Start with Ad History: spot keywords they’ve dropped and those that they added most recently.
Start with SpyFu Kombat: supporting graphs tell a story of the domain’s ad spending changes.
Start with SpyFu Main: an array of stats help you stay on top of changes to their campaign.
Details: Start with Ad History
1. Enter your competitor’s domain into the main search box and click “search.” The results page will bring up the domain’s full set of ads from the past 10+ years. (Look for “Most Profitable Ads and Keywords.”)
In one glance, you can take in the changes in your competitor’s campaigns. Take note of keyword/ad details described in items 2 and 3.
2. Keywords at the top of the page are their high-ranking, most competitive, and most consistent keywords.
3. Boxes that appear on the left, but not the right, are keywords they’ve stopped advertising on. Similarly, new keywords they’ve recently added have boxes (ads) only toward the right of the chart.
Details: Start with SpyFu Kombat
1. Enter your competitor’s domain into Kombat. (Solo or against 2 more domains) Click “fight.”
2. At this point it won’t be necessary to click any of the circle sections as usual. Simply scroll down lower on the page to the graphs.
3. The three tabs on top of this section take you through historic peaks and valleys in your competitor’s paid ads, organic rankings, and its estimated budget. Follow the trends to track the changes in your competitor’s campaigns.
Details: Start with SpyFu Main
1. Enter your competitor’s domain into the SpyFu Main search bar.
2. The top of the results page lists 4 key measurements on the left side. Clicking the graph icon on each one opens a time line that reveals different ways to track changes in their campaign:
3. Any fluctuations in their estimated daily AdWords spending can show you where there was a surge the number of keywords they buy or bigger bids so that they place higher on the AdWords they already purchase.
4. The average ad position chart compares their overall rankings to changes in the market. When other advertisers come and go, do they shift much in their ad positions?
5. Using the daily organic traffic value chart could be helpful in PPC. Tracking shifts in their SEO campaign could prepare you for reactions in their PPC campaign.
6. Changes in the Paid vs. Organic clicks per day chart could signify a shift in their budget allocation from one to another. On a bigger scale, it could point to major changes in their overall PPC vs. SEO approach.