PPC Spend helps you understand and analyze competitive ad spend budgets for paid search.

Reveal competitors' estimated ad spends, potential budgets, and how they deliver on paid search strategies.

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What is the Value?

PPC Spend helps you to:

  • Plan and justify your own paid search budgets.

  • Understand the effectiveness of competitors’ paid search advertising activities. 

  • Grow clients’ budgets based on their knowledge of competitor and industry PPC spend (mainly for agencies).

  • Identify significant strategic shifts in competitive PPC spend by analyzing spend over time.

  • Evaluate investment per channel based on competitors' PPC spend.

Calculations

PPC Spend is an estimation of the websites’ spending on PPC search terms over the analyzed period. This metric allows you to analyze keywords attached to Google Search and Shopping (PLAs) ads.

Important

This is an estimation of PPC Spend. We aim for as high accuracy as possible with the PPC Spend estimation, but there will be a differing margin of difference with our calculation for every website.

Our current calculation is based on three existing data points:

  • Paid visits per website per country

  • Paid keywords per website per country

  • CPC per country

To get an estimation for website PPC Spend, we follow the formula below:

Sum(KW CPC multiply by KW paid visits) = Website PPC Spend

** In cases where CPC is unknown, avg CPC is supplemented.

** We rely mainly on the Google search network, but other search engines are also included in the paid visits metric.

Note

  • PPC Spend is only available for desktop data.

  • PPC Spend is available from Jan 2020 data onwards.

  • Data is unavailable for domains with <5k paid search visits for the selected period

Usage

PPC Spend can be found in 2 modules:

  1. Within the Acquisiton Channels module, in the Paid Search section, go to PPC Competitor Analysis > Overview.

  2. Within the Competitive Research Module, in the Website Analysis section, go to Paid Search > Overview.

PPC Spend is a metric available in the Paid Search Traffic & Engagement table on both of these pages.

Tip

Hover over a point on the graph to view the monthly PPC Spend and the month-over-month % change.

Check out your competitors’ PPC spending trend over time. By reviewing over time, you will notice the rise and fall in spending activity, and this will point to potential seasonal spending on campaigns. When reviewing the overall investment in their PPC campaigns, you will get a view of a competitor's annual or quarterly budgeting habits for Paid Search campaigns.

PPC Spend Currencies

You also have the ability to instantly see PPC Spend estimations in other major currencies. Just use the drop-down in the top right of the insight graph to select the currency you wish to explore.

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Analyze competitors' PPC spending in GBP, EU, AUD, and JPY.

Each month's currency value is calculated based on the exchange rate from that time, so you can be sure that it’s historically accurate and relevant. 

This function should minimize the need for external calculations for those users who need to report in currencies other than USD.

FAQs

Is the PPC Spend BETA prototype for search ad spend or across other digital ad formats?

Currently, It is just for Paid Search Ad spend, but we hope to develop estimations for other paid digital channels shortly.

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