{"id":614327,"date":"2024-03-25T15:00:00","date_gmt":"2024-03-25T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/"},"modified":"2024-03-25T15:00:00","modified_gmt":"2024-03-25T12:00:00","slug":"how-to-benchmark-ppc-competitors-the-definitive-guide-2","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/","title":{"rendered":"#How to benchmark PPC competitors: The definitive guide"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a29f42279d0b\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a29f42279d0b\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Benchmark_PPC_competitors_across_ad_networks_like_Google_and_Meta_and_identify_top_channels_creatives_and_landing_page_experiences\" >Benchmark PPC competitors across ad networks like Google and Meta and identify top channels, creatives and landing page experiences.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#1_Identify_your_PPC_competitors\" >1. Identify your PPC competitors<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Google_Ads_Auction_Insights_report\" >Google Ads Auction Insights report<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Organic_results\" >Organic results<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#2_Competitors_PPC_ad_analysis\" >2. Competitors\u2019 PPC ad analysis<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Ad_libraries\" >Ad libraries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Channels_and_audiences\" >Channels and audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Ad_formats\" >Ad formats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Ad_copy_and_creative\" >Ad copy and creative<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#3_Competitor_customer_journey_analysis\" >3. Competitor customer journey analysis<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Landing_page_types\" >Landing page types<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Landing_page_experience\" >Landing page experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Funnel_analysis\" >Funnel analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Landing_page_content_analysis\" >Landing page content analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Further_analysis\" >Further analysis<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#4_About_competitor_budget_and_industry_benchmarks\" >4. About competitor budget and industry benchmarks<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#About_competitor_budget\" >About competitor budget<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Comparing_yourself_to_industry_benchmarks\" >Comparing yourself to industry benchmarks<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-benchmark-ppc-competitors-the-definitive-guide-2\/#Benchmarking_PPC_competitors\" >Benchmarking PPC competitors<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Benchmark_PPC_competitors_across_ad_networks_like_Google_and_Meta_and_identify_top_channels_creatives_and_landing_page_experiences\"><\/span>Benchmark PPC competitors across ad networks like Google and Meta and identify top channels, creatives and landing page experiences.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nPrior to launching any PPC campaign, you must benchmark your competitors. This vital step will help you identify strategic best practices and set your account apart \u2013 which can improve performance dramatically.<\/p>\n<p>On a more tactical level, benchmarking allows you to:<\/p>\n<ul>\n<li>Gather audience insights to better allocate budget.<\/li>\n<li>Assess ad quality and relevance to spark higher creativity levels.<\/li>\n<li>Identify ideal customer journeys that will improve conversion rates.<\/li>\n<li>Find common ground for comparison instead of using results from generic studies.<\/li>\n<\/ul>\n<p>In this article, I will explore how to benchmark PPC competitors using accurate and reliable data sources.\u00a0<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-1-identify-your-ppc-competitors\"><span class=\"ez-toc-section\" id=\"1_Identify_your_PPC_competitors\"><\/span>1. Identify your PPC competitors<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While in-house marketers know direct competitors and distributors by heart, online competitors may vary from real-life competitors. In practice, this means that you can identify other competitors as follows:<\/p>\n<ul>\n<li><strong>Direct competitors<\/strong>: They offer nearly identical products or services. They are your most obvious competitors.<\/li>\n<li><strong>Indirect competitors<\/strong>: They do not offer the same products or services but target the same audience. Think sleeping <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a> vs. mattresses. Depending on the audience, they can be harmful or a mild nuisance.<\/li>\n<li><strong>Distributors, affiliates and comparison sites<\/strong>: They promote your products and your competitors\u2019. Half competitors, half partners: you should not ignore them.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-google-ads-auction-insights-report\"><span class=\"ez-toc-section\" id=\"Google_Ads_Auction_Insights_report\"><\/span>Google Ads Auction Insights report<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To identify indirect competitors, I recommend you start by using Google Ads Auction Insights report. It is reliable and free (as long as you run a Search\/Shopping campaign).<\/p>\n<p>Select a keyword (preferably exact or phrase match type) and note competitors with high Impression Shares.