuable since users phrase searches in various ways. Similarly, a high CPC often signals that a keyword is worth pursuing because advertisers typically invest in profitable terms.
Finding Your Main Competitors
Identifying your competitors in paid search requires more than just listing companies in your industry. Often, your online competitors differ significantly from those you compete with offline.
Brian Ferritto, a Digital Marketing Specialist at 42connect, explains a practical approach:
"We identify our client’s competitors by starting with keyword research. We run those keywords to see the top results, then we note the companies that are running ads based on our keyword list. The companies that repeatedly show up for our top keywords become the ‘shortlist’ of competitors we are trying to beat." – Brian Ferritto, Digital Marketing Specialist at 42connect
Start by searching your target keywords on Google and noting which companies consistently appear in the ads. These recurring names form the core of your competitor list. Additionally, consult your sales team for insights on competitors frequently mentioned by prospects. This on-the-ground feedback helps you focus on competitors that directly affect your business, rather than just the ones with the largest ad budgets.
Don’t stop at the obvious players. Use competitor analysis tools and insights from your sales team to uncover both well-known rivals and smaller, niche competitors. Sometimes, businesses from related industries or niche players bid on your keywords, capturing valuable traffic you might otherwise overlook.
Pay attention to competitive density, which measures how many sites are vying for the same ad space. A high density score indicates fierce competition, making it harder to secure visibility. Narrow your focus to competitors that consistently rank for keywords where you have a realistic chance to compete.
Ultimately, relevance is more important than sheer volume. Zero in on competitor keywords that resonate with your audience and align with your strengths. Chasing high-volume keywords that don’t fit your business goals can waste both time and budget. By setting clear objectives and identifying the right competitors, you’ll lay the groundwork for a successful, data-driven keyword analysis. Up next, we’ll dive into the tools and metrics that can take your analysis to the next level.
Tools and Data Sources You Need
Having the right tools can mean the difference between making educated guesses about your competitors’ strategies and having solid data to back your decisions. Each platform brings its own strengths to the table, so understanding what they offer helps you pick the right one for your needs – and your budget.
Popular Analysis Tools
Semrush is a powerful tool for analyzing competitor keywords. It boasts a database of 23+ billion keywords and covers 119 countries. One standout feature is its Keyword Gap tool, which helps you uncover profitable keywords you might have overlooked.
Semrush also includes AI-powered ad generation and provides highly detailed geographic data, breaking it down by U.S. states and city regions. With data on 100+ million websites and apps, it’s a go-to for agencies managing multiple clients. However, this level of detail comes at a price, with its SEO Toolkit starting at $117.33 per month when billed annually.
SpyFu, on the other hand, specializes in PPC competitor analysis. While its database is smaller – 2+ billion keywords compared to Semrush’s 23+ billion – it offers some unique perks. For example, it provides up to 7 years of advertising history, compared to Semrush’s one year, and has no keyword export limits. SpyFu’s basic plan is more affordable, starting at $33/month.
"SpyFu and Semrush are the tools we use for competitor analysis. Combined, they provide a lot of insight and data into keywords and ad copy." – Brian Ferritto, Digital Marketing Strategist, 42connect, Inc.
Ahrefs is another strong contender, offering robust tools for both SEO and PPC analysis. It boasts a massive database of 16 trillion backlinks and 3 trillion URLs. Its plans start at $99 per month.
Similarweb focuses on audience insights and traffic data, processing 10 billion digital data signals per day with the help of 200 data scientists. Its starter plan begins at $199/month.
Now that you know the tools, let’s talk about the metrics that turn raw data into actionable insights.
Key Metrics to Track
The data these tools provide becomes useful when you focus on the right metrics. For instance, search volume tells you how many people are searching for a specific term each month. While high-volume keywords may seem appealing, lower-volume ones often result in better conversions.
Cost per click (CPC) is another critical metric. It highlights which keywords your competitors find valuable. A high CPC often signals a keyword’s profitability. Most tools display CPC in U.S. dollars, making it easier to estimate costs for your campaigns.
Competitive density is a measure of how crowded the ad space is for a keyword. A higher density score means tougher competition, helping you pinpoint where you’ll face the most challenges for visibility.
Keyword difficulty estimates how hard it will be to rank for specific terms, though these scores aren’t always precise. To get a fuller picture, pair difficulty scores with metrics like domain rating (DR) or domain authority (DA) of the top-ranking results.
When it comes to performance tracking, different tools shine in different areas. Semrush offers features like location-based tracking, keyword labels, and even keyword cannibalization detection. SpyFu, on the other hand, provides ranking history and keyword grouping. The key is to choose a tool that matches the level of detail your campaigns demand.
It’s worth noting that PPC data accuracy can vary between platforms, so it’s important to stay vigilant. As Claire Aldridge, Digital Marketing Specialist at Victory Digital, advises:
"Carry out competitor analysis regularly – even if it’s just checking in on your auction insights once a week. This way, you can anticipate any drops in performance and react to them before they have a negative impact on the account." – Claire Aldridge, Digital Marketing Specialist, Victory Digital
By keeping a close eye on your competitors’ moves, you can adapt quickly to any changes in strategy. The real trick lies in selecting tools that fit your budget, technical requirements, and the depth of analysis your campaigns need.
