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Analysis of competitors for contextual advertising. What is PPC. How can you stand out from your competitors' ads?

The opinions of ppc specialists on this matter are divided into two camps. Some believe that it is impossible to do without competitor analysis, others say that it is a waste of time. Who's right?

Where to look when analyzing competitor advertising

see the quantity and quality of queries in the subject;
see the number of advertisements in the topic;
evaluate the quality of compiled headlines and texts;
study the semantics, what and how many keywords are in one ad;
see if there are ad extensions;
study the landing pages to which advertisements lead.

They can be done manually, but some are very difficult without the help of third-party services. Now let’s go through each one and figure out: how to do it, what it gives us, and what will happen if we don’t do it.

Number of queries in the topic

To do this, we will need assistant services, since it is simply impossible to obtain this information in any other way. Among such services is the multifunctional Serpstat platform.

Take a key phrase that characterizes your niche, enter it into the service and read the summary report.

For example, I'm opening an online store jewelry and I want to know the competition for gold rings. It is this phrase, “Golden Ring,” that I enter into Serpstat and look at the number of key phrases in the context.

Don't forget to select your search engine region.

What does this give?

Quantity and quality of ads in the topic

Again, we will not manually track the number of competitor ads, since search engines do not provide data either on the number of competitor ads or on the key phrases for which ads are displayed.

Serpstat collects all ads that contain a key phrase in the text and that are currently visible in YAN or Display Network.

What does this give?

Goal: identify strengths and weaknesses advertisements of each competitor, analyzing the texts and highlighting trigger words that can attract buyers.

Without looking at this report, we won't know how strong or weak our opponents are in context. We won’t see their key features that they use to attract visitors to the site.

To clearly demonstrate the importance of ad analysis and find their weaknesses, let's analyze the first one in the report.

Heading

“Gold bracelets at super prices - From 1600 r/g”

Text

“Looking for a gold ring? Come in and check out our prices!”

Do you think the ad text is correct? Nothing would confuse you in such an advertisement, where it is not clear what product they are offering me: either a ring or a bracelet.

Semantics

What does it mean?

The same ad is displayed for this number of keywords; in our case, there is one text for 672 keywords. And this also speaks about the quality of work of the ppc specialists who are leading the project.

But can the services be trusted? Take any keyword from the list for which the ad is set and check it manually in Yandex.

Another feature of the services: they show the history of the last scan and do not collect data on paid search results 24/7.

Why is this good?

Yandex and Google have a schedule for displaying ads and distribution of impressions depending on the budget. They are not always available in search results. Also, ads can be changed or deleted, but they remain in the services until the next scan.

If we don’t study this, we won’t see our opponents’ weak point and won’t be able to take advantage of it.

Landing pages

If you work in Serpstat or Semrush, then simply click on the ad title and you will find yourself on the landing page.

Or click on the ad in the search engine. Go through a dozen different ads in the same topic and see the quality of the landing pages where visitors land.

What does this give?

You will receive information about the relevance of the landing page to the ad, the advantages and disadvantages of other people's sites compared to yours, which affects lead generation.

If a person clicks on a competitor and lands on a page that is not relevant to the search query, do not repeat this mistake and you will reduce your bounce rate.

Ad extensions

How to watch? Hands in search results. Enter several queries related to the topic of your products and see if your competitors’ ads have extensions. Evaluate how well they are selected and whether they exist at all.

What does this give?

Ad extensions are an additional opportunity to attract the customer’s attention and force him to visit your store.

Good increases in CTR and conversions: phone numbers, location, additional links and clarifications.

What else do we pay attention to?

TO important factors Analyzing the context of competitors also includes:

ad display time;
is there remarketing;
Are they advertised on all devices: mobile, desktop;
Is there targeting based on the interests of the target audience?

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The active development of marketing entails the emergence of new abbreviations. Most often they come to us from the west and are difficult to decipher. PPC is one of them, which has already become familiar to many webmasters and Internet advertising specialists. Three letters encode three words – Pay per Click, which means “pay per click”. Literally, this means that the advertiser pays a search engine or any other engine for a specific person who clicked on the ad and went to the website.

