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PPC Competitor analysis should be a regular and essential task for everyone involved in managing the PPC ad campaigns.

It is essential to know what messaging techniques your competitors are using and what keyword they are bidding on. Along with it, you should also know where your competitor is overlapping with you for keeping the campaign on point.

What is PPC competitor analysis?

PPC competitor analysis is the most crucial step in creating a successful advertising campaign. It can help you get valuable insights that will inform your targeting and bidding strategy. To do a PPC competitor analysis, you will have to identify the biggest competitors in your niche first. After that, you will have to figure out what keywords they are targeting so that you can create campaigns that are better than your competitors. PPC competitor analysis saves you the time of investigating each of your competitors manually.

PPC competitors can also be found with the help of the PPC competitor analysis tool. To find your competitor PPC data you can use the best PPC tools. Further in this article, we have discussed the PPC competitor analysis tools that would help you to do the PPC campaign analysis.

The Auction Insights sections in Microsoft Advertising and google ads offer almost every detail of information about where your competitors are bidding against you.

Accessing Auction Insights

As long as your account has enough data you can look at auction insights at the account level, by the campaign, by ad group, or by using keywords (or a set of keywords).

These segmentations can allow you to see what topics specific competitors care about, based on which ones show up on each campaign's radar.

Google Ads

In Google Ads, the auction insight report allows you to compare your performance with other marketers who are bidding on the same keywords. This comparison report can help you in future decision-making. The platform provides six different statistics for a search campaign, including overlap rate, impression share, position above rate, outranking share, top of page rate, and absolute top of the page rate. 

To get auction insights from your Google accounts, you can follow these steps when you enter into your google account-:

  1. Click on Campaigns, Ad Groups, or keywords that you want to analyze.
  2. Click Auction Insights.
  3. You can now take a look at your Auction Insight report.
Microsoft Advertising

To get Auction Insights in Microsoft Advertising, look for the "Auction Insights" tab on the top of the screen of your system, next to "Campaigns."

You can also access information about Auction Insights for individual campaigns/ad groups/keywords similarly to Google Ads, by selecting the ones you want to include from the table and then choosing Auction Insights.

Microsoft Advertising also consists of a graph that allows you to check how your competitor metrics have changed over the period in a bar graph format. Interestingly, this chart option is one feature Google Ads does not have.

What is PPC bidding strategy?

A PPC bid strategy can help you do the bidding for a keyword in the most appropriate way.PPC bids can be made in two ways one is manual bidding and the other is automated bidding.

To know the bidding strategy in PPC, you can read the below points:

  • Target Cost Per Acquisition by spending the stated daily budget to maximize the conversion.
  • Target return on ad spend(ROAS) is among the top bidding strategies as its main focus is to increase the conversion value instead of conversion volume.
  • PPC brand bidding strategy can consist of an important strategy that is to maximize clicks over conversion.
  • Target impression share.

These strategies can also be considered as the PPC bid management strategies.


Applying For Auction Insights

You often have a question about how can you make this report practical to your account management process? The following are a few tips to look at and apply the facts to the account: 

Identify New Competitors

Auction Insights are perfect for identifying the new competitors who are starting to scale up their advertising efforts.

If you see any new names you have not come across, you can bring those up with your client or marketing team to analyze what your competitors are doing online.

Often the people who compete with your brand most on search are not necessarily the people who are your top competitors.

You can also determine if brands that have existed but previously had not done much with the paid search are starting to put more budget into search.

If you observe your competitor suddenly having a high overlap rate compared to the past, you should know that they have most likely scaled up their budget in a PPC campaign.

You can also identify this if your competitors are expanding themselves by offering different products or services or even the regions where they grow their business.

For example, if you have separate campaigns for other countries, you may have seen a client overlapping in the US but not Canada.

By monitoring your competitors' Auction Insights, you can see if they are expanding their advertising efforts into Canada and flagging potential international expansion efforts.

Compare Google Ads and Microsoft Advertising

The competitor list available in Google Auction Insights is often different from what shows up in Microsoft Advertising.

Usually, fewer competitors are active on the Microsoft end, and the ones who are spending the most on Google might not even be competing in Microsoft. Sometimes, you will find completely different competitors showing up in Microsoft than in Google.

Be sure to include Microsoft and Google in your Auction Insights analysis to potentially identify even more competitors and get a more clear picture of their cross-channel tactics and strategies.

Track Historical Changes

You can track all changes in bidding activity over time by month. Looking to see which brands have increased and which have decreased.

