How to Identify Competitor Keyword Strategies Using Google Ads Tools 

Why Analyzing Competitor Keyword Strategies is Crucial

Before diving into the tools, let’s first understand why it’s important to study your competitors’ keyword strategies.

Understanding Market Landscape

By looking at which keywords your competitors are bidding on and ranking for, you gain a clearer picture of the competitive landscape. This allows you to:

• Stay ahead of trends: Learn which terms are currently popular in your industry and adjust your ads accordingly.

• Analyze market demand: Understand what customers are actively searching for and tailor your keywords to meet their needs.

Identifying Gaps and Opportunities

Competitor keyword analysis can also help you identify gaps in the market that you may have missed. For instance:

• Low competition keywords: Discover keywords that your competitors are not bidding on but could drive valuable traffic to your site.

• High-performing keywords: Learn which keywords are generating the most traffic for your competitors and consider including them in your own campaigns.

Improving ROI

By understanding which keywords are driving traffic and conversions for your competitors, you can:

• Optimize your bids: Avoid overbidding on competitive keywords, and focus your budget on more cost-effective, high-converting terms.

• Refine your targeting: Use keyword insights to adjust your targeting, ensuring that your ads reach the right audience at the right time.

Key Google Ads Tools for Competitor Keyword Research

Google Ads offers several tools that make competitor keyword research easier and more efficient. Let’s take a look at the three most powerful ones: Keyword Planner, Auction Insights, and Google Trends.

Google Ads Keyword Planner

The Google Ads Keyword Planner is one of the most popular tools for keyword research. It’s designed to help you discover new keywords and get insights into their search volume, competition, and expected performance.

How to Use Keyword Planner for Competitive Research

1. Accessing the Tool:

   • Log into your Google Ads account.

   • Click on the wrench icon in the top-right corner and navigate to the "Planning" section. Here, select Keyword Planner.

2. Discover New Keywords:

   • In Keyword Planner, you can enter a keyword, website, or product related to your business, and Google will suggest a list of related keywords.

   • To analyze your competitors, simply input keywords or product categories similar to what they offer, and Google Ads will provide a list of high-volume keywords they might be targeting.

3. Search Forecast:

   • Keyword Planner provides a “Search Forecast” feature, where you can enter a list of keywords and see their estimated monthly searches, competition level, and potential cost-per-click (CPC). This is useful for identifying which keywords are worth targeting based on their performance data.

4. Keyword Ideas:

   • In the "Keyword Ideas" section, you can sort by competition and search volume to find high-performing keywords that might be relevant to your business and competitors.

Example:

If your competitor sells eco-friendly furniture, you can enter relevant product categories like "sustainable home furniture" or "eco-friendly sofas" to see which keywords have high search volume and moderate competition.

Auction Insights

Auction Insights is a tool within Google Ads that shows you how your performance compares to other advertisers competing for the same keywords.

How to Use Auction Insights for Competitor Analysis

1. Accessing Auction Insights:

   • From your Google Ads account, navigate to the "Campaigns" or "Ad Groups" tab.

   • Select the campaign or ad group you want to analyze.

   • Click on Auction Insights in the menu.

2. Understanding the Data: Auction Insights provides several key metrics:

   • Impression Share: The percentage of impressions your ads received compared to the total available impressions.

   • Average Position: Where your ad typically ranks compared to competitors.

   • Overlap Rate: The percentage of times your ads and a competitor’s ads appear for the same keyword.

   • Position Above Rate: The percentage of times a competitor’s ad appeared in a higher position than yours.

3. By comparing these metrics with your competitors’ performance, you can identify areas where you can improve, such as increasing your bid for higher visibility or targeting less competitive keywords.

Example:

If a competitor has a higher Impression Share but a lower Position Above Rate, it suggests they may be bidding lower than you, giving you an opportunity to adjust your bidding strategy.

Google Trends

Google Trends allows you to analyze the popularity of search terms over time and compare them across different regions and countries. It’s particularly useful for identifying emerging keywords that your competitors may be targeting or could be missing.

How to Use Google Trends

1. Access Google Trends:

   • Go to Google Trends.

   • Enter a keyword or phrase relevant to your business, or input a competitor’s brand name to see how it trends over time.

