Should you be spying on your competitor’s Google AdWords Campaign?

Spying on your competitors Google AdWords campaign is often used by businesses to better assess what the hot keywords are in a particular niche. If you don’t like the term “spying”, keep in mind that you’re really not “spying” so much as gathering advertising intelligence on your competitors. Once you gather what keywords your competitors are paying for, you might get a few ideas on what’s working for them. Here are some reasons why you should spy on your competitors and some easy ways you can start doing it.

Reasons to Spy on Your Competition’s Keywords and Ad Copy

It can be difficult to come up with all possibly profitable keywords that are relevant to your business. By engaging in competition spying, you can gather more keyword ideas that you may not have thought of. Additionally, a company might have a good idea on which keywords will work for their business. But unless you test out how well your keywords convert, you really won’t know how profitable these keywords really are. By gathering competitors’ keywords, you can see what keywords are bringing them positive ROI. The longer they have been buying these keywords in Google AdWords, the more likely these keywords are long-term winners.

Another reason to spy on your competition is to learn what ad copy they are using. As part of the Google AdWords bidding process, businesses that have high click-through rate (CTR) ads enjoy a lower cost per click. It makes sense that a business would optimize their ad copy to get a better CTR. Spying on your competitor’s ad copy lets you see what ads they have split-tested that help them stand out to Google searchers.

Reasons to Spy on Your Competition’s Landing Pages

Every click on a Google AdWords ad leads to a business’s landing page. By snooping on your competition’s landing pages, you’ll be able to see how they’re converting Google searchers into paying customers

  • Is the business using an opt-in box on the landing page to get people on their mailing list?
  • Is there a video on the landing page?
  • Is it a short-form or long-form landing page?
  • Is the landing page writing “salesy” or is it more informational?

By looking at your competition’s landing pages, you’ll be able to better prepare your own landing pages to convert visitors into customers. There’s no use spending money on ads if you can’t get your visitors to convert somewhere in your funnel.

How to Find Your Competition’s Keywords Using Google

You’ll want to start your spy operating by compiling a list of keywords that are relevant to your business. One by one, enter them into Google and see who the paid advertisers are for those keywords. Paid advertisements will appear above and sometimes below the organic results in Google’s search listings if there are commercial bidders for that keyword phrase. These are the listings that are prefaced with a small “Ad” graphic. It’s a good sign that paid competitors are appearing in search results for a keyword. It means that your competitors value those keywords enough to pay money in order to be near the top of the results page.

If you need more keyword ideas, there are two different ways which Google can help you. The first assistance that Google offers is the auto-complete feature, where related keyword terms appear underneath the Google search box as you type. You will also often find related search keywords at the bottom of the Google search results page.

It’s a good idea to focus on buying keywords, as opposed to strictly informational keywords. For example, “how to design my website” would be an informational search, while “website designer Toronto” would be a buying keyword search.

Competition spying is simply a way of taking into account what other people are doing in your advertising space. It’s hard to beat the competition when you don’t even know what you’re competing with.

If you’d like help with this or want more assistance finding
converting keywords for your business, contact us today.

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Terry Rajaram

Terry is Hyperweb’s technology expert. He likes to educate in all areas of web development through his informative blog posts. Terry writes about the ever-evolving area of SEO to keep his clients as current as possible. He likes to go for a long run to help offset his time in front of the computer.
Terry Rajaram

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