Comprehensive Guide to Competitor Research Across Every Marketing Channel

Table of Contents

Marketing competitor research is the process of thoroughly analysing your competitors’ online strategies to inform your own marketing decisions. Whether you operate in B2B or B2C, understanding what your rivals are doing—especially in the Australian market—can reveal opportunities to improve your website, SEO, advertising, and overall strategy. This guide provides a step-by-step approach to conduct a full marketing competitor analysis, covering website audits, SEO and PPC keyword research, sales funnel mapping, and content/ad creative analysis. We’ll also highlight recommended tools (free and paid) for each area and share tips on extracting actionable insights. The goal is not to copy competitors, but to learn what works and what doesn’t so you can differentiate and outperform them in the Australian context.

Step 1: Identify Your Key Competitors

Before diving into analysis, clearly define which competitors to research. Start by listing your known direct competitors (those offering similar products/services to the same audience) and indirect competitors (those serving the same audience’s needs in a different way). For example, a B2B software provider might include another software company as a direct competitor, but also a popular industry blog as an indirect competitor if it captures your audience’s attention. Here’s how to identify competitors:

  • Leverage Internal Knowledge: Ask your sales and marketing teams which rival companies come up frequently. Review your Google Ads Auction Insights or impression share reports to see which domains often appear alongside yours in paid searches.
  • Search Engine Results: Search for your primary keywords on Google.com.au (or use location tools) and note who consistently ranks in the top results. Those appearing across many relevant searches are likely your main SEO competitors. Don’t overlook smaller niche sites or YouTube channels that rank for industry terms – they can be important indirect competitors.
  • Use Competitor Finder Tools: Input your website into SEO tools like Ahrefs, SEMrush, or SimilarWeb. These can auto-generate a list of competitors based on keyword overlap, audience similarity, or shared backlinks. Such tools often reveal competitors you hadn’t considered.
  • Focus Your List: Aim for a manageable list of 5–10 top competitors to analyse deeply. Include a mix of established leaders and emerging up-and-comers to get a broad perspective. Document this list in a spreadsheet with notes on each competitor’s strengths, weaknesses, and whether they target B2B, B2C, or both. This will be your reference point going forward.
(Tools: For finding competitors, Ahrefs’ Competing Domains and SEMrush’s Competitors reports are very useful. Google Search itself is free – just be sure to use private/incognito mode and set the region to Australia for authentic local results. SimilarWeb (paid) can show sites similar to yours and their traffic stats.)

