3. Look at what the competitors are doing
You can also research your competitors via Google’s Ad Preview and Diagnosis tool.
To do this, type down the search queries that relate to your business. Then, specify the location of your target audience and choose the platform they use to run those queries. Generally, you would want to include both mobile and desktop devices to give you a sense of what kind of audience you can expect on both platforms.
Once that is done, you can see what kind of ads are available on both platforms. These generally represent what your competitors are currently doing, allowing you to develop your ads with a unique twist without straying too far from the norm. This will differentiate you from the rest, giving your ads a higher chance of attracting more clicks.
If you require more competitor research—which is always a good idea—there are a myriad of tools online that can help you learn more about what your competitors are up to with their PPC campaigns. For example, you can learn about how much money they are investing in PPC, how their campaigns have been strategized, and how much they are bidding to get their ads on top.