Intermediate
How to analyze competitor ad copy on Semrush
Quick Answer
Use Semrush's Advertising Research tool to analyze competitor ad copy by entering their domain and exploring their ad history, keywords, and creative variations. Access detailed ad performance data and copy variations to improve your own PPC campaigns.
Prerequisites
- Active Semrush subscription
- Competitor domain names or URLs
- Basic understanding of PPC advertising
- Knowledge of your target keywords
1
Access the Advertising Research Tool
Log into your Semrush account and navigate to Advertising Research under the Competitive Research section in the main menu. Enter your competitor's domain in the search bar and select your target country from the dropdown menu.
Tip
Start with your main competitor's root domain for the most comprehensive results.
2
Review the Ad History Overview
In the Ad History tab, examine the overview metrics including total ads, ad spend estimates, and traffic volume. Look at the Timeline graph to identify when competitors launch new campaigns or change their advertising strategy.
Tip
Pay attention to seasonal patterns and campaign launch dates to time your own campaigns strategically.
3
Analyze Individual Ad Copies
Scroll down to the Ads section to view actual ad copies. Click on individual ads to see full headlines, descriptions, and display URLs. Use the Date Range filter to focus on recent ads or specific time periods when analyzing performance trends.
Tip
Look for recurring themes, call-to-actions, and value propositions that appear across multiple ads.
4
Examine Ad Keywords and Positioning
Click on the Keywords tab within Advertising Research to see which keywords trigger competitor ads. Sort by Traffic % or CPC to identify their most valuable keywords. Cross-reference this data with their ad copy to understand keyword-ad relevance.
Tip
Export keyword data using the export button to create comprehensive competitor keyword lists.
5
Study Landing Page Connections
In the ad listings, click on the Landing Page URLs to see where competitors direct their traffic. Analyze how ad copy aligns with landing page content and identify conversion optimization strategies they're using.
Tip
Screenshot landing pages as they may change frequently, and document the ad copy to landing page message matching.
6
Compare Multiple Competitors
Use the Domain vs Domain feature under Gap Analysis to compare ad strategies across multiple competitors. This reveals common industry approaches and helps identify unique positioning opportunities for your campaigns.
Tip
Focus on competitors with similar business models and target audiences for the most relevant insights.
7
Export and Organize Data
Export competitor ad data using the Export button in each section. Create a spreadsheet to categorize ads by theme, keywords, and performance indicators. Set up regular monitoring by saving competitor domains in your Projects for ongoing analysis.
Tip
Set up automated reports to track competitor ad changes weekly or monthly depending on your industry's pace.
Troubleshooting
No ads showing for competitor domain
Verify the competitor actually runs paid ads by checking different country databases or try variations of their domain (www vs non-www). Some competitors may only advertise in specific regions.
Limited ad history data available
The competitor may have low ad spend or recent advertising activity. Try analyzing their parent company domain or check if they use different domains for advertising campaigns.
Cannot access landing pages from ads
Some landing pages may be geo-restricted or have been removed. Use the Wayback Machine or
archive.org to view historical versions of the landing pages.Export function not working properly
Check your subscription limits for data exports. Clear browser cache or try exporting smaller data sets. Contact Semrush support if the issue persists across different browsers.
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