Step 2: Audit and Review Competitor Websites

Next, perform a thorough audit of each competitor’s website. Examine their site structure, user experience, conversion paths, and trust signals. Essentially, put yourself in a visitor’s shoes: how does the site engage and convert visitors? Below are key areas to assess:
  • Structure & Navigation: Navigate through the competitor’s homepage, menus, and category pages. Is the site structure logical and user-friendly? Look at how they organise products or services – for B2C e-commerce, this might be by product category or popularity; for B2B, it might be by solutions or industries served. A well-planned architecture with clear navigation and internal links helps users find information easily. Note if they use features like breadcrumb trails or mega-menus to simplify navigation. Also check URL structures for SEO-friendly formatting (e.g. example.com/category/product-name).
  • User Experience (UX) & Mobile Optimisation: Evaluate the overall UX design and performance. Is the site modern and visually appealing? Are pages clutter-free and easy to read? Check the mobile version on a smartphone or using Chrome’s device emulator – a responsive design that adapts to different screens is essential. Also test site speed: fast load times improve user engagement. You can use Google PageSpeed Insights or Lighthouse to compare competitors’ Core Web Vitals like Largest Contentful Paint (loading speed). If their site loads significantly faster than yours, investigate how (e.g. image compression, use of CDNs, lazy loading). Smooth, quick and mobile-friendly experiences often indicate a well-optimised site that keeps visitors engaged.
  • Conversion Paths & CTAs: Identify how competitors lead visitors toward conversion. For B2C, follow the process of finding a product, adding to cart, and starting checkout – note if the flow is streamlined or if any steps create friction. For B2B or service sites, find their calls-to-action (CTAs) like “Get a Quote”, “Book a Demo”, or newsletter signups. Are these CTAs prominently placed and compellingly worded? See how they guide a user from the landing page to a contact form or purchase. Try clicking a CTA: what does the form look like? (Perhaps even submit a dummy inquiry to experience their thank-you page or follow-up process.) Mapping out the visitor journey from entry to conversion can reveal tactics your competitors use to maximise leads/sales. For instance, a competitor might use a simple, single-page checkout or offer a guest checkout option – features that reduce drop-off. Or, on lead forms, they might show a “100% Privacy Guaranteed” note (a trust element) to encourage signups. Document the steps in their funnel and any noteworthy design patterns that reduce friction (e.g. progress bars on multi-step forms, use of live chat prompts, etc.).
  • Trust Signals & Credibility: Trust signals are elements that reassure visitors of the competitor’s credibility. Look for indicators such as: customer testimonials, reviews or star ratings, client logos (“Trusted by X, Y, Z companies”), security badges (SSL seals, payment security logos), and clear privacy or refund policies. Notice if they highlight industry awards or certifications (important in B2B, e.g. ISO certifications, or in e-commerce, badges like “Google Trusted Store”). A strong presence of testimonials and trust badges can significantly improve conversion rates. Also check for content that demonstrates expertise: do they have detailed blog articles, guides, or author bios on articles showing expert credentials? Including author credentials, links to reputable sources, and evidence of expertise are part of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles favored by Google. For example, if a competitor’s blog posts cite credible sources and their site has many positive customer quotes, these are trust-building practices you might emulate. Finally, ensure the competitor uses HTTPS (secure browsing) on all pages – an unsecured site would be a negative signal (and an opportunity for you to outdo them on trust).
(Tools: Perform manual browsing and use a checklist for each site. Wappalyzer (Chrome extension) or BuiltWith can reveal what technology the site uses – for instance, if they run an SSL certificate provider, analytics tools, live chat, or A/B testing software, etc.. Use Google PageSpeed Insights to compare performance. Mobile-Friendly Test by Google can quickly flag mobile usability issues. For UX, a tool like Hotjar (if you have access to user recordings, though not for competitors) isn’t applicable, so rely on your own experience and best practices checklists. Simple Chrome extensions like SEOquake or MozBar can give quick info on meta tags or on-page elements while browsing a competitor’s page.)

Step 3: Identify and Analyse Competitors’ Keywords (SEO & PPC)

Understanding which keywords your competitors are targeting is crucial for both SEO and PPC. This research will highlight where competitors get their search traffic, which topics they prioritise, and where you might find opportunities. We’ll tackle organic SEO keywords first, then PPC (paid search) keywords:

a. Organic SEO Keyword Analysis: Start by using SEO tools to fetch your competitor’s keyword rankings. Tools like Ahrefs and SEMrush allow you to enter a competitor’s domain and see the top keywords they rank for, along with their estimated search volumes and positions. Compare their rankings to yours to find keyword gaps – terms they rank for that you currently do not. For example, if a competitor ranks on page 1 for “best project management software Australia” and you don’t, that’s a keyword to consider targeting. Organise these findings by relevance and intent (informational vs. commercial queries). A structured approach is to run a keyword gap analysis: categorise keywords into (1) overlapping keywords where the competitor outranks you, (2) keywords they rank for and you don’t, and (3) keywords you rank for but could improve. This reveals both quick wins (overlap terms you can optimise for) and content gaps for new content.
Next, examine how competitors use these keywords. Visit a few of their top-ranking pages. Analyse their on-page SEO: Are the keywords present in the title tag, headings, and URL? How is the content quality on those pages (length, depth, use of images/videos)? If a competitor’s page consistently outranks yours, check if they better address the search intent – perhaps their content is more comprehensive or user-friendly. For instance, a competitor might have a long-form guide or a detailed FAQ that keeps users engaged, thereby ranking higher. Also note if competitors are winning any Google SERP features (Featured Snippets, “People Also Ask” questions, etc.). A competitor showing up in Featured Snippets for queries indicates an opportunity: you might capture those by providing clearer, well-structured answers on your site.
Lastly, look at the breadth of their SEO content. Do they cover a wide range of topics (broad content strategy) or focus on a niche? A content gap analysis may show topics you cover that they don’t (your opportunity to exploit) and vice versa. If you find, for example, that every competitor has a blog section about “How-to” guides or a resources library but you don’t, it might be a strategy to adopt. Conversely, if you have content they lack, that’s your differentiation to double down on. Keep in mind regional relevance: ensure the keyword data is filtered for Australia where possible. Many tools let you see Australian-specific search volume and rankings. Also consider Australian colloquialisms or alternate terms your competitors might be using to capture local searches (for instance, “superannuation” is an Australian term a finance competitor might rank for instead of “retirement fund”). Always tailor your analysis to the Australian market’s vocabulary and seasonalitydonhesh.com.au.
(Tools – SEO Keywords: Ahrefs and SEMrush (paid) are top choices for competitor keyword researchdonhesh.com.au. They show organic keyword lists, traffic estimates, and even content gap analyses. Moz or Ubersuggest (freemium) are alternatives for basic keyword overlap info. Google Keyword Planner (free) can be used with location set to Australia to find popular local search terms, though it won’t directly show competitor rankings. For quick checks, Google Search itself: search a term and see which competitor appears – combine that with the SEOquake extension to view their page’s meta data. Export competitor keywords into a spreadsheet to filter and compare efficiently.)
b. PPC Keyword and Ad Analysis: In addition to organic keywords, see what keywords competitors target in paid search (Google Ads). A simple method is to search your product/service keywords on Google and see if their ads show up on the results page. For example, search for a key term like “CRM software Australia” or “buy skincare online Australia” – do you see your competitor’s ad? Note which keywords consistently trigger their ads (these are likely important commercial terms). Also pay attention to the ad copy displayed: what messaging are they using? Do they emphasise price, quality, free trial, local service (“Australian-owned”, etc.)? The wording of their Google search ads can hint at their positioning and offers.
For a more systematic approach, use tools like SEMrush’s Advertising Research or SpyFu. These tools (paid) let you input a competitor’s domain and get a list of keywords they’ve advertised on, their ad copies, and sometimes estimated ad spend. This can unveil a competitor’s PPC strategy: for instance, they might be bidding heavily on certain high-intent terms or even bidding on your brand name. If you discover a competitor bids on your brand keywords, that’s important intel for your defense. Also, identify if they’re focusing on long-tail phrases (which can indicate a targeted strategy) or broad terms.
Another great resource is Google’s Ads Transparency Center. This is a free public database where you can search an advertiser’s name to see all the ads they’ve run on Google platforms (Search, YouTube, Display) in recent history. Use it to find your competitor’s ads: you might uncover text search ads as well as display ads (banner images) if they run those. The Transparency Center will show the ad creatives, headlines, how recently the ads ran, and the regions where they were shown. Filter the results to Australia to see ads targeted to Australian users if possible. For example, you might find that a competitor ran a special campaign ad “End of Financial Year Sale – 50% off for Australia” which reveals their seasonal tactics.
When analysing competitor PPC ads, document the following: The ad messaging (any unique selling points? promotions? calls-to-action like “Shop Now” vs “Learn More”), the landing page it goes to (click “See Ad Details” in the Transparency Center or Ads Library to get the landing page URL if available), and the consistency between ad and landing page (a well-aligned message indicates a thought-out funnel). If you can access the landing page, review it as discussed in the website audit – is it tailored to that ad, with a clear headline matching the ad offer? Many competitors use dedicated PPC landing pages with minimal navigation (to focus the user on conversion). Take notes on these strategies.
(Tools – PPC Keywords/Ads: Google Ads Transparency Center (free) is extremely useful for viewing a competitor’s ads across Google Search, Display, YouTube. Meta Ad Library (covered in the next section) can sometimes reveal messaging that overlaps with search ads. SEMrush Advertising Toolkit and SpyFu (paid) give data on competitor paid keywords and ad copies. Google’s Ad Preview & Diagnosis Tool (inside Google Ads) can be used if you have an account – set the location to Australia and preview how search results look for various queries, to see competitor ads as they’d appear to Aussies. Additionally, Auction Insights within Google Ads (if you run campaigns) will list top competitors and their impression share relative to yours.)