<\/p>\n<p>In the below table, you\u2019ll find an example for mattresses. Notice direct, indirect and distributor competitors:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1204\" height=\"1130\" alt=\"Store name and impression share\" class=\"wp-image-438658\" style=\"width:528px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share.png.webp 1204w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share-360x338.png.webp 360w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share-639x600.png.webp 639w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share-120x113.png.webp 120w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share-768x721.png.webp 768w\" data-lazy-sizes=\"(max-width: 1204px) 100vw, 1204px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1204\" height=\"1130\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share.png.webp\" alt=\"Store name and impression share\" class=\"wp-image-438658\" style=\"width:528px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share.png.webp 1204w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share-360x338.png.webp 360w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share-639x600.png.webp 639w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share-120x113.png.webp 120w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Store-name-and-impression-share-768x721.png.webp 768w\" sizes=\"(max-width: 1204px) 100vw, 1204px\"><\/figure>\n<\/div>\n<p><strong>Legend:<\/strong><\/p>\n<ul>\n<li>\u2694\ufe0f \u2013 Direct competitors<\/li>\n<li>\ud83e\uddea \u2013 Indirect competitors:<\/li>\n<li>\ud83e\uddf2 \u2013 Distributors, affiliates, comparison sites<\/li>\n<\/ul>\n<p>As you can see, there is quite a lot of pressure from distributors, so you may want to review your strategy based on your unit economics. <\/p>\n<p>Does it even make sense to advertise on such a keyword? Or is the share of revenue given to distributors so high you\u2019d rather compete with them for that click?<\/p>\n<p>On the other hand, there\u2019s only one indirect competitor. While it\u2019s not obvious if their audiences are qualified (they \u201conly\u201d sell bed linen), you could still experiment and potentially find untapped audiences.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-organic-results\"><span class=\"ez-toc-section\" id=\"Organic_results\"><\/span>Organic results<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While you want to focus on PPC competitors, you can always learn interesting bits and pieces from competitors who do not face you in terms of PPC results. So, I recommend you scan Google\u2019s top organic results for the same keyword.\u00a0<\/p>\n<p>To do so, you can either Google that directly or use a dedicated tool such as Ahrefs or Semrush.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"860\" alt=\"Ahrefs result for mattresses in the U.S., March 2024.\" class=\"wp-image-438659\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-600x323.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-800x430.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-200x108.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-768x413.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-1536x826.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"860\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US.png.webp\" alt=\"Ahrefs result for mattresses in the U.S., March 2024.\" class=\"wp-image-438659\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-600x323.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-800x430.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-200x108.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-768x413.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Ahrefs-result-for-mattresses-in-the-US-1536x826.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\"><em>Ahrefs result for mattresses in the U.S., March 2024.<\/em><\/figcaption><\/figure>\n<\/div>\n<p>At this step, your goal is to:<\/p>\n<ul>\n<li>List competitors with the most prominent reach: do they have high traffic for that keyword?<\/li>\n<li>List themes (SERP copy) that don\u2019t get much traffic.<\/li>\n<\/ul>\n<p>With those two groups of competitors (and already a bunch of useful information), you can move on to the next phase: stealing their best ideas.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-2-competitors-ppc-ad-analysis\"><span class=\"ez-toc-section\" id=\"2_Competitors_PPC_ad_analysis\"><\/span>2. Competitors\u2019 PPC ad analysis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While there are plenty of PPC spying tools out there (SpyFu being the most popular I believe), I recommend using 100% reliable data sources: the ad networks\u2019 ads libraries.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-ad-libraries\"><span class=\"ez-toc-section\" id=\"Ad_libraries\"><\/span>Ad libraries<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You could stop at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/adstransparency.google.com\/\">Google Ads Transparency Center<\/a>. But I strongly recommend using other libraries such as:<\/p>\n<ul>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.facebook.com\/ads\/library\">Meta Ads library<\/a>.<\/li>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/library.tiktok.com\/ads\">TikTok Ads library<\/a>.<\/li>\n<li>Even LinkedIn\u2019s (visit your competitor\u2019s company page, then click <em>Posts<\/em> &gt; <em>Ads<\/em>).<\/li>\n<\/ul>\n<p>At this step, all you want is to populate a table with your competitors and all the different ad networks you can think of. This will give you a good idea of their reach, which strongly correlates with their ad budget.<\/p>\n<p>Ultimately, you don\u2019t want to compare yourself to a behemoth. That data can help show your CEO that, maybe, they should stop comparing your small company\u2019s results to those of much bigger competitors.