619.752.1955
MENUMENU
  • Who We Serve
    • Who We Serve

      • Business Types
      • Multi-Location Businesses
      • B2B Marketing
      • Ecommerce
      • Lead Generation
      • Franchise Businesses
      • Franchise Marketing
      • Franchise Development
      • National to Local
      • Franchise SEO
      • Franchise Paid Media
      • Franchise Social Media
      • Franchise Web Dev
      • Industries
      • Automotive Services
      • Dental Practices
      • Financial Services
      • Home Services
      • Healthcare Practices
      • View More Industries
  • Services
    • Services

      • Owned Media
      • Content Marketing
      • Conversion Rate Optimization
      • Creative & Branding
      • Website Development
      • WordPress Development
      • Reporting & Data Analytics
      • Email & SMS Marketing
      • Lifecycle Marketing
      • Earned Media
      • SEO
      • Local SEO
      • GEO
      • Digital PR
      • Social Media Managment
      • Paid Media
      • PPC
      • Paid Social Advertising
      • Display Advertising
      • Influencer Marketing
  • About Us
    • About Us

      • About Ignite
      • Our Story
      • Our Values
      • Our Team
      • Clients
      • Diversity & Inclusion
      • Hire Us
      • Contact Us - Get Started
      • Our Awards
      • Our Clients
      • Case Studies
      • Request Free Audit
      • Join Our Team
      • Career Opportunities
      • Hiring Notice
  • Free Resources
    • Free Resources

      • Free Resources
      • Our Blog
      • YouTube Channel
      • Marketing Resources
      • Franchise Marketing Resources
      • Attend Our Next Webinar
    • Ignite Free Resources
  • 619.752.1955
  • Get Started
Home / Blog / 9 Techie Ways To Track (and Beat) Your AdWords Competitors

9 Techie Ways To Track (and Beat) Your AdWords Competitors

April 17, 2019 By John Lincoln

If you’re using search ads to promote your business, you’re not alone. Some of your best customers are targeted by AdWords competitors.

That’s why you need to outwit them. Otherwise, you’ll lose market share.

In this article, I’ll show you how to track and beat your AdWords competitors.

How to Track (and Beat) Your AdWords Competitors

What You’ll Learn:

  • How to find your competitors
  • How to find the keywords your competitors are bidding on (and how much they’re spending)
  • How to use Google’s Auction Report to get a step ahead
  • 7 tactics you can use to create better ads than your competitors

First, Use Tools to Track Your AdWords Competitors

Simply put: there’s too much information out there for you to handle and process manually. You’ll need to enlist the aid of tools.

That’s especially true when it comes to getting an advantage over your AdWords competitors.


Start with a tool like
SEMRush. You can get the ball rolling for just about a hundred bucks a month.

And it’s worth it. With SEMRush, you can find out which keywords your competitors are bidding on. Use that info to identify search terms you might have missed.

First, if you’re unsure exactly who your competitors are (or want to make sure you haven’t missed any), you can use SEMRush to find them.

Start by logging in and typing your domain name into the search bar. Click the dropdown arrow on the left of the search bar, and select “Advertising Research.”

Find your AdWords competitors using SEMRush
Find your AdWords competitors using SEMRush

On the next page, choose the Competitors tab at the top of the report. As you scroll down, you’ll see a list of your top paid AdWords competitors.

Locating your AdWords competitors in SEMRush
Locating your AdWords competitors in SEMRush


Next, you’ll want to find which search terms your AdWords competitors are using.

If you want to see those search terms, just plug a competitor’s domain name into that same SEMRush search bar. Then, view click the Positions tab at the top of the overview report.

Scroll down to the “Paid Search Positions” section. You’ll see a list of keywords that the competitor is using to run search ads.

Find your AdWords competitors keywords in SEMRush
Find your AdWords competitors keywords in SEMRush

It gets better, though. You can also find out how much your competitors are spending on those keywords. That will tell you if you need to step it up in terms of online ad investment.

You can check out the costs of your competitor’s ads from the “Paid Search Positions” table. Take a look at the “Costs” column.

