Knowing who your competitors are is a top priority for all businesses. If I were to ask most marketers and small business owners, “who are your top competitors?”, they would be able to answer off the top of their head.
Now, are those the same people you are bidding against on Google?
Not always. But it’s easy to find out.
If you use Google Ads (formerly AdWords) for SEM, you can run a simple report for each campaign that gives you very valuable competitive information. It’s called Auction Insights, and it exists in the Google Ads interface under Ad Groups.