What are the best ways to analyze competitors' ad copy for inspiration?

I’d just like to add the Google Ads Transparency tool in this list which is super useful in spying on your competitors ads and getting inspiration from them. In general, by the time you look at 50 ads across 5 different competitors, you’ll have pretty good idea about their positioning and angles they use in their ads.

Platforms like SEMrush, Ahrefs, and SpyFu offer comprehensive competitor analysis, including ad copy information. They show you competitor ads across various platforms like Google Search, social media, and display networks. It is also possible to track historical advertising campaigns and identify winning formulas.

Use your auction insight reports to identify the same players who are targeting the same keywords/search terms as you do. Leverage Google Ads Transparency Center to see and track your competitor's ads, when they were launched, and their ad copies. Use these insights to enhance your own SEM strategy.

To analyze competitors' ad copy: 1. Identify competitors. 2. Collect ads via Google Ad Preview, social media, newsletters. 3. Analyze language, tone, messaging, and unique selling points. 4. Observe visuals - colors, images, layout. 5. Check engagement on social media. 6. Understand target audience demographics and preferences. 7. Use tools like SEMrush for ad performance insights. Focus on learning and adapting, not copying.

The best way I have found to analyse copy in particular is through a tool called Adthena. It scraps the search engine and shows you what copy is showing up the most. It is a powerful tool which allows you to better understand the visibility of competitors on the search engine in more depth. However it comes at a cost. Google ads transparency tool can also allow you to see this in a more basic way

Identify the keywords that your competitors are actively targeting in their SEM campaigns. Your keyword strategy and campaign direction can be guided by an understanding of these keywords.

- Use keyword research tools like ahrefs or semrush to get related keywords. - You must search keywords related to your industry, products - Then analyze keyword difficulty, search volume and competition. - Filter for middle to high search volume longer tail keywords. - Check keyword trends - Analyze related keywords suggested by tools. - Check the intent behind searches - informational, transactional or navigational. - Audit your site analytics for existing keyword - Look at - Check keywords your competitors rank for. The main goal is a targeted list of related " low competition "keywords for your content calendar.

Think of keywords as the breadcrumbs that lead customers to the products or services they’re seeking. By researching the keywords your competitors are targeting, you can understand the language and terms your potential customers are using, and thus, speak their language more fluently in your ads.

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Identify the key value propositions and core messages conveyed in competitors' ad copy. Assess the relevance of their keywords to their target audience and how they align with search intent. Evaluate the emotional tone of competitors' ad copy. Determine if they use emotional appeals, humor, urgency, or other psychological triggers to connect with their audience. what works for one brand might not work for others so keep in mind that while learning from competitors, it's crucial to maintain authenticity and tailor strategies to align with your unique brand identity and goals.

1. Do not plagiarize: Copying competitor ad copy is not a good idea. It is unoriginal, can lead to copyright issues, and does not authentically resonate with your audience. 2. Adapt and improve: Use competitor insights as a springboard for your creativity. Choose elements that are effective and adapt them to your brand voice and target audience. 3. Focus on unique selling points: Identify what makes your product or service unique and superior to those of your competitors. Don't just blend in with the crowd.

This is to being a detective, examining the clues left behind in successful ad campaigns. It involves dissecting the headlines, descriptions, and calls-to-action to see what makes them tick and why they resonate with audiences, so you can craft compelling messages of your own.

Test and Optimize Your Copy: Don't simply copy, innovate! You can use competitor insights to guide your own A/B testing efforts by following these steps: Craft variations: Experiment with different headlines, descriptions, and calls to action based on learnings from competitor analysis. Track performance: Monitor click-through and conversion rates for each variation to identify the most effective messaging. Refine and iterate: Continuously adapt your ad copy based on testing results and new competitor insights.

This is where the scientific method meets marketing. You hypothesize what ad variations might work best, experiment with different versions, and then refine your approach based on performance data. It’s a continual process of improvement, always striving for better results.

The Google Ads Transparency Center (GATC) is a valuable platform for marketers and advertisers to conduct competitor analysis. GATC serves as a searchable hub for all ads (not just Search ads) from verified Google Ads advertisers. The most important aspect is that it's FREE!

This point suggests that while the listed methods are a good start, there’s always more to learn. This could involve staying updated with SEM trends, understanding the nuances of different platforms, or even learning from outside industries for cross-pollination of ideas. It encourages a mindset of curiosity and ongoing learning.