PPC competitor analysis Excel templates are a game-changer for advertisers who want to outsmart their competition in Google Ads, Bing Ads, and other paid search platforms. By collecting competitor data, structuring it into an Excel spreadsheet, and analyzing patterns, marketers can uncover valuable keyword gaps, ad copy strategies, and bidding behaviors that drive ROI.
In this deep-dive guide, we’ll break down everything you need to know about PPC competitor analysis in Excel—including why it matters, how to build your own template, what metrics to track, common mistakes, and the best tools to supercharge your analysis.
Introduction
Pay-per-click advertising (PPC) is one of the most competitive digital marketing channels. Every click comes with a price tag, and every competitor is vying for the same search terms, placements, and conversions. In this crowded space, PPC competitor analysis is not just helpful—it’s essential.
And while there are countless software platforms that automate this process, Excel remains one of the most powerful and flexible tools for storing, organizing, and analyzing competitor PPC data. With the right Excel template, marketers can uncover patterns that reveal why competitors succeed, where they overspend, and how you can capture market share at a lower cost.
What Is PPC Competitor Analysis?
PPC competitor analysis is the process of monitoring and evaluating your rivals’ paid advertising strategies across search engines and display networks.
It typically includes:
- Keyword research: Which search terms are they bidding on?
- Ad copy analysis: What messaging, CTAs, and offers do they use?
- Bidding strategy: Do they target broad, phrase, or exact match?
- Budget allocation: Where are they spending the most?
- Landing page experience: What kind of UX are they offering?
The goal isn’t to copy competitors but to spot opportunities, avoid costly mistakes, and position your campaigns more strategically.
Why PPC Competitor Analysis Matters
- Identifies Keyword Gaps
Competitors may target profitable keywords you’ve missed. - Reveals Ad Copy Tactics
By studying CTAs and offers, you can test winning variations. - Optimizes Budget Allocation
See where competitors overspend and redirect your budget effectively. - Improves CTR & Quality Score
Smarter keyword and ad copy choices improve CTR and lower CPCs. - Supports Strategic Planning
Competitor trends help forecast seasonal bidding wars and market shifts.
Excel’s Role in PPC Competitor Analysis
While tools like SEMrush, SpyFu, and Ahrefs provide raw data, Excel allows you to:
- Organize competitor keywords, ads, and spend data.
- Visualize trends with charts and pivot tables.
- Compare multiple competitors side by side.
- Automate analysis using formulas and conditional formatting.
- Standardize reporting for teams and clients.
In short: Excel is the ultimate dashboard for PPC competitor insights.
Step-by-Step Guide to Building a PPC Competitor Analysis Excel Sheet
Here’s how to set up your PPC competitor analysis Excel template step by step:
Step 1: Define Competitor Set
- Direct competitors (same products/services).
- Indirect competitors (different products but same audience).
Step 2: Collect Data
- Use tools like SEMrush, SpyFu, or Google Ads Auction Insights.
- Export competitor keywords, ad copies, and spend estimates.
Step 3: Create Excel Columns
A basic competitor analysis sheet may include:
- Competitor Name
- Target Keyword
- Search Volume
- CPC (Cost Per Click)
- Avg. Position
- Ad Copy Headline
- Ad Copy Description
- Landing Page URL
- Estimated Monthly Spend
Step 4: Apply Excel Features
- Filters: Sort keywords by CPC, CTR, or volume.
- Conditional Formatting: Highlight CPCs above target thresholds.
- Pivot Tables: Compare competitors’ top keywords by spend.
- Charts: Visualize market share in PPC spend.
Step 5: Build Scoring System
Assign scores for each competitor (e.g., keyword relevance, ad quality, landing page strength).
Step 6: Generate Insights
- Which keywords overlap across competitors?
- Where do you see gaps to exploit?
- Who spends the most on branded keywords?
Key Data Points to Track in Excel
- Keywords: Primary vs long-tail.
- Ad Position: Average rank in search results.
- Click-Through Rate (CTR): Estimate engagement levels.
- Ad Copy: Headlines, CTAs, emotional triggers.
- Landing Pages: Conversion design, speed, offers.
- Spend Estimates: Monthly or campaign-level.
Business & Reporting Implications
- Budget Planning: Decide where to increase or decrease spend.
- Performance Benchmarks: Compare CTR, CPC, and conversion rates.
- Client Reporting: Excel sheets serve as transparent reports for stakeholders.
- Forecasting: Anticipate competitor moves during seasonal peaks.
Case Studies: Excel in Action for PPC Competitor Research
- E-commerce Brand
Found competitors overspending on high-volume terms. By shifting to long-tail keywords, they cut CPC by 25%. - SaaS Company
Used Excel to spot competitor reliance on free-trial CTAs. They tested “demo-focused” CTAs and increased conversions 18%. - Local Business
Identified competitors ignoring geo-specific keywords. By targeting them, they dominated local search results.
Common Mistakes to Avoid
- Tracking too many competitors (focus on 3–5 major ones).
- Ignoring landing page analysis.
- Treating PPC analysis as one-off instead of continuous.
- Failing to validate tool-estimated spend data.
Best Practices for PPC Competitor Analysis in Excel
- Update sheets monthly or quarterly.
- Use pivot tables to compare trends over time.
- Integrate keyword gap analysis with your SEO strategy.
- Focus not just on CPC but on ROI potential.
- Build dashboards for fast visualization.
Tools That Integrate with Excel for PPC Competitor Research
- SEMrush – export competitor PPC reports.
- SpyFu – detailed ad copy and keyword data.
- Google Ads Auction Insights – direct competitor overlap.
- Ahrefs – keyword & traffic estimates.
- Supermetrics – automated data transfer to Excel.
FAQs
Because it’s customizable, powerful for analysis, and integrates with most PPC tools.
At least quarterly, but high-competition industries may require monthly reviews.
Keyword overlap and CPC benchmarks—these directly impact ROI.
Yes, with add-ons like Supermetrics and built-in formulas.
Absolutely—knowing what big players do helps you find affordable opportunities.
Conclusion
PPC competitor analysis Excel templates are one of the most practical ways to organize, analyze, and act on rival PPC strategies. By tracking keywords, ad copy, spend, and landing pages, marketers can uncover opportunities to reduce CPC, improve CTR, and drive more conversions.
