The importance of an ethical approach
Benchmarking must be carried out exclusively by legal methods. This means using publicly available information and specialized tools that do not violate copyright or privacy.
The modern digital marketing market in Ukraine shows active growth — according to IAB Ukraine, the volume of Internet advertising in 2024 will grow by 28% compared to the previous year, which tracking competitors especially relevant.
Main types of competitors
When conducting advertising analysis tools it is important to distinguish between:
Direct competitors — companies with identical products and target group Indirect competitors — enterprises that solve the same customer problems in alternative ways Potential competitors — new market participants or companies from neighboring niches
A detailed review of analytical tools and methods
Professional ad tracking platforms
SEMrush remains a leader among advertising analysis tools. The platform provides detailed analysis of Google Ads advertising campaigns, including keywords, ad texts, landing pages and estimated competitor budgets.
Main features:
- Analysis of up to 10,000 competitor keywords
- History of advertising texts for the last 12 months
- Tracking changes in advertising strategies
- Export data for further analysis
SpyFu specializes in in-depth analysis of PPC campaigns. The tool displays a complete history of competitors' advertising activities, including the most profitable keywords and the most effective ads.
Key advantages:
- History of advertising campaigns up to 15 years
- Key word profitability analysis
- Comparison of the efficiency of different periods
- Recommendations for optimizing your own campaigns
Social networks and native advertising
Facebook Ads Library — a free tool from Meta that provides complete transparency of advertising campaigns on Facebook and Instagram. Through it, you can view all active ads on any page.
AdSpy provides access to the largest database of Facebook ads - more than 100 million ads with the ability to filter by country, language, type of content and period of publication.
BigSpy supports ad analysis on 9 social platforms simultaneously: Facebook, Instagram, Google, YouTube, TikTok, Twitter, Pinterest, Unity and Admob.
Web analytics and traffic
SimilarWeb allows you to analyze the traffic of competitor sites, the sources of visitors, the most popular pages and the behavior of users. This data is important for understanding the effectiveness of different marketing channels.
Ahrefs provides a comprehensive analysis of competitors' SEO strategies and helps to understand which traffic acquisition channels they use most effectively.
Track prices and promotions
Price2Spy automatically monitors changes in competitors' prices and their advertising campaigns, which allows you to quickly respond to market changes.
Calculate provides comprehensive tracking of competitor websites, including content changes, new products, events and even social media updates.
Practical application and step-by-step instructions
Step-by-step competitor analysis algorithm
Step 1: Identifying competitors
Create a list of 15-20 potential competitors using several methods:
- Search for keywords in your niche on Google
- Analysis of similar companies in SEMrush or Ahrefs
- Monitoring of social networks using relevant hashtags
- Survey existing customers about alternatives
Step 2. Classify by priority
Divide the participants into three groups:
- Level 1: Direct competitors with similar size and market position
- Level 2: indirect competitors or players from adjacent niches
- Level 3: Large corporations or startups to explore innovative approaches
Step 3: Collection of basic data
For each participant, collect:
- The URL of the main website and landing pages
- Profiles in social networks
- Main products and services
- Pricing policy
- Unique business offers
Analysis of advertising campaigns in Google Ads
A practical example of using SEMrush:
- Enter the competitor's domain in the "Advertising Research" section.
- Analyze the "Position in paid search" section. — here you will see all the keywords for which the competitor is advertising
- Explore "Ad Copy" understand their creative approaches
- Check "Competitor" find other players in your niche
Main indicators for analysis:
- cost per click (CPC) — average cost per click
- traffic — approximate volume of traffic from advertising
- Keyword volume — the number of keywords in the campaign
- Ad position — the average position of the ad
Research in social networks
Facebook advertising analysis methodology:
Using the Facebook Ad Library:
- Go to facebook.com/ads/library
- Select country and category "All ads"
- Enter the name of the competing company
- Analyze active campaigns by format, content and publication frequency
Key aspects to pay attention to:
- Creative formats: video, carousel, collections, photos
- Message tone: emotional, rational, humorous
- Call to action: types of calls to action and their placement
- Periodicity: how often the company launches new campaigns
The most common mistakes and how to avoid them
Mistake #1: Copying without customization
Many marketers make the mistake of simply copying their competitors' successful strategies without adapting to their own audience and brand. Decision: use competitive analysis as a source of information rather than ready-made solutions.