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-channels-and-audiences\"><span class=\"ez-toc-section\" id=\"Channels_and_audiences\"><\/span>Channels and audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Once you find a competitor on several ad networks, notice the overall audience they address on that network. Sometimes, there won\u2019t be any difference, but if you\u2019re lucky, you can learn best practices without spending any money.<\/p>\n<p>In the below example, Welcome to the Jungle is a job search engine. Notice how LinkedIn ads are aimed at recruiting companies and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> ads are aimed at recruiting job candidates.<\/p>\n<p>If you were to target one or the other audience, that would be quite a best practice to steal!<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1230\" height=\"1519\" alt=\"A Welcome to the Jungle LinkedIn Ads ad in France, March 2024.\" class=\"wp-image-438660\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France.png.webp 1230w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France-274x338.png.webp 274w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France-486x600.png.webp 486w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France-92x113.png.webp 92w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France-768x948.png.webp 768w\" data-lazy-sizes=\"(max-width: 1230px) 100vw, 1230px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1230\" height=\"1519\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France.png.webp\" alt=\"A Welcome to the Jungle LinkedIn Ads ad in France, March 2024.\" class=\"wp-image-438660\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France.png.webp 1230w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France-274x338.png.webp 274w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France-486x600.png.webp 486w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France-92x113.png.webp 92w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Welcome-to-the-Jungle-LinkedIn-Ads-ad-in-France-768x948.png.webp 768w\" sizes=\"auto, (max-width: 1230px) 100vw, 1230px\"><figcaption class=\"wp-element-caption\"><em>A Welcome to the Jungle LinkedIn Ads ad in France, March 2024. It reads: \u201c75% of candidates value companies\u2019 transparency culture. Improve your employer brand.\u201d<\/em><\/figcaption><\/figure>\n<\/div>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1097\" alt=\"Some of Welcome to the Jungle\u2019s Google Ads ads in France, March 2024.\" class=\"wp-image-438661\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-493x338.png.webp 493w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-800x549.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-165x113.png.webp 165w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-768x527.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-1536x1053.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1097\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France.png.webp\" alt=\"Some of Welcome to the Jungle\u2019s Google Ads ads in France, March 2024.\" class=\"wp-image-438661\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-493x338.png.webp 493w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-800x549.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-165x113.png.webp 165w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-768x527.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Welcome-to-the-Jungles-Google-Ads-ads-in-France-1536x1053.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\"><em>Some of Welcome to the Jungle\u2019s Google Ads<\/em><br \/><em> in France, March 2024. Video ads read: \u201cChoose the company that fits you.\u201d<\/em><\/figcaption><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-ad-formats\"><span class=\"ez-toc-section\" id=\"Ad_formats\"><\/span>Ad formats<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Next stop: ad formats. Those will provide two very interesting pieces of information: the ad channel and the ad format itself.<\/p>\n<p>For example, in the screenshot below of Google Ads Transparency Center, you\u2019ll notice Samsung advertises on Search, Display, and Shopping channels.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"847\" alt=\"Some of Samsung\u2019s Google Ads ads in the U.S., March 2024.\" class=\"wp-image-438662\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-600x318.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-800x424.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-200x106.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-768x407.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-1536x813.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"847\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US.png.webp\" alt=\"Some of Samsung\u2019s Google Ads ads in the U.S., March 2024.\" class=\"wp-image-438662\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-600x318.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-800x424.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-200x106.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-768x407.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Samsungs-Google-Ads-ads-in-the-US-1536x813.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\"><em>Some of Samsung\u2019s Google Ads in the U.S., March 2024.<\/em><\/figcaption><\/figure>\n<\/div>\n<p>You can have a rough idea of their budget by looking at those two dimensions (ad channel and ad format). For example, producing video ads is often very costly. In the case of Welcome to the Jungle, there are tons of videos (see screenshot above). <\/p>\n<p>Guess what their media budget looks like?