Paid Search Overview provides a window into your competitors’ paid search strategies with key metrics and insights on their campaigns.

Paid Search Overview


What is the value of conducting paid search analysis?

Similarweb's Paid Search Overview insights give you the complete picture of your competitors' overall paid search strategy, across desktop and mobile. Use these insights to:

  • Benchmark your paid search performance against competitors
  • Understand the budgets, keywords, and ads driving competitor's paid search campaigns, and make more informed decisions about your own paid search strategy
  • Identify opportunities to differentiate your own paid search strategy and improve your performance

Get a unique view of when and how much competitors are investing in paid search campaigns, how they are performing at driving traffic, what paid channels they are pushing their campaigns across, and more.

  Tip: Paid search metrics and insights are great for Marketing Managers, Paid Acquisition Managers, Agencies, Advertisers, Media Buyers, and Digital & Display Managers.

How to use Paid Search Overview

To view key paid search metrics and insights for up to five sites:

  1. Go to Website Analysis > Paid Search > Overview.

  2. Enter the website you'd like to analyze.

  3. To target your analysis, click +Compare and add up to four additional websites.

    • Using the filters in the upper right, set the time period, country, and type of traffic (desktop or mobile web) that you would like to analyze.

    • If available, mark the Compare to checkbox for side-by-side data comparison to the previous time period.

Key Metrics & Insights

Total Paid Search Traffic

Understand the impact of paid keyword strategies by analyzing total paid search traffic out of all search traffic to the site, and the MoM % change.

Top Paid Keywords

See the top-performing keywords with a breakdown of volume, traffic, and CPC.

  Note: You will also see the position metric when analyzing more than one site.

Paid Search Traffic & Engagement

Drill down into the Paid Search performance over time with insights such as: traffic, visit duration, bounce rate, and PPC Spend over time.

  Tip: Use the PPC Spend metric to pinpoint competitor campaigns that have received greater investment. Determine which paid campaigns have delivered traffic and whether they led to better engagement onsite. Use this as a guide and benchmark to refine your own tactics for success.

Paid Search Traffic and Engagement


  • Mobile web PPC Spend and paid search traffic data is available from July 2020.

  • Visit duration, Pages per visit, and bounce rate are only available when analyzing desktop data.

Top Search Ads and Product Ads

Review the Top Search Ads and Top Product Ads being used as a part of a company’s paid search campaigns. Identify messaging, copy, snippets, images, and more that have resulted in traffic growth or decline.

  Note: Top Search Ads and Top Product Ads are only available when analyzing a single site.


Q: Can I analyze desktop + mobile web paid search data?

A: Yes! You can filter the Paid Search Overview page by either desktop or mobile web to understand your competitors’ paid search strategies across devices. 

Additionally, in the Paid search traffic & engagement graph, when analyzing PPC Spend for a single site, you can view Desktop, Mobile Web, and Total.


Feature Location

Try it now! Paid Search Overview.

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