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There are a few key tools to conduct a competitive analysis when it comes to contextual advertising.
It is important to identify your main competitors in the market and understand their advertising strategies.
It can help to use tools such as Google AdWords Keyword Planner and Google Trends to understand the search volume and trends for relevant keywords. Google Analytics can help track the performance of contextual advertising campaigns and compare it to competitors.
It can also be helpful to review competitor’s websites and analyze their source code to see what keywords they are targeting. This can be done using a tool like Screaming Frog. Setting up a Google Alert for competitor’s brand name can help stay up-to-date on any new developments.
It is important to keep in mind that contextual advertising is just one part of a larger digital marketing strategy. It is important to consider all aspects of a competitor’s digital marketing strategy when conducting a competitive analysis.
Examples of basic competitive analysis:
Coca-Cola vs. Pepsi
In the battle of the cola giants, Coca-Cola and Pepsi, both companies have engaged in competitive analysis in order to better understand each other's strategies and gain a competitive edge. For example, in the 1980s, Coca-Cola hired the well-known consulting firm McKinsey & Company to conduct a competitive analysis of Pepsi's business. The report generated by McKinsey & Company helped Coca-Cola to develop a more effective marketing strategy and regain market share from Pepsi.
Nike vs. Adidas
In the competitive world of sportswear, Nike and Adidas are two of the biggest rivals. Both companies have engaged in competitive analysis in order to better understand each other's strategies and gain a competitive edge. For example, in 2016, Nike hired the consulting firm Cambridge Analytica to conduct a competitive analysis of Adidas's social media presence. The report generated by Cambridge Analytica helped Nike to develop a more effective social media strategy and regain market share from Adidas.
Apple vs. Samsung
In the competitive world of consumer electronics, Apple and Samsung are two of the biggest rivals. Both companies have engaged in competitive analysis in order to better understand each other's strategies and gain a competitive edge. For example, in 2012, Apple hired the consulting firm IDC to conduct a competitive analysis of Samsung's smartphone business. The report generated by IDC helped Apple to develop a more effective smartphone strategy and regain market share from Samsung.
Amazon vs. Walmart
In the competitive world of online retail, Amazon and Walmart are two of the biggest rivals. Both companies have engaged in competitive analysis in order to better understand each other's strategies and gain a competitive edge. For example, in 2018, Amazon hired the consulting firm Forrester Research to conduct a competitive analysis of Walmart's e-commerce business. The report generated by Forrester Research helped Amazon to develop a more effective e-commerce strategy and regain market share from Walmart.
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