Procurement
- launch briefQuality gapOpportunity score
65
CPC (real)
$22
Active Google advertisers
22
LinkedIn advertisers
22
Pixel advertisers
15
Avg ad tenure
2.4 yr
Incumbent ad spend/mo
$2.5M
Spend momentum
+579%
SEO difficulty
52
Avg incumbent funding
$1.5B
Incumbents (26)- genuine category specialists - cross-listed generic tools excluded
| Product | Rating | Funding | Ad spend/mo | Google ads | Channels | Authority | |
|---|---|---|---|---|---|---|---|
| 4.9(217) | $2.8B | $1.7M | 4.2y | 18 | - | 53 | |
| 4.6(577) | $9.6B | $354k | 0.7y | - | - | 52 | |
| 4.6(257) | $86M | $240k | 3.7y | 24 | 5 | 42 | |
| 4.6(199) | $108M | $66k | 3.8y | 24 | 6 | 42 | |
| 4.6(504) | - | $43k | 4.6y | 17 | - | 43 | |
| 4.7(80) | - | $34k | 2.3y | 8 | 4 | 42 | |
| 4.0(126) | $9.5B | $23k | 3.3y | 24 | 4 | 52 | |
| 4.7(53) | - | $14k | 4.6y | - | 2 | 37 | |
| 4.6(187) | $236M | $12k | 0.7y | 24 | 2 | 37 | |
| 4.8(255) | - | $4k | 3.5y | 24 | 3 | 43 | |
| 4.6(321) | $225M | $3k | 3.9y | 24 | 4 | 48 | |
| 4.5(172) | $82M | $3k | 4.4y | 24 | - | 40 | |
| 4.7(55) | $16M | $1k | 3.7y | 24 | 4 | 39 | |
| 4.4(142) | $48M | $336 | 2.5y | 24 | 2 | 42 | |
| 4.7(421) | - | $134