Step 4: Review & Map Competitors’ Sales Funnels and Page Structures

A powerful part of competitor research is understanding how they convert visitors into customers – essentially, mapping their sales funnel. This involves looking at the structure of their key pages (homepage, category pages, product/service pages, landing pages, etc.) and the journey a prospect takes from first touch to final conversion. By dissecting a competitor’s funnel, you can glean ideas to optimise your own. Here’s how to go about it:
a. Homepage & Top-of-Funnel: The homepage often serves as the top of the funnel, especially for direct or brand-aware traffic. Observe what the competitor highlights on their homepage. Do they immediately communicate a clear value proposition? For example, a B2B SaaS competitor might have a headline like “Save 50% of your time on invoicing” with a “Get a Free Demo” button, whereas a B2C retail competitor might showcase current sales or popular categories front and center. Note the main call-to-action on the homepage (e.g., “Shop New Arrivals”, “Get Started Free”, “Learn More about Services”). This tells you what action they most want new visitors to take. Also see if the homepage segments different audiences: e.g., a services company might have navigation for “For Small Businesses” vs “For Enterprises” or separate paths for different industries. This segmentation indicates how they funnel various user types.
b. Category & Product/Service Pages: Dive into their category pages (for e-commerce B2C) or service overview pages (for B2B). How do they structure these? A good category page might include filters, helpful descriptions, and featured bestsellers. A strong service page might outline features, benefits, case studies, and have a CTA to “Contact Sales” or download a brochure. Look at the content layout: do they use bullet points to highlight benefits? Do they include trust elements like client logos or testimonials on these pages? Also check the URL and hierarchy – for example, competitor.com/services/crm-software followed by competitor.com/services/crm-software/pricing, etc. Understanding the page hierarchy helps you map their site’s information architecture and funnel flow (from a high-level category down to a specific conversion point).
c. Landing Pages (Middle-of-Funnel): Many competitors will use dedicated landing pages for campaigns, especially for PPC or social ads. These might not always be obvious through navigation. One way to find them is via the ads you discovered: click on the ads from the Meta Library or Google Ads Transparency to see the landing page URL. Another method is to search Google for the brand plus common offer terms like “free trial”, “download ebook”, etc., or use site search operators (e.g., site:competitor.com \”landing\” or site:competitor.com \”utm\”) to surface campaign pages. Once you find a landing page, analyse it deeply: Landing pages are often minimalistic and focused. Do they have a form on that page? Is the messaging tightly aligned with the ad? For example, if an ad offered a “Free 30-Day Trial”, the landing page headline likely repeats that offer and the signup form is prominent. Check if the page uses social proof (e.g., “Join 5,000 happy customers”) or urgency (countdown timers, limited slots). Take note of any funnel progression elements: after filling a form, did you get redirected to a thank-you page that suggests a next step? (If you submitted a dummy form earlier in Step 2, now you can observe any subsequent email marketing or follow-up – more on that in the next bullet.)
d. Nurture & Follow-Up: For B2B especially, the funnel doesn’t end at form submission. Competitors might send follow-up emails, add you to a newsletter, or even have retargeting ads to nurture leads. If you used a test email to sign up on a competitor’s site (for a whitepaper or demo), monitor that inbox. Do they send a welcome email? A sequence of onboarding or educational emails over the next few weeks? Note the frequency and content of these emails. This can inspire your own email marketing strategy. For B2C, if you abandoned a cart on their site (and provided an email), see if they send you an abandoned cart email with a discount – a common tactic to recover sales. Additionally, pay attention to retargeting ads: after visiting their site, do you start seeing their ads on Facebook or around the web? If yes, that indicates they have retargeting campaigns set up (and likely are using the Meta Pixel and Google Remarketing tags). The content of those retargeting ads (e.g., “Come back for 10% off!”) is insight into how they try to re-engage lost prospects.
e. Tech Stack Clues: The technologies a competitor uses can hint at their funnel strategy. For example, if BuiltWith shows they have marketing automation software (like HubSpot, Marketo) installed, they likely run sophisticated email or lead nurturing campaigns. If you see Hotjar or other heatmap tools, it means they actively analyse user behavior on pages – a sign of CRO (Conversion Rate Optimisation) focus. Seeing a live chat tool (like Intercom, Drift) indicates they want to catch leads in real-time. Even something like Google Optimise in their stack would mean they do A/B testing on pages. Each tool in their stack can suggest tactics: e.g., an exit-intent popup script might be present if they try to capture users leaving the site with a last-minute offer. Compile these findings for each competitor to understand who is investing in what aspect of the funnel.
f. Mapping It Out: It can be helpful to sketch a simple funnel diagram for each competitor. Start from the top (how they attract visitors: SEO content, ads, etc.), then the middle (landing pages, product pages, etc.), and the bottom (checkout or lead form, then follow-ups). Mark the conversion points and any notable content at each stage (e.g., “offers free ebook at mid-funnel, then schedules consultation”). This visualisation makes it easier to compare with your own funnel and spot differences. For instance, you might realize a competitor offers a free tool or calculator as a lead magnet while you don’t, or that their pricing page is structured to push annual plans aggressively. Those are actionable insights: you could develop a similar tool, or adjust your pricing page if theirs seems more effective.
(Tools – Funnel & Site Analysis: BuiltWith (website or extension) is excellent for revealing competitors’ tech stack. SimilarWeb can estimate competitors’ traffic sources (e.g., what % comes from search, social, referrals) – useful to infer how they fill the top of funnel. The SimilarWeb extension (free) gives a quick peek at traffic share by channel. For mapping site structure, tools like XML Sitemaps or simply browsing the footer sitemap can list their key pages. If you want to be thorough, a crawling tool like Screaming Frog (if the site isn’t huge) could extract all their pages and hierarchy. To monitor emails, there’s no tool like your own inbox – but you could use an alias email and an email client to collect competitor newsletters. BuiltWith and Wappalyzer also hint at email providers (e.g., Mailchimp script) which indicates email marketing activity. And for the truly curious, SimilarWeb (paid) has a “Website Content” feature that shows top pages of a site, often revealing popular landing pages.)