2. Compare Keywords:

   • You can compare multiple keywords to see which one is gaining more traction and where.

   • Google Trends also provides insights into regional interest and related queries, which can help you uncover untapped markets or find keywords that are gaining in popularity.

Example:

If your competitor is targeting "organic skincare," you can use Google Trends to compare this term to other variations like "natural skincare" or "eco-friendly skincare" to see which one has the most search interest and growth potential.

Steps to Identify Competitor Keywords Using Google Ads Tools

Now that we’ve explored the tools, let’s go over a practical, step-by-step process to identify competitor keyword strategies.

Step 1: Start with Keyword Research

Begin by using Google Ads Keyword Planner to generate a list of keywords relevant to your business or industry. Enter a competitor’s website or product category into the Keyword Planner and gather keyword suggestions.

• Focus on long-tail keywords (more specific phrases) that may have lower competition but higher conversion potential.

• Pay attention to search volume and competition level—these will give you insights into whether a keyword is worth bidding on.

Step 2: Analyze Auction Insights

Once you’ve identified some key keywords, use the Auction Insights tool to compare your performance with your competitors. Look for metrics such as:

• Impression Share: This tells you how much visibility you’re getting compared to competitors.

• Average Position: How your ads are performing relative to others in the auction.

If your competitors have a higher impression share, it may indicate that they’re bidding more aggressively on certain keywords.

Step 3: Expand Your Keyword List with Google Trends

To find new opportunities, use Google Trends to identify emerging keywords related to your competitor’s strategy. You can compare different keywords and assess their seasonal trends, regional popularity, and related searches to expand your keyword list.

How to Apply Competitor Keyword Insights to Your Own Strategy

Once you’ve gathered insights about your competitors’ keywords, it’s time to put this information to use. Here’s how:

Refining Your Keyword Selection

• Target Low-Competition, High-Value Keywords: If your competitors aren’t targeting certain high-converting long-tail keywords, seize the opportunity to bid on them and improve your ad relevance.

• Incorporate High-Volume Keywords: If a competitor is bidding heavily on certain keywords that have a high search volume, consider adding those to your campaigns to increase your reach.

Optimizing Bid Strategies

• Adjust Bids Based on Auction Insights: If your competitors are bidding aggressively on specific keywords, consider adjusting your bid to gain better positioning without overspending.

• Focus on Top-Performing Keywords: Use data from Auction Insights to identify which keywords drive the most impressions and conversions, and allocate your budget accordingly.

Testing & Experimenting

Conduct A/B testing on keywords, ad copy, and landing pages based on your competitor analysis. Try variations of the keywords your competitors are targeting and experiment with different bidding strategies.

Best Practices for Ethical Competitor Research

While analyzing your competitors’ keywords is an essential part of digital marketing, it’s important to approach competitor research ethically.

• Don’t Copy: Use competitor insights to inspire your own strategy rather than copying their exact keywords or ad copy.

• Focus on User Intent: Always consider the search intent behind the keywords. Focus on providing value to the user rather than just targeting high-volume terms.

• Stay Within Guidelines: Follow Google’s advertising policies to ensure that your competitor research remains ethical and compliant with rules around trademarks and brand names.

Common Mistakes to Avoid

Here are a few common mistakes to avoid when analyzing and using competitor keywords:

• Overlooking Search Intent: Don’t just focus on keyword volume; always ensure the keywords align with what your target audience is looking for.

• Ignoring Keyword Evolution: Competitor keyword strategies evolve, so remember to continually update your keyword research and adapt to market changes.

• Relying on One Tool: Use a combination of Google Ads tools, along with other third-party platforms like SEMrush or Ahrefs, to gain a comprehensive view of the competitive landscape.

Conclusion

By using Google Ads tools like Keyword Planner, Auction Insights, and Google Trends, you can uncover valuable insights into your competitors' keyword strategies. 

Armed with this information, you can refine your own keyword targeting, optimize your bids, and ultimately improve your ROI.

Remember to stay ethical, keep testing, and adapt your strategy based on changing trends. Competitor keyword research is an ongoing process, and it’s crucial to stay one step ahead in a competitive digital advertising environment.