How To See Your Competitors’ Google Ads

By Uzair Kharawala·8 Jul 2024·3 min read

Read the video transcript

How can I find a competitor in Google Ads? In a variety of ways. You can look in for search campaigns. You can look at the insights auction report where you will find all the competitors who Google thinks are your competitors or direct competitors. So, you can find those. The other way you can find on the search network is you go to Google, put in the keyword, let's say you're in the car insurance business.

You put in the car insurance and all the ads will pop up. So, the top four ads and the bottom four ads on the page, those are the advertisers. So, you know that these companies are advertising on Google Ads. But then you can also find your direct competitors for that keyword with the organic rankings and listings. So, the rankings in the middle of the page, you will find all those companies are getting their search engine optimization done for that keyword because they are targeting that keyword.

So those are also your competitors. You can go on to page two, page three as well. But I don't find those very competitive because that's why they are languishing on page two and page three. Those who are very competitive will be on page one because they want to stay on page one. So that's on the search network.

Then when you have been to some of your competitors' websites or you haven't been to one of your competitor's websites, then do so, click on that link, go to your website, you'll get pixeled in and then their ads will follow you as a remarketing ad, as I said, so you will know what they are doing. And when you see a remarketing ad from your competitor, what I do is I take a screenshot and put them into my swipe file.

Always have a swipe file, especially of your competitors. Because then when you do wish to create a new campaign later on, you can get some inspiration and aspirations from your competitors. What they are doing, how they are doing it. You also make a note of their landing page, how they've designed it, what the offer is on that page, what the call to action may be.

So, this is how easy it is to find your competitors. And the same thing applies on YouTube. When you go on YouTube and your competitor ad pops up as a video ad, make click on that ad, go to that page and see what they are offering.

If you’re running Google Ads, it’s crucial to keep an eye on your competitors to stay ahead of the game. Knowing what your competitors are doing can provide valuable insights into their strategies and help you optimise your own campaigns. Here’s a straightforward guide on how to find your competitors’ Google Ads and analyse their tactics.

1. Use the Auction Insights Report

One of the simplest ways to find your competitors in Google Ads is by using the Auction Insights report. This report shows you the other advertisers competing in the same auctions as you. Here’s how to access it:

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Go to Your Google Ads Account: Login and navigate to the campaign or ad group you’re interested in.
Select the Auction Insights: Find the Auction Insights report in the left-hand menu.
Review Your Competitors: The report will list all the competitors Google identifies as direct competitors based on your keywords.

This tool is excellent for understanding who you’re up against and how your performance compares to theirs.

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2. Search Manually on Google

Another effective method is to perform manual searches for your target keywords. Here’s how:

Go To Google: Open a new incognito window to ensure your personal search history doesn’t affect the results.
Search For Your Keywords: Enter keywords relevant to your business. For example, if you’re in the car insurance business, search for “car insurance.”
Identify Ads: Look at the top and bottom ads on the search results page. These companies are actively advertising for those keywords.
Check Organic Listings: Scroll through the organic search results. Companies ranking well organically for your keywords are also your competitors, as they are targeting the same audience.

While this method requires a bit more effort, it provides a clear picture of who is competing for your target keywords.

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3. Analyse Competitors’ Websites

Visiting your competitors’ websites can also give you a wealth of information. Here’s what to do:

Visit Competitors’ Websites: Click on the ads or search results to visit their websites.
Get Pixeled: Once you visit their site, you may start seeing their remarketing ads across the web. This is because their website likely pixeled you for retargeting.
Save Their Ads: When you see their ads, take screenshots and save them in a swipe file. This file will be a valuable resource for inspiration and analysis.

By analysing their landing pages, offers, and call-to-actions, you can gain insights into their marketing strategies and adapt your own accordingly.

4. Monitor YouTube Ads

If your competitors are using video ads, you can find these on YouTube. Here’s how:

Browse YouTube: Watch videos related to your industry.
Identify Competitor Ads: When you see a competitor’s video ad, click on it to visit their landing page.
Analyse the Ad and Landing Page: Note the video content, the call-to-action, and the landing page design and offers.

This method helps you understand how competitors are using video marketing and what type of content resonates with your shared audience.

Conclusion

Finding your competitors’ Google Ads isn’t as complicated as it might seem. By utilising tools like the Auction Insights report, performing manual searches, visiting competitors’ websites, and monitoring YouTube, you can gather valuable information about their strategies. Keep a swipe file of their ads and analyse their approaches to stay competitive. This ongoing research will help you refine your campaigns, stay ahead of the competition, and achieve better results in your own Google Ads efforts.

Written by Uzair Kharawala

Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.

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How To See Your Competitors’ Google Ads

1. Use the Auction Insights Report

2. Search Manually on Google

3. Analyse Competitors’ Websites

4. Monitor YouTube Ads

Written by Uzair Kharawala

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