Step 5: Analyse Competitors’ Content & Creative Strategy on Ads (Meta, Google, TikTok)

Modern marketing extends beyond websites and into advertising campaigns on social media and search platforms. Analysing your competitors’ ads and creative content on channels like Meta (Facebook/Instagram), Google, and TikTok can yield ideas about what messaging and visuals resonate with your shared audience. Here’s how to dissect competitor advertising strategies:
a. Meta Ads (Facebook/Instagram): Meta’s ad platforms are widely used by both B2C and B2B businesses to reach Australian audiences on Facebook and Instagram. The best way to see what ads a competitor is running is the Facebook Ad Library (also known as Meta Ad Library). This is a public, searchable library of all active ads. Go to the Ad Library and input your competitor’s Facebook Page name (or company name). Filter the location to Australia (and optionally ad platform to Facebook/Instagram) to view ads they’re running targeted to Australia.
Example: Using Meta’s Ad Library to view a competitor’s active Facebook ads.
Scroll through the results – you’ll see images or videos, ad copy text, and the date when each ad started running. Pay special attention to:
  • Ad Volume and Variations: How many ads are they running? Do you see dosens of ads (indicating a broad campaign or many split tests) or just a few core ads? If they have many variations of what looks like the same core message, they might be testing different creatives or audiences.
  • Ad Creatives and Formats: Note the formats they use – single image, carousel (multiple images), video, stories, etc. For example, a fashion retailer competitor might heavily use carousel ads to showcase multiple products, while a B2B software competitor might use video ads with a product demo. The format choice can indicate what they find effective. Also observe the imagery: lifestyle photos, product close-ups, user-generated content, etc. Are they using bold graphics or more text-over-image? This hints at their creative style.
  • Messaging and Offers: Read the ad copy. Are they emphasising certain benefits or pain points? Look for patterns: e.g., many of their ads might highlight “free shipping Australia-wide” or “24/7 support” – clues to what they think customers care about. If the competitor is B2B, perhaps their ads promote whitepapers or webinars (“Download our free guide to X”). If B2C, maybe seasonal promotions (“Summer Sale 40% off”). Also, identify the Call To Action button (like “Shop Now”, “Sign Up”, “Learn More”) to understand the desired next step.
  • Ad Duration: The Ad Library shows when an ad started. If you find some ads that have been running for many months, that’s a strong indicator those ads are performing well (otherwise they’d have stopped them). Long-running ads represent messaging or creative that resonates. Make note of these “evergreen” ads and what sets them apart. For example, if a particular tagline keeps running (“Trusted by 10,000 Australians!”), it must be effective.
Beyond just looking, think critically: If the competitor uses mostly video ads, maybe video is driving better engagement in your niche. If their ads frequently mention “Australian owned since 1990” and you don’t highlight your local roots, you might test adding that in your messaging. Use their ads as a benchmark – and don’t forget to look at a few different competitors to see contrasts (one might compete on price, another on quality – learn from both).
(Tools – Meta Ads: The Meta Ad Library is free and best for this. You can also directly visit a competitor’s Facebook Page and look for a section called “Page Transparency” which usually has a link “This Page is currently running ads” leading to the Library. For analysis, there are paid tools like AdSpy or PowerAdSpy that aggregate Facebook/Instagram ads with more filtering options, but the free Ad Library typically suffices. If you have access to a tool like Kaya Insights or others, they sometimes provide competitor ad analytics. A simple spreadsheet can help log each competitor’s key ads: note format, message, offer, date started.)
b. Google Ads (Search & Display Creatives): We covered how to find competitor keywords and text ads via the Transparency Center in Step 3. Here, focus on the creative aspects of their Google Ads. For search ads, Google ads are text-based so “creatives” mean the headlines and descriptions. If you have access to see their search ads (via Transparency Center or SEMrush), analyse the copywriting. Are they using emotional language or sticking to factual? Do they include calls to action like “Get a quote today” or value props like “Price Match Guarantee”? Compare the messaging among competitors: one might push “premium quality”, another “affordable prices”. This can guide how you position yourself.
For Google Display Ads (banner ads on the Google Display Network and YouTube ads), the Transparency Center will also show image ads and even some video ads if the competitor runs them. Look at their display creatives – these could be static banners or animated HTML5 banners. Assess the design: do they use bold text overlays? Product images? Any particular color scheme or style? Display ads often support remarketing, so if you see messages like “Still interested in [Product]? Come back and save 10%” on a competitor’s banner, it implies a retargeting strategy. If they run YouTube video ads, you might see those listed too (sometimes as “Video” with a thumbnail). You might not get the full video, but often the headline and a short description are visible. Take note of the video ad’s title and length if shown. For instance, a competitor’s video ad titled “How [Brand] Works in 30 Seconds” tells you they invest in short explainer videos as ads.
