How to Analyse and Outperform Your Competitor’s Paid Search Strategy

How to Analyse and Outperform Your Competitor’s Paid Search Strategy

Paid search campaigns can be game-changers in digital marketing. But if your competitors run successful campaigns, how do you analyse and outperform their strategies? Understanding your competitor’s paid search tactics can help refine your approach, improve ad performance, and maximise your return on investment (ROI).

This guide breaks down the key steps to analysing and outperforming your competitor’s paid search strategy.

Click Here – Free 30-Minute Strategy Session

Be quick! FREE spots are almost gone for this Month

Free Quote

1. Identify Your Top Competitors

Before you can analyse a competitor’s paid search strategy, you need to know who your competitors are.

How to Find Competitors Running Paid Ads:

• Google Search: Enter your primary keywords and see which brands appear in the top paid search results.
• Google Ads Transparency Centre: Search for brands and view their active campaigns.
• Competitor Research Tools: Platforms like SEMrush, SpyFu, and Ahrefs allow you to see which competitors are bidding on similar keywords.
• Google Auction Insights: If you’re running Google Ads, check the Auction Insights report to see which competitors frequently appear in the same search auctions as you.

Once you’ve identified your top competitors, you can move on to deeper analysis.

2. Analyse Competitor Keywords

Keywords are the foundation of any paid search strategy. Understanding which keywords your competitors target can give you valuable insights.

How to Find Competitor Keywords:

• SEMrush & Ahrefs: Use these tools to see the exact keywords competitors are bidding on.
• Google Ads Keyword Planner: Enter a competitor’s website for keyword suggestions.
• Search Ads Analysis: Search your primary keywords and note the terms used in competitor ads.

What to Look For:

• High-Performing Keywords: Identify keywords that consistently appear in competitor ads.
• Long-Tail Keywords: Competitors may be targeting less competitive, high-converting keywords.
• Negative Keywords: Look for keywords they aren’t targeting to find gaps in their strategy.

3. Analyse Competitor Ad Copy & Messaging

Your competitors’ ad copy reveals much about their positioning, offers, and calls to action (CTAs).

How to Analyse Competitor Ad Copy:

• Google Search Ads: Type in relevant keywords and compare competitor ad copies.
• SpyFu & SEMrush: These tools allow you to see historical competitor ad data.

Key Elements to Analyse:

• Headline: Does the ad focus on price, quality, or unique benefits?
• Description: How do they persuade users to click?
• CTA: What action do they encourage? (e.g., “Buy Now,” “Get a Free Quote”)
• Ad Extensions: Are they using site links, callouts, or structured snippets?

How to Outperform Them:

• Craft stronger CTAs that highlight unique selling points.
• Use powerful emotional triggers to make your ads more compelling.
• A/B test different versions of your ad copy to find the highest-converting messaging.

4. Examine Competitor Landing Pages

A high-performing ad is useless without an optimised landing page. Analysing your competitor’s landing pages can reveal their conversion strategies.

How to Analyse Competitor Landing Pages:

• Visit their landing pages after clicking on their paid ads.
• Use tools like SimilarWeb or Hotjar to gather insights on their landing page experience.

What to Look For:

• Headline & Messaging: Does it match the ad copy?
• Page Speed & Mobile Optimisation: How fast does it load on mobile?
• Call-to-Action (CTA): Is it clear and compelling?
• Lead Capture Forms: Are they easy to fill out?
• Trust Signals: Do they use customer testimonials, case studies, or security badges?

How to Outperform Them:

• Ensure your landing pages load faster and are mobile-friendly.
• Use stronger value propositions and more engaging headlines.
• Simplify forms and checkout processes for a better user experience.

5. Analyse Competitor Bidding Strategies

The bidding strategy determines how often and where an ad appears—understanding how your competitor’s bid can help you outsmart them without overspending.

How to Analyse Bidding Strategies:

• Use Google Ads Auction Insights to compare your bidding performance.
• Check SEMrush or SpyFu for historical competitor bidding trends.

What to Look For:

• Are they bidding aggressively? (High Cost-Per-Click)
• Do they focus on branded keywords?
• Are they using automated bidding strategies?

How to Outperform Them:

• Use Smart Bidding strategies to optimise for conversions.
• Target competitor brand keywords (e.g., bidding on their brand name).
• Experiment with dayparting (adjusting bids based on peak performance times).

6. Leverage Competitor Display & Retargeting Ads

Many businesses focus on search ads but overlook display and retargeting strategies. If your competitors are using display ads, you should, too!

How to Analyse Competitor Display Ads:

• Use the Google Ads Transparency Centre to see their running campaigns.
• Use Facebook Ads Library to check their social media ads.
• Visit competitor websites and track if their ads follow you across the web.

How to Outperform Them:

• Use better ad creatives and more personalised retargeting.
• Offer stronger incentives (discounts, free trials, limited-time offers).
• Target customers based on behaviour and past interactions.

7. Monitor Competitor Performance & Adjust Your Strategy

SEO and paid search aren’t one-time efforts. The key to staying ahead is continuous monitoring and testing.

Tools to Track Competitor Performance:

• SEMrush & SpyFu: Keyword rankings and ad history.
• Google Auction Insights: Compare bidding strategies.
• Google Analytics & Ads Data: Measure your performance and adjust accordingly.

Key Takeaways to Outperform Competitors:

• Improve Ad Copy & CTAs: Make them more persuasive.
• Optimise Landing Pages: Reduce bounce rates and increase conversions.
• Use Smart Bidding: Spend efficiently without inflating CPC.
• Target Competitor Brand Keywords: Capture their customers.
• Leverage Retargeting & Display Ads: Stay top-of-mind.

Final Thoughts

Analysing your competitor’s paid search strategy isn’t about copying them—it’s about learning what works and doing it better. With the right tools, strategic adjustments, and continuous testing, you can outperform competitors, drive more traffic, and increase conversions.

Want to gain an edge over your competitors? Implement these steps today, and watch your paid search campaigns outperform the competition!