You're struggling to refresh your SEM creatives. How can you analyze competitor ads for inspiration?

Keyword analysis is a crucial step for the success of your campaigns. Many tools are at your disposal, like Keyword Planner, SEM-Rush or others. I recently used ChatGPT with the following prompt and it was very effective : "You are a Google Ads expert with more than 20 years of experience managing Search campaigns to attract qualified traffic. You need to launch a campaign for a new offer from [write your objective]. I would like to find the keywords that are most searched for on Google on this topic in SEO/SEA. Could you give me a list of the 50 most searched keywords on Google? and 50 keywords of 4 words or more?

Zum Finden der passenden Keywords eignen sich zum Beispiel Tools wie SEM-Rush oder Ahrefs. Des Weiteren ist es aber auch essenziell, die passenden Keywords genau unter die Lupe zu nehmen. Hier gilt es auch, die Suchintention zu verstehen, zu analysieren und auf der Grundlage dieser Daten die richtigen Entscheidungen zu treffen.

1. Search Smartly: Use your keywords in search engines to see which ads pop up. Notice the patterns in call-to-actions and visuals. 2. Tools & Tech: Leverage tools like SEMrush, SpyFu, or Ahrefs to dive deeper into competitor strategies and keyword efficiency. 3. Highlight Strengths: Identify what makes their ads click. Is it the catchy headlines, unique selling points, or engaging visuals? 4. Innovate, Don't Imitate: Take inspiration but add your unique twist. Stand out in the crowd with fresh graphics or compelling narratives. 5. Test & Learn: Experiment with new elements based on your findings. Try different ad formats, landing pages, or audience targeting.

Identify Top Performers: Use SEMrush, SpyFu, or similar tools to find high-ranking competitor ads. Focus on Elements: Analyze headlines, calls to action, and visuals to understand what resonates. Uncover Messaging Gaps: Look for unmet audience needs or emotions competitors aren't addressing. Adapt, Don't Copy: Don't mimic entirely, but adapt successful elements to create fresh, unique creatives for your own campaigns. Test & Refine: Experiment with variations based on insights and analyze results to optimize your ad copy.

Look at the keywords your competitors are targeting in their ads. This can give you an idea of what terms are effective in your industry.

Keyword Research: Use tools like AdGooroo to identify competitors' keywords and ad copy. Analyze competitors' ad copy, focusing on headlines, descriptions, and CTAs, to identify successful persuasive elements. Use tools like Competitors App to track competitors' ad spend and budget allocation. This helps you understand their marketing priorities and adjust your own budget accordingly. Monitor competitors' ad placement strategies across various platforms, to reach different audience segments. Study competitors' conversion funnels to understand their customer journey. Apply these insights to optimize your own funnel, enhancing the path from awareness to conversion.

When I look at competitors' ad copy, I always pay attention at the different ad extensions they are using. On top of the usual suspects (sitelinks, structured snippets), I'm searching for things like Price extension (Transactional and Lead Gen), Call extension, Lead Forms .... It's a hint for me to see how savvy the competition is in terms of Google Ads

Für das Ausspionieren der Konkurrenz bei SEM gibt es sehr gute Tools wie zum Beispiel SEM-Rush oder Ahrefs. Gerade beim SEM ist im ersten Schritt weniger die Kreativit?t gefragt, sondern Pragmatismus. Was funktioniert schon im Markt und was davon kann adaptiert werden?

Start by identifying your key competitors in the market. These can be direct competitors offering similar products or services or indirect competitors targeting the same audience. When analyzing competitor ad copy, focus on the following elements: a. Headlines Look for powerful words or phrases that capture attention. Unique Selling Proposition (USP): Identify how competitors highlight their USPs. Keywords: Note the primary keywords used in the headlines. b. Descriptions Key Benefits: Understand what benefits competitors are emphasizing. Call to Action (CTA): Look at the CTAs used and how they encourage clicks. Tone and Style: Observe the tone (e.g., formal, casual, urgent) and style (e.g., informative, persuasive) of the descriptions.

Struggling to refresh your SEM creatives? Analyzing competitor ads can provide great inspiration, especially for ad copy insights. Here’s my approach: Start by using tools like SEMrush, SpyFu, or AdBeat to peek into your competitors’ ad strategies. Pay attention to their headlines, CTAs, and unique selling points. Note what themes or messages they emphasize and how they engage their audience. Look for patterns in their top-performing ads, such as specific keywords or emotional triggers. Don’t just copy—use these insights to spark your own creativity and craft ad copy that stands out while appealing to your target audience. This method helps you stay competitive and innovative in your SEM campaigns.