A handy trick: you can manually search YouTube for the competitor’s channel – they might have their ad videos posted. Many brands use their YouTube to host unlisted ads or past campaign videos. Watching those can give insight into their creative storytelling.
(Tools – Google Ads/Display: Google Ads Transparency Center (free) for searching ads by advertiser. Moat used to be a free database for display ads but has been discontinued; however, alternatives like Adbeat, SimilarWeb (Ad Intel), or MediaRadar (all paid) can provide deeper intel on display campaigns if needed. For a free approach, try Google Images search with the brand name and something like “banner ad” – sometimes examples show up. Also, if you want to see ads in the wild, browsing popular Australian news sites or YouTube with ad tracking can occasionally surface competitor ads, though that’s hit-or-miss. The data from Transparency or SEMrush should be primary.)
c. TikTok Ads and Creatives: TikTok’s rapid rise means many B2C (and even some B2B targeting younger professionals) are using it for advertising. TikTok offers an Ads Library/Creative Center that lets you explore top-performing ads on the platform. Visit the TikTok Creative Center’s Top Ads section, where you can filter by country (ensure Australia if available), industry, campaign objective, and time frame. This is slightly different from Meta’s library – it often shows top ads (by engagement) rather than every single ad. If your competitor is actively advertising on TikTok, you might find their ads here, or at least see examples from your industry.
What to analyze on TikTok ads: TikTok is a video-centric platform, so focus on the video content style. Are competitors using flashy, fast-paced edits or more casual, user-generated style videos? Many brands adopt a native TikTok style (using trending music, captions, and a storytelling format). Note any that have high likes or view counts – what’s compelling about them? Perhaps a makeup brand competitor has a viral TikTok ad demonstrating a product in 15 seconds with an influencer; that indicates influencer-style content works for them. Also look at the ad captions and hashtags used – TikTok ads often include these to boost relevance. For example, a competitor might use hashtags like #BeautyTok or #FitLife if those are trending in their niche. This can clue you into which trends or communities they’re tapping.
TikTok’s Ads Library provides some metrics for each ad, like reach and engagement metrics (especially if viewing through certain regional interfaces or the EU data). It might even show the gender/age breakdown of who saw the ad if EU targeted. Take advantage of those details: if you see a competitor’s TikTok ad reached mostly women 18-24, and you target the same demographic, it confirms TikTok’s relevance for that segment. TikTok also has the Top Ads Dashboard (requires logging into a TikTok Business account) which can show performance stats like click-through rates of top ads – if you have access, it’s worth exploring for broader creative trends.
(Tools – TikTok Ads: The TikTok Creative Center (free on ads.tiktok.com) is the go-to for exploring ads. You can filter by industry and region to see examples. There’s also TikTok Ads Library (library.tiktok.com) for basic search by keyword/advertiser, though it covers limited countries. Third-party tools like PipiAds (paid) offer extensive TikTok ad searches by keyword and even allow downloading the video creatives. For inspiration, also check TikTok itself – searching for your industry or looking at competitor’s official TikTok profiles and their promoted posts (if any) can give insight. Remember to observe the creative elements: video length, use of text overlays, music choice, etc.)
d. Other Platforms: While the question focuses on Meta, Google, and TikTok, keep in mind competitors might also advertise on LinkedIn (very common for B2B). LinkedIn doesn’t have a public ad library like Facebook, but you can manually see some ads: go to a competitor’s LinkedIn Company Page, and if they have recent ads, there’s a section “Posts” > “Ads” which shows Sponsored content they’ve run. Check if they promote case studies, hiring ads, or product demos on LinkedIn. Also consider Instagram influencers or content: sometimes competitors sponsor influencer posts instead of direct ads – searching Instagram for hashtags or mentions might reveal such collaborations. And for completeness, Twitter/X Ads and Reddit Ads libraries exist (Twitter has an Ads Transparency Center, Reddit’s library is in the works) – if those channels are relevant to your industry, they could be worth a glance too. The more channels you review, the fuller the picture of your competitors’ omnichannel strategy. However, prioritise based on where your audience is (for many, Facebook/Instagram and Google will be top, TikTok rising quickly for consumer brands, and LinkedIn for B2B).

