Cybersecurity
- launch briefProven advertisersOpportunity score
77
CPC (real)
$37
Active Google advertisers
36
LinkedIn advertisers
20
Pixel advertisers
30
Avg ad tenure
2.9 yr
Incumbent ad spend/mo
$5.8M
Spend momentum
+132%
SEO difficulty
65
Avg incumbent funding
$213M
Incumbents (51)- genuine category specialists - cross-listed generic tools excluded
| Product | Rating | Funding | Ad spend/mo | Google ads | Channels | Authority | |
|---|---|---|---|---|---|---|---|
| 4.7(55) | - | $2.5M | 1.6y | 24 | - | 55 | |
| 4.9(88) | $366M | $967k | 1.5y | 24 | 5 | 41 | |
| 4.7(506) | $60M | $722k | 2.1y | 24 | 2 | 53 | |
| 4.7(1,169) | - | $350k | 4.6y | - | 2 | 65 | |
| 4.7(519) | - | $139k | 4.0y | 24 | - | 83 | |
| 4.8(112) | - | $134k | 3.4y | 24 | 4 | 53 | |
| 4.6(34) | - | $134k | 4.6y | 24 | 5 | 45 | |
TaniumAd | 4.2(5) | $1.1B | $128k | 0.3y | 24 | 3 | 40 |
| 4.7(6) | $85M | $117k | 2.4y | 24 | - | 51 | |
| 4.6(2,784) | $110M | $100k | 3.4y | 23 | - | 68 | |
| 4.3(2,145) | - | $78k | 4.6y | - | 1 | 68 | |
| 5.0(1) | $440M | $58k | 0.7y | - | 1 | 39 | |
| 4.5(26) | $8.3M | $44k | 4.4y | 6 | 1 | 32 | |
| 4.4(217) | $673M | $36k | 3.8y | - | - | 55 | |
| 4.1(77) | $673M | $36k | 3.8y | - | - | 55 | |
| 4.7(2,515) | $180M | $35k | 4.6y | - | 4 | 71 | |
| 4.5(8) | - | $33k | 4.3y | - | - | 49 | |
| - | - | $33k | 4.3y | - | - | 49 | |
| 4.7(83) | $166M | $31k | 4.6y | - | 1 | 35 | |
| - | $39M | $30k | 3.1y | 24 | 5 | 39 | |
| 4.6(54) | $838M | $23k | 3.0y | 22 | 1 | 43 | |
HoxhuntAd | 4.9(338) | $43M | $21k | 4.6y | 24 | - | 39 |
| 4.6(48) | - | $20k | 1.1y | - | - | 47 | |
| 4.8(80) | - | $13k | 2.3y | - | 5 | 57 | |
| 4.8(37) | $208M | $11k | 2.3y | - | 4 | 35 | |
| 4.5(276) | - | $5k | 1.2y | - | - | 37 | |
| 4.9(103) | $2.3M | $4k | 1.5y | - | 2 | 36 | |
| 4.8(22) | - | $2k | 3.1y | 24 | - | 23 | |
| 4.6(41) | $3.6M | $1k | 4.6y | 2 | 4 | 40 | |
| 4.0(1) | $157M | $1k | 1.2y | - | 3 | 37 | |
| 5.0(1) | $157M | $1k | 1.2y | - | 3 | 37 | |
| 4.6(30) | $263M | $689 | 2.7y | 23 | 6 | 33 | |
| 4.9(22) | $62M | $342 | 2.8y | - | 6 | 32 | |
TRACAd | 4.8(49) | - | $7 | 1.9y | - | 4 | 28 |
| 4.5(39) | - | - | 2.3y | - | 4 | - | |
| 4.4(48) | $127M | - | 3.5y | - | 4 | - | |
| 4.6(7) | $17M | - | 2.5y | 24 | 1 | - | |
| 4.5(2) | $11M | - | 3.2y | 19 | 2 | - | |
| - | - | - | 3.5y | - | 3 | - | |
| 4.4(15) | $112M | - | 2.2y | - | 2 | - | |
| 4.8(11) | - | - | - | - | - | - | |
| 5.0(69) | - | - | - | - | - | - | |
| 4.9(50) | - | - | - | - | - | - | |
| 4.9(14) | - | - | - | - | - | - | |
| 5.0(46) | $400k | - | - | - | - | - | |
| 4.8(4) | - | - | 3.8y | 10 | 1 | - | |
| 4.7(32) | - | - | - | - | 2 | - | |
| 4.9(51) | - | - | - | - | - | - | |
| 4.7(35) | - | - | 0.4y | 11 | 3 | - | |
| 4.8(31) | - | - | - | - | - | - | |
| 5.0(3) | - | - | - | - | - | - |
PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)
Keyword universe- to bid on / rank for
| Keyword | Volume | CPC | Diff |
|---|---|---|---|
| malware protection | 1,830,000 | $8 | 59 |
| malwarebytes | 201,000 | $1 | 83 |
| dell support | 135,000 | $5 | 86 |
| security service | 60,500 | $7 | 66 |
| antivirus software | 49,500 | $7 | 90 |
| malware | 40,500 | $4 | 78 |
| website mb | 40,500 | $1 | 79 |
| absolute | 33,100 | $3 | 77 |
| antivirus | 33,100 | $5 | 100 |
| marwelbytes | 33,100 | $1 | 82 |
| cloud security news | 27,100 | $8 | 64 |
| malware bytes | 22,200 | $1 | 81 |
Common complaints- recurring incumbent review cons = product gaps to exploit
Ad creatives- live Google Search ads the incumbents run - copy the angles
CrowdStrike crowdstrike.com
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ThreatLocker threatlocker.com
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Keeper Security keepersecurity.com
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ESET Endpoint Security eset.com
Business Cyber Security
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Cloud Security Management - Cloud Mdm Security Solution
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Cloudflare cloudflare.com
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SentinelOne sentinelone.com
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NordLayer nordlayer.com
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Tanium tanium.com
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Risk: Tanium is the entrenched leader ($1.1B raised), authority 40 - wedge in rather than attack head-on.
Sources: Capterra profiles + reviews · SEMrush demand / spend / paid keywords / authority / momentum · Apollo funding. Incumbent rollups exclude domains appearing in >25 categories. Capterra category ↗