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Site Explorer (Legacy Reports)

How to use the Top Ads report

Video for this tutorial is coming soon.

In this report, we show the ad variations for a target website, subdomain (e.g.,, subfolder (e.g., or URL in the paid search results.

How to use SE: PPC Ads-1

Below are some actionable ways to use this report.

See the ad copy your competitors are using

Enter your competitor’s domain into Site Explorer and go to the Top Ads report.

Here, you can see the exact ad copy your competitors are using for their paid ads.

How to use SE: PPC Ads-2

This is a great way to find inspiration for your own ad copy.

Pro Tip

If you’re ranking organically for any of these keywords, you can also learn from your competitors’ best-performing ads to improve your title tags and meta descriptions. This might help you get more clicks, and therefore generate more search traffic.

Learn more about crafting a good title tag and meta description here.

See the keywords for each ad

Hit the dropdown in the "Keywords" column to see all keywords your competitors are bidding on with the same copy.

How to use SE: PPC Ads-3

Use this to find keywords that may be worth targeting and use their ad copy as inspiration for your own.

Find keywords on a specific topic

Imagine you run a hotel in San Francisco. A potential paid search competitor might be Expedia. However, Expedia is a global company that targets searchers from virtually everywhere.

Since you’re only competing with Expedia in San Francisco, it would make sense to look for San Francisco-related keywords.

To do this, add a comma-separated list of keywords related to your main topic (e.g., San Francisco, hotel) into the “Include” box.

How to use SE: PPC Ads-4

This will show you the ad copy for all queries that contain "San Francisco" and "hotels."

Use this to find keywords for your own PPC campaigns.

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