Once you’ve got your tools and metrics in place, you’re ready to dive into competitor keyword analysis step by step.
sbb-itb-2ec70df
Step-by-Step Analysis Process
With the right tools and metrics in hand, it’s time to dive into the process. By following a step-by-step approach, you can turn competitor keyword data into practical strategies that drive results.
Getting Competitor Keywords
The first step is to map out the competitive landscape across various channels. According to Tyler Hewitt, Senior SEO Campaign Manager at GR0:
"The competitor landscape typically varies in different channels, depending on which competitors are investing in SEO, paid search, or other digital marketing channels. Identifying the different competitors for each channel is very important in order to collect more informed data."
Start by identifying your direct and indirect competitors. Direct competitors offer similar products or services, while indirect ones address the same customer needs in alternative ways. Your sales team can often provide valuable insights into key players in your market.
Once you’ve pinpointed your competitors, use a tool like Semrush or SpyFu to analyze their keywords. For example, in Semrush, navigate to the "Advertising Research" section, enter a competitor’s domain, and you’ll get a list of their keywords, ad spend estimates, and examples of their top-performing ads. SpyFu takes it a step further by offering up to seven years of advertising history, which can help you spot long-term trends and shifts in strategy.
Don’t stop at automated tools – manually review competitor websites as well. Look at their content, page titles, headers, and product descriptions to uncover additional target keywords. Pay special attention to unbranded keywords with high search volumes, as these often represent valuable opportunities to capture traffic.
Once you’ve gathered this data, the next step is to organize it in a way that makes it actionable.
Sorting and Organizing Your Data
Raw data is just the starting point. To make it useful, you need to sort and structure it effectively. Export your keyword data and filter it by metrics like search volume and cost-per-click (CPC). High CPC keywords often indicate strong commercial intent, as competitors are willing to invest in them.
Take it a step further by categorizing keywords based on the sales funnel. For instance:
- Informational keywords target users in the research phase.
- Transactional keywords focus on users ready to make a purchase.
Assign a score from 1 to 10 for each keyword based on its relevance to your offerings. This scoring system helps you prioritize high-value keywords when working with extensive lists.
Next, group related keywords into clusters based on shared intent or topics. This clustering approach is particularly helpful for creating focused ad groups and landing pages tailored to specific user needs.
With your keywords sorted and organized, it’s time to analyze your competitors’ messaging and landing pages.
Reviewing Ad Copy and Landing Pages
Understanding how competitors communicate and where they direct their traffic can provide valuable insights into their strategy. Start by reviewing the ads they run for high-value keywords. Many tools display this information alongside keyword data, making it easier to identify patterns in their messaging, offers, and calls-to-action.
Dan Tabaran, Marketing Expert at Influencity, shares his approach:
"I start by identifying my main competitors using tools like Google Ads’ Auction report to see who is bidding on the same keywords. I then analyze their landing pages to see what keywords, CTAs, and design elements they use. I pay close attention to the traffic sources, design style, color schemes, and offers presented and look for areas where they may be lacking, such as cluttered layouts or poor readability."
Visit competitor landing pages to see if their content delivers on the promises made in their ads. Take note of elements like layout, headlines, and call-to-action placement. Also, watch for seasonal patterns in their campaigns. For instance, in 2025, an eco-friendly yoga mat retailer noticed competitors had strong ad visibility in the mornings but reduced presence later in the day. This insight allowed them to adjust bids strategically during times of lower competition.
Document the types of offers competitors use – such as free trials, discounts, consultations, or downloadable resources. These details can inspire your own strategies. Tyler Hewitt also points out another critical angle:
"Inversely, it’s important to also take note of keywords your competitors are not using, as that can inform you of certain content gaps that are ready to be filled."
These gaps represent opportunities to capture traffic without direct competition. Create a separate list of these untapped keywords, as they could serve as the foundation for highly effective campaigns.
Understanding Results and Choosing Keywords
Once you’ve gathered competitor keyword data, the next step is to determine which keywords are worth pursuing. This involves carefully analyzing the data to ensure you’re focusing on terms that can deliver a strong return on your ad spend. It’s a process that builds on earlier efforts in data collection and competitor evaluation.
Spotting Top-Performing Keywords
To pinpoint high-value competitor keywords, assess both their traffic potential and their likelihood to convert. One key indicator is how consistently competitors bid on certain keywords – ongoing investment often signals reliable performance. As Stuart Pereira, Campaign Manager at WSI Comandix, puts it:
"Our favorite tool for PPC competitor analysis is Semrush. It gives access to competitor PPC keywords, estimated traffic amounts, likely CPCs, etc. Also, for active search campaigns, Auction Insights in Google Ads is key to knowing how your campaigns are faring vs. your competition."
Tools like Semrush and SpyFu can help you track spending trends over time. For instance, if you notice competitors increasing their bids on specific keywords during certain months, it could indicate seasonal opportunities or periods with higher conversion potential. Additionally, analyzing user intent is crucial – review competitor landing pages to understand how they guide users toward actions like viewing product details, checking pricing, or submitting contact forms. These insights can help you zero in on keywords that are likely to drive results.
