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Original

English
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Translation

Chinese

Competitor Ad Intelligence

竞品广告情报

Process

执行流程

  1. Identify target competitors (from user input or industry analysis)
  2. Read 
    ads/references/benchmarks.md
    for industry CPC/CTR/CVR baselines
  3. Research competitor ad presence across platforms
  4. Analyze ad copy, creative, and messaging themes
  5. Estimate competitor spend and keyword strategy
  6. Identify gaps and opportunities
  7. Generate competitive intelligence report
  1. 确定目标竞品（来自用户输入或行业分析）
  2. 读取
    ads/references/benchmarks.md
    获取行业CPC/CTR/CVR基准数据
  3. 调研竞品在各平台的广告投放情况
  4. 分析广告文案、创意及 messaging 主题
  5. 估算竞品投放支出与关键词策略
  6. 识别差距与机会
  7. 生成竞争情报报告

Data Sources

数据来源

Free Intelligence Sources

免费情报来源

SourcePlatformWhat You Can Find
Google Ads Transparency CenterGoogleActive ads, formats, geo targeting
Meta Ad LibraryMeta/InstagramAll active ads, creative, copy, spend range
LinkedIn Ad LibraryLinkedInActive ads from company pages
TikTok Creative CenterTikTokTop ads, trending creative, hashtags
Microsoft AdsMicrosoftLimited — use auction insights
来源对应平台可获取内容
Google Ads Transparency CenterGoogle在投广告、格式、地理定向
Meta Ad LibraryMeta/Instagram全部在投广告、创意、文案、支出区间
LinkedIn Ad LibraryLinkedIn企业主页发布的在投广告
TikTok Creative CenterTikTok热门广告、趋势创意、话题标签
Microsoft AdsMicrosoft数据有限，可使用竞价洞察数据

Google Ads Auction Insights

Google Ads 竞价洞察

Available from the user's own Google Ads account:
  • Impression share vs competitors
  • Overlap rate (how often you compete)
  • Outranking share (who wins more often)
  • Top of page rate and absolute top of page rate
  • Available for Search and Shopping campaigns
可从用户自有Google Ads账号获取：
  • 与竞品对比的展示份额
  • 重叠率（双方同时参与竞价的频率）
  • 排名高于率（谁更常获得更高排名）
  • 页首展示率与绝对页首展示率
  • 支持搜索和购物 campaigns

Platform-Specific Research

分平台调研方法

Google

Google

  • Ads Transparency Center: search by advertiser name or domain
  • Search for competitor brand terms to see their ads live
  • Auction Insights for impression share comparison
  • 广告透明度中心：按广告主名称或域名搜索
  • 搜索竞品品牌词查看实时投放的广告
  • 通过竞价洞察对比展示份额

Meta

Meta

  • Ad Library: filter by advertiser, country, platform (FB/IG), date range
  • Shows creative (image/video), ad copy, active dates
  • Shows platform placement (Facebook, Instagram, Audience Network)
  • 广告库：按广告主、国家、平台（FB/IG）、时间范围筛选
  • 可查看创意（图片/视频）、广告文案、投放生效日期
  • 可查看投放版位（Facebook、Instagram、 Audience Network）

LinkedIn

LinkedIn

  • Ad Library: search by company name
  • Shows Sponsored Content, Message Ads
  • Limited data compared to Meta Ad Library
  • 广告库：按企业名称搜索
  • 可查看赞助内容、私信广告
  • 相比Meta广告库数据量有限

TikTok

TikTok

  • Creative Center: top-performing ads by industry, country, objective
  • Hashtag analytics: trending sounds and hashtags
  • No per-advertiser library — use Creative Center for industry trends
  • 创意中心：按行业、国家、投放目标筛选高转化广告
  • 话题标签分析：热门音效与话题标签
  • 无单广告主专属库，可通过创意中心获取行业趋势

Competitive Analysis Framework

竞争分析框架

1. Ad Copy Analysis

1. 广告文案分析

For each competitor, document:
  • Headlines: primary messages and value propositions
  • CTAs: what action they're driving (free trial, demo, buy now, learn more)
  • Offers: pricing, discounts, free shipping, trials
  • Tone: professional, casual, urgent, educational, emotional
  • USPs: unique selling propositions they emphasize
  • Pain points: customer problems they address
针对每个竞品，记录以下内容：
  • 标题：核心信息与价值主张
  • CTAs：引导的用户动作（免费试用、 demo、立即购买、了解更多）
  • 优惠：定价、折扣、包邮、试用权益
  • 语气：专业、休闲、紧急、教育向、情感向
  • USPs：重点强调的独特卖点
  • 痛点：所解决的用户问题

2. Creative Strategy Analysis

2. 创意策略分析

  • Formats used: image, video, carousel, collection, document
  • Visual style: photography, illustration, UGC, stock, branded
  • Video approach: studio quality vs UGC vs animated
  • Creative volume: how many active ads (indicator of testing velocity)
  • Refresh frequency: how often new creatives appear
  • 使用格式：图片、视频、轮播、集合、文档
  • 视觉风格：实拍、插画、UGC、素材库、品牌定制
  • 视频形式：工作室出品、UGC、动画
  • 创意数量：在投广告总数（可反映测试迭代速度）
  • 更新频率：新创意上线的间隔周期

3. Messaging Themes

3. Messaging 主题

Categorize competitor messaging into themes:
ThemeCompetitor ACompetitor BYour Brand
Price/Value✅ Primary⚠️ Secondary?
Quality/Premium❌✅ Primary?
Speed/Convenience⚠️ Secondary❌?
Trust/Authority✅ Primary✅ Primary?
Innovation❌⚠️ Secondary?
将竞品的传递的信息按主题分类：
主题竞品A竞品B你的品牌
价格/价值✅ 核心⚠️ 次要?
品质/高端❌✅ 核心?
速度/便捷⚠️ 次要❌?
信任/权威✅ 核心✅ 核心?
创新❌⚠️ 次要?

