How to Use Competitor Insights to Make Smarter PPC Decisions

Introduction

PPC advertisers are often challenged with explaining rising CPCs, shifting CPAs, or unexpected drops in conversions to clients and stakeholders. Standard reports rarely provide enough context to answer the big questions: Are we spending more than others in our industry? Who else is showing up in the same auctions? How can we attract higher-quality traffic without overspending?

In this session we explore how you can use Optmyzr’s tools to get clearer answers. From comparing performance to industry benchmarks, to spotting which competitors are winning in auctions, to turning competitor traffic into new audiences, Optmyzr helps you find smarter ways to optimize and explain results.

What You Will Learn

1. Benchmarking Performance with PPC Vertical Benchmark

• Use Optmyzr’s PPC Vertical Benchmark widget to compare account metrics against industry peers.
• Identify if your performance is above/below industry averages.
• Spot signals for optimization and understand bid strategy trends across the vertical

2. Spotting Competitor Bidding Behavior with Auction Insights Visualizer

• Upload Auction Insights reports to visualize competitive dynamics.
• Track impression share shifts, overlap rate, and top-of-page positioning.
• Identify new entrants in the auction and when competitors outbid you.

3. Building Audiences from Competitor Traffic

• Use the Top Competitors widget to create audiences from users visiting competitor websites.
• Add targeting layers such as interests or purchase intent.
• Apply or repurpose audiences across campaigns for higher ROAS and lower CPA.

4. Workflow & Best Practices

• Make benchmarking, auction insights, and competitor-based audiences part of your regular optimization routine.
• Anchor monthly reviews on benchmarks and use auction insights for quarterly business reviews.
• Refresh competitor audiences regularly to maintain relevance.

Tools & Resources

• Simplify PPC Analysis: Proven Frameworks, Checklist & Trends in One Guide
• Why Competitor Audience Targeting is the Future of PPC
• Auction Insights Visualizer
• PPC Vertical Benchmarks: User Guide
• Create Audiences Using Competitor Website