Building Your Keyword Plan
Once you’ve identified promising keywords, the next step is to prioritize them based on their relevance to your audience and their potential to convert. Neil Patel, Co-Founder of NP Digital and Owner of Ubersuggest, emphasizes this point:
"When prioritizing competitor keywords, relevance is key. Don’t chase after high-volume keywords that aren’t related to your business. Focus on competitor keywords that are relevant to your target audience and that you have a chance to rank for. This will ensure you’re attracting the right kind of traffic that converts."
Focus on keywords that align closely with your products or services. Long-tail keywords, in particular, can be a smart choice – they often face less competition and capture highly specific user intent. Keep a close eye on performance, reallocating resources to the keywords that deliver results and dropping those that don’t meet expectations. This ongoing refinement ensures your keyword strategy remains effective and aligned with your goals.
Conclusion: Using Competitor Data for Business Growth
Digging into competitor paid keywords can turn raw data into actionable strategies that drive measurable growth. The steps outlined – starting from identifying competitors to crafting a keyword strategy – provide a solid framework for making smarter, data-backed decisions that can seriously impact your bottom line.
Here’s an example: An e-commerce startup took a deep dive into competitor keywords and discovered high-traffic, low-competition terms like "custom Magento development services" and "top Magento plugins." By optimizing their site and producing targeted content around these keywords, they saw a 50% jump in organic traffic and doubled their sales in just three months.
This kind of structured competitor analysis not only reveals market trends but also opens up opportunities to improve SEO, fine-tune PPC campaigns, and uncover gaps in your strategy. It’s not just about copying what others are doing – it’s about identifying weaknesses and using those insights to refine your own approach.
The real secret to staying ahead? Make competitor keyword analysis an ongoing habit. Search trends and competitor strategies are constantly evolving. By keeping a close eye on their campaigns, you can spot new opportunities, tweak ad bids, sharpen your ad copy, and optimize audience targeting to maintain your edge.
And don’t stop at keywords. Competitor insights can also influence your creative direction, messaging, and overall targeting strategies to improve conversion rates. The goal isn’t imitation – it’s learning from the data to make smarter decisions about where to focus your marketing efforts.
Companies that embrace competitor analysis as a core part of their strategy consistently outperform their peers. This data-driven mindset transforms competitor insights into a guiding compass for sustainable growth.
At Growth-onomics, we specialize in turning these insights into actionable strategies that deliver long-term results.
FAQs
What are the best tools for analyzing competitor paid keywords, and how do their features and pricing compare?
Several tools are available to help you dig into competitor paid keywords effectively. One standout option is Semrush, known for its in-depth look at competitors’ paid search strategies. It provides data on ad keywords, spending estimates, and performance metrics. Pricing for Semrush starts at $139.95 per month and goes up to $499.95 per month, depending on the plan you choose.
Another reliable option is SpyFu, which focuses heavily on competitor ad keyword analysis. It also offers access to historical data, making it a great choice for tracking trends over time. With plans starting at about $39 per month, SpyFu is a more budget-friendly option, particularly for smaller businesses or those with specific needs.
While both tools are excellent, they cater to slightly different needs. Semrush provides a wide range of SEO and PPC tools for a comprehensive approach, whereas SpyFu is more specialized in ad keyword research and historical data. The right choice depends on your specific goals and budget, but either tool can help you uncover valuable insights into your competitors’ strategies.
How can I find the competitor keywords most likely to drive conversions for my business?
To pinpoint competitor keywords with strong conversion potential, start by analyzing the terms they use in their paid search campaigns. Focus on keywords that resonate with your target audience’s search intent and directly relate to the products or services you provide.
Use keyword research tools to dig into your competitors’ ad strategies. These platforms can help you uncover the keywords they’re bidding on, the landing pages tied to those ads, and the messaging they use. Pay special attention to keywords driving significant traffic to their ads and those associated with high-performing landing pages. Terms with clear commercial intent – like buy, quote, or best – are especially valuable.
Lastly, review the historical performance of these keywords. Metrics like click-through rates (CTR) and cost-per-click (CPC) can reveal which terms are not only relevant but also cost-efficient for your campaigns. By targeting these high-potential keywords, you can fine-tune your paid search strategy to focus on terms more likely to lead to conversions.
How can I find and use gaps in my competitors’ paid keyword strategies to improve my campaigns?
To spot areas where your competitors might be outpacing you in paid keyword strategies, start by pinpointing your key competitors. Use tools that offer insights into their paid search performance to dig into their keyword data. The goal? Identify keywords with strong potential that they’re leveraging but you’re not. These could be high-traffic keywords with lower competition or ones that show promise for driving conversions.
After identifying these gaps, focus on the keywords that best match your business objectives and resonate with your audience. Add them to your campaigns, monitor how they perform, and tweak your approach as needed. By revisiting and updating your analysis regularly, you can stay ahead of the game and tap into new opportunities to boost your ROI.
