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3 Free Tools for Google Ads Keyword and Competitor Analyses

Vivian Phung
Written By
Vivian Phung
Published On
Dec 19, 2022
Free Tools For Google Ads Keyword - The Influence Agency

What’s one way to stay ahead of the competition, reach a highly targeted audience, and produce relatively quick results? The answer: Google Ads.

Not only does this platform allow small and large businesses alike to reach new and existing customers, but it also provides measurable growth and ROI. The power of paid media is endless!

Whether you’re working on your first Google Ads campaign or your hundredth, it’s important to get an understanding of the current landscape. Before launching your campaign, try leveraging these three free tools for competitor and keyword analyses!

New Ad Insights

One new tool (which is slowly becoming my favourite) is the ad insights option. With the increased discourse on advertising transparency, users can now see Display, Video, and Search ads currently active.

It’s important to note this feature is only available for advertisers who verified their identity on Google Ads.

To access this tool, first search the brand you’d like to gather insights on:

Google search result for “stop restaurant supply”.

Then, click on the arrow beside the URL and scroll down to “see more ads”:

Google’s “my ad center” pop-up screenshot.

Now, your competitor’s current ad library should be revealed! You can also adjust the date range, region, and ad format at the top:

screenshot of Google ads live for S.T.O.P restaurant supply.

Keyword Planner

While Google’s Keyword Planner is a great planning tool, it can also be used to scope out the market. Once you have an understanding of your campaign and ad group keyword themes, you can use this method to determine how competitive the bids are!

First, in the Ads platform, select Tools and Settings > Keyword Planner:

screenshot of Tools and Settings on Google Ads.

Then, select “Discover new keywords”:

screenshot of keyword planner on Google Ads.

There are two input methods you can use when searching for new keywords:

screenshot of Google’s keyword planner.

If you don’t have an idea of what keywords you want to use, you can plug in your competitor’s website to get some inspiration. Since the keywords are pulled directly from their site, the chances of them leveraging these terms are higher.

Alternatively, when you add in the keywords you’d like to test, you’ll find a column for “Competition”:

 screenshot of Google Ads keyword planner

The level of competition—low, medium, or high— is determined by the number of advertisers bidding on each keyword relative to all keywords across Google. If we don’t have enough data, you’ll see a dash (-).

Based on the competition, this will help you be more selective with your keywords based on the estimated bids. I like to sort keywords by lowest to highest competition, and filter for keywords with average monthly searches over or equal to 100. This ensures we get the most efficient results and still remain competitive!

Auction Insights

While the Keyword Planner doesn’t mention specific competitors, Google has another tool you can use! Auction Insights allows you to compare performance with other advertisers bidding on your keywords and is available for Search, Shopping, and Performance Max campaigns. These results can be created on the keyword, ad group, and campaign levels.

The reports provide 6 different statistics: impression share, overlap rate, outranking share, position above rate, top of page rate, and absolute top of the page rate:

screenshot of Google’s Auction Insights

By leveraging these insights, you can find opportunities to increase your reach (by reallocating bidding and budgets) when compared to competitors.

Final Thoughts

Hopefully, these three free tools will help you stay ahead of the game.

If you’re not sure where to start or looking for management services, our Paid Media experts are here to support you!

Contact us today.



  • Vivian Phung

    Vivian Phung is the Paid Media Coordinator at TIA with a passion for data-driven storytelling and all things digital marketing.

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  • Vivian Phung

    Vivian Phung is the Paid Media Coordinator at TIA with a passion for data-driven storytelling and all things digital marketing.

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