Keep this handy the next time your CMO asks how your pay-per-click (PPC) campaigns stack up against your competitors…
Google Ads contains competitive metrics you can use to identify:
- Who your real competitors are.
- How aggressive they are.
- Causes for fluctuation in your own data.
Here’s how to use three metrics to understand and improve your Google Ads performance.
Let the competition begin…
1 – Search Outranking Share
This metric shows you which domains are outranking ads and at which frequency.
This is extremely useful for identifying “hidden” competitors or discovering whether a particular brand is selling their product through affiliates.
2 – Search Overlap Rate
This tells you how often a specific brand or domain appears next to you on the search engine results page (SERP).
This metric is helpful for getting a sense of the brands your customers see when they search for your keywords.
3 – Position Above Rate
This metric reveals how often a competitor’s ad is shown above yours when they’re together.
It also tells you when you’re bidding against each other for the same keywords.