In the past, pay-per-impression was common. More precisely, for 1000 impressions. But over time, the development of tools, as well as changes in human behavioral patterns on the Internet, new approaches have emerged. Among them is PPC. It seemed, and still seems to many, the most objective. After all, just because a person saw an advertisement does not mean that he was interested or remembered it. What to pay for? And if he clicked and went to the advertiser’s website, we can assume that you have “met.”

It is often said that PPC is contextual advertising. This is not correct. Contextual advertising can work according to the PPC model or any other, for example, CPA (cost per action) or CPM (T) (payment per 1000 impressions).

Where is PPC used?

IN PPC advertising This is a pay-per-click model. Since clicks only occur in online advertising, this model is mainly used in online marketing. Advertisements can be placed anywhere: in search engines ah, social or teaser networks, on websites and in affiliate networks, suggesting such pricing. Most often used to drive traffic to a website.

For what? To turn an interested visitor into a buyer. A person who clicked on an advertisement is much closer to the moment of making a purchase than someone who simply saw it without taking any action.

It is very easy to imagine what online advertising is, because it surrounds us as soon as we go online. While moving through the pages of websites, spending time on social networks, watching videos, we are surrounded by advertising. All of it is placed by advertisers through special systems, and is paid according to the chosen model. If the PPC payment model is selected, then the advertisement can be shown many times, but the advertiser is charged only when the user clicks on it and goes to the site.

CPC and PPC - what's the difference?

As you already know, PPC is a pricing model, and CPC is the direct price that an advertiser pays for each specific click. It can be fixed or flexible. Flexible pricing is typical for social networks and search engines. The final cost of a click in them always depends on the competition in a certain period of time, precisely when the user makes a click. It is also influenced by the quality indicator of the advertisement and the site to which it leads the user. Each system has its own quality assessment criteria, so they must be approached individually.

But a pay-per-click model cannot be considered effective based on CPC alone. Of course, the lower the cost per click, the better, but the benchmark is always ROI. This is another abbreviation, without understanding and taking into account which you should not try to analyze the effectiveness of Internet marketing. It stands for return on investment, which in Russian means return on investment. We will not go into details of the analysis of this indicator, but you should understand that the goal of any PPC campaign is to reduce CPC as much as possible, get targeted traffic, high conversion and high ROI.

What does a PPC specialist do?

PPC specialist – manages advertising campaigns. In fact, there is no person with such a narrow specialty. Often this is a specialist contextual advertising, whose responsibilities include managing advertising campaigns on different platforms using different models pricing in order to get the best result. To do this he:

understands various advertising tools;
communicates closely with the sales department and together with them determines priority product categories for sale on the Internet;
creates advertising campaigns, customizes them depending on the specifics of the system.
monitors campaigns, analyzes and constantly works to improve their effectiveness.

A PPC specialist can be a full-time specialist if the company is large and intends to sell large quantity goods or freelance.

Hello, dear readers of the blog site. Website promotion consists of analytics and active actions (purchasing links, internal optimization, content creation, etc.). The second without the first is money down the drain. There are a lot of services that provide data for SEO analytics, but it’s easy to get confused, and the quality of services and functionality are different for everyone.

At the same time, a meticulous, seasoned SEO specialist, who needs both a set of tools for promotion and a deep analysis of its effectiveness at once, rarely manages to find something worthwhile. In my opinion, SE Ranking is just the service that deserves the attention of professionals. I have never seen more detailed statistics on positions and more diverse functionality.

“Positions” module, or checking positions based on requests

SE Ranking suggests creating a project in the “Projects” section. Here you need to indicate the name, website address, depth of collection of positions, frequency of reports, etc. Next, in the “Positions” section, you need to select the created project and add queries for analysis and tracking.

It’s convenient that within one project you can different countries and cities. Until recently, it was possible to check them in the search engines Google, Yandex, Yandex Mobile, Yahoo, Bing. Now we have added more positions in Youtube, Google Maps and Google Mobile. In the near future, as the support said, Amazon will also be connected.

Landing page. During the project creation process, the optimizer provides a list of queries that need to be monitored. The SE Ranking service does not recommend setting specific URLs for them. It automatically determines which pages rank for which queries. If landing page changes in the search results, the system notifies you about this.

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If you need to set a specific URL, you can do this at any time by changing the project settings.

