# Which paid search intelligence tools are best for competitive keyword analysis and building a bidding strategy that goes beyond what Google's own planner shows?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">I'm trying to work out which paid search intelligence tools are strongest for competitive keyword analysis, specifically for building a bidding strategy on data that Google's own Keyword Planner never shows, since the Planner only reflects your own account rather than what competitors actually bid on. These are picks from the <a class="a a--md" elv="true" href="https://www.g2.com/categories/paid-search-intelligence">Paid Search Intelligence</a> category, with each product's G2 rating shown.</p><ul>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/spyfu/reviews"><strong>SpyFu</strong></a> (4.6 stars, 518 reviews) is built for this, with reviewers using it to see every paid and organic keyword a competitor targets and how their ads have evolved, then shaping bids around proven activity. Reviewers note that some keywords lack complete data.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/adthena/reviews"><strong>Adthena</strong></a> (4.4 stars, 44 reviews) adds a whole-market view, with reviewers validating competitor-strategy hypotheses against its data and finding terms rivals leave uncovered. Reviewers note that its figures are estimates and may differ from Google Ads in certain details.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/serpstat/reviews"><strong>Serpstat</strong></a> (4.6 stars, 464 reviews) is credited with surfacing competitor keywords and search suggestions that other tools miss, at an approachable price. Reviewers pair it with a second tool to double-check, and note that the interface takes time to learn.</li>
</ul><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">Are you matching specific competitors' bidding or hunting whitespace they have missed? And how limiting is Keyword Planner's own-account view for you today?</p>

##### Post Metadata
- Posted at: 24 days ago
- Author title: Marketer
- Net upvotes: 1


## Comments
### Comment 1

&lt;p&gt;The point about Serpstat reviewers pairing it with a second tool is worth generalizing. None of these three claims full keyword coverage on its own; SpyFu flags incomplete data on some terms, and Adthena&#39;s figures are estimates that can drift from Google Ads. Cross-referencing at least two of them before committing bid budget to a &quot;discovered&quot; competitor keyword tends to filter out gaps that are really just a data hole in one tool rather than a genuine whitespace opportunity. Whichever platform surfaces the idea, it&#39;s worth confirming it shows up in a second source before you act on it.&lt;/p&gt;

##### Comment Metadata
- Posted at: 16 days ago
- Author title: SEO Content Writer





## Related discussions
- [How well does Trello scale into a larger team?](https://www.g2.com/discussions/1-how-well-does-trello-scale-into-a-larger-team)
  - Posted at: over 13 years ago
  - Comments: 6
- [Can we please add a new section](https://www.g2.com/discussions/2-can-we-please-add-a-new-section)
  - Posted at: over 13 years ago
  - Comments: 0
- [Quantifiable benefits from implementing your CRM](https://www.g2.com/discussions/quantifiable-benefits-from-implementing-your-crm)
  - Posted at: about 13 years ago
  - Comments: 4