Google estimates that 47% of global purchases are completed online. Boasting a potential ROI of 200%, pay-per-click (PPC) advertising offers startups a powerful way to connect with potential customers.
PPC competitor analysis reviews your competitors' ad strategies, such as content, keywords, and budget. It helps refine your strategy, avoid costly mistakes, and improve ad spend efficiency. However, it is a manual and time-consuming process.
SpyFu and Semrush are two popular tools for PPC competitor analysis, but you may wonder which is right for you. In this blog, learn about:
- SpyFu and Semrush tools for PPC competitor analysis; their pros and cons
- Deciding which tool is more suitable for you
- A comprehensive and cost-effective alternative for startups: Kaya’s Competitor Ad Intelligence Tool
SpyFu vs Semrush: Feature-by-feature comparison
Both SpyFu and Semrush provide in-depth analysis of keywords and PPC strategies, helping identify competitors' strengths, weaknesses, and opportunities.
SpyFu is known for its extensive competitor analysis features with up to 60% cost-savings compared to Semrush, while Semrush offers more detailed insights through multiple reports. Here's how they differ in key areas:
| Feature | SpyFu | Semrush |
|---|---|---|
| PPC competitor research focus | Focused on competitor keyword analysis and Google Ads intelligence. Competitor analysis features include:
|
Primarily an SEO and content marketing product, with apps for PPC competitor analysis and paid ads management. Competitor analysis features include:
|
| Ease of use | Easier to navigate, focused on competitor tracking and PPC insights | More feature-rich and detailed breakdown of stats, which can be overwhelming |
| Historical data |
|
|
| Pricing | From $39 to $79 per month. | From $139.95 to $499.95 per month. |
| Data coverage | Focused in 18 countries, includes the US and UK | Offers more global coverage, with over 100 countries |
| Paid ad channel coverage |
|
|
| Customer support | Fair | Known for being excruciatingly slow and difficult |
Alternatives to Semrush and SpyFu
Semrush and SpyFu are great options for PPC competitor analysis. Considering their limitations in pricing, ad channel and data coverage, here are worthy alternatives to consider;
- Kaya's Competitor Ad Intelligence Tool: A cost-effective solution tailored for startups, offering comprehensive competitor analysis across both paid search and paid social channels like Meta Ads and LinkedIn Ads. For just $100 per month, you get full access to your competitors’ ads and actionable insights on keywords, ad copies, and ad spend data in one place, all without unnecessary complexity.
Beyond Semrush and SpyFu’s competitive analysis features, Kaya goes a step further by offering a complimentary consultation with our marketing expert. This personalized guidance helps you fully leverage the tool's insights to gain a competitive edge.
- Ahrefs: It is primarily an SEO analysis tool but also has features for PPC analysis like traffic volume and competitors' paid keywords. While it begins from an affordable price tag at $129 per month, features are more limited and it lacks a central data interface.
Curious how tools like SpyFu and Semrush can speed up your competitive analysis? Keep reading.
SpyFu overview
SpyFu is a versatile tool for competitor research and keyword analysis that helps you analyze and recreate your competitor's PPC and SEO strategies. It shows your competitor's keywords, advertising expenditures, how their ad copies have evolved, keywords they’re bidding on, etc.
SpyFu PPC competitor analysis tools
SpyFu offers a suite of tools for PPC analysis. These tools identify your top PPC competitors based on shared keywords and offer insights into their ad strategies. Here are its main PPC competitor analysis tools.
| Use case | |
| PPC Kombat | This tool shows the keywords your competitors are bidding on. It has a category within it named ‘Potential Ad Waste’. These are keywords you’re targeting that none of your competitors are. If you're targeting these terms while your competitors are not, you may be wasting time and effort as such keywords may not attract a large enough audience. |
| Google Ads Advisor | This tool recommends keywords to bid on based on successful competitor keywords that your domain isn’t bidding on. |
| PPC Keywords | This tool shows the estimated monthly budget and all the keywords your competitor has ever bought on the Google Ad channel. |
Pros and cons of SpyFu for competitor analysis
Pros:
- Its professional plan offers over 10+ years of historical data.
- It’s easy to locate features for PPC competitor research on the user interface.
- Its features for keyword analysis are extensive.
- It’s more budget-friendly, at 60% cost-saving with more keywords tracked compared to Semrush. From $39 per month.
Cons:
- Its basic plan is limited to only 6 months of historical data.
- It only provides data for Google Ads. It does not cover other ad channels like Meta and LinkedIn to help inform your overall paid ad strategy.
