How to use the Ads History report
In this report, we show the history of paid search results for your target keyword in a given country.
Ads History report for the keyword “hotel San Francisco”
Below are some actionable ways to use this report.
See which websites have been competing for the target keyword
Check the "By domain" tab to see which websites have been competing for your target keyword over time.
For example, we can see that booking.com, expedia.com, trivago.com, and hotels.com have been aggressively advertising on “hotel San Francisco” from 2016 until 2023.
Keywords that your competitors are advertising on consistently may be lucrative, so you might want to consider targeting them.
See where competitors are sending paid traffic
Find out which pages advertisers are sending paid traffic to under the “By landing page” tab.
Click through to the URL to analyze their landing pages. This is a great way to gain inspiration for your own landing pages.
See your competitors’ ads
In the "By landing page" tab, you can see the ad copy that appeared in the SERPs. To view the ads, click on the “Ads” dropdown beside the page you want to investigate.
You can also click the “All ads” tab for an ungrouped view.
If you’re ranking organically for any of these keywords, you can also gain insight from your competitors’ ad copy to improve your title tags and meta descriptions. This might help you win more clicks and generate more search traffic.