Or simply click on the desired request to designate the landing page.

Within a project, requests are easily grouped into separate folders. For example, you can define groups by frequency - HF, MF and LF, by topics and any other criteria.

Statistics are presented in the form of tables with custom columns and in the form of graphs that clearly show the average query position, traffic forecast, site visibility and the percentage of queries in the TOP 10. You can filter statistics by time intervals. You can also add up to five competing projects in order to analyze their positions in real time for the same keywords, search engines and regions in which your site is tracked.

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Other useful options within the tool:

Ability to compare data on two dates;
Viewing the dynamics of the average position;
Traffic forecast by requests;
Visibility of queries in search engines;
Comparison of query positions in search engines.

SEO/PPC Competitor Analysis

SEO/PPC competitor analysis is a tool that allows you to monitor your competitors’ positions in organic search and contextual advertising.

Detailed statistics are available on the requests of organic competitors with the dynamics of their growth/decline in search results. Simply enter a competitor's address or keyword to collect data on existing competitors.

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In the paid search analysis section, you can view what ads your competitors place in contextual advertising, how many there are for each key request, and what positions they occupy. The system also contains an archive of previous contextual advertising campaigns.

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This toolkit can be used not only to search and analyze competitors, but also to select semantics. In the section "Keyword Analysis - Related" keywords» you can view data on similar queries, including frequency, number of sites in search results, competition, etc. SE Ranking contains the largest database of keywords in the CIS. For those who are moving “west” there are large bases for analyzing competitors in France, Italy, Canada, Spain, the USA, the Netherlands, Great Britain, and Denmark.

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The service will create a comprehensive error report and conduct a detailed SEO audit of the page with accurate data. To do this, you need to specify the URL of the page and the keyword for which it is targeted.

A list of recommendations is attached to the analyzed page, which is based on the current requirements of search engines. SE Ranking specialists monitor changes in PS algorithms and constantly add new or remove irrelevant items from the audit.

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The report can be exported to PDF, sent by e-mail, or provided to the client as its own audit.

The report contains information about the SEO indicators of the page, referring backlinks and outgoing links, page loading speed and other technical nuances.

Information about the popularity of the page and the site as a whole in social networks is displayed.

Comprehensive and versatile from SE Ranking will tell you what and how to change on it in order to improve its ranking. The service also allows you to analyze the site completely. This knowledge can be used for its further development.

Keyword clustering

The system is fully automated. It distributes keywords into clusters based on an analysis of the TOP 10 search engines. Using this tool, you can quickly distribute keywords throughout the site, avoid cannibalization, and determine which queries are best placed on the main page and which ones on internal pages.

There are a lot of settings for meticulous SEO optimizers, for example, clustering accuracy, region, language, a list of sites from the TOP 10 upon request, frequency checking (exact, phrase and frequency matching), a list of highlighted words on search engine results pages for a given list of keywords.

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Web monitor

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To start monitoring, you need to add a list of pages that require tracking. The system monitors changes in content, meta tags, incoming and outgoing links, indexing in Yandex and Google and other parameters.

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Using flexible settings, you can set periodic scanning (once a day/week/month, on certain days) or start it at any time.

Backlink analysis

By using of this instrument you can find out:

What backlinks do you or your competitor have?
Types of links and the volume of its link mass;
Information about the semantics of promotion (for what queries the rival site is promoted, what anchors it uses);

You can check the parameters of backlinks and the pages on which they are located. You can find out the following information:

TCI of the page and the site as a whole;
anchor list of backlinks;
indexing status in Google and Yandex;
link status (found or not, server response code, closed in nofollow/noindex, in robots.txt);
rating of the donor site according to Moz, Alexa.

Backlink monitoring

You can track on a graph how the number of links changes, view the cloud of anchors, and evaluate which donors use which anchors. You will see how the link mass is growing, what is the age of the backlinks.

SEO potential

Using this module you can estimate the cost of attracting traffic from Google Adwords, the amount of potential traffic from organic search results, the predicted amount. To find out the number of leads, you need to set the conversion from visitors to clients and the cost of each target action.

The module allows you to evaluate:

potential traffic to the site;
its cost if contextual advertising in Google Adwords were used for promotion;
potential number of leads.

