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Marketing & Sales · Tip

Competitor Keyword Discovery via Google Keyword Planner

Find competitor keywords by entering their URL into Google Keyword Planner.

From the Xiry library · Updated 3 October 2026

This technique uses the 'Start with a website' feature inside Google Ads Keyword Planner to analyze a competitor's domain. Google scans the target site and extracts the keywords and search queries it associates with their content. It offers a fast, free way to uncover high-intent search terms to target in your own search ad campaigns.

How it works

  1. Go to Google Ads and open Tools & Settings > Keyword Planner.
  2. Click 'Discover new keywords'.
  3. Switch to the 'Start with a website' tab.
  4. Paste your competitor's website URL and select 'Use the entire site' (or a specific landing page).
  5. Review the list of associated keywords, average monthly searches, and trends.
  6. Add these keywords into your Google Search campaigns.

What it's for

  • Uncover target search terms that Google associates with a rival's website
  • Identify high-intent keywords to bid on for Google Search campaigns
  • Analyze monthly search volume and interest trends for competitor niches

Key points

  • Navigate to Tools & Settings > Keyword Planner in Google Ads
  • Select 'Discover new keywords'
  • Switch to the 'Start with a website' tab
  • Input a competitor's domain or specific landing page URL
  • Choose whether to scan the entire site or only that page
  • Review search terms, average monthly search volumes, and competition metrics

Pricing

Free to use with a Google Ads account

Details

Type
Tip
Category
Marketing & Sales
Topic
Search Advertising
Open source
No
Platforms
Web
For
Search engine marketers and advertisers
Alternative to
Semrush, Ahrefs, SpyFu
Tags
google ads, keyword research, competitor analysis, sem, ppc

Why it was saved

  • @beardpreneur, 8 June 2024: Quickly generates a targeted list of high-intent keywords that your competitor ranks for or associates with so you can compete directly in search ads.

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