Read through the insights into the basic analysis of search marketing campaigns and a list of leading Pay Per Click tools used for both Keyword and Competitor Analysis.

1. www.position2.com© Position2
Top PPC Tools for Keyword and Competitor
Analysis

2. www.position2.com© Position2
Pay Per Click (PPC) evolves on a regular basis. New phrases are born every day in
an ever changing landscape of keywords. Day in and day out digital marketers
struggle to create the perfect PPC campaign that delivers consistent results and
stays ahead of the competition. Success lies in a thorough analysis of a competitor’s
PPC keywords and ads, extracting their data and discovering how it influences
conversions. From that, analyze your own ads to see what is missing.
To do this you’ll need to:
1. Find out who your competitors are
2. Assess their effectiveness
3. Determine how they sell
4. Determine what to extract from their data
5. Define the size of the opportunity
6. Estimate how much your competitors invest in paid search
7. Assess whether you are investing enough in paid search
8. Optimize your campaigns based on the analysis
To dig deeper into your competitor’s strategies consider some of these top search
marketing tools:

3. www.position2.com© Position2
KeywordCompetitor provides something that Google does not – the ability to access
your competitors’ paid keywords, ads and landing pages. Updates are available on a
daily basis.
Use this PPC tool to gain insights into your competitor’s most effective keywords, ad
copy and ad budgets.
Find your PPC competitors based on the keywords you plan to target. You can also
access the ad copy used by the competition, and determine who tops paid search
results.

4. www.position2.com© Position2
Uncover the competitive landscape and discover a competitor’s PPC campaign
strategies with KeywordSpy. Pinpoint profitable keywords targeted by the
competition and the successful ad copy in which they are used. There is also a
unique ROI indicator you can use to judge the value of keywords.
SpyFu maps every place a competitor’s ad has shown up on Google as well as all
ad variations used by that competitor.
Browse top ads and ads by format with Adbeat. It includes an ability to uncover
competitor strategies and spy on ad copies with split testing. Adbeat also lists the
number of days an ad was live, and the exact dates when it was first and last seen.