How to Analyze PPC Competitors

Understanding how your competitors approach pay-per-click (PPC) advertising can provide valuable insight into market dynamics and help inform your strategy. Effective competitor analysis goes beyond simply identifying who else is bidding on your keywords, it involves evaluating messaging, budgets, positioning, and ongoing trends.

1. Identify Your PPC Competitors

Start by defining your competitive set. These are not always your traditional business competitors. In PPC, your competitors are the advertisers targeting the same keywords and audiences as you. Use tools like:

• Google Ads Auction Insights – shows which advertisers are bidding on the same terms as you, including impression share and average position.
• SEMrush, SpyFu, or SimilarWeb – these platforms allow you to review competitor keyword lists, estimated spend, ad copy, and landing page strategies.

For a comprehensive analysis, consider Arc Intermedia’s PPC Management Services, which include in-depth competitor research and strategy development.

2. Analyze Competitor Keyword Strategies

Look at which keywords competitors are targeting, how they align with different stages of the buyer’s journey, and whether they’re using branded terms. Identify opportunities to fill keyword gaps or outperform with better content and offers.

3. Review Ad Copy and Messaging

Analyze the tone, structure, and calls to action in competitor ads. Are they emphasizing price, quality, speed, or unique services? Pay attention to ad extensions like site links, callouts, and structured snippets to understand how they’re maximizing real estate and engagement.

4. Examine Landing Page Experience

The landing page is where conversion happens. Assess how your competitors design their pages. What’s the value proposition? Is the form simple? Do they use social proof? Use this insight to improve your own conversion path.

5. Monitor and Adjust Over Time

Competitor strategies evolve. Set regular checkpoints (monthly or quarterly) to reassess the landscape. You might discover new entrants, changing budgets, or seasonal shifts in ad activity.

Arc Intermedia provides ongoing monitoring and adjustments to ensure your PPC campaigns remain competitive.

Need help monitoring and outperforming your PPC competition? Arc Intermedia offers in-depth competitive audits and strategic campaign management to help you win more qualified leads. Contact us online or call 484-960-7337 to discuss your goals.