<\/p>\n<p>Comparatively speaking, Google Ads transparency center only shows text ads for Great Place to Work. While it\u2019s not very scientific, it\u2019s safe to say that such an ad format is cheaper to produce \u2013 which hints at a lower media budget.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1461\" alt=\"Some of Great Place to Work\u2019s Google Ads ads in the U.S., March 2024.\" class=\"wp-image-438663\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-370x338.png.webp 370w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-657x600.png.webp 657w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-124x113.png.webp 124w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-768x701.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-1536x1403.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1461\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US.png.webp\" alt=\"Some of Great Place to Work\u2019s Google Ads ads in the U.S., March 2024.\" class=\"wp-image-438663\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-370x338.png.webp 370w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-657x600.png.webp 657w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-124x113.png.webp 124w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-768x701.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Some-of-Great-Place-to-Works-Google-Ads-ads-in-the-US-1536x1403.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\"><em>Some of Great Place to Work\u2019s Google Ads in the U.S., March 2024.<\/em><\/figcaption><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-ad-copy-and-creative\"><span class=\"ez-toc-section\" id=\"Ad_copy_and_creative\"><\/span>Ad copy and creative<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Final ad library stop: You want to note ad copy and creative items that stand out. Those can vary a lot depending on your industry, but here\u2019s a list to get you started:<\/p>\n<ul>\n<li><strong>Unique selling propositions<\/strong> (USPs): Unique <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a>, superior service, features, etc.<\/li>\n<li><strong>Pricing<\/strong>: Discounts, promo codes, sales, etc.<\/li>\n<li><strong>Emotion<\/strong>: Fear of missing out (FOMO), security, etc.<\/li>\n<li><strong>Risk-free<\/strong>: Money-back, free trials, warranties, etc.<\/li>\n<li><strong>Credibility\/authority<\/strong>: Testimonials, user reviews, expert endorsements, awards, certifications, etc.<\/li>\n<li><strong>Urgency\/scarcity<\/strong>: Limited-time offers, stock, countdown timers, etc.<\/li>\n<li><strong>Brand voice<\/strong>: Tone, style, personality, etc.<\/li>\n<\/ul>\n<p>Again, you can use ad libraries to identify top-recurring copy and creative, which likely indicate top-performing assets.<\/p>\n<p>And if they test several themes, it\u2019s a good idea to look at those ad libraries regularly. Themes that disappear are most probably low performers. You then have two options:<\/p>\n<ul>\n<li>If you feel you\u2019re a better match for that claim, then experiment with it.<\/li>\n<li>If you feel you\u2019re not better equipped to answer that need, then discard it altogether.<\/li>\n<\/ul>\n<p>In the below examples, it\u2019s interesting to note that Suunto makes a powerful claim by linking superior battery life to pioneering since 1936. This builds authority and makes Garmin\u2019s ad copy look bland.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"763\" height=\"396\" alt=\"A Garmin Google Ads ad focusing on battery life in the U.S., March 2024.\" class=\"wp-image-438666\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Garmin-Google-Ads-ad-focusing-on-battery-life-in-the-US.png.webp 763w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Garmin-Google-Ads-ad-focusing-on-battery-life-in-the-US-600x311.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Garmin-Google-Ads-ad-focusing-on-battery-life-in-the-US-200x104.png.webp 200w\" data-lazy-sizes=\"(max-width: 763px) 100vw, 763px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Garmin-Google-Ads-ad-focusing-on-battery-life-in-the-US.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"763\" height=\"396\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Garmin-Google-Ads-ad-focusing-on-battery-life-in-the-US.png.webp\" alt=\"A Garmin Google Ads ad focusing on battery life in the U.S., March 2024.\" class=\"wp-image-438666\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Garmin-Google-Ads-ad-focusing-on-battery-life-in-the-US.png.webp 763w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Garmin-Google-Ads-ad-focusing-on-battery-life-in-the-US-600x311.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Garmin-Google-Ads-ad-focusing-on-battery-life-in-the-US-200x104.png.webp 200w\" sizes=\"auto, (max-width: 763px) 100vw, 763px\"><figcaption class=\"wp-element-caption\"><em>A Garmin Google Ads ad focusing on battery life in the U.S., March 2024.<\/em><\/figcaption><\/figure>\n<\/div>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"757\" height=\"372\" alt=\"A Suunto Google Ads ad focusing on battery life in the U.S., March 2024.\" class=\"wp-image-438667\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Suunto-Google-Ads-ad-focusing-on-battery-life-in-the-US.png.webp 757w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Suunto-Google-Ads-ad-focusing-on-battery-life-in-the-US-600x295.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Suunto-Google-Ads-ad-focusing-on-battery-life-in-the-US-200x98.png.webp 200w\" data-lazy-sizes=\"(max-width: 757px) 100vw, 757px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Suunto-Google-Ads-ad-focusing-on-battery-life-in-the-US.