Find out how much your AdWords competitors are spending on keywords in SEMRush
Find out how much your AdWords competitors are spending on keywords in SEMRush

Perhaps best of all, you can see what their ads look like. If you notice that they’re running ads more compelling than yours, get busy at producing better copy.

If you want to see competitor ads, click on the Ad Copies tab when you’re viewing a competitor report. Once you’re on the screen, you can filter ads by typing a keyword in the “Filter by product title” text field.

Find Adwords competitors ad copy in SEMRush
Find Adwords competitors ad copy in SEMRush

Also, feel free to imitate their ads. Just make sure you check your analytics to determine if those ads are as effective as you think they are.

There’s another tool that’s worth looking at: Google’s Keyword Planner.

Normally, SEO professionals think about Keyword Planner as a way to find keyword ideas. It’s certainly valuable for that purpose.

However, you can also use it to get ahead of your AdWords competitors.

Plug a competitor’s URL into the “Your landing page” search bar. You’ll get a potpourri of keyword ideas you may not have even thought about.


Also: because those keyword ideas were derived from a competitor’s site, it’s quite likely that the competitor is already using them.

Beat Your AdWords Competitors Using the Auction Insights Report

Google Ads offers plenty of reports that help you optimize your online ad strategy. One of the best for helping you beat the competition is the Auction Insights report.

The Auction Insights reports enables you to compare the performance of your ads with ads run by other businesses that are participating in the same auctions. You’ll see info such as:

  • Impression share
  • Average position
  • Overlap rate
  • Position above rate
  • Top of range rate
  • Outranking share
Use Google Auction Insights to beat your AdWords competition
Use Google Auction Insights to beat your AdWords competition

Those are exactly the kinds of metrics you need to follow to track and beat the competition.

For example, if you find that your AdWords competitors are running ads that more frequently appear at the top of the page than your ads, optimize your ads and landing pages to improve your Quality Score.


You can also use the Auction Insights report to see which devices competitors are targeting for a specific keyword. Those insights will help you improve your own device strategy.

Create More Landing Pages

If you’re running multiple ads with different offers, you need multiple landing pages. It’s possible that your competitors don’t know that.

That’s why you should use multiple landing pages to gain market share.

Remember: when you’re running highly targeted ads with very specific offers, your landing pages need to reflect the content of those ads. That’s how you’ll keep your Quality Score high, land at the top of the search results, and improve your conversion rate.

If you opt for a “one size fits all” landing page strategy, you’re going to end up with lackluster results.

You might be reluctant to create multiple landing pages because you’re not a web developer. If that’s the case, ask your development team up-front to create templates that you can adapt to different landing pages.

Also, if you’re on WordPress, creating different landing pages is a snap. The editor uses WYSIWYG (What You See Is What You Get) format.

As always: make sure you test your landing pages to see which ones are giving you the best performance.

Use Extensions

One of the easiest ways to jump ahead of your AdWords competitors is with the use of ad extensions.

If you’re unfamiliar with ad extensions, they enable you to expand your ad with additional info. You can include a call button, links to specific parts of your site, location details, and even more text.

For example, if you do have a physical location, you would want to include location extensions in your ad.

Use location extensions to beat your AdWords competitors
Use location extensions to beat your AdWords competitors

Or, if you want to direct customers to specific parts of your website – not just one landing page – try including sitelink extensions

Use sitelink extensions to beat your AdWords competition
Use sitelink extensions to beat your AdWords competition

According to Google, using ad extensions can increase your click-through rate by several points.

If your competitor’s ads aren’t using extensions, your ads will certainly stand out when presented on top or just below them in the search engine results pages (SERPs). That alone could give you a nice boost.

If your ads aren’t using extensions, get that ball rolling today.

Use Negative Keywords

If you’re not maximizing the use of negative keywords in your AdWords campaigns, you could suffer in terms of ROI.

Negative keywords are words and phrases that prevent your ad from showing up in the search results. When people use those terms in Google search, your ad is guaranteed not to appear.