- It lacks features to collect and analyze your competitors’ ad copies and visuals.
- Basic reports on competitor keywords, with minimal customization options. Reviews suggest data visualization can be improved.
- Limited insights available related to keyword analysis. It does not offer actionable insights on ad channel, ad spend and marketing angles.
- Data coverage is limited to 18 countries.
Semrush overview
Semrush is an all-in-one digital marketing software with tools for SEO, pay-per-click (PPC), social media, and content marketing. It offers several PPC tools such as Ads Launch Assistant, PPC Keyword Tool, PLA Research, Ad Tracking, etc.
Semrush tools for PPC competitor research
| Use case | |
| Advertising Research |
This tool shows your competitors' ad budgets, copies, and keywords, including top-performing ones. It also shows desktop and mobile keywords they are bidding on, emotional triggers used in their ad copy, etc. Its 'Ad Copies’ report shows your competitor's ad headlines, calls to action, target keywords, and the landing pages they’re directing paid traffic to. |
| PLA Research |
This tool analyzes your competitors’ product listing ads (PLAs), including keywords that trigger the ads and top advertisers on Google Shopping. You can see the number of PLA keywords that competitors have in common with you, as well as their ad copies. Free, Pro, and Guru subscribers get 10 results per report, while business subscribers get up to 50,000 results per report. |
| AdClarity | This tool allows you to identify your competition's most successful ad campaigns, as well as the ad platforms and traffic sources that work best for your competitors. It is available as an add-on service priced $169/month. |
Pros and cons of Semrush
Pros:
- Extensive data coverage for keywords, ad copies, social platforms, and multiple regions.
- It offers competitor analysis tools for both paid search and paid social platforms, latter as an add-on service.
- It collects and analyzes your competitors’ ad copies and visuals, latter as an add-on service.
- Extensive and customizable reports but higher expertise required to connect the insights across different tools and reports.
Cons:
- Plans start at $139.95 per month, but key competitor analysis tools for paid social campaigns are only available as add-ons, potentially increasing costs further.
- It has features for SEO, PR, PPC, content, site tracking, etc, which can make it overwhelming for users who want to focus on PPC.
- The lowest tier is limited to the past 12 months of data, while higher tiers offer data access dating back to January 2012.
- Limited insights available related to SERP feature analysis. It does not offer actionable insights on ad channel, ad spend and marketing angles that inform your ad strategy.
- Customer service is known for being excruciatingly slow and difficult.
SpyFu vs. Semrush: Which is right for you?
Choosing between Semrush and SpyFu depends on your specific needs and priorities. Consider these key factors:
1. Competitive analysis focus
- PPC only: SpyFu is more focused on keyword analysis for PPC and offers more extensive historical PPC data in higher tiers.
- Multi-channel paid marketing (Paid Search and Paid Social): Semrush provides extensive coverage through various tools and reports, offering more advanced features in higher-tier plans and as add-on services.
2. Level of experience
- Beginners: SpyFu's simpler interface is more accessible.
- Intermediate/Advanced: Semrush offers a wide range of features beyond PPC analysis, its comprehensive toolkit can present a steep learning curve.
3. Budget
- Limited: SpyFu provides more affordable plans, from $39 monthly.
- Flexible: Semrush's advanced features may justify the higher cost for extensive needs beyond competitor analysis, from $139.95 monthly.
Both SpyFu and Semrush are reliable tools for PPC competitor analysis, which allow you to view competitors’ ad copies, keywords and bids, ad spend, etc. However, neither one offers ad channel recommendations nor how much to invest. Also, SpyFu lacks paid social coverage, making it unsuitable for a multi-channel paid strategy.
Also, when using either option, you have to move around their built-in tools to get different insights. There’s no unified or central view of all the data in one place.
Collecting and interpreting competitors’ data across multiple ad channels can be overwhelming, time-consuming, and often requires specialized expertise. To address these challenges, we built the Competitor Ad Intelligence Tool that tracks all your competitors' ads and provides actionable insights, in one place.
Kaya’s Competitor Ad Intelligence Tool: The better alternative for startups
Kaya’s Competitor Ad Intelligence Tool helps you analyze your competitors’ ads across multiple paid channels, including Google, Meta, LinkedIn, and TikTok, in a faster, smarter and cheaper way. In just three steps, you'll get an overview and insights on your competitor's ad activities, such as their keywords, copies, creatives and spend for PPC as well as cross-channel marketing strategies.