Step 6: Recommended Tools & Chrome Extensions for Competitor Research

Throughout the steps above, we’ve mentioned numerous tools. Here we consolidate some of the top tools (free and paid) for each research area, plus handy browser extensions, so you have a one-stop reference list:
  • Website & Tech Stack Analysis:
  • SEO & Keyword Research:
  • PPC & Ads Research:
  • Funnel & Traffic Analysis:
  • Chrome Extensions & Miscellaneous:
Use these tools as your competitive “spy kit”. Keep track of data from each tool for each competitor – perhaps create a competitor profile document that collates all key findings: site metrics, top keywords, ad examples, etc.

Step 7: Extract Actionable Insights and Learn from Competitors

Collecting data is only half the battle – the real value comes from turning that data into actionable insights for your own marketing. As you analyse competitor information from the steps above, continuously ask: “What does this mean for my business, and how can we use this knowledge?” Here are some best practices for synthesising insights and taking inspiration from top performers:
  • Perform a SWOT on Each Competitor: For each competitor, briefly list their apparent Strengths, Weaknesses, Opportunities, Threats. Strengths might be things like “Excellent social media engagement” or “High organic visibility for broad keywords”. Weaknesses could be “Site has poor mobile experience” or “Very few video testimonials”. Opportunities and threats are about you: e.g., an opportunity might be “Competitor lacks content on X topic – we can fill that gap,” while a threat might be “Competitor’s low pricing could lure budget-conscious customers.” This SWOT analysis helps crystallise where you can outperform them and where to be on guard.
  • Benchmark and Set Targets: Use competitor metrics as benchmarks. If the top competitor’s site loads in 1.5s and yours in 3s, set a performance goal to close that gap (since we know speed influences both UX and SEO). If a competitor publishes 4 blog posts per month and you do 1, consider increasing your cadence or focusing on more evergreen comprehensive content to compete. For SEO, identify a handful of high-value keywords a competitor is beating you on, and prioritise those in your content roadmap. For PPC, if competitors have an offer (e.g., free trial, free shipping) and you don’t, evaluate if you can create a similar or better offer to stay competitive. Essentially, let their strengths inform areas where you might need to improve or differentiate.
  • Learn from Their Wins (and Failures): Competitor research is like getting a free testing lab. If a competitor has an ad that’s been running for 6+ months, it’s probably a winning ad – analyse why. What value proposition or creative angle does it use? Maybe it focuses on a pain point you haven’t addressed in your ads. You can incorporate a similar angle in your own words/branding. Conversely, if you noticed a competitor tried a campaign that disappeared quickly (e.g., a promo or a new product that quietly vanished), it might have flopped. While you may not know why, you can be cautious about similar initiatives or at least dig deeper before attempting them. For instance, if several competitors launched a mobile app and heavily advertised it but none gained traction, maybe your audience just isn’t keen on apps in this space – that’s a potential saved investment for you.
  • Inspiration, Not Imitation: It’s worth reiterating – the goal is not to copy competitors outrightmarketingqualified.co. What works for them might not exactly work for you, and you want to maintain your unique brand voice and value. Instead, use insights to inspire improvements. For example, if competitors’ websites all highlight a particular feature you also have but you’ve buried it on your site, bring it forward. If you see a clever content piece (say an interactive calculator or a case study format that seems engaging), think about how you can create something similar but with your unique twist or even better quality. Perhaps multiple competitors have begun focusing on sustainability in marketing – can you authentically highlight your efforts there too? Always ask “Why might they be doing this, and how does it resonate with customers?” If evidence suggests it’s effective, brainstorm how your company can address the same customer need or preference in a way that fits your brand.
