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Once you’ve run the tool, you’ll be able to see the specific advertiser sites for
particular keywords. Each advertiser can be reviewed so that you can see which
keywords they are marketing for, how many phrases they’ve chosen and their
current rankings. In short, you can see exactly how many competitors you have, and
if you’re interested, you can export those competitor URLs and analyse them
separately to see how effective their sites are.

The really valuable thing here is that you can come back in a few weeks and see
which terms and phrases are still being advertised by those particular competitors. If
they’re still using certain ones, those keywords are obviously top quality and are
getting them sales.

The goal here is to get the top keywords from your competitors so that you can
analyse what they’re doing and how it will benefit your business in particular. PPC
advertising is such a tricky business – if you’re serious about getting into it, you’ll

need to have this kind of data on hand. Even if you’re not into PPC, you’ll need a
good chunk of information to ensure you’re able to optimize your site properly.

Google Keyword Planner
Another free tool that can help you with general ideas on keyword generation is the
Google Keyword Planner that comes with AdWords. The tool has been beefed up a
few times over the years and while it still doesn’t have some of the gusto of other
paid options, it gets the job done in terms of presenting you with relatively good
traffic data, competition estimates and synonyms for your phrases.