Kaya's Competitor Ad Intelligence Tool shows you where your competitors are running ads; how much they're spending; which ad formats are working for them.
Key features of Kaya’s Competitor Ad Intelligence Tool
- Advanced competitor ad intelligence, including keywords, copies, creatives, ad spend insight, key messaging, target audience etc.
- Competitor ad activity views by channel and ad format
- Smart and actionable insights on channels and how much to invest in
- Ad library that consolidates your competitors’ ads from different channels, now in one place
This comprehensive approach not only gives you a clear view of your competitive landscape but also offers creative inspiration to enhance your ad campaigns. Compared to SpyFu or Semrush, Kaya's tool significantly reduces your workload and saves valuable time, allowing you to focus on strategy rather than data collection.
Kaya's Competitor Ad Intelligence Tool vs. Spyfu vs. Semrush
Kaya’s Competitor Ad Intelligence Tool stands out against SpyFu and Semrush for its comprehensive insights into competitor ads across multiple channels and ease of use. At an affordable price, you get all the competitor intelligence you need, in one place.
Here is how Kaya’s Competitor Ad Intelligence Tool stacks up against SpyFu and Semrush.
| Feature |
Kaya’s Competitor Ad Intelligence Tool |
SpyFu |
Semrush |
| Competitor analysis functionalities |
Extensive coverage Both Paid Search and Paid Social are included in a single price
|
Partial coverage Focused on Paid Search, lacks Paid Social
|
Moderate coverage Paid Search is covered as part of the Advertising Research tool, but Paid Social competitive analysis requires an additional add-on service through AdClarity
|
| Pricing |
Mid Best value for money as Paid Social and detailed insights are included |
Low
|
High
|
| Ease of use |
High
|
Mid
|
Low
|
| Data coverage |
High
|
Mid
|
Mid
|
| Reporting and analytics |
Extensive yet easy-to-understand diagrams
|
Limited
|
Extensive and customizable reports
|
| Insights and recommendation |
Comprehensive and actionable Insights on ad channels, spend, and messaging strategies, supported by expert marketing analysis and recommendations |
Limited Some insights available on keyword level |
Limited Some insights available related to SERP feature analysis |
| Consultation | 30-min consultation call included | Not included | Not included |
| Customer support | Fast and direct access via Slack Connect | Fair | Known for being excruciatingly slow and difficult |
SpyFu and Semrush are good options for PPC competitor analysis. However, considering the provided insights and price value, Kaya’s Competitor Ad Intelligence Tool is a better choice for your startup:
- It is designed specifically with startups and lean teams in mind, offering comprehensive data coverage at an affordable price, from $100 monthly.
- It is easy to use. You only need 3 steps to get all the insights you need.
- Unlike SpyFu and Semrush, it offers actionable insights on your competitors’ Paid Search and Paid Social ads without any hidden add-on charges, maximizing the tool’s value.
- Kaya also offers a complementary 30-minute consultation call with our team of experienced marketers to help you fully leverage the tool and outsmart your competitors.
- Quick and direct access to the team via Slack Connect for customer support.
- Developed by Kaya, a startup marketing agency with a track record of multiplying paid ad performance for hundreds of companies, including those backed by Y Combinator and a16z. Our tool combines the expertise of seasoned marketers with proprietary AI solutions, offering cutting-edge insights for optimizing your ad strategies.
FAQ
What is the best PPC competitor research tool for startups?
Is Semrush good for PPC?
Why is Kaya’s Competitive Ad Intelligence tool better than SpyFu and Semrush?
How do I find competitors' PPC keywords?
What is better than Semrush?
Is SpyFu worth it?
Final thoughts
Analyzing competitor ads can be a cost-effective way to get ad strategy insights and overcome creative blocks. However, it is a painfully time-consuming process. It also requires a lot of manual work.
SpyFu and Semrush offer tools and add-on features for PPC competitor analysis. SpyFu specializes in keyword analysis for PPC and provides comprehensive historical PPC data. In contrast, Semrush offers a broader scope, covering additional aspects like ad copies and extending to Paid Social through add-on services, catering to a wider range of digital marketing needs. Beginners may also find SpyFu to be more user-friendly. SpyFu also has more affordable plans, but Semrush offers advanced features that may justify its higher prices.
While SpyFu and Semrush offer a wealth of PPC data, they lack deep, comprehensive insights on your competitors' strategy by channel, spend, creative and targeting. There's much to learn from the tools, though interesting findings can often be in multiple reports, not in one unified interface.