  • Identify Gaps in the Market: Sometimes competitor analysis shows that everyone is neglecting a certain angle. That’s your chance to shine. For instance, you might find that none of your competitors have strong YouTube tutorial content – maybe the market isn’t served well on video content. If you have the capability, that could be a niche to dominate (less competition). Or you might discover an underserved segment: say all competitors aim at enterprise clients, but smaller businesses in Australia have fewer options – perhaps you can tailor a package or campaign to that segment. Look for these white spaces when reviewing what competitors do and don’t offer. The Australian market might have its own unique gaps; e.g., maybe there’s a cultural or local aspect competitors ignore in messaging – if you pick up on it (like using Aussie slang or references appropriately), you could build a stronger local rapport.
  • Stay Updated Continuously: Make competitor research a periodic habit, not a one-time project. Industries evolve, and new competitors can emerge. Set a schedule (e.g., quarterly or bi-annually) to revisit competitors’ keyword rankings, new content, and ad campaigns. Tools like Google Alerts can notify you when a competitor is mentioned in news or when they publish a new blog post. Following their social media accounts (from a personal or company account) keeps you aware of major announcements or campaigns. In fast-moving niches, even monthly check-ins on ad libraries can catch significant shifts (for example, a competitor launching a big new ad campaign or product). By staying vigilant, you won’t be caught off-guard if a rival makes a strategic move, and you can quickly learn and adapt.
  • Apply Insights to Strategy and Tactics: Finally, ensure your findings lead to concrete actions in your marketing plan. This could mean updating your website (maybe adding those trust signals or simplifying your checkout), adjusting your SEO strategy (targeting new keywords, improving content depth where competitors surpass you), tweaking ad copy (using a stronger call-to-action inspired by a competitor’s success), or launching new initiatives (like a referral program because you noticed a competitor’s one seems to be driving engagement). Prioritise changes that can have high impact. Sometimes small tweaks gleaned from competitor research yield big improvements – for example, one competitor’s landing page might use a short video to boost conversion; adding a video to your key landing page could lift your results too if your audience reacts similarly. Always measure the results of any changes you implement, to validate that the insight was correct. Over time, this cycle of research -> implement -> measure will make your marketing strategy not only well-informed by competitor intelligence, but also tuned to what actually works for your customers.

Recommended Tool Stack

Website & Funnel Analysis

SEO & Keyword Research

PPC & Google Ads

Meta (Facebook & Instagram)

TikTok

LinkedIn (B2B Focus)

Conclusion

Conducting full marketing competitor research is an involved but immensely rewarding process. By auditing competitor websites, analysing their SEO and PPC keywords, mapping their sales funnels, and dissecting their ad creatives, you gain a 360° view of the competitive landscape. For Australian businesses, this also means paying attention to local market preferences and regional tactics. Equipped with the right tools and a methodical approach, you can uncover exactly what makes your top competitors successful and where they fall short.
Use this knowledge to refine your own strategy – borrow ideas, avoid others’ pitfalls, and differentiate your brand. Whether you’re a marketer, freelancer, or business owner, staying informed about your competition in B2B or B2C sectors will help you make data-driven decisions. The end result is a marketing game plan that not only meets industry best practices but one-ups the competition by delivering greater value and resonance to your target customers. In the fast-moving digital marketing world of 2025, continuous competitor research is like having a compass to navigate the market – guiding you to where you need to go next, and ensuring you’re never caught sailing blindly. Good luck, and happy researching!

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