Before you begin: This guide shows you how to conduct research on PPC competitors. Research includes ad position, ad budget, monthly clicks, user journey, top keywords and top ads.
How to Search for the PPC Competitor
To conduct PPC competitor research, you start by entering a URL into a search box.
1] Login to TapClicks and on the left side menu click Raven.
2] Click PPC Research.
3] The PPC Research page appears. Enter the URL of the competitor you're doing research on into the search box.
4] From the dropdown menu, select your country.
5] Click Search.
6] The PPC Summary page appears. You can see the URL in the upper left corner.
How to View PPC Competitors' Previous Month's Stats
Viewing PPC competitors' previous months's stats means viewing data for the prior month in a table plus data for the prior 12 months in a graph.
7] In the table on the left of the Last Month Stats section, you can see the previous months stats. In the chart on the right, you can see a graph of those stats for the previous 12 months.
8] Hover your mouse over the graph to see the number of keywords for each advertiser network for a particular month.
9] In the left column, click Avg. Ad Position to see a graph of the average ad position for the last 12 months. Hover your mouse over the graph to see the number for a particular month.
10] In the left column, click PPC Budget to see a graph of the estimated monthly budget for the last 12 months. Hover your mouse over the graph to see the number for a particular month.
11] In the left column, click Last Months Clicks to see a graph of the estimated average clicks per day for the last 12 months. Hover your mouse over the graph to see the number for a particular month.
How to View PPC Competitors' User Journeys
Viewing a PPC competitors' user journeys means seeing how a competitor's users go from keyword to reading an ad to navigating to the landing page.
12] Scroll down to the User Journey section to see the competitor's top ads on Google. The user journey is comprised of the keyword-->ad copy-->landing page.
13] To see more user journeys, click the View More button below the list of ads.
14] To view the same information for other ad networks, click the Bing/Yahoo! tab at the top of the User Journey section.
How to View PPC Competitors' Top Keywords
Viewing a competitor's top keywords means seeing their keywords in order of importance, along with each keyword's metrics.
15] Scroll down to the Top Keywords section to see the top keywords for that competitor in Google sorted by KEI. KEI is keyword effectiveness index. The greater the KEI, the greater chance the keyword is profitable for the advertiser. It's based on how long the advertiser has been using the keyword and when was the last time they used it.
16] To drill down on a keyword in the Top Keywords list, click the arrow ">" to the far left of that keyword. The drill down includes a list of ad copy, destination URLs and other metrics.
17] To see more top keywords, click the View More button below the list.
18] To export the list of keywords, from the PPC Keywords tab, click the Export button. The data gets exported in .XLSX format.
How to View PPC Competitors' Top Ads
Viewing competitors' top ads means seeing the ads in order of importance, along with key metrics about each ad.
19] Scroll down to the Top Ads in the Google section to see the top ads for that competitor in Google sorted by AEI. AEI is ads effectiveness index. AEI is the same concept as KEI only for ad copy.
20] Click on the number in the Keywords triggering this ad column to see the list of keywords triggering the ad.
21] To see more top ads, click the View More button at the bottom of the list.
22] To export the list of ads, from the Ads tab, click the Export button. The data gets exported in .XLSX format.
How to View PPC Competitors' Top Competitors
Viewing a competitor's top competitors means viewing them in order of importance as competitors, along with key metrics like monthly budget and unique keywords.
23] Scroll down to the Top Competitors in Google section to see the top competitors for that competitor in Google sorted by the number of overlapping keywords between the two competitors.
24] Hover your mouse over the bar chart on the left to see the upper monthly budget for each competitor.
25] In the Top Competitors table to the right, click on an name in the Advertiser column to be taken to that advertiser's page.
26] To see more competitors, click the View More button the table.
27] To export the list of competitors, from the Competitors tab, click the Export button.The data gets exported in .XLSX format.
How to View PPC Competitors' Offers and Landing Pages
Viewing competitors' offers and landing pages means viewing a selection of landing pages for your competitors.
28] Scroll down to the Competitor Offers & Landing Page section to see a selection of competitor landing pages.
29] Click on a landing page to view the entire landing page from top to bottom.
30] To see more offers and landing pages, click the View More button below the selection.