MoneyOnComputer

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No matter how big an advertiser you are, you probably regularly monitor the market and competitors' activities, using various more or less complex and expensive methods. With digitalization and consumers moving online, data is becoming more accessible, research is cheaper, and many things are available for free.

We would like to remind you of 3 of our favorite online services that are available for free and offer interesting insights into your competitors' online activity. These are Google Trends , the Auction Insights Report within Google AdWords, and MOZ's Open Site Explorer .

All three are based on search engine data, which includes: ad presence, organic presence, and user potential or interest. Since this channel is part of almost every cayman islands telegram data purchasing process, search engine status can reflect the state of the market and reveal who is on the rise, who users recognize, search for, and who they have begun to forget.

1. Google Trends
Google Trends is a simple, nice service for monitoring the popularity of terms and topics. It is based on search engine query data and shows the relative search volume for the term or keyword you are interested in, for a selected time period and location. You can't see the absolute search volume (Google AdWords Keyword Planner is better for this), but you can see the search trend, and the most interesting thing is that you can compare different keywords with each other.

The service is available

Let's start a little easier and look at two example graphs created by Google Trends using the inflatable flamingos that have obsessed Slovenians this summer:


The graph shows the search volume curve for the word "flamingo" for the last 12 months in Slovenia. The highest point (100) means the highest search volume, which was in the first half of July.

We added the word "spinner" to the graph.





We can see that flamingos were quite innocent compared to spinners. The trend peaked at the end of May and as quickly as it rose, it began to fall.

Let's look at two more fashion fads: interest in the keywords "Birkenstock" and "UGG":



In the graph for Slovenia for the last 7 years, we can see that the enthusiasm for Uggs is slightly decreasing (seasonal trends are also clearly visible), while interest in Birkenstock sandals has been growing for the 4th season in a row.

Play around with the tool if you haven't already. Check out what's happening with your brands and how well you're doing compared to your competitors.

But be careful: keep in mind the user and what they are looking for when they type in a particular keyword. If the brand name is too generic, then you will get a distorted view, as you cannot know what users were searching for. Google Trends will also not be useful for queries that do not have a sufficient number of searches.

If you can't see a trend from the graph, you can export the data and use Excel or another tool to check what your or your competitor's curve is.

2. Auction Insight Report
From cute graphs to interesting numbers.

If you advertise on a search engine, you should be interested in whether your competitors are doing the same and with what budget. Google AdWords gives you a very good overview of your competitors' activity.

Auctions Insights is a report that tells you whether your competitors are also advertising on the same keywords and how aggressively. You can select any date range and keyword level (entire account, campaign, or ad group). You can find the report in your Google AdWords account by clicking on the Campaigns, Ad Groups, or Keywords tab, depending on which data you want to see in the report.

Let's take a look at the report using the example of a major Slovenian advertiser in a very competitive segment:



We can see that the company covers the keywords from this segment very poorly – see the green bar. Its ad appears in less than 10% of all queries for the purchased keywords. The competitor, who is in first place, shows its ad in 44% of queries. The key metric is the impression share, which represents the number of impressions of the ad divided by the total potential, or the total number of impressions, that the advertiser could have.

In the report, we can also see the average position of ads for all competitors (Average position), the percentage of times our ad was displayed at the same time as a competitor's ad (Overlap rate), the percentage of times the competitor's ad was above ours when they were displayed at the same time (Position above rate), how often our or a competitor's ad was displayed in first place (Top of page rate), and how often our ad was displayed higher than a competitor's ad (Outranking share).