I am often asked if it is possible to get somehow a glimpse of which keywords are being used by the competitors’ AdWords accounts. There is no insight into the account, but we can look into the database of SEMrush. Through regular crawl, we can see which keyword has an ad for which URL. And we get the desired insight.
To do this, go to the Domain Analytics tab and then click on Ad search. In the tab Positions, you now have a nice overview. On the one hand, you can see the traffic graph on the right. Here you can see immediately if your competition spends more in certain months and holds back in other months. Do not forget to switch to German if you do not get reasonable values ​​here.
In the table then, very classic, all that matters: Keyword, URL and some other values, which I do not use.
Values ​​like CPC, search volume, and resulting values ​​like% Traffic and% costs are well known from the Keyword Planner, and also there you should not really pay much attention to the numbers. They work well for a ranking, but not for more.
Keywords of your competition that you do not yet cover and that you have in common
Here I extend the point number 7 because there is still a really cool report that fits on this topic. This report shows you keywords that you share with your competition and those that you do not already have, but your competitors.
This picture clarifies what I mean:
How do you get there? Again, Domain Analytics helps us.
Here you simply type in your domain and then your competition. As long as you do not have an account, you can compare a total of 3 domains. With an account, you can make a comparison of up to 5 domains.
And now comes the trick: you can choose between keyword types. So Organic, PLA, and Paid. PLA does not work so well, but organic and paid show exciting insights.
How do you now see the keywords that you DO NOT operate? Go to the right side of Advanced Mode and then you have to choose between the domains Unique for the keywords of the first domain. Click on Go and look at the result.
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