How to do a PPC competition analysis

The 14 Best Competitive Analysis Tools

Do a competitive analysis now!

In the following we list the top 14 competitive analysis tools in our opinion and name a special criterion for each tool that will make your decision easier. Because intensive competition monitoring is often carried out for completely different reasons.

What is a competitive analysis?

In simple terms, it is about the identification and evaluation of your competitors, their strengths and weaknesses and the presentation of your company and your brand in comparison to the competition. How high is the brand awareness of the competitors in your market? Which values ​​are associated with the competing brands? How is the target group composed? Here's an example.

Target group comparison Coca-Cola vs RedBull according to interests:
Significantly greater interest in sports (23%) at Red Bull

Why is a competitive analysis carried out?

At the end of the competition analysis, you should use the findings to optimize your own marketing strategy and thus outdo the competition.

An example: Tesla is mentioned as a brand much more often than any other automaker (in 22% of cases) when it comes to electromobility. According to Automakers, Renault is the world's largest producer of e-cars, as you can read in this Forbes article.

Source: Talkwalker, social data analysis from July / August 2017

What is the insight for Renault from this competitive analysis? Focus on positioning as the world's largest manufacturer of e-cars, analyzing and learning from Tesla's positioning.

The best competitive analysis tools

Here come the best analysis tools for competitive monitoring. Slightly partial, let's start with our personal favorite.

1. Quick Search

Talkwalker's powerful social media search engine - Quick Search - gives you a quick look at your brand online. You will receive extensive reports from all relevant sources: social networks, news sites, blogs or forums. Conversations about your brand, the corresponding influencers or e.g. trends in your industry are analyzed in real time.

Simply enter several brands or companies and, for example, analyze the sentiment, i.e. the positive or negative sentiment around a brand. Further data that can be viewed with two clicks: target group demographics, gender, location of users or the number of brand mentions and much more. With the help of filters, you can dig deep into trends and topics and find the stories that affect the brand image.

Quick Search - Car brands and their mentions in comparison.

In no time at all, there is data that serves as a strong entry point for comparing the competition. But Quick Search goes even deeper: trending topics or hashtags per brand, geographical market share comparison, top posts and tweets per brand, demographic target group comparison.

Quick Search - Nike v Reebok v Adidas - compare the proportion of countries.

2. Wappalyzer

This add-on is one of the most interesting competitive analysis tools because of the way it works. It runs as a Firefox add-on and actually has only one function: Wappalyzer can identify the types of software that are used on a particular website. You can click on the websites of your competitors and get a quick overview of which software they are using, e.g. for content management or traffic optimization.

Experienced website managers can easily hide such information. However, it is more likely that the majority of competitors will easily reveal such details. The best thing about Wappalyzer? It's free!

Here you can see which software and services

the New York Times integrated into the website.

3. BuiltWith

BuiltWith is a business intelligence and competition analysis tool that creates profiles of websites, including details such as sales lead generation, general business intelligence or detailed eCommerce data. Impressive, isn't it?

The competitive analysis becomes a data-intensive project, but it has strong advantages because you can quickly derive a list of potential customers from this data.

Builtwith identifies competitors and potential target customers (prospects).

The analysis relates to the tools with which a website was created. For example, you will learn:

  • Which technology is gaining or losing market share
  • Which market shares are growing or falling (course)
  • Termination rates between technology competitors

BuiltWith offers free trial periods that can be used for custom searches. The other Basic, Pro and Enterprise accesses have different function packages.

4. WooRank

WooRank is an SEO checker and more of a digital marketing tool. It will scan your website and give you an SEO optimizability report. And that works for the competition too. The tool allows you to compare three competitors at the same time in terms of:

  • Technical SEO optimization
  • Website performance and usability
  • Keyword usage
  • Backlink quality
  • Social media engagement

WooRank's Keyword Tool measures and tracks keyword rankings and SEO impact. In this way you can not only improve the SEO performance of your website, but also view the keyword ranking and landing pages of the competition and use them for yourself. Take advantage of the 14-day free trial.

WooRank's research, tracking and competitor analysis tool.

5. Google AdWords Keyword Planner

The Google AdWords Keyword Planner is free as long as you have a Gmail account. The tool is mainly designed for finding new keywords. It can be used to search your competitors' websites and the entire internet for keywords that are relevant to your business and target market. The keyword trends inspire new ways of thinking for your own market.

Simply enter a landing page and the Keyword Planner will determine relevant keywords.

6. SEMrush

From an SEO perspective, SEMrush is the ultimate competitive analysis tool because it is an all-in-one suite for digital marketing, SEO, PPC, keyword research, social media, content creation and much more. The SEMrush software contains over 30 tools that can analyze a total of 3.7 billion keywords and more than 4 trillion backlinks.

SEMrush offers unique features

such as SEO audits or position tracking

YYou can create your own toolkit and give credentials to colleagues.