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"757\" height=\"372\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Suunto-Google-Ads-ad-focusing-on-battery-life-in-the-US.png.webp\" alt=\"A Suunto Google Ads ad focusing on battery life in the U.S., March 2024.\" class=\"wp-image-438667\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Suunto-Google-Ads-ad-focusing-on-battery-life-in-the-US.png.webp 757w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Suunto-Google-Ads-ad-focusing-on-battery-life-in-the-US-600x295.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Suunto-Google-Ads-ad-focusing-on-battery-life-in-the-US-200x98.png.webp 200w\" sizes=\"auto, (max-width: 757px) 100vw, 757px\"><figcaption class=\"wp-element-caption\"><em>A Suunto Google Ads ad focusing on battery life in the U.S., March 2024.<\/em><\/figcaption><\/figure>\n<\/div>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-3-competitor-customer-journey-analysis\"><span class=\"ez-toc-section\" id=\"3_Competitor_customer_journey_analysis\"><\/span>3. Competitor customer journey analysis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-landing-page-types\"><span class=\"ez-toc-section\" id=\"Landing_page_types\"><\/span>Landing page types<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Using Meta Ads library, you can click through to your competitors\u2019 landing pages, using the ad\u2019s call-to-action, as if you were on Facebook or Instagram.<\/p>\n<p>For example, the below ad redirects to this landing page, which is most probably optimal: that\u2019s the exact product page that matches the ad creative.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"888\" alt=\"A Banana Republic Meta Ads and landing page in the U.S., March 2024.\" class=\"wp-image-438668\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-600x333.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-800x444.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-200x111.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-768x426.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-1536x852.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"888\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US.png.webp\" alt=\"A Banana Republic Meta Ads and landing page in the U.S., March 2024.\" class=\"wp-image-438668\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-600x333.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-800x444.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-200x111.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-768x426.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Banana-Republic-Meta-Ads-and-landing-page-in-the-US-1536x852.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\"><em>A Banana Republic Meta Ads and landing page in the U.S., March 2024.<\/em><\/figcaption><\/figure>\n<\/div>\n<p>Conversely, the below ad redirects to a collection page. Is that best practice? Does it depend on product families? <\/p>\n<p>Categorizing competitor landing pages by type (home, collection, product, etc.), you can answer those questions easily.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"888\" alt=\"A Salomon Meta Ads and landing page in the U.S., March 2024.\" class=\"wp-image-438669\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-600x333.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-800x444.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-200x111.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-768x426.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-1536x852.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"888\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US.png.webp\" alt=\"A Salomon Meta Ads and landing page in the U.S., March 2024.\" class=\"wp-image-438669\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-600x333.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-800x444.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-200x111.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-768x426.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/A-Salomon-Meta-Ads-and-landing-page-in-the-US-1536x852.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><figcaption class=\"wp-element-caption\"><em>A Salomon Meta Ads and landing page in the U.S., March 2024.<\/em><\/figcaption><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-landing-page-experience\"><span class=\"ez-toc-section\" id=\"Landing_page_experience\"><\/span>Landing page experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Below are some items to note:<\/p>\n<ul>\n<li><strong>Pop-ups<\/strong>: In the above Banana Republic example, we have not one but two pricing-related messages. Clearly, they\u2019re discounting hard. Should you match that?<\/li>\n<li><strong>Format<\/strong>: In the above Banana Republic example, the landing page is clearly a mobile-first page. Which is not the case for Salomon. Who do you think gets higher conversion rates?<\/li>\n<li><strong>Load time<\/strong>: Look into <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/pagespeed.web.dev\/\">PageSpeed Insights<\/a>, which will provide reliable comparison metrics with your own page:<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"818\" alt=\"PageSpeed insights\" class=\"wp-image-438670\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-600x307.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-800x409.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-200x102.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-768x393.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-1536x785.