Find relevant queries you're missing in SEO and PPC
To help surface new keyword opportunities we have a competitor feature which can show you the queries your competitors are ranking for organically that you do not have as keywords in your account.
To get started, navigate to "competitors" under the "optimize" overlap and hit "enable competitors". This will produce a list of the competitor domains who have the highest overlap with your keywords. "Overlap score" shows you how many of your keywords each domain is appearing for in the organic results. Adding those with a high overlap can be beneficial as they are likely to have most relevant queries to review.
It will take 24 hours to load the competitor queries. The following day, navigate to 'Optimize' and 'Add Queries'. Use the 'Query source' drop-down to select the competitor. We will then show you the highest volume competitor queries which you are not bidding on as keywords. If you have linked Search Console we will show you queries which you are not bidding on as keywords or are ranking for organically.
As with missing queries, we use machine learning to scan your account for similar keywords already live. Using this data, we suggest an ad group to add the query to. If you want to change which campaign and ad group the query is added to you can use the ‘edit’ button.
Queries in the Add Queries Tool are hierarchical and mutually exclusive so you won't see the same query in missing queries and competitor queries:
1. Missing queries: queries you are paying for in paid search which have not been added as keywords
2. Organic queries: queries you are ranking for organically minus missing queries
3. Competitor A: queries competitor A is ranking for organically minus missing queries and organic queries
4. Competitor B: queries competitor A is ranking for organically minus missing queries, organic queries and competitor A queries