The special features of competitive analysis include:

  • Find the best keywords from the competition
  • Discover new organic competitors
  • Analyze the strategies and budgets of the competitors
  • Analyze ad texts, keywords and display ads
  • Find new competitors in AdWords and Bing ads

There are three pricing plans - Pro, Guru, and Business. Each offers a different level of functionality depending on what your requirements are.

7. SpyFu

Originally called GoogSpy, SpyFu is a search analytics tool that shows users keywords that various websites buy from Google AdWords. That means you can identify all of the keywords that your competitors have bought.

The tool also shows the keywords that the competitors are ranking for. You can therefore easily find backlinks that enable you to achieve this ranking. So use this data to see how these backlinks optimize competitor ranking and then create backlinks for your own website.

SpyFu exposes your competitors' search engine marketing strategies.

SpyFu receives this data through web scraping and updates its data monthly. This gives you an overview of how major trends are developing in SEM and SEO and is more likely to show non-real-time data.

Find your competitors' keywords and ad tests.

8. Owletter

This competitive analysis tool captures, stores and analyzes emails sent from a website. That means you can monitor your competitors' emails and find out what works and what doesn't for them.

Using Owletter gives you access to many insights, including:

  • Whether your competitors have a spam reputation
  • At what times emails are sent
  • Whether these schedules change depending on the season
  • Repeated topics, trending topics from newsletters

Owletter takes a screenshot of the email you receive - you need to be on your competitors' mailing lists - saves and analyzes it.

There is a 30-day free trial and if you choose to pay, you only pay for the features you need.

Monitor your competitors' email marketing.

9. SimilarWeb

Generally speaking, this competitive analysis tool helps you measure yourself against your competition, monitor your industry and reveal your competitors' analyzes and online strategies. More specifically: This tool finds potential sales leads. SimilarWeb collects raw data, cleans it up and organizes it, processes it with learned algorithms, creates the statistics you need and brings it directly to you.

Competitive intelligence tool that even provides lead information.

10. Followerwonk by Moz

With Followerwonk you can optimize your Twitter accounts. Find and connect with new influencers, use interactive visualizations to compare your social media data with your competitors and easily share reports with colleagues.

With Followerwonk you can analyze every Twitter account and thus optimize your own Twitter marketing strategy. You can compare your Twitter followers with the followers of two other Twitter accounts.

Compare your social data with competitors or private accounts


Ahrefs is a really impressive SEO tool, especially for building crucial backlinks, with the following functions:

  • Backlink Audit - Your current backlink profile is assessed
  • Find potential link partners: Analyze your competitors' links and use them for your own website
  • Validate keywords according to SEO success criteria
  • Keyword Research - Find new keywords and content ideas
  • Track individual keywords and their performance
  • Analyze your "organic" visibility
  • Brand Management - Set up alerts for keywords

Find out why your competitors are ranking so much better on Google and what you need to do to improve your position.

The data is very up-to-date: the relevant keywords and backlink data are updated every 15 minutes as more than 4 billion websites are crawled.

Competitor research tool and SEO backlink checker

12. Majestic

This competitive analysis tool claims to be the largest commercial link intelligence database in the world. This means that you get a detailed analysis of the external links and reference texts used by your competitors. You can analyze backlinks and domain link numbers to see what competitors are doing to improve their position. This gives you a deeper understanding of search rankings.

Instead of looking for keywords with meta search engines, Majestic acts as a search engine itself and can crawl huge amounts of data.

Majestic: Link Intelligence Tool for SEO, PR, Marketing and Competition.

13. Serpstat

Serpstat is an all-in-one SEO platform that analyzes your website and that of your competitors. Search for your competitors' keywords, analyze their pages and backlink strategy and monitor their positions in SERPs.

Features include:

  • Keyword research - Compare keywords, find semantic variations, identify long-tail keywords
  • Search analytics - Track domain and keyword rankings, find out which posts are generating the most traffic
  • Content Marketing Ideation - compare your content to better reach your industry
  • Market information - Monitor industry leaders to improve your SEO and PPC efforts
  • Backlink analysis - Track your competitors' backlinks and rate domains related to them

There is a free trial version, but the number of searches is limited. Thanks to the large amount of data that can be pulled out, it is worth considering one of the paid plans.

Serpstat: Keyword Research and Backlink Analysis

14. Netpeak Checker

Netpeak Checker is a desktop SERP scraping and data aggregation tool from top SEO services for analyzing and comparing websites in bulk.

This tool is designed for bulk SEO analysis and allows you to research the backlink profile or websites and evaluate the SEO performance of your competitors.

The basic properties of Netpeak:

  • Check more than 1,200 parameters of URLs
  • Other services are integrated: Ahrefs, Moz, Serpstat, Majestic, SEMrush, etc
  • Check out standard SEO factors to optimize your website for search engines
  • Check a domain's age, expiration date, and availability for a purchase
  • Analyze the social media performance of a website

This research tool for mass SEO analysis offers a 14-day free trial.

Keep an eye on the competition!

When it comes to staying one step ahead, you need to keep an eye on your competition. Competitive analysis is data-intensive. But with the right tools, you get strong insights in no time.