Mistake #2: Focus only on direct competitors
Limiting the analysis to only direct competitors can lead to the loss of innovative ideas. Decision: involve companies from related industries and different markets in your research.
Mistake #3: Irregular tracking
A one-time analysis does not give a complete picture of market trends. Decision: create a regular monitoring system with data update frequency at least once a month.
Effective competitive analysis checklist
Preparatory stage:
- [ ] 10-15 key competitors have been identified
- [ ] 3-5 main analytical tools are selected
- [ ] A data storage and categorization system has been created
Data collection:
- [ ] Analyzed PPC campaigns in search engines
- [ ] Researched activity in social networks
- [ ] Content strategies and SEO approaches were studied
- [ ] Summary information on pricing policy
Analysis and conclusions:
- [ ] The 5 most effective competitive strategies were identified
- [ ] Found gaps in the market for own positioning
- [ ] He formulated specific recommendations for his own campaigns
- [ ] A plan for testing new approaches has been developed
Advanced strategies and future trends
Use of artificial intelligence in competitive analysis
Machine learning algorithms revolutionary approaches strategies of competitors. Today's tools, such as Crayon and Klue, use artificial intelligence to automatically detect patterns in competitor behavior and predict their future actions.
Predictive analytics allows you to predict:
- Seasonal changes in competitors' advertising budgets
- Probability of introducing new products to the market
- Price policy changes are possible
- Trends of creative approaches
Analysis of voice search and mobile trends
With the growing popularity of voice assistants market research should include a competitor optimization analysis for voice search. This includes:
Selected excerpts: How competitors are optimizing content to get a zero-result position Local SEO: a local search strategy, especially important for companies with a brick-and-mortar office Mobile approaches: adaptation of advertising for mobile devices and specifics of mobile content consumption
International expansion and cultural features
When entering new markets tracking competitors cultural and regional characteristics should be taken into account:
Localization of creatives: how international brands adapt their advertising messages to different cultures Regional platforms: analysis of activity in local social networks (for example, VKontakte for Eastern European markets) Cultural context: peculiarities of perception of colors, symbols and messages in different regions
Ethical aspects and legal regulation
GDPR and personal data protection create new challenges for marketing intelligence. It is important to follow the principles:
Resource transparency: Use only publicly available information Respecting copyright: impossibility of direct copying of creatives and texts Method of ethics: Rejection of spyware and illegal access to confidential data
Technologies and tools of the future
Blockchain analytics will begin to play an important role in tracking ad spend and campaign performance in the Web3 environment.
Advertising with augmented reality (AR). creates new opportunities for analyzing innovative creative approaches of competitors.
Tracking on different devices allowing you to get a more accurate picture of user behavior and the effectiveness of various points of interaction.
Competitive analysis in 2025, it will become not only a useful tool, but also an essential competence for successful marketing. Key points to remember:
A systematic approach: Regular competitor monitoring provides 45% better results compared to episodic analysis. Create a calendar of analytical activities and stick to it.
Technological weapons: combining several specialized tools gives a more complete picture of the market than relying on one universal service.
Ethics and legality: Using only publicly available data ensures legal certainty and promotes healthy competition in the market.
Adaptation to your own needs: The most effective approach is to creatively adapt the successful practices of competitors to the unique characteristics of your own brand and audience.
Integration with the overall strategy: Marketing intelligence they should organically complement their own research and analysis, not replace it.
Next steps for implementation:
- To begin, choose 2-3 main tools
- Create a regularly updated database of competitors
- Set KPIs to measure the effectiveness of your own improvements
- Develop procedures for testing new ideas obtained as a result of the analysis
Join the discussion: Share in the comments which tools market research you already use and what results you have achieved. Your experience may be valuable to other traders in the community.
Remember: competitor's strategy is a source of inspiration and insight, but your unique value and authenticity remain key factors for long-term market success.