The tool will help you determine:

what is the maximum number of people you can bring from organic search results;
It’s much more profitable to invest in SEO or contextual advertising from Google Adwords.

The tool is located in the “Analytics and Traffic” section. Select a project, go there and select the “SEO Potential” tab.

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Conclusions

SE Ranking is a powerful toolkit wrapped in an intuitively simple interface. With it you can easily analyze the site by a huge number parameters and generate a professional report for the client for promotion, you will be able to adequately and accurately monitor the effectiveness of SEO strategies, correct site errors, and so on.

SE Ranking is easy to learn and is suitable even for a novice optimizer. Although the pros will not remain indifferent to it, since the service saves time. In addition, significant updates are released every 1-2 months: country databases for competitor analysis, new tools (such as a lead generator), filters for external links. So it becomes even easier to manage projects of any complexity.

Good luck to you! See you soon on the pages of the blog site

What does a competent analysis of contextual advertising consist of?

Let’s look at what components a competitor analysis consists of:

competitor keyword analysis;
targeting;
ad headings and texts;
completeness of advertisements;
landing pages;
competitors' budget;
analysis of contextual media advertising;
comparison of the effectiveness of participation in the auction relative to competitors.

Analysis Tools

We use the following tools to analyze competitors' contextual advertising:

English-language sites: Semrush, Spyfu.
Russian-language sites: Serpstat.com/ru (formerly Prodvigator.ua).
The contextual advertising services themselves.

Especially for our blog, colleagues from Serpstat have prepared a description of the main functionality for analyzing competitors’ contextual advertising.

What to pay attention to when analyzing competitors' contextual advertising?

1. Competitor Keyphrases

The basis of paid search traffic is the key phrases that trigger the display of ads. Instead of wasting time on manual collection keywords, select your competitors' phrases and use them in your campaign.

Let's show with an example: enter the competitor’s domain into the Serpstat service search, select the region and go to the “Site analysis - Domain analysis - PPC analysis - Key phrases” tab.

Also pay attention to the number of ads in different search engine regions. In our case, the site buys only 173 ads in Google RU, and in Yandex. Moscow time - 26,800! Explore all regions to fully unload semantics.

If you have a pre-prepared list of negative keywords that are not relevant to the content of the site, add it to the appropriate filter before uploading the report.

Another way to find keywords that competitors use, but we miss, is by the intersection of queries between three different domains.

Let's show with an example: in the same module “PPC Analysis”, we go down to the “Domain Comparison” tool. We enter two competitor domains that provide advertising into the windows and look at the results.

Overlapping segments in the diagram are common key phrases, non-overlapping segments are unique keys related to the same domain. Click on desired segment and we’ll get the semantics we missed, which we can already use in our advertising campaign.

2. Titles and texts of advertisements

Everything the way your competitors present themselves can be used for your own purposes. Titles and ad texts are a very important part of this positioning and a method of influencing users. Study these elements in detail: see what your clients offer, what makes them unique trade offer, are there any promotions and bonuses, what are the prices. Borrow interesting ideas and suggest best conditions. How to find competitors' ads? Manually or using the same services.

Let's show with an example: if you want to find out the ad texts for a specific product or keyword, enter the key query in the Serpstat search bar and go to the section “Key phrase analysis - PPC analysis - Ads”. The service will show you ads that include the search phrase in the text or synonymous words:

Do you want to study all the ads of each individual competitor? Do the same, only in the search bar enter not a key query, but a competitor’s domain. Then you will see all his advertisements.

Upload all the results into a single table, analyze them and create your own unique offer! Create a table something like this:

3. Completeness of advertisements

Pay attention to the completeness of your competitors’ ads: the virtual business card is filled out, whether extensions are enabled, whether dynamic inserts are used. No? Then you already know an additional trick that could help you stand out among your competitors. How can I find additional elements in ads? Manually or using tools.

Let's show with an example: enter the competitor’s domain into the Serpstat search and go to the section “Site analysis - Domain analysis - PPC analysis - Key phrases”, special icons will tell you about the presence of additional blocks:

4. Ad history

It's also helpful to look at your competitors' ad history. With this information, you will find out for yourself how often competitors test different ads and which ads perform best. Agree, if a competitor periodically tests new ads and then returns to the old ones, apparently those tested did not bring a positive result.

