❓ What is Competitive Analysis?
The Competitive Analysis feature helps you understand how competitive your keywords are, using daily data. It gives you visibility into competition levels at the search term, ad group, campaign, and even the account level. It's measured through how many competitors are advertising on a keyword and how many ad slots were available for that keyword.
Competition is measured on a scale from 0 (low competition) to 100 (high competition). These scores are weighted by impressions, so keywords, ad groups and campaigns with more impression volume have a greater impact on the overall competition score.
You can pivot between granular or high-level views to explore the data in the way that best suits your analysis needs. All the competition is localized, meaning that a campaign targeting UK keywords and another campaign targeting DE keywords can have different competition scores even though they target the exact same keywords/categories.
▶️ Why is it important?
Understanding keyword competition is critical for smart budget allocation and campaign performance.
This feature allows you to:
See how your spend aligns with keyword competition levels
Identify low-competition, high-potential opportunities
Compare conversion data against competition to prioritize keywords that deliver
Avoid overspending on high-competition keywords that don’t perform
Use the pivot functionality to drill into a keyword or zoom out to an account-level view
🔍 How does it work?
Competition data is pulled into the platform and displayed through a dynamic, interactive dashboard that includes both charts and tables.
Competition Index: A score from 0–100 representing keyword competition, weighted by impressions to emphasize high-visibility terms.
Spend vs. Competition Distribution: See how your budget is allocated across low- to high-competition keywords.
Conversion vs. Competition Distribution: Understand which competition levels are actually generating conversions.
Top Campaigns and Ad Groups by Competition: Discover where your most (or least) competitive keywords are grouped.
Pivot Functionality: Analyze competition at different levels, search term, ad group, campaign, or account, with a single click.
Detailed Table View: Access a sortable, filterable breakdown of impressions, clicks, spend, conversions, and competition scores.
Limitations
If you do not have any search terms in your account, competition index will not work. Competition index is calculated at the search term level and then rolled up to ad group, campaign and account.