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Estimating competitor’s spend on your brand keywords?
Hi all!
It’s a rough science I know but can anyone think of the mathematical formula(s) that would give an idea of how much money per week/month a competitor is spending on my brand keywords?
At a previous job, we did a rough calculation based on our CPC/cost/impr share, and used the competitor’s impr share to guess their approximate spend too.
Thanks!
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1 Reply
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Not possible to calculate, but they will be paying more for a click. However, while they will serve a lot of impressions, they won’t get many clicks (check your ‘click share’ to see what you are losing to competitors). The value in competitor brand conquest on paid search is in the impression visibility and journey disruption.
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