By: Jyll Saskin Gales, Google Ads Coach

Have you ever wondered what keywords your competitors are bidding on in Google Ads? While it's impossible to know for certain, there are a few tactics I've picked up over the years to get a glimpse into their keyword strategy. 

Before we dive in, it's important to understand that you can't definitively know every keyword your competitors bid on. This information is proprietary to their accounts, and with dynamic features like Performance Max, Dynamic Search Ads and Broad Match keywords, they might be showing ads for queries that don't directly match any keywords in their campaigns.

Smart Strategies for Spying on Google Ads Competitors

Despite these limitations, there are still several ways to gather valuable competitor keyword data:

1. Ad Preview and Diagnosis Tool: This tool allows you to see a snapshot of your competitors' ads, providing clues about the keywords they might be targeting.
2. Incognito Window Search: Go old school! Open an incognito window and search for relevant keywords. Observe the ads that appear, which can indicate your competitors' focus areas.
3. Ads Transparency Center: The Google Ads Library puts all of your competitor's ads on display, giving you insights into the language and themes they use, which may highlight their keyword priorities.

Want to do something about it? Try Indirect Competitor Targeting

Want to take competitor insights a step further? That's why I came up with my Indirect Competitor Targeting strategy. This tactic involves using Google Ads Keyword Planner to generate keyword ideas based on your competitor's website. You'll uncover queries they rank for organically, providing potential opportunities for you to advertise and capture valuable traffic.

Learn more about Indirect Competitor Targeting in Google Ads

Remember: It's About Inspiration, Not Imitation

While gathering competitor keyword data is valuable, it's essential to use it as inspiration, not a blueprint for replication. Focus on developing a unique and compelling Google Ads Keyword strategy tailored to your business goals and your audience.

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