• Oluwaferanmi Dahunsi

Google Ads Competitor Research/ Keywords Bidding

Google Ads is one of the best search engine marketing tools available. One significant reason for this is the keyword bidding system that gives investment-ready businesses a shot at getting their name to the top of a Google search engine results page, thereby increasing their chances of making more sales.

This article takes a deep dive into Google Ads competitor research and keyword bidding.

By following the simple steps highlighted in this post, you'll understand your competitors better and gain insight into keyword bidding strategies on Google Ads.

Competitor Research For Google Ads

Below are steps to understand and discover your competitors on Google Ads.

STEP I: Know Competitors That Use Google Ads

An excellent start to competitor research on Google Ads is knowing which of your competitors are on Google Ads.

A simple way to know competitors that advertise on Google Ads is by searching for a few keywords and observing the advertisers that pop up.

This is a good strategy, although it doesn't entirely give you a comprehensive insight into your keyword competitors because you also have to consider factors like:

  • Geography & language: the results are limited to your browser's location and language.

  • Keywords: you should have some clue about their keywords

  • Schedule: advertisers can adjust their ads to only show during specific periods. So search at different times of the day and days of the week.

  • Ad budget: Their budget may be used up, making them not to show for that time of the day.

STEP II: Google Ads Auction Insights

Many people don't know this, but you can use Google Ads to figure out your top competitors.


Simply log into Google Ads. Click on one of your campaigns. Then click on “Details,” and underneath “Auction Insights,” click “All.”

This brings up an auction insights report that shows how your campaign is doing compared to other advertisers competing for similar terms. You’ll see a comparison of some factors, including details of:

  • How often your ad gets an impression compared to the number of ads shown for the search terms you are competing for

  • The average position your ad displayed

  • The number of times your ad showed up with competitor ads

  • Number of times a competitor's ads ranked above yours

  • How frequently your ad shows up above search results on the SERP in comparison to the competition

  • How much an ad showed up above yours or when your ad never showed up

You can use these steps to discover your top competitors at both the campaign level and the ad group level and see if you have different competitors for each keyword group you’re bidding on. With this, you’ll uncover top competitors and learn how often your ads are shown compared to theirs.

STEP III: Use An Advertising Research Tool

Tools like SEMRush, Ahrefs, Spyfu, iSpionage, and more, can come in quite handy when researching keyword competitors. They help you discover your competitors’ search ads, peek into their paid search tactics and organize your PPC campaign.

Also, they give you an in-depth evaluation of competitor analysis obtained from Google Ads by providing a list of rivals in a domain, the number of common keywords, estimations on paid traffic, online competitors’ ad spending, etc.

Using a tool like SEMRush, you can type the first competitor domain into the search box and click on Advertising Research to see paid keywords data for that domain.

You may find a few hundred keywords to scroll through and note new keyword ideas that didn't cross your mind previously. Or about 113,749 keywords!

Luckily, SEMRush offers some tools to help filter your results. You can filter your target keyword and remove keywords with a competitive density of .95 and above. This may reduce your focus keywords to a less-staggering number.

You could create many filters to remove competing brands from results if you don't want to target them. But don't let filters distract you from looking at other viable keywords in your niche.

Bidding For Keywords on Google Ads

Here are a few quick facts about keywords bidding on Google Ads:

  • Google Ads provides diverse ways to bid for your ads, depending on personal or business priorities. And knowing what you want your ads to do will help you decide how to bid.

  • Google Ads runs an auction every time it has vacant ad space on a search result, blog, news site, or similar pages. Each auction decides the ads that will occupy that available space. And your bid puts you in this auction.

  • When bidding, you can focus on clicks, impressions, conversions, views, or engagements, depending on your campaign.

Adjusting Your Bids On Google Ads

Log in to Google Ads and make changes to your bids as often as you like to optimize for the best possible results. A vital thing to note about Google Ads bidding is that changing it will not affect the budget you have set for your entire ad spend.

Adjusting your Google Ads keyword bids can be done through:

  • Automated bid strategies

Using an automated method lets Google maximize your chosen strategy based on your set budget.

These automated strategies cover cost per action, target return on ad spend, optimize clicks, maximize conversions, expand conversion value, target impression share, and manual cost per click.

  • Manual bid strategies

Based on your experience with paid ads, it may be advisable to stick with an automated bid strategy to make things easier for you. But, if you have time to understand the bidding system, there is a much more incredible opportunity for results with a manual strategy.

Factors Affecting Your Google Ads Ranking

As with organic search, Google doesn’t just award the top result to the top spender without confirming the content or page an ad is promoting. One key factor that affects your ranking is your quality score.

If two businesses bid an exact amount on the same keyword, but one has a better quality score, the business with the best quality score ranks higher on the search results page.

Your quality score for a keyword depends on three primary factors:

These three factors determine your overall quality score. However, Google will show you your score in each area so that you do what's necessary to increase your score.

Final Thoughts

Success with Google Ads comes down to analyzing your competitors, choosing how much to bid and what keywords to go after. Ensure that you go for relevant keywords for your business and regularly analyze and adjust to see how they perform so you can update your ads and bids for better results.

1 view0 comments
Vector (2).png