Competitor analysis PPC Excel is one of the most practical ways to monitor, organize, and optimize pay-per-click advertising performance. Whether you’re running Google Ads, Bing Ads, or Amazon PPC, understanding your competitors’ strategies is essential. By creating structured Excel sheets, you can compare keywords, ad copy, bids, and performance metrics side by side—making it easier to outsmart competitors and maximize ROI.
In this guide, we’ll break down step-by-step PPC competitor analysis, provide Excel templates, highlight key metrics to track, and share tools that make competitor research easier.
Introduction
PPC advertising is one of the most competitive digital marketing channels. Every click costs money, and the only way to win profitably is to understand how your competitors are bidding, which ads they run, and where they’re spending their budget.
This is where competitor analysis PPC Excel templates come in. They provide a structured framework to log competitor data, analyze trends, and make data-driven optimizations.
What Is Competitor Analysis in PPC?
Competitor analysis in PPC is the process of studying your rivals’ paid advertising campaigns to uncover insights like:
- What keywords they’re targeting.
- Which ad copy resonates with their audience.
- How aggressive their bidding strategies are.
- Which channels (Google, Bing, Amazon) they invest in most.
- Their landing page strategies.
The goal: find gaps you can exploit while avoiding overspending on saturated keywords.
Why Use Excel for PPC Competitor Research?
- Customization – Create your own tracking structure.
- Flexibility – Add new competitors, metrics, or columns anytime.
- Visualization – Use charts/pivots to see trends.
- Comparisons – Track multiple competitors side by side.
- Cost Efficiency – Free, unlike premium PPC tools.
Step-by-Step Process of Competitor Analysis in PPC
Step 1: Identify Competitors
- Search Google for your target keywords.
- Note which brands consistently appear in ads.
Step 2: Collect Ad Data
- Keywords competitors bid on.
- Ad headlines and descriptions.
- Extensions (sitelinks, callouts, etc.).
Step 3: Track Landing Pages
- Where do ads lead?
- Is there a strong CTA, discount, or funnel strategy?
Step 4: Analyze Bidding Strategies
- Estimate CPC ranges via Google Keyword Planner.
- Note which competitors outbid others consistently.
Step 5: Record Data in Excel
- Build a sheet with competitors, keywords, CPC, ad copy, and landing page notes.
Building a Competitor Analysis PPC Excel Template
Here’s a recommended structure:
| Competitor | Keyword | Avg CPC | Ad Copy (Headline) | Ad Copy (Description) | Landing Page URL | Ad Extensions | Notes |
|---|
You can also add tabs for:
- Budget estimates
- Ad frequency tracking
- CTR comparisons
Key Metrics to Track in PPC Excel
- Average CPC (Cost Per Click)
- Impression Share
- Ad Position/Rank
- Click-Through Rate (CTR)
- Ad Frequency (how often they appear)
- Ad Copy Variations
- Promotions & Offers
- Landing Page Conversion Elements
Case Studies: How Brands Use PPC Excel Analysis
Case Study 1: SaaS Company
Tracked competitor CPC and ad copy → Realized rivals emphasized “Free Trial” → Updated their ads → CTR increased 18%.
Case Study 2: Ecommerce Store
Logged Amazon PPC competitor data → Found rivals ignored long-tail keywords → Targeted those → Lower CPC and higher ROAS.
Case Study 3: Local Service Business
Built Excel tracking sheet → Identified top 3 local competitors’ ad spend focus → Adjusted geotargeting → Reduced wasted spend by 22%.
Common Mistakes to Avoid
- Tracking too many metrics → focus on insights, not noise.
- Ignoring landing pages → ads are only half the picture.
- Using Excel once and not updating → competitor data changes weekly.
- Copying competitors → analysis should inspire differentiation.
Best Practices for PPC Competitor Analysis
- Update Excel sheet weekly or monthly.
- Track at least 5 competitors.
- Focus on keyword gaps where competition is low but volume is strong.
- Compare ad extensions—they often drive higher CTR.
- Use Excel dashboards to visualize spend and trends.
Tools to Support PPC Analysis
While Excel is powerful, pairing it with tools makes analysis easier:
- Google Keyword Planner – CPC & volume data.
- SEMrush / SpyFu – Competitor PPC keyword tracking.
- iSpionage – Competitor ad history.
- Auction Insights (Google Ads) – Impression share data.
- Excel/Google Sheets Add-ons – Automate data imports.
FAQs
1. What is competitor analysis PPC Excel used for?
It’s used to log and compare competitor ad data, keywords, and CPC strategies.
2. Can I build my own PPC competitor Excel template?
Yes, with columns for competitor, keyword, CPC, ad copy, and landing page.
3. How often should I update PPC competitor data?
At least monthly, but weekly for highly competitive industries.
4. What free tools can I use with Excel?
Google Keyword Planner, Auction Insights, Ubersuggest.
5. Should I copy competitor ad copy?
No—use it for inspiration, then differentiate with unique offers.
Conclusion
Competitor analysis PPC Excel is one of the smartest ways to bring structure and strategy to paid ad research. By logging competitor keywords, ad copy, CPC ranges, and landing page tactics, you’ll gain a clearer view of the competitive landscape—and how to outperform it.