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"818\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights.png.webp\" alt=\"PageSpeed insights\" class=\"wp-image-438670\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-600x307.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-800x409.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-200x102.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-768x393.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/PageSpeed-insights-1536x785.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-funnel-analysis\"><span class=\"ez-toc-section\" id=\"Funnel_analysis\"><\/span>Funnel analysis<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you can, go to the end of the purchase experience (this is tougher for B2B competitors, but more often than not, you can sign up for a demo, free trial, etc., which is already very interesting).<\/p>\n<p>What you want to pay special attention to are:<\/p>\n<ul>\n<li><strong>Callouts<\/strong>: In the example below, they use FOMO and free shipping items. Notice how that ties in with the ad theme and landing page pop-ups.<\/li>\n<li><strong>Cross-sell\/upsell<\/strong>: Are they showcasing specific products? And could you use that to your own advantage? For example, can you bundle your products in a way that outsmarts competitors?<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"1600\" alt=\"Funnel analysis - checkout\" class=\"wp-image-438671\" style=\"width:562px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout.png.webp 1280w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-270x338.png.webp 270w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-480x600.png.webp 480w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-90x113.png.webp 90w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-768x960.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-1229x1536.png 1229w\" data-lazy-sizes=\"(max-width: 1280px) 100vw, 1280px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"1600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout.png.webp\" alt=\"Funnel analysis - checkout\" class=\"wp-image-438671\" style=\"width:562px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout.png.webp 1280w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-270x338.png.webp 270w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-480x600.png.webp 480w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-90x113.png.webp 90w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-768x960.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/Funnel-analysis-checkout-1229x1536.png 1229w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\"><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-landing-page-content-analysis\"><span class=\"ez-toc-section\" id=\"Landing_page_content_analysis\"><\/span>Landing page content analysis<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>On top of the above, I strongly recommend analyzing the overall content. While you could theoretically use SEO tools such as Ahrefs or Semrush, I often found that real-life ad landing pages aren\u2019t indexed by them. It\u2019s likely because those pages change too often and have relatively low SEO impact.<\/p>\n<p>This means you need to revert to manual analysis. To do so, you can simply scan the page and identify your competitor\u2019s unique value proposition. You should identify their market positioning (and how you can optimize your own to be distinct and appealing).<\/p>\n<p>While it\u2019s all fine and dandy to do so for a few landing pages, if you need to do that at scale or at least a dozen competitors, it quickly becomes cumbersome. If that\u2019s the case, then I\u2019d suggest extracting the landing page words using some sort of scraping technique.<\/p>\n<p>An easy way to do so is to use the relatively new Excel\u2019s Power Query web connector. If you\u2019re not familiar with this, I strongly recommend <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.youtube.com\/watch?v=EOhSODFLqic\">Leila Gharani\u2019s video<\/a>, which does an excellent job of outlining what it is and how to use it.<\/p>\n<p>Once that\u2019s done, you can use Excel to identify top recurring keywords. If you\u2019re unfamiliar with such techniques, you can simply use ChatGPT to come up with the right VBA.<\/p>\n<p><strong><em>Dig deeper: 5 tips for creating a high-converting PPC landing page<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-further-analysis\"><span class=\"ez-toc-section\" id=\"Further_analysis\"><\/span>Further analysis<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Looking outside of PPC landing pages will help provide additional insights you could leverage in your own campaigns. Here are some pieces of advice to go the extra mile:<\/p>\n<ul>\n<li>Sign up for your competitors\u2019 <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>letters and other email\/loyalty programs to identify recurring themes, their sequence and frequency, etc.<\/li>\n<li>Visit their social media accounts and note their latest content theme, posting frequency, engagement levels and how they integrate with their PPC ads.<\/li>\n<li>Use Ahrefs or Semrush to analyze overall backlinks and organic results and note how they correlate with the above ad and landing page content analysis.<\/li>\n<li>Visit customer review sites (Maps, Yelp, etc.) to understand their strengths and weaknesses and leverage them in your own content.<\/li>\n<\/ul>\n<p>At this point, you should be able to pinpoint your competitors\u2019 top vocabulary, which strongly indicates what audience (and keywords) they target.