How can I view my competitors' ad history?

Let's show with an example: go to the Semrush service, go to the “Domain Analytics - Paid Search Analysis” section, enter the competitor’s domain in the search and open the “History” tab advertisements" Select a period for any month - and voila, a history of ad changes will appear in front of you!

5. Landing pages

When evaluating competitors' contextual advertising, it is important to thoroughly study the landing pages - the pages of the site where the ads lead. Check the quality of these pages, their completeness, what and how they offer, what makes them stand out, and how relevant the page is to the request. If your competitor leads visitors to general pages, you could take this into account and do better - create a separate landing page for the request. How to quickly view competitors' landing pages?

Let's show with an example: Enter your competitor’s domain in Serpstat and go to the “Site Analysis - Domain Analysis - PPC Analysis - Landing Pages” section. Here you will receive a complete list of pages where this competitor’s ads lead. It also shows the total number of ads for each individual page.

6. Competitors' budget

I would like to note right away that it will not be possible to find out the exact budget of your competitors; you can only calculate its approximate value. No service can provide accurate data. However, even using these numbers, you will benefit. Once you find out how much your competitor pays per click, you can compare their performance with your cost. This will help you find a development vector: either develop towards high-frequency requests (expensive), or pay attention to low-frequency ones and collect cheap traffic.

Let’s say your budget is 1,000 rubles, and your competitor’s is 10,000 rubles. Guess who will show up more often and more?

Now how to check your competitors’ budget?

Let's show with an example: enter the competitor’s domain into the Serpstat search and go to the section “Site analysis - Domain analysis - PPC analysis - Key phrases” and filter the “Cost” indicator from highest to lowest. Here we will also get data on the level of competition for the key phrase as a percentage.

Let's check the cost in Semrush and get the same result.

7. Contextual display advertising

It is very difficult to identify information on media advertising on your own, but services do an excellent job of this. Find out what type of banners your competitors are creating, where they are placing them, and use this data for your own purposes. How to study competitors' advertising on the Display Network?

Let's show with an example: open the Semrush service, enter a competitor’s domain into the search and select the “Domain Analytics” tab Display advertising" Soon we will receive a summary report on the site we are looking for, or an empty report if the domain does not provide display advertising:

The number of competitor analysis points in contextual advertising can be increased depending on the specific task. And having received all the results, combine them into one table to take a closer look at all the “chips” of your competitors and identify your weaknesses. The work will take a lot of time, but it will be worth it.

Inna Velcheva, Serpstat.com

What else is important to know

Regularity. Competitors do not stand still, they work on their advertising campaigns and move forward. You need to keep up with their actions.
At least once a month, do a complete competitor analysis on all the points listed above. Pay special attention to the completeness of your keyword list and your competitors' keywords. Find the differences. Keep a separate table for each competitor. Download the list of his requests and find the latest ones added to the advertising campaign.

Calculation of a competitor's budget. How can you quickly calculate the budget a competitor spends on certain key phrases?

Download all the necessary competitor keywords into an Excel spreadsheet.
Sort the data by columns: number of impressions, cost and position.
Determine the number of clicks for a specific key query.
To understand the approximate CTR of a competitor, we look at our data for the same keywords. If your positions are lower than your competitor’s, then adjust the competitor’s CTR to a plus, if higher, then to a minus.
Based on CTR, using a simple formula in Excel, we calculate the number of clicks on a particular keyword.

Clicks = Impressions * CTR

Then in another column we multiply the number of clicks received by the cost per click and get the budget for this keyword.
We summarize the data and see the budget that our competitor spends on the keywords that we took for analysis.

In addition to third-party tools, the contextual advertising systems themselves also give you the opportunity to learn something about your competitors.

Google AdWords Auction Statistics

Where you can find this report, see the screenshot:

And in the new interface:

What information does this report give you:

A list of sites with which you compete for a specific request or group of requests.
Percentage of impressions received - how many out of one hundred possible percent of impressions you received for the selected period of time and how much your competitors receive.
Average position of your ads and your competitors' ads.
Intersection rate - how often another advertiser's ad was shown at the same time as yours.
The coefficient for the next position is how often a competitor's ad is placed above yours when shown at the same time.
Coefficient for display above search results - how often your ad or a competitor’s ad was shown above search results (the first 4 positions in contextual advertising).
Win percentage - how often a higher ad received a higher rank than its competitor.

