Browse Tag: Keyword research

5 Tools to Keep Watch on PPC Competitor Keywords

Humans have been wired to keep a check on prevailing competition since the time of evolution. Whether it’s a life or a business, we need to do the SWOT & TOWS analysis to make things work. PPC or AdWords is no different and a successful advertiser ought to keep a check on what’s rolling in the minds of competitors in their niche. A robust AdWords strategy includes not only capitalizing on your core competencies but also keeping a check on what your immediate competitors is upto for better ROI.

Why Should You Keep a Watch On PPC Competitor Keywords?

A competitor is the best inspiration for growth in any business. Keeping a watch on the same is not going to do any harm but in turn will provide an edge when it comes to PPC advertising.  Here’re some of the reasons as to why keeping a watch on competitor keywords can be beneficial:

  • Competitor might be bidding on ones brand searches: Your brand is unique in it’s own ways and you don’t want to loose users to your immediate competitor. To keep a check if someone is bidding on your brand term, one must keep a close eye on the same.
  • Capitalizing on Impression Share: When it comes to mobile devices which comprise of 65% of overall web searches, the top search results are from AdWords. If you are not bidding on search terms which your immediate competitor is bidding upon, you might be loosing on impression share metrics, which is vital.
  • Discovering Opportunities: Underlying opportunities can be discovered through competitive keywords analysis. Ideas pertaining to classifying the existing campaign in more granular manner can help advertiser to achieve better overall quality score and performance.
  • Ad-Copy Creation Ideas: Some tools also help in keeping a watch on ad-copies being used by the competitors, which can help an advertiser to modify their ads for better click throughs in the search results.

Competitive keyword analysis is the essence of structuring a successful AdWords campaign. Getting more of eyeballs on your ad or reaching a wider audience requires a well-developed framework of account structuring in PPC. Here are some tools, which come handy in order to keep check on PPC competitor keywords:

  • Ispionage: This is an awesome tool which allows advertisers to set alert for keywords being targeted through AdWords campaigns. It offers an insight into their campaigns and approach, while giving advertisers a warning system if they’re about to try something new. iSpionage offers this as part of their $99/month package along with a bunch of other features. Certainly worth a look. It offers three sub-modules:
  1. Keyword and Domain Research: One can find the competitors spend on Ad channels and keywords they are                   bidding upon.
  2. Keyword Monitoring: Advertiser can set an alert for set of keywords. The tool would send alert for any changes a competitor makes while targeting them.
  3. Campaign Watch: It helps to keep a check on competitors ad copies and landing pages. This can be very vital to optimize for on-going promotions being done by the competitors in ones niche.

Ispoinage Tool

  • KeywordSpy: It adhered to its name meaning and spies on keywords which PPC competitors are bidding on along with ad copies being used by them. The free version gives only a list of 20 keywords and 10 Ad copies, while the paid version gives a good amount of information, which one can export and use it for better targeting in their PPC campaigns. It also has a unique feature called “Domain Spy”. This feature helps you to find existing PPC competitors of a particular domain.


  • SpyFu: A very handy tool when it comes to competitor threat in AdWords. It helps advertisers to find out all the keywords used by competitors and also identifies which one helps them to get most of traffic. This can really help in bidding for a set of search terms and outrank PPC competitors. Under paid plan, it also offers a monthly summary report, which is fully customizable. this comprehensive tool gives an elaborated report on estimated targeted keywords, clicks for organic and paid channels for a particular domain. SpyFu has a great keyword feature showing how many keywords your competitors rank for and how much their keyword focus overlaps with yours. It’s pretty remarkable how much data SpyFu can provide, even for basic or cursory searches. Data on everything from local and global monthly search volume, CTR, ad spend, advertisement history, ranking history, backlinks, and ad groups is readily available, offering invaluable insight into your competitors’ keyword strategies.Several features are available for free (with data limits), prices start from $33/month and there is a 30-day money back guarantee.

Spyfu Tool

  • AdWords Auction Insights: In order to understand the competitive metrics much better, one needs to view and capitalize on auction insights for keywords that are being targeted in PPC campaigns. Auction insights give a much-detailed analysis on Overlap Rates (how many impressions ones competitor received along with advertiser), Outranking Share (By what percentage the competitor outranked in an auction), and Position above rate (Percentage of impressions above the advertiser). These insights will help you dig deeper into the impression share and the areas to focus in order to improve the outranking share. One drawback of AdWords’ Auction Insights report is that it only displays data for advertisers that have participated in the same ad auctions that we have, not all competitors with the same account settings or targeting parameters. This means that, by default, we might miss some data regardless, as not every advertiser will compete in a given ad auction.
  • SEMrush: Perhaps the most robust tool in its niche. It gives a comprehensive report of keywords competitors are targeting. It also gives a list of ad-copies, which competitors are implementing in their ad campaigns. It not only gives a list of competitors for PPC and SEO, but also gives the number of keyword they are bidding upon. Keeping an eye on these can help an advertiser to get an edge. SEMrush is an industry standard tool which advertisers use to keep a check not only paid channel alerts but also gives a list of competitors for a particular domain on both organic and paid search front. It also enlists the keywords being targeted by competitor domains which can be exported as csv for usage.