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-4-about-competitor-budget-and-industry-benchmarks\"><span class=\"ez-toc-section\" id=\"4_About_competitor_budget_and_industry_benchmarks\"><\/span>4. About competitor budget and industry benchmarks<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-about-competitor-budget\"><span class=\"ez-toc-section\" id=\"About_competitor_budget\"><\/span>About competitor budget<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Information about your competitors\u2019 paid media budget is proprietary to Google Ads, Meta Ads, etc., so no tool can provide reliable details about it.<\/p>\n<p>And sure, you can estimate competitor budgets with the above items (ad networks, Auction Insights report, channels, ad volumes, landing pages, etc.). Still, I recommend not going too crazy on this.<\/p>\n<p>Why? Because, in the end, it doesn\u2019t matter much.<\/p>\n<p>I once worked with a client in the mattress sector who spent millions every month. Recently, my agency started working with a much smaller mattress company. Do their PPC campaigns relate? Sure, to an extent, they do.<\/p>\n<p>But at their core, they cater to very different demographics. And their core PPC KPIs and goals are vastly different.\u00a0<\/p>\n<p>Don\u2019t get me wrong, we benchmarked much bigger mattress competitors. But we mainly came out with recommendations\/insights that fitted with a smaller company.<\/p>\n<p>And their budget wasn\u2019t part of those insights because it did not matter.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-comparing-yourself-to-industry-benchmarks\"><span class=\"ez-toc-section\" id=\"Comparing_yourself_to_industry_benchmarks\"><\/span>Comparing yourself to industry benchmarks<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Similarly, I won\u2019t even link to industry-level cost per click or conversion rate benchmarks. If you\u2019re really interested in those, you can easily find them on Google. Personally, I believe they\u2019re misleading at best.<\/p>\n<p>Even broken down by industry, they don\u2019t paint an accurate picture. Worse, they can stir you in a direction you don\u2019t want to take.\u00a0<\/p>\n<p>Think about it for a second: a conversion rate benchmark doesn\u2019t mean anything if you don\u2019t know what the conversion actually is. Are we talking about a sale? A lead? A quality visit? We don\u2019t know. So, do you want to obsess over conversion rate? Perhaps there\u2019s more pressing items to tackle.<\/p>\n<p>Same for cost per lead types of benchmarks: what lead are we talking about? A simple email form? An MQL? An opportunity? Again, PPC benchmarks never have such granularity, so they don\u2019t make sense.<\/p>\n<p>Same for CPCs, CTRs, etc. You can have great CTRs (and low CPCs) by offering crazy discounts. But does it make your ad relevant from a business perspective? Perhaps not.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-benchmarking-ppc-competitors\"><span class=\"ez-toc-section\" id=\"Benchmarking_PPC_competitors\"><\/span>Benchmarking PPC competitors<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Benchmarking PPC competitors involves comparing macro observable trends (channels, ad themes, customer journeys, etc.) among multiple competitors.\u00a0<\/p>\n<p>Your goals should be to identify best practices and identify blue oceans, not spend time pulling hairs over CPCs.<\/p>\n<p>If you do that exercise regularly, you will be on a great path to outsmart your competitors and save budget. Have fun!<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"R\u00e9mi Kerhoas\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/07\/Remi-Kerhoas.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/07\/Remi-Kerhoas.jpeg.webp\" alt=\"R\u00e9mi Kerhoas\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>R\u00e9mi Kerhoas<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/remikerhoas\/?locale=en_US\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        R\u00e9mi is an internationally recognized digital marketing expert with over 15 years of experience. In 2019, he co-founded <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.quantads.fr\/\">Quantads<\/a>, a leading EU-based data marketing agency delivering impactful results for enterprise and SMB clients. Before that, he successfully directed teams and grew ad accounts such as Uber, Salomon and Asana to name a few.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/benchmark-ppc-competitors-guide-438641\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Benchmark PPC competitors across ad networks like Google and Meta and identify top channels, creatives and landing page experiences. Prior to launching any PPC campaign, you must benchmark your competitors. This vital step will help you identify strategic best practices and set your account apart \u2013 which can improve performance dramatically. On a more tactical&#8230;<\/p>\n","protected":false},"author":1,"featured_media":614328,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/How-to-benchmark-PPC-competitors-The-definitive-guide.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[122306,142591,107942],"class_list":["post-614327","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-meta","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/614327","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=614327"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/614327\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/614328"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=614327"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=614327"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=614327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}