Domain vs. Domain: Compare your and your competitors’ product listing ads side-by-side

• Go to SEMrush → Tools → Domain vs. Domain.

• Enter your website’s name and domains whose product listing ads you’d like to compare, select the shopping(1) data to be displayed, and press Go.

• You will see your and your e-commerce rivals’ common PLA keywords 

  (2)−those ones

   that trigger your and their PLAs to pop up in SERPs.

Next to every keyword, you will see the position (3) each domain is getting with it. Therefore, you will be able to instantly understand who is performing better for each search query. 

These common PLA keywords have, undoubtedly, the highest level of competition. Metrics related to each keyword, such as its volume, CPC, competition, search results, and trend, also help you to estimate how “difficult” keywords are.

By defining the most difficult keywords, you can fine-tune your PLA strategy for winning higher positions with search terms or focus more on keywords with less competition.

• By using selectors (4), you can display each domain’s unique PLA keywords (5). These keywords have less competition because they are used only by one competitor out of all the ones being compared. And you can add them to your PLA armory in order to spread your products’ presence in SERPs.

• To see where you are the absolute winner, display only your website’s unique keywords (6) (in this case, pur your website's name in the first input field). You will see for which keywords your PLAs appear and for which ones your competitors’ PLAs don’t (7).

• You can also display domains’ all keywords (8) that they have on Google Shopping to get a comprehensive overview of their performance.