You'll need to remove words manually for various date ranges to get this data for Google Ads. But Microsoft Advertising makes this analysis more comfortable by showing the statistics in graphs directly within the interface.

By looking at the report from Auction Insights of a month, you can identify seasonal trends. Do other businesses increase or decrease their activity in search at the same time as you do?

You may also see responses to current scenarios.

Keep A Watch On Who Is Bidding On Your Brand.

Brand bidding is a frequently debated topic in the PPC industry. With many valid and logical arguments for or against it.

One benefit of brand bidding can be the auction insights report. Particularly in spaces where the companies frequently bid for each other's names.

By analyzing the auction insights report concerning your brand campaign, you can see a snapshot of the other companies bidding most aggressively on your brand name.

You may also see which ones are likely to allocate the most budget and the highest bids for competitor bidding based on their higher impression share in the report.

What is PPC keywords strategy?

Before knowing the PPC keyword strategy, you should know what is PPC keywords? PPC( Pay Per Click) keywords are those keywords that can be used to build a PPC ad. 

Some of thekeywords PPC strategies are given below:

  • Start with analyzing your business goals.
  • Take into consideration the user's requirement. 
  • Analyze your competitors PPC keywords.
  • Create engaging content.
  • Get the best keywords for your PPC campaign.
Best PPC Competitor Research Tools

Marketing or advertising plays an essential role in the growth of your business. But your competitors running ahead of you can be a great threat to your business. So it is the right time to use the best tools for PPC competitor research and the PPC analysis tools. If you want to run a successful PPC campaign, you must try the tools given in this blog for your PPC competitor research.

Why should you use PPC competitor research tools?



Using PPC competitor research tools can reduce the efforts and time of an advertiser or businessman. The tools can help you boost your advertisement, get keyword ideas, and stay updated about your competitor's strategies.

Reason to conduct PPC competitor research
  • Collecting more information about your competitors can help you to identify your competitor's next actions and the most effective keywords.
  • You can find out the most searched keywords.
  • It becomes easier to get the keywords your competitors are not bidding on.
Competitor research tools

A competitor research tool will help you to analyze your competitor's strategy and search how your competitors are ahead of you. Below are the best competitor research tools that would help you to save time and easily analyze your competitor.


Ahrefs is one of the most common PPC competitor research tools. You can find out the most relevant keywords based on the search volume. This tool provides multiple features like backlink analysis, keyword research, content marketing features, etc.

The tool provides four pricing plans: lite, standard, advanced, and agency. And is also known as one of the best PPC optimization tools.


SEMrush is a popular PPC competitor research tool. This tool is commonly known for its keyword and competitor research. Through SEMrush, you can easily find out your competitor and their performing keywords and ranked pages over the search engine. This tool is not only a PPC competitor analysis tool but also social media competitor analysis tool.


SpyFu is the best tool to analyze your competitor’s strategies and is therefore known as one of the best PPC analytics tools. With SpyFu, you can know all your competitor's keywords on which they are ranking on the search engine, monitor their backlinks, and monitor their top-ranking pages. It helps you analyze the ad variation which your competitor has used over time. You can start using Spyfu at $39 per month.

Se Ranking:

Se Ranking is also a PPC competitor research tool that works similar to the other tools given above. With Se Ranking, you can easily research your competitor on the basis of keywords, backlinks, and other SEO analyses. This is a cheap tool that can be used for low-budget businesses. You can start using this tool for $39 per month.


iSpionage helps you to get new keyword ideas, look into what your competitors are working on, and strategize accordingly. You can get your competitor's data across different search engine platforms. This is an easy-to-use platform for the users. You can start using the tool for just $29 per month.

Advantage of using PPC competitor research tool

Some of the advantages of PPC competitor research tools are:

  • You can quickly get the most relevant keyword ideas.
  • PPC competitor research tool can help you to detect and adapt to changes.
  • It can become easy for you to review your marketing benchmark.
  • You can track industry and market trends through the PPC competitor research tool.
  • Using a PPC competitor research tool, an advertiser can easily analyze its competitor, get ahead, and gain more benefits.
What is the Factor Affecting PPC Traffic?

