Analyzing the semantic core

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Yandex Wordstat

Yandex Wordstat is the most convenient and well-known service for collecting information about the semantic core. You just need to enter a key phrase into the search engine - it is the basis of the semantic core. This is a high-frequency request, it will appear in the search results a huge number of times. You need to conduct esinc email list a deeper analysis to take into account all the extended low-frequency requests that are relevant for a particular region and business sector.

Yandex Wordstat

Yandex search also gives you the opportunity to analyze other sites in this way. To do this, you need to click on "Show all" in the right column on the search results page - this way you will see only advertisements and will be able to assess the level of competition at the moment.

Analysis of competitors' ads in Yandex.Direct can be done by setting up key phrases. Enter any phrase in the search bar and click "Competitors' Ads". A window will appear with examples of ads for this keyword.

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You can also use the Google Ads tool (auction statistics): it analyzes competition for queries after the fact. Click on the tab "Campaigns - Auction statistics". A list of sites that respond to the same queries as your site will appear. You will also see the position of competitors and your own.

Serpstat

In the service, you need to follow this path: website analysis - domain analysis - PPC analysis - key phrases. The website address is entered into the search bar, then the service gives out key phrases for contextual advertising. You can conduct a check on a geographical basis to create an extended semantic core.

Serpstat

In the sub-item “PPC analysis” (sub-menu “Domain comparison”) you can see what key phrases your competitors are using.

You can also get information on a specific key phrase. To do this, go to the tab "Key phrase analysis - PPC analysis - Competitors" and enter it into the search engine. The service will show common key phrases in competitors' domains, the total number of phrases and ads.

SpyWords

If you enter the address of a competitor's website in the search bar of the service, you can get a lot of useful information. Firstly, this is general data: the number of requests, unique ads, some high-level indicators, budget. Secondly, this is a breakdown of the requests that the competitor works on. In addition, the service shows the text of the ad that is shown on request, its position in the search results, the number of impressions and the average CPC.

SpyWords

Based on the data obtained, you can create an effective semantic core of your own site. Use regular Excel for this (formulas help to form an extended set of phrases and negative words) or a special program KeyCollector. It removes irrelevant key phrases, helps to select effective and useful ones and add negative phrases.

KeyCollector

Analyzing ads
During such analysis, it is important to understand how long competitors have been setting up their advertising. Search for ads in Google and Yandex search engines using key phrases that interest you most (the ads will be marked with a corresponding icon in the search results). Let's look at how exactly ad analysis is carried out:

Texts

Analyze the text and title of the ad. Pay attention to the most successful ad in terms of its combination of brevity and capacity. Use the tab "Analysis of key phrases - PPC analysis - Ads" to search by key phrase. By combining competitors' ads in one table, select the most concise and effective one.
Completeness of announcements

Ads have certain attributes that can help increase conversion:

Quick links. In Yandex and Google, you can place links to specific sections of the site in your ad that match your request.

Business card. Yandex and Google show the user the company's data: address, contacts and working hours.

Display link: This shows where a person will end up if they click on it.

Image. In advertising networks, ads can be supplemented with images.

Clarifications. You can add a few clarifying words and phrases to your ad to make it clearer.

Product card. Yandex shows the product card from Yandex.Market in the search results.

Data from external sources. Yandex supplements the advertisement with special tags (for example, the store rating in Yandex.Market, the sign of an official dealer or the presence of a license from the Central Bank of the Russian Federation).

Using multiple attributes can significantly improve conversion. Ad analysis will help you understand how much of your competitors' ad performance is tied to this aspect. If your competitors aren't using this tool, consider using it yourself: it may be a good way to stand out from the crowd.

History of changes

By studying the history of changes in competitors' ads, you can develop a more effective strategy for promoting your own site, eliminating the mistakes that others have already made. Use the SEMrush program for such an analysis.