How do you conduct competitive keyword analysis in Google Ads?

Conducting a competitive keyword analysis in Google Ads involves researching and analyzing the keywords that your competitors are using in their campaigns. Here's how you can do it:

1. Identify your competitors: Start by identifying your main competitors in your market or industry. You can use tools like SEMRush, SpyFu, or SimilarWeb to help you identify your competitors and their Google Ads campaigns.

2. Analyze their keywords: Once you've identified your competitors, use Google Ads' Auction Insights report or third-party tools like SEMRush or SpyFu to analyze their keywords. Look for common keywords, high-volume keywords, and keywords that are unique to each competitor.

3. Identify gaps and opportunities: Look for gaps and opportunities in your competitors' keyword strategies. Are there high-volume keywords that your competitors are using but you're not? Are there keywords that your competitors are neglecting that you could capitalize on?

4. Analyze ad copy and landing pages: In addition to analyzing keywords, also look at your competitors' ad copy and landing pages. Are they using specific language or offers that are resonating with your target audience? Are their landing pages optimized for conversions?

5. Monitor changes and adjustments: Keep an eye on your competitors' campaigns over time and monitor any changes or adjustments they make to their keywords, ad copy, or landing pages. Use this information to inform your own keyword strategy and stay ahead of the competition.

6. Use the "Keyword Planner" tool: Use the "Keyword Planner" tool in Google Ads to research new keyword ideas and see how they stack up against your competitors. Look for keywords that have high search volume, low competition, and are relevant to your business.

7. Test and iterate: Continuously test and iterate your keywords based on performance data and competitive insights. This will help you improve the relevance and performance of your campaigns over time.

Remember that competitive keyword analysis is an ongoing process, and it's important to continually monitor and adjust your keyword strategy based on changes in the market and your competitors' campaigns.