how to see what competitors are bidding on in bing
I recently wrote a blog post for MSP Growth Hacks all about how I'm starting to lose religion in paid search as a atomic number 82 acquisition tool for MSPs. While everything I wrote in that article is the truth, it doesn't mean that I believe every MSP needs to abandon paid search entirely. At that place is still money to be made through the channel, and so information technology'south proficient to stay on summit of strategy and optimization.
One primary reason that paid search strategy and optimization is getting more difficult is that at that place are only a lot of MSPs advertising there. This is making it hyper-competitive, which is simultaneously driving upward CPCs and watering downward results. Information technology's a tough spot to be in if paid search is a primary pb gen source for you. Then how practice you lot get a leg upwards in the paid search arena every bit more and more MSPs are advertising in that location? One of the most effective methods is to research your competitors' paid search strategies using competitive keyword assay.
Why Performing Keyword Analysis Is Beneficial
Competitive keyword analysis (sometimes called "keyword scraping") gives y'all access to insightful data like the keywords your competitors are behest on, average CPCs, estimates of their total monthly budgets, what their ads expect similar, and more. This analysis works by leveraging 3rd-political party information providers to collect true Google Search results for the top 100-500 million most popular keywords (depending on the platform), and then recording who ranks in the tiptop 100 positions.
I understand that gaining access to this crucial information may sound unethical, but I can assure yous it'due south not! The search results being nerveless are public-facing (anyone tin behave a Google search), so at that place's nothing to this strategy that you couldn't technically practice on your ain. The only difference is that these platforms can do it much faster and in much greater volumes than you could manually. There are as well plenty of competitive keyword analysis tools that are readily available to the public, so this isn't some subconscious, dirty fox. Not but exercise your competitors also accept easy access to these tools, but I can also guarantee most of them are accessing your competitive paid search information with them already.
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Choosing The Tool That Fits Your Needs
So, how do you leverage competitive keyword analysis to improve your paid search strategy? Offset, you lot need to select which tool you want to apply. Similar I mentioned to a higher place, there are many to choose from. They all accept their pros and cons, so I recommend doing a chip of research and selecting the one that aligns most with what you demand. For what nosotros're discussing today, I'm going to focus on a platform called Spyfu. While Spyfu has received some criticism from manufacture experts over its accurateness, it's too ane of the more than affordable competitive keyword analysis tools on the market. Plus it's one of the most user-friendly options out there, so it'due south a great jumping-off point for anyone new to this strategy. Once yous go the hang of it, you lot might want to consider upgrading to a more than robust, reliable platform like SEMrush. But let'south stick with Spyfu for now.
To go started, head to spyfu.com/freeaccount. Fill out the course on the right and click "create free business relationship". It'due south going to have you through a handful of questions about you, your business, etc. Make full them out nonetheless you similar (it won't touch on what we cover here). This should only accept 30-sixty seconds. Once y'all're done with those questions, you should discover yourself on a dashboard that looks like this.
You may observe that there are several tools listed at the superlative of the page. Don't go intimidated! While we're going to be focusing strictly on PPC research today, Spyfu'south other tools tin be very useful equally well. They have plenty of tutorials in their help eye if y'all'd like to learn more about this additional functionality.
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Now it'due south time to begin our competitive inquiry, and then click "PPC Research" in the top carte. I desire to show you real information without picking on an actual MSP, so I'1000 going to focus on a different industry entirely. With a winter storm looming here in Chicago as I write this, I'thousand going to focus on snowfall removal companies. A quick Google search shows me that a company called Local Snow Removal Quotes is currently running paid search ads in my area. Let'due south go with them.
In the box that says "Enter a competitor", I'k simply going to type in my competitor's website domain. I'm going to employ Local Snow Removal Quotes' website (localsnowremovalquotes.com) for my example, but y'all should put your actual competitor's website.
I thing worth noting before we keep is that Spyfu only allows you lot to do ten of these searches per twenty-four hours while using a free account. The information we get access to inside each search will also be limited, as we'll see in a moment. If y'all desire to be able to do unlimited searches and get access to more data, I would recommend upgrading to a paid account. The lowest tier is $33/mo (pricing breakdown here), which is well worth information technology in my opinion.
Alright, dorsum to our research! Go ahead and click "enter" after typing in your competitor'south website. If your competitor is running paid search ads, you should be taken to a screen that looks something like this (beneath). From this overview folio, we tin already assemble some powerful information such as your competitor'south estimated paid search budget (emphasis on "estimated"), the number of keywords they're bidding on, the estimated number of monthly clicks they go from those keywords (with a month-by-calendar month breakdown), as well as their top paid search competitors. Even if we stopped here, this is keen information to accept!
We want to meet exactly what keywords they're bidding on though, right? To drill downwards on that info, click "Keywords" in the menu on the left (below the key icon). This brings you to a table of your competitor's meridian ten near successful keywords. Information technology should await something like this.
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Run across how easy that was? At present you're equipped with some very valuable information regarding your competitor'south most successful paid search keywords and you didn't even have to pay a cent! Ane of import detail to note is that the numbers covered in this table (Volume, Monthly Cost, etc.) are not specific to your competitor. They are an estimated average among all advertisers that bid on each respective keyword.
If you're using the free version of Spyfu, this is the maximum number of keywords you can see for each competitor you lot research. If you practice make up one's mind to upgrade to a paid business relationship, clicking "View All PPC Keywords" under the table Most Successful Paid Keywords table will bring you lot to a full breakdown of every keyword that your competitor bids on. In the case of Local Snow Removal Quotes, that's nearly 600 keywords! You tin fifty-fifty filter the data by volume, CPC, difficulty, and more.
Using Assay To Alter Your Bidding Strategy
Whether you keep with a costless Spyfu account or upgrade to a paid one, the way you utilize this competitive keyword research information can vary. Some paid search experts might argue that you should take an aggressive arroyo and commencement behest on your competitor's acme keywords to drive up the CPCs and steal some impression/click share. Others might recommend taking a more strategic approach and avoiding these keywords because they're guaranteed to be competitive and expensive (i.e. bid on some keywords that your competitors haven't discovered yet). I recommend a hybrid approach. Be a picayune aggressive and a little strategic.
I hope you establish this data valuable! If you lot take whatsoever questions about this strategy or would just like to talk marketing, I'd dearest to connect on LinkedIn.
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Source: https://mspgrowthhacks.com/how-to-see-what-it-related-keywords-your-competitors-are-bidding-on-for-free/
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