These tools can help an advertiser to frame a better account structure. It will also help in iterating on an on-going Ad-campaign in order to achieve better returns on marketing investments. Keeping a close eye on these can help an advertiser to optimize under shoestring budget as well. A deep insight into marketing channels can help an advertiser to grab the existing opportunities and meet the underlying marketing threats in a robust manner. Achieving a marketing objective with such a deep insight can help to scale marketing ROI. Try these handy tools for crafting better PPC campaign structure today!

How Keywords Plays An Important Role In Doubling Your Website’s Traffic

Today in the era of digital marketing, keywords plays crucial role in online marketing. They are very important for every business website as they drive targeted business traffic to your business.

What are Keywords?

Keywords are the most fundamental and significant element of digital marketing. They act like connectors for digital marketers that connect them to their audience or customers. The majority of people look for products and services online and the first thing they do is to type in their requirement in the search box and their typed requirement acts as a keyword phrase.

Importance of Keywords

Majority of people look for their products online and they depend on keywords and depend on search engine results pages before they make any purchase as they prefer first page or they don’t go beyond the first page to look for an options. Therefore, selecting a good keyword can help business to be on the first page on search engine and their website can drive traffic.

How Keywords work in PPC Advertisements?

In a PPC campaign, you pay Google however much you wish to have them list ads for your site at the top and right of the organic search listings. When someone clicks on your ad, you pay the current Cost Per Click (CPC) from your budget. In the process of displaying ads and attracting customers to your website, keywords stands in the centre as the keyword selection drives the consumers that will see your ads. Selecting a right keyword for the right ad will lead to a successful online business. Keywords are critical to your search campaigns. They are the queries that customer searches, so, a right keyword will help your customers reaching you.

Digital Marketing keywords

Types of Keyword Match

While bidding on a keyword in your PPC campaigns, you need to choose a keyword match type, which tells Google how restrictively you want it to match your advertisements to keyword searches. There are five different match types to choose from when advertising with Google AdWords.

  1. BROAD MATCH: It is the default match type and by using this type your advertisement is eligible to appear on user’s search query which is related to your keyword through synonyms, misspellings, variations (such as colour, size, location), singular, plural etc.
  2. PHRASE MATCH In Phrase Match your advertisement is eligible only when the order of the query remain intact to the keyword and no words are inserted in the middle. Only variation to the phrase such as singular, plural and misspelling are allowed.
  3. EXACT MATCH: It is the most specific and restrictive match type. By using this match type user can see your ad only when they type your exact keyword phrase by itself.
  4. BROAD MATCH MODIFIER: This match type is very similar to broad match type and the only exception is that the words with + sign before are compulsory and must be present in your search query for your Ad to trigger.

 Few tips to be followed while selecting right keyword:

  • While selecting your keyword make sure you find out right word or phrase that are relevant to your product. It helps audience to find out about your business when they will search for that product or service. While selecting a keyword ask yourself ” Does your keyword really matches with what your business does” ?
  • Search well about the volume of your selected keyword before finalising it. There are number of free and paid keyword research tools which help you see approximate search volumes for each keyword and as well as the competition with that keyword i.e how many other websites are using that keyword.
  • Put yourself in place of your clients or customers and think how they would search for you, rather than how you want to be found for.
  • Keep an eye on your competitors and check the number of advertisers bidding on each keyword relative to all keywords across Google for the location and targeted set.
  • Understand the approximate cost per click you might pay if you bid on a keyword.
  • Use keyword planner.

What is Keyword Planner?

Keyword planner is a free AdWords tool for a new and experienced advertisers to search to helpful keyword ideas. Keyword Planner lay the groundwork for  successful campaign.  This tool is compatible in 7 languages (English, Spanish, German, French, Italian, Portuguese, and Russian).

Benefits of Keyword Planner 

  1. Discover new keywords: Keyword planner starts by searching words and phrases related to your product and services. It works to find the keywords that are most relevant to your business which you can then choose to add to your plan.
  2. Compare keywords trends : Keyword planner suggests bid estimates and it helps you see how often keywords are searched and how their search volume changes over the period of time. Through this tool you can narrow down your keyword list and set your budget for the keywords you really want.

Digital Marketing keywords

What are Negative Keywords?

Negative keywords are the type of keywords that prevents your ad being triggered by a certain word or phrase.  Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.  While traditional keywords trigger your ads to display for relevant searches, negative keywords prevents your ads from being triggered. The search networks will know not to show your ad for anyone searching a phrase that contains your negative keyword. For example: When you add “information” to your list of negative keywords then any person who will search for information about your product will not see your advertisement. There are people who search for items before buying the product, so these keywords help you avoid the clicks from those customers as you are paying for every click you get. You can add any word or phrase as a negative keyword that to think can lead unwanted clicks to your ad and therefore an unnecessary spending.

Digital Marketing keywords


It is very important to make online marketing strategy and selecting a keyword that will help them make their business success as a wrong keyword can damage your brand value.

Photo Credits: Digital Vidya Media Library