Before you begin: This guide shows you how to compare PPC data for up to three competitors. If you don't already know the competitors you want to compare, you'll start with a keyword/phrase to identify them.
How to Enter the Keyword or URL
To conduct PPC competitor research, you start by entering a keyword or URL into a search box.
1] Login to TapClicks and on the left side menu click Raven.
2] Click Competitor Research. The new search page appears.
3] If you don't know the competitors you want to compare, enter the keyword/phrase into the search box you want to compare them on. If you do know the competitors you want to compare, enter the URL of the first one into the search box.
4] From the dropdown menu, select your country.
5] Click Search.
6] Either the summary page or PPC summary page appears, depending on whether you entered a keyword or a URL. You can see the keyword or URL in the upper left corner.
How to Research Multiple PPC Competitors
To research PPC competitors, you either know the competitors ahead of time or you discover them by using a keyword you think they have in common.
5] If you entered a URL, go to step 6. If you entered a keyword/phrase, look through the top PPC competitors on Google at the top of the page and click one you want to be in the comparison. Make a note of the others in the list you want to make part of the comparison. If you prefer to view a list of top PPC competitors on other ad networks, click Bing/Yahoo! at the top of the list.
6] This takes you to the competitor's page. You'll see their name in the upper left corner.
7] To compare this competitor to other competitors, click Compare to Competitor at the far right of the top menu.
8] You'll see the Compare page with the first competitor filled in.
9] In the Competitor 2 textbox, enter the URL of the second competitor.
10] Optionally enter the URL of the third competitor in the Competitor 3 textbox.
11] Click the search icon to the far right. The comparison results appear.
How to View Competitive Results
Viewing competitive results means being able to compare all the competitors, side by side, on metrics like budget, clicks, ad position and number of keywords.
12] Hover your mouse over the Average PPC Budget graph to see the average amount spent by each competitor for a particular month.
13] In the left column, click Average Potential Clicks to see a graph of the average potential clicks for each competitor for the last 12 months.
14] Hover your mouse over the graph to see the numbers for a particular month.
15] In the left column, click Average Position to see a graph of the average position for each competitor's ads for the last 12 months. Hover your mouse over the graph to see the numbers for a particular month.
16] In the left column, click # of Google Keywords to see a graph of the number of keywords each competitor was targeting for the last 12 months. Hover your mouse over the graph to see the numbers for a particular month.
17] Scroll down the page to view a graph of the number of overlapping keywords among the competitors. Hover your mouse over the graph to see the total number of keywords for each competitor.
18] To view the keywords exclusive to each competitor, click on the competitor in the right column. The results appear in the table below it.
19] To view the overlapping keywords between competitors, click on the desired overlap in the right column. The results appear in the table below it.
20] To export a list of all the keywords for all the competitors, click Export below the Overlap Keyword graph.
21] Scroll down to see each competitor's top ad copy, sorted by AEI. AEI is ads effectiveness index. The greater the AEI, the greater chance the ad is profitable for the advertiser. It's based on how long the advertiser has been using the ad and when was the last time they used it.
22] Scroll down to see each competitor's top landing pages. Click on a landing page to view the entire page.