SEMrush: Gives you key insights into ad copy, keywords, new competitors, and overall competitor performance.
SpyFU: Gives you a 9-year history of competing keywords, organic rankings and ad variations.
AdBeat: Shows where traffic is coming from, activity within the site, and traffic after it leaves the site.
iSpionage: Provides data on keywords and ad copy to help evaluate CTR and CPC. Has historical PPC data from Google and Bing.
Keyword Spy: Helps you identify profitable keyword-ad copy combinations and important keyword data, such as ad spenders with the most variation in target keyword volume and keywords with the most variation in CPC.
Keyword Competitors: In addition to Latest Mailing Database extensive PPC competitive analysis, this tool has a real-time competitor monitoring component.
Unless your competitive analysis is laser-focused, the volume of PPC data can be overwhelming. The key areas to analyze are:
Competitor Selection : Identify your top PPC competitors and create a list of their domains.
Keywords : Find out which keywords are competing to bid on, as this information can help you find new keyword ideas. Also, it can identify companies you want to compete with when targeting specific keywords.
Ad Text : It analyzes many examples of competitor ad text and sees what it offers and the reputation claims and CTAs used by competitors. This information can help you develop ads that beat your competitors.
Landing Pages : Find out if your competitors are sending traffic to the homepage, landing page or microsite. The elements of the target page are also analyzed based on offers, reputation statements, CTAs, forms, images, videos, downloads, and other primary and secondary conversion elements.
View your account structure
Your AdWords account should be structured to match your business and website. Each of your activities must be meaningful, for example, SaaS-related activities should include the word "SaaS".
Image credit: Google Ads Help
To determine your campaign, see if the terms you're targeting relate to what you want users to do when they click on your site from a search engine. For example, if you're a digital agency that provides B2B lead generation services, you need to create a "B2B lead" campaign that targets businesses that want high-quality leads, contact you.