This is what the report will look like:

How to use this report

The more detailed you look, the more accurate the data. So try to look at the keyword level rather than the entire account.

To view a report for a word or group, select it with a checkmark and select “Selected”; in the new interface you will immediately have an additional panel with a button

If your search query and keyword are poorly relevant, the data will also be less accurate, because the report takes into account all queries that triggered an ad for that keyword.

Often this report answers the question, “Why has the cost per click increased?” and the effectiveness of the advertising campaign decreased accordingly. Check, perhaps a new player has appeared in the auction, perhaps other participants have raised prices.

Comparison report in Google Analytics

In Google Analytics, in the audience section, there is a report that allows you to compare the performance of your site with similar sites.

The report is here:

In the report, you need to configure which sites you want to compare with. To do this, you need to select the industry, region, and number of sessions per day.

Set the settings that best suit your site. If you don’t have a lot of traffic, then compare yourself separately with those similar in volume to you, and with major players in the niche.

In the report you will see comparative figures for key metrics. For example, from the channel report, you can see not only how much more or less traffic your competitors receive from a paid channel than you, but in general understand which channels you are lagging behind.

You can also roughly understand how much better or worse your website is, on average for the niche, in terms of behavioral metrics. If the numbers are not in your favor, then you should think not about increasing your advertising budget or changing your marketer, but about improving your website.

Why do you need competitor analysis in Yandex Direct, as well as in other traffic sources? Firstly, to study the market, and secondly, to find out how competitors are promoting a product or service, and on this basis create your own unique value proposition, interesting target audience and increasing sales conversion.

There is a separate article on how to use tools and services for teaser and social networks, now let’s talk about contextual advertising.

Competitors in Direct.

If you have found an exclusive product to promote, this does not mean that there will be no competition in its advertising. In any niche, to solve certain problems and meet the needs of the audience, there will always be options for proposals that differ in effectiveness and methods of execution.

For example, if you are advertising an innovative product that effortlessly burns excess fat, you will still have to fight your way among competitors in contextual advertising with their offers - from weight loss belts to teas and fitness centers.

Demand.

Before analyzing how your rivals “breathe”, you first need to find out - if the topic is dead and no one is interested in it, you shouldn’t deal with it. This is done through wordstat.yandex.ru or trends.google.ru, about which there are entries on the website.

We determine what the target audience is - how they formulate queries in the search bar, and compile a list of them.

Ads of competitors in Direct upon request.

Click “Show all” - we will see a list of all competitors’ advertisements and their number for this request

We look at what USPs are used and what values are emphasized to attract the attention of potential buyers - this will give us the opportunity not to repeat ourselves and create our own unique offer. TO In addition, we will find out how many competitors’ ads in Direct are promoted based on the datakeywords.

Automation of analysis of contextual advertising of competitors.

For faster and efficient work service is used. We set up the Yandex or Google search system we are interested in, enter a keyword and a tab with statistics opens:

the top line indicates the total number of variations of queries from the searched one;
on the left side are phrases embedded in the keyword indicating their frequency and the cost of a click for each in Yandex Direct (Google Adwords) at the current time;
on the right - only those attachments that are currently used in contextual advertising.

If you click “Show all” under the left side, a list of query variations will be presented - depending on the tariff, full or limited. The same actions on the right side will provide more complete information for analysis advertising campaigns competitors.

In the new tab, we are shown ads that are promoted for the specified request. We look at what USP our competitors have, what mistakes they made from a marketing point of view, and what interesting things we can take into account

If you click “Ads” in the left sidebar menu, we will, among other things, be shown all the keywords of competitors in Yandex Direct for each of them, as well as display positions and cost per click

Let's summarize.

What does using Wordstat and Serpstat give:

You will understand how in demand your offer is;
based on query analysis, you will find directions for collecting keywords;
find out the level of competition;
check what keywords are used to promote competitors who offer solutions to the same problems of the target audience as your offer;
identify the weak and strong points in the USP of your competitors’ ads;
create your own unique value proposition for potential clients that is not repeated by others.

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