Transparency, a key to succes. But does it not also make it very easy to spy on other companies? What are they up to? Am I beating them if it comes to Google results? It might not come as a surprise, but with your Google Adwords account you can spy on your competitors conveniently. And guess what… for free! You can not only find what competition you are facing, but also how to match up against them. 1-0 for you!
Chances are high that the majority of the traffic of your website comes through a select group of popular keywords. However, other companies could also be bidding on your keywords. With the Auction Insights Report you can see who. According to Wordstream.com this report will show you impression shares, average position, overlap rate, position above rate, and top of page rate that each competitor has on that particular keyword. Using this information will allow your to manage your own bids in comparison with your competition more effectively. In the following tabel you can see the overview for the keyword “foam mattress”. The top url domain (in this case tempurpedic.com) is you!
In this situation “you” are doing pretty good! You have more than 20% impression rate than your biggest competitor. Meaning that you show up more in Google. You almost 6 times out of 10 and your biggest competitor only 4 times out of 10. As you can imagine this is a very handy tool. If you are showing up low on the rankings you know that it is time for a change. However, we have only looked to the impression rate so far. There is more too it.
The overlap share means how often the competitor appears on the same page. As you can see bedinabox.com appears on the same page more than half of the time. The position above rate tells you that plushbeds.com isn’t much of competition. And the last metric – top of page rate – tells you how often a competitor showed up above the organic search results.
These numbers are very helpful! Use them. If you see that you are behind on your competitors start making steps on improving them. If you are doing well, it is a job well done and it is time to move on to the next keyword.
Rodhes, M. (n.d.). It’s Easy to Spy on Your Competitors Conveniently and for Free. Retrieved January 15, 2015, from http://www.entrepreneur.com/article/241583
Edwards, H. (2014, October 23). AdWords Competition Guide: 4 Tools to Help You Analyze & Beat Your Competitors. Retrieved January 15, 2015, from http://www.wordstream.com/blog/ws/2014/10/23/adwords-competition