Traffic can be affected by various means, but the major factor that can affect traffic isMiscellaneous tricks. Some of the miscellaneous tricks are given below:

  • Call to Action Cheat Sheet for preparing effective PPC ad copy.
  • Using negative keywords. 
  • Do competitor research for when and how they can bid for the keywords.
  • Changes in technologies can be an important factor.
Competitor PPC Banner Design

Competitor PPC Banner Design is part of competitor analysis PPC. While you are doing your competitor PPC analysis you should also work on thePPC banner ads. The PPC banner ads that you use should be more attractive than your competitors convincing the users to click on them. Before preparing your PPC banner ads you should always check your competitor PPC banner design to make a better PPC  banner than your competitor. 

Some of the tips to build better PPC banner ads are:

  • All of your banner ads should include a call to action. Such as order now, learn more, buy now, etc.
  • Give a clear message to the user.
  • Prepare clear images and banner designs for the user to connect more.
  • Always add your brand’s logo while preparing a PPC banner design.
Local PPC Strategy

Any business can do local PPC advertising with the help of a search engine or an App by targeting local keywords. Advertising through a search engine with the PPC techniques can assist a business to gain local popularity and even increase sales. 

Thelocal PPC strategy is given below that can help you to get good results for your business:

An advertiser of the local business can use the local language to target their audience.

  • You need to be specific with the target location. 
  • As an advertiser, you can do A/B testing to decide which ad is the best for your business. 
  • Analyze your PPC campaign on a timely basis.
  • Make regular changes in your PPC campaign. 
PPC landing page templates

Building the best PPC landing pages can bring new users and consumers to your business. You should prepare the best PPC marketing funnel to easily drive the users till the last step of the purchase.

To make the PPC marketing plan you can analyze the market and the user's preferences and take into account some of the popular PPC hashtags which can easily attract users to make purchases.

If you are unable to build the best PPC landing pages you can also buy the PPC website template or go through the PPC landing pages examples over the internet that can help you to create the best one for you.

The PPC landing page examples that you find on the internet can give you some ideas on how you can use keywords and attractive designs to get new consumers for the products and services you provide.

PPC Machine Learning

Machine learning in PPC is impacted by all factors in your campaign. In today’s technological environment all ad networks, factor machine learning in their algorithm. To make your campaign successful it is important to understand machine learning.  The algorithm is taught to process the data machine learning PPC

PPC AI is not just enough to build a successful campaign. You also need to useAI powered PPC tools to get the best results for your Pay Per Click ad campaign. AI for PPC definitely plays an important role in your ad campaign but the campaign cannot be successful without the AI powered tools and the best strategies.

Best PPC ad networks

As an advertiser, if you want to know thebest PPC ad network we are going to discuss the best PPC advertising networks below:

  • 7SearchPPC ad network: The 7SearchPPC ad network is one of the best PPC ad networks. You can get morePPC impressions when you start your PPC ad campaign with this platform. 7Search provides you with a PPCmultichannel campaign dashboard. You get multiple features such as a self-serve platform, 24*7 chat support, multiple ad formats, and multiple payment modes.


  • Bidvertiser: The Bidvertiser PPC is among thetop PPC ad networks. If you are an advertiser and you advertise with Bidvertiser you can get a goodimpression PPC ads for promoting your products and services. Bidvertiser can also be considered as thehigh PPC ad network as it provides high Pay Per Click to the publishers. 


  • When impression PPC is your goal you should take up as your PPC advertising network. can help you to get huge impressions on your ads by appl.


  • Infolinks: Infolinks is a PPC ads network that provides you with multiple features to advertise your business. 


  • Adsterra: Adsterra is one of the best PPC networks that can help you to generate new leads through their PPC ad campaign. 

Suppose you have already made monitoring Auction Insights a regular task in your PPC management process. Make a note to review the data that you have collected.

You will have the opportunity to identify core competitors and track their bidding activities month by month.

You can look into these reports within your accounts and see what you find from these Auction insights reports.

FAQ(Frequently Asked Questions)

Q.) Why update your PPC campaign?

Ans.) It is important to update your PPC campaign to as not to lose consumers. Always do A/B testing at regular intervals to know which ads are more appropriate and help you generate leads for your business. Creating attractive PPC ads can help you get more clicks and also gain huge popularity for your business. Using the right keywords and updating the keywords can be a great help to your PPC campaign. 

Q.) How to track brand awareness on PPC?

Ans.) To measure brand awareness of your PPC campaign you can follow these steps:

  • You can track the impression to know how many users have come across your ads. Impressions are the best sign to know how much popular you can be and how many people know you. 
  • Measure the lost impression share to know how many time times your ads get not appear due to budget restrictions. 
  • Check the average position of the ads that you display. Make sure your ads appear in the top position or at least the first on Google to not lose the audience. 

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