Your browser is out of date. The site might not be displayed correctly. Please update your browser.

Analyze сompetitor ad budgets and keywords

Budgeting is one of the most important parts of building a PPC strategy. It’s not always easy to understand how much you need to allocate for your paid search activities. If you have ever struggled to decide on the right budget distribution, SEMrush will come to your rescue!

The Advertising Research tool helps evaluate competitor PPC spend and strategy from different angles:


Current state

See how much different advertisers in your niche are spending now. You may want to check multiple websites from your niche, in order to get a more complete picture. With the SEMrush paid search tool, you’ll also see the amount of traffic brought to your competitors’ websites through PPC.





Analyze how competitor spends change throughout the year. This can help you distribute your budgets properly, so you won’t get caught unprepared for high season.




Explore which exact search terms your paid search competitors are bidding on. You’ll be able to get CPC and search volume estimates for these keywords, as well as competitive density - this will allow you to decide whether you need to bid on these keywords or not.


How will you benefit from this?


While saving time and money, you can benefit from your competitors’ experience with ad campaigns, and avoid their PPC mistakes.

Monitor ad copy and landing pages

What should you include in your ad text to make it more attractive for users to click on?

You know that it is vital to focus on relevant keywords and information, and to include a call to action that will trigger a user’s interest. But what should you do if your competitors’ AdWords Ads are still higher in paid search results than yours, and they are winning potential users’ clicks?


SEMrush Advertising Research tool gives you access to thousands of ad copy examples from your competitors and industry leaders. You can see the most used calls to action, emotional triggers and brand mentions and tweak your own ad copy based on these insights.


When you monitor ad copy, pay attention to how long an ad has been running. If a competitor has been using it for more than a couple of months, it has most likely earned them a lot of business. If an ad copy was used for a short time, you can bet that it either didn’t bring a lot of traffic or was used because it was relevant to a season, holiday, or special event.

Discover New Competitors in Google Ads

Paid search is brutally competitive. To get ahead of your competitors, you should know who they are. Do you know everyone you’re battling against for potential customers and Google’s top positions? The competitive landscape and brand awareness are constantly changing and evolving. Market leaders make room for new arrivals, and some familiar faces always keep the lights on.
Mapping a competitor’s positioning on the web is crucial for developing an effective PPC strategy. Comparing your website’s PPC metrics to competitors’ performance is the perfect way to identify your own strengths and weaknesses.

The SEMrush Advertising Research feature provides a list of a domain’s competitors, the number of common keywords, estimations on paid traffic, and online rivals’ ad spending. It excludes from results domains that are not a domain’s real market competitors by analyzing the total number of keywords of each domain, and the number of the domains’ common keywords. If the domains have a high number of common keywords, they could be considered competitors. Therefore, you can focus only on true PPC rivals.


Localize Your Ad Campaigns

The Internet gives you tremendous opportunities to earn a profit worldwide. But paid search behaviors differ from country to country. If you target international searchers, you should adapt your ads geographically. Never overlook non-English-speaking searchers on the web.


With the SEMrush Advertising Research feature, you can analyze keywords and ad texts in over 100 countries, and in more than 20 languages.

See what keywords French, American, or Dutch users type in their search boxes to find solutions, services, products, or information. Of course, web users search in their native languages. Even if they use English, the queries from European customers will differ from those of American customers. Moreover, search terms can be misspelled because users are in a hurry while typing or because they are searching in English, which isn’t their primary language. For local PPC campaigns, knowing which keywords international users are searching with could mean additional opportunities for bidding.


Please enter correct domain