4. Keyword Intelligence (Google/Microsoft)

4. 关键词情报（Google/Microsoft）

  • Brand keyword bidding: are competitors bidding on your brand?
  • Keyword overlap: which non-brand terms do you both target?
  • Keyword gaps: terms competitors rank for that you don't target
  • Match type strategy: estimated match types from ad triggers
  • 品牌词竞价：竞品是否竞价你的品牌词？
  • 关键词重叠：双方共同投放的非品牌词有哪些？
  • 关键词差距：竞品有投放但你未覆盖的词
  • 匹配类型策略：通过广告触发情况预估的匹配类型

5. Spend Estimation

5. 投放支出估算

  • Meta Ad Library shows spend ranges for political/social ads
  • Google Auction Insights + impression share = directional spend estimate
  • Third-party tools (SEMrush, SpyFu) for more precise estimates
  • Manual estimation formula: 
    Estimated Monthly Spend = Impressions × CPM / 1000
or
Estimated Monthly Spend = Clicks × Estimated CPC
  • Meta广告库可查看政治/社会类广告的支出区间
  • Google竞价洞察+展示份额可得出方向性支出估算
  • 第三方工具（SEMrush、SpyFu）可获得更精准的估算结果
  • 手动估算公式： 
    Estimated Monthly Spend = Impressions × CPM / 1000
or
Estimated Monthly Spend = Clicks × Estimated CPC

Gap & Opportunity Identification

差距与机会识别

Platform Gaps

平台差距

  • Which platforms are competitors NOT on? (opportunity to own)
  • Which platforms are they underspending on? (opportunity to outspend)
  • 哪些平台竞品完全未布局？（可抢占独占优势）
  • 哪些平台竞品投入不足？（可加大投入抢占份额）

Messaging Gaps

信息传递差距

  • What customer pain points are NO competitors addressing?
  • What value propositions are underrepresented in the market?
  • What content formats are competitors not using?
  • 哪些用户痛点没有任何竞品覆盖？
  • 哪些价值主张在市场中提及率极低？
  • 哪些内容格式竞品没有使用？

Audience Gaps

受众差距

  • What demographics/segments are competitors not targeting?
  • What geographic markets are underserved?
  • What funnel stages are competitors neglecting?
  • 哪些人群/细分受众竞品未定向？
  • 哪些区域市场服务不足？
  • 哪些漏斗阶段竞品忽略了？

Creative Gaps

创意差距

  • What ad formats are competitors not using? (video, UGC, Spark Ads)
  • What creative styles are missing from the competitive landscape?
  • What platform-specific features are competitors not leveraging?
  • 哪些广告格式竞品没有使用？（视频、UGC、Spark Ads）
  • 竞争环境中缺失哪些创意风格？
  • 竞品没有利用哪些平台专属功能？

Competitive Response Strategy

竞争响应策略

When Competitors Bid on Your Brand

当竞品竞价你的品牌词时

  • Always run brand campaigns to defend (low CPC, high CTR)
  • Dynamic keyword insertion to show your brand prominently
  • Sitelinks to key pages (pricing, features, reviews)
  • Ad copy that emphasizes unique differentiators
  • Consider bidding on competitor brand terms (know the rules)
  • 始终投放品牌词广告进行防御（CPC低、CTR高）
  • 使用动态关键词插入突出你的品牌
  • 添加指向核心页面的站点链接（定价、功能、评价）
  • 广告文案重点突出独特差异点
  • 可考虑竞价竞品品牌词（需遵守平台规则）

When You're Outspent

当投放预算低于竞品时

  • Focus on efficiency over volume (better targeting, creative, landing pages)
  • Target long-tail keywords competitors ignore
  • Use Exact match for precision (less waste)
  • Double down on retargeting (lower CPA than prospecting)
  • Compete on creative quality, not budget
  • 优先关注效率而非量级（优化定向、创意、落地页）
  • 定向竞品忽略的长尾关键词
  • 使用精确匹配提升投放精准度（减少浪费）
  • 加大重定向投入（CPA比新客获取更低）
  • 靠创意质量而非预算竞争

Output

输出

Deliverables

交付物

  • COMPETITOR-INTELLIGENCE-REPORT.md
    — Full competitive analysis
    • Per-competitor ad presence summary
    • Ad copy and messaging analysis
    • Creative strategy comparison
    • Estimated spend levels
    • Keyword overlap and gaps
  • COMPETITIVE-GAPS.md
    — Opportunities identified from competitor analysis
    • Platform gaps
    • Messaging opportunities
    • Audience segments to target
    • Creative format opportunities
  • Strategic recommendations for competitive positioning
  • Priority actions to gain competitive advantage
  • COMPETITOR-INTELLIGENCE-REPORT.md
    — 完整竞争分析报告
    • 单竞品广告投放情况汇总
    • 广告文案与信息传递分析
    • 创意策略对比
    • 预估投放支出水平
    • 关键词重叠与差距
  • COMPETITIVE-GAPS.md
    — 竞品分析识别出的机会
    • 平台差距
    • 信息传递机会
    • 可定向的受众细分
    • 创意格式机会
  • 竞争定位战略建议
  • 获得竞争优势的优先级行动