At Hop2TheTop, we’ve been managing PPC campaigns for over 18 years.  

You might be wondering, what are the “secret tools” we use to enhance our client’s PPC campaigns?  Well, today you are in luck!  That’s right, we are going to discuss one of the most critical tools we use for competitive PPC analysis!  So strap in because it’s going to be lots of FUN.  (right?)

But before we dive in, it’s critical you understand one thing.

Just because a competitor does something does NOT mean you should copy it! 

This is the #1 myth and often a mistake companies will make in their marketing.  They somehow have the perception that their competitors are doing everything perfectly and therefore want to copy ads, keywords, and so on.

THAT SAID!  Sometimes you CAN draw inspiration from your competitors and this can unlock growth for your PPC campaigns.  

The KEY is looking for PATTERNS.  

When you see a competitor for example, has been running the SAME AD for MONTHS and dumping $1000’s of dollars, or maybe tens of thousands into 1 or 2 specific ads, *USUALLY* this means the ad is working (or the ad manager is LAZY, which is another possibility).

Once you signup for your free trial with SEMRUSH (presumably you will end up signing up but for now just do the trial…)

First you are going to go to “Advertising Research” and type in your first competitor URL.

From here, you have multiple options:

1/ Positions

2/ Position Changes

3/ Competitors

4/ Ad Copies

5/ Ads History

6/ Pages

7/ Sub Domains

Our FAVORITE 2 tools are “AD COPIES” and “ADS HISTORY”.  This is where you can find the JUICY nuggets that your competitors DO NOT WANT YOU TO KNOW. (sorry competitors…!)

First let’s click on “AD COPIES”

What’s POWERFUL about this, is SEMRUSH will show you the TOP ADS, sorted by usage.  The more keywords the ad has attached to it, the more towards the top of the list this is.  You want to pay attention to these ads.  You want to pay attention to these since these are likely the ones generating the most revenue for your competitor.

Next we look at “ADS HISTORY”.  This actually shows TOP KEYWORDS your competitor is buying and approximate traffic levels.  It also shows the history of how often they have run those keywords.  Remember, the more consistent, and more traffic, the more likely it is that it is working.

Contact Us For A Free Audit

If your law firm is consistently paying more than $4000 per case for signed cases, chances are there are multiple areas of improvement available in your campaigns. Contact Us For A Free Audit of your campaigns and we will show you areas that can be improved through proactive PPC management.