Use negative keywords to beat your AdWords competition
Use negative keywords to beat your AdWords competition

Why is that important? Because you don’t want to show your ads to people who aren’t likely customers.

If your competitors aren’t making full use of negative keywords, they’re going to take a hit on click-through rates, conversion rates, and overall return. You can beat them by blacklisting search terms that won’t get you any customers.

Use Expanded Text Ads

Sometimes less is more. On other times, more is more.

Google enables you to run expanded text ads that can give your brand a boost in the SERPs.

With expanded text ads, you can:

  • Add a third headline
  • Display a second description
  • Use as many as 90 characters for each description

Your expanded text ads will overpower your competitor’s standard text ads in terms of the digital real estate they use.

That’s just one way they stand out, though. You can also use them to give potential customers more info about your brand.

When people see that they have more details about your offer versus your competitors, they might just click your link instead of one of theirs.

Use expanded text ads to beat the competition
Use expanded text ads to beat the competition

Improve Your Quality Score

A great Quality Score can reduce your cost per click (CPC). A poor Quality Score, on the other hand, can raise your CPC.

If you can beat your competitor on Quality Score for specific keywords, you’ll gain a competitive advantage by improving your percentage return.

By the way, if you’re unfamiliar with Quality Score, it’s a rating of the overall user experience that your ads and landing pages provide. It’s measured on a scale of 1-10, with 10 being the best.

If you’d like to improve your Quality Score, take the following steps:

  • Improve your CTR – Use catchy headlines and irresistible offers that entice people to click on your ad.
  • Improve your ad relevance – Make sure your ad is relevant to the keyword you’re targeting.
  • Improve your landing page experience – Give your users a friendly landing page that looks great on both desktop and mobile platforms. Also, ensure that each landing page is relevant to the ad associated with it.

Offer Lower Prices

It’s not always the best marketing strategy to start a price war. However, in some cases it just might be the trick you need to beat your AdWords competitors.

If you’re running ads that include pricing info, make sure your prices are better than what your competitors are offering.

If you’re running a promotional discount, make sure your discount is better than what your competitors are offering.

Why? Because lots of shoppers are looking for the lowest prices.

According to Stax Insights, 47% of consumers polled said price was in their top three purchasing criteria. Almost 1 in 5 (18%) said it was the most important criteria.

If you want the clicks of those bargain hunters, you’ll need to earn them with great pricing and discounts.

Create a Value Proposition Your AdWords Competitors Ignore

Sometimes, you can win against AdWords competitors with better ad copy. And one of the best ways to do that is by promoting a value proposition that they haven’t thought about.

Consider your customer’s pain points. Make a list of them and identify the ones that competitors aren’t addressing in their Google ads.

Then, put together an ad with some compelling copy that addresses one of those points. Rinse and repeat for all the other points you identified.

Remember, though: just as you can copy your competitor’s ads, they can copy yours as well. Keep an eye out for that.

Wrapping Up How to Track and Beat Your AdWords Competitors

There you have it: several ways to track and beat your AdWords competitors.

If you haven’t yet started aggressively going after the market share of some of your top competitors, why not get the ball rolling today? Start with a few of the easiest suggestions from the list above and see how well they perform for you.

Then, get to work on the harder items.

Related Posts

  • How Does AdWords Bidding Work

    In this video we get excellent information on how Google AdWords bidding works. The video…

  • Google AdWords Enhanced Campaigns: A Blow to Good AdWords Managers?

    oogle has upgraded AdWords by rolling out something they call, “Google AdWords Enhanced Campaigns.” This…

  • Google AdWords Best Practices Video

    Google AdWords is a very popular way to drive traffic to your website. However, one…

About John Lincoln

John Lincoln (MBA) is the CEO of Ignite Visibility, a top performance marketing agency backed by Mountaingate Capital. A digital marketing strategist and keynote speaker, Lincoln has managed over 1,000 marketing programs for brands like DoorDash, HBO, Tony Robbins, and Experian. Under his leadership, Ignite Visibility has been named a leading digital marketing agency in the U.S. and made the Inc. 5,000 list six times. Lincoln also spearheaded the development of CertaintyTech, a cutting-edge media mix modelling and forecasting platform. An award-winning marketer, Lincoln has authored three books, including Advolution (2022), and produced films such as SEO: The Movie. Recognized as a Top Business Leader, he has been featured in Forbes and The New York Times and spoken at global events like Web Summit and SMX. Lincoln's mission is to empower businesses through innovative digital strategies while reinvesting in clients, employees, and the community.

