How Much Are My Rivals Paying For PPC Advertising?

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Have you been asking yourself… “How much are my competitors spending on PPC advertising?” While it could be tough to get an actual answer about that unless you ask your rival directly, there are a couple of things you will find out about the methods of your competitors.  

It’s easy to get lost in all the technical facets of running a pay per click campaign. You pass the time trapped by keywords, keywords and more keywords in addition to other data. As you are monitoring your bids, positions, budget, and ad copy, you can easily lose track of the bigger picture and changes that are going on within the industry or among the competition .

There are 3 steps that you can take to consistently keep an eye fixed on the competition and keep up with what’s happening in the industry.

Identify what the most significant keywords are for your major competitors. Pay attention to the average position that your competitors rank for only these keywords, some common elements they have in their ad versions and what common elements they have on their lander pages.

Take note if enormous companies with who have lots additional cash to spend on pay-per-click don’t appear on the top spot or even in the first page. There must be an incentive for this.

You can actually get a lot of information by observing what goes on in the market, but you do have to take the time to dig in and research it. For example, if everyone in a particular sector is offering problem-solving e-books, free trials, and demos, you should possibly have some type of interactive media on your site because your target market is probably more likely to convert to these kinds of actions.

Take regular screen shots of the top ten or 20 adverts for your major keywords.

The largest reason for doing this is to identify the more recent rivals that are moving in to the area. By doing this, you’ll see that a rival has copied one of your ad versions extraordinarily closely, causing your click-through ratio to go down the tubes. This way, you may also track when rivals are scheduling their advertisements and when they change ad position.

Use the Google free keyword based search tool on your competitors pages. Type in your competitor url and Google will immediately inform you of appropriate search phrases, content, and keywords. You may get ideas for additional keywords, or see areas where your competition have fantastic content. This also keeps you familiar with rival’s websites as they add or change content.

Certain tools or memberships sites like Spyfu.com let you do some detailed research when it comes to the competition. These solutions are not exactly the answer to your question of “How much are my competitors spending on PPC advertising?”… But they will help you beat out your competitors.


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February 27, 2010 · Filed Under Business and Management

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