The two first things that usually come to mind for PPC competitive analysis are keywords and bids. We all want to know what keywords our competitors are using and how much they are paying for them. This certainly would be important data to have, but the real value of competitive intelligence comes when you can know not only what your competitors are doing right now, but what they are likely to do and when they are likely to do it. It is much more interesting to go beyond the obvious tactical questions and try to answer larger, more strategically important questions, such as: - How big is our opportunity? - How much are our competitors investing in paid search? - Are we investing enough in paid search? This article provides an introduction to the three primary uses for competitive intelligence: benchmarking and forecasting, tracking day-to-day competitor tactics, and forensics. Get the full story at Search Engine Land