About Ignite

Ignite Visibility is a premier full-service digital marketing agency. We were founded in San Diego, CA but are now a 100% remote-first company with Igniters and clients around the globe.

Ignite Visibility is one of the highest awarded digital marketing agencies in the industry, works with some of the biggest brands in the world and is a 6x Inc. 5000 company.

noun-trading

Our Services

Ignite Visibility offers Award-Winning Services including comprehensive full-funnel digital marketing strategies. Learn more about our most popular service offerings below:

  • SEO Search Engine Optimization
  • PPC Pay Per Click
  • Email Marketing
  • Social Media
  • Creative
  • View All Services

Contact Us. Let’s Chat!

  • This field is hidden when viewing the form

Marketing Guides

SEO In 2020: How To Prepare For Major Disruption

"SEO: The Movie" - Have You Seen Our Film? Watch Now

"Social Media Marketing: The Movie" - Have You Seen Our Film? Watch Now

Amazon Seller Central vs Vendor Central

Listen To The Podcast Featuring The Best Minds In Marketing

John Lincoln Interviews Global Director of Digital Marketing & Strategy at Qualcomm, Jessica Jensen

Check Out 227 Free Online Marketing Classes

The 2020 Guide To Dominating SEO With Advanced Schema

Learn More About Our Digital Marketing Agency

Learn More About Our SEO Services

Learn More About Our Paid Media Services

SELECT CATEGORY

Become A Contributor

Interested in writing for Ignite Visibility?

APPLY NOW

noun-chat

Let's Chat

Ready to grow your online visibility and sales?

Request Your Free Proposal

Work With Us

NEWSLETTER // SIGN UP NOW










noun-strategy

Free Marketing Resources

  • Digital Marketing Resources
  • Marketing Strategy Videos
  • Weekly Marketing News Recaps
noun-strategy

Most Popular Blogs

  • How Long Does SEO Take?
  • Multi-Location SEO: Top Strategies
  • Google AI Overviews: Everything You Need to Know
  • Technical SEO 101
  • 18 Google Ad Extensions You Should Use
  • Complete Guide to Google Responsive Display Ads
  • Capitalizing on Local Service Ads
  • How SEO and PPC Work Together
  • Community Management Best Practices
  • B2B Social Media Marketing Guide
  • VIEW ALL BLOGS
noun-letter

Join Our Newsletter

CONNECT WITH US

  • facebook
  • twitter
  • instagram
  • youtube
  • linkedin

Services

  • SEO
  • Local SEO
  • Generative Engine Optimization
  • Paid Media
  • Social Media Marketing
  • Email Marketing
  • Conversion Rate Optimization
  • Website Design & Development
  • Digital PR
  • Analytics & Attribution

Industries

  • Consumer Franchise Marketing
  • Franchise Development
  • Multi Location
  • ECommerce
  • B2B
  • Healtchare & Medical
  • Home Services
  • Financial Services
  • View More Industries

Resources

  • About Us
  • Our Team
  • Awards
  • Clients
  • Case Studies
  • Blog
  • Marketing Resources
  • Franchise Marketing Resources
  • Contact Us

Ignite Logo

REQUEST A FREE PROPOSAL

JOIN THE NEWSLETTER

Locations

San Diego

4370 La Jolla Village Drive Suite 320,
San Diego, California 92122

Irvine

400 Spectrum Center Dr Ste 1250,
Irvine, CA 92618

Orlando

100 East Pine St,
Orlando, FL 32801

New York

80 Broad St,
New York, New York 10004

(619) 752-1955

©2025 Ignite Visibility. All Rights Reserved.
Privacy Policy and Terms of Service