It's important that advertisers have a cohesive user experience, across all their channels (website, email, YouTube thumbnail, social network...). Collect all those visual assets and you'll feed your Search and PMax campaigns with elements that already exist. - you don't reinvent the wheel - communication is streamlined - brand and value are consistent

Use tools and methods to collect competitor ads: Ad Intelligence Tools: Tools like SEMrush, Ahrefs, SpyFu, and Adbeat can provide detailed insights into competitors' ads, including text, visuals, and performance metrics. Google Search: Perform manual searches using keywords related to your industry to see what ads appear. Platforms like Facebook Ad Library and LinkedIn Ads provide transparency tools to view active ads from competitors. Examine the visual aspects of the ads: Imagery: Look at the types of images used (product photos, lifestyle images, infographics, etc.). Videos: Analyze the length, content, style, and the first few seconds' impact. Design: Notice the layout, use of whitespace, and the balance between text and visuals.

Color schemes and design: Look for patterns in color usage and overall design aesthetics. This can influence how your ad stands out visually.

The right landing page is the success of any Search campaign. This is the element that will make/break the conversion rate. If you think about it, the purpose of an ad is just to attract the prospect from the SERP to a LP, that's it. The objective of a good LP is to redirect the user to a page that is relevant to the query, and efficient (fast, right CTA, right offer).

Auch die beste Google Ads Kampagne bringt nichts, wenn sie auf eine schlechte und nicht optimierte Landingpage führt. Hier gilt, empfiehlt es sich ebenfalls auf einen passenden Experten zurückzugreifen, um sich Feedback einzuholen. Denn Pixel ins Netz stellen kann heutzutage jeder, aber eine Landingpage zu erschaffen, mit einer hohen Performance ist ein Kunsthandwerk für sich. Denn hier wird das Geld verdient oder verloren.

User experience: Assess the ease of navigation, relevance of content, and the overall user experience. Identify strengths and weaknesses to inform improvements on your own landing pages. Look at the scroll depth.

The effectiveness of your SEM campaigns also involves where the ads lead - Landing pages. When analyzing your competitor's LP, ensure the messaging alignes with the ad. Evaluate the LP's layout and design as a well-designed LP enhances user experience and can boost conversion rates. Positive UX encourages visitors to engage and take action. Aditionally, focus on conversion optimization; understanding how competitors optimize their LPs can help identify best practices to apply in your own campaign. Optimizing your LP to deliver on the promises made in your ads plays a crucial role in maximizing SEM effectiveness.

Attract prospects with offer is a good idea to differentiate from the competition. Be careful though because discount is a cost your margin and harm or brand favorability.

Struggling to refresh your SEM creatives? Analyzing competitor ads can offer great inspiration, especially by breaking down their offers. Here’s my approach: Use tools like SEMrush, SpyFu, or AdBeat to look at your competitors' ads. Pay close attention to how they structure their offers—what incentives do they use? Are they focusing on discounts, free trials, limited-time offers, or unique selling points? Note the language they use to make these offers compelling and how they highlight benefits. Identify patterns in their successful ads and think about how you can adapt these strategies to fit your brand. By breaking down their offers, you can get fresh ideas to make your own SEM creatives more enticing and effective.

Analyze Competitor Ads Keywords Identify which keywords competitors are targeting. Look at the match types they are using (broad, phrase, exact). Analyze the keyword overlap between your campaigns and your competitors’. Ad Copy Headlines: Examine the phrasing, calls to action, and unique selling propositions (USPs). Descriptions: Note how they highlight features, benefits, and promotions. Ad Extensions: Look at the types of extensions they use (sitelinks, callouts, structured snippets). Creative Elements Images/Videos: If applicable, analyze the visual components of their display ads. Ad Formats: Notice the different ad formats they are using. Offers and Promotions Identify any special offers, discounts, or promotions they are advertising.

When refreshing your SEM creatives, analyzing competitor ads can be incredibly insightful, especially regarding competitive positioning. Here’s my approach: I use tools like SEMrush, SpyFu, or AdBeat to study competitors' ads closely. I look at how they position their products or services, focusing on the unique benefits or features they highlight. I examine their messaging, tone, and target keywords, noting how they stand out in the market. By understanding their value propositions and how they address customer pain points, I gather fresh ideas. This helps me tweak my strategy to emphasize my unique strengths, ensuring my ad creatives are distinctive and resonate well with my audience.