Apr 5, 2011

Analyze Your Competition in AdWords

Ever wonder how your doing with respect to your competition? No with Google AdWords you can get a feel for how your performing versus you competition in your advertising category. From your Opportunities tab in AdWords, there's an "Analyze competition" link in the side panel. With this data on from your competitive landscape, you can make better decisions for your advertising.

Here are some of the key benefits:
  • Understand whether your performance is in the normal range for advertisers like you.
  • Identify areas of your performance that might be improved by optimization changes.
  • Explore new opportunities to grow your account and become more competitive in your market.
Here's how it works:

From your Analyze competition page you'll discover where your performance is with respect to the competition. Are you below, at, or above average for advertisers like you. 

How do you want to compare your performance 
Choose a metric such as impressions, clicks, clickthrough rate (CTR), and average position.

Choose our most applicable category for the comparison
You'll see a list of categories in which we think you're advertising based on your keywords and other factors. By using categories, we can benchmark your AdWords performance against that of other advertisers who advertise similar products or services.

Review the data
There are two sections of data, each with their own way of comparing data:
The "competitive range" shows how your performance compares to that of all other advertisers
The bar graph shows how you compare to the advertisers who perform in that same range for the metric you've chosen

To see a more specific analysis, there are several ways to further refine the data you see:
  • Narrow down the category you're viewing by clicking the category name.
  • See data for just one of your campaigns or ad groups
  • See data from competitors targeting a specific region.
Consider where you'd like to improve
Use this data in addition to the other reports and statistics to understand if changes are right for your campaigns. See if you think that you can gain some competitive advantage with keyword, bid, or budget changes. Remember change and test change and test.

Remember that it's not always a bad thing to compete below your competitors for a certain metric. Based on your specific advertising goals, make sure to focus on the metric that best reflects what success means to your business.

About the data
The competitor performance data that you see is aggregated and averaged, so all performance data is anonymous. You won't be able to know who is in the auction with you, but you will be able to see how you're performing compared to advertisers in the same category. The analysis only uses your performance data from Google search and the Search Network. Performance on the Google Display Network is not taken into account. The data used in competitive analysis is refreshed once a week so that you'll always see relatively current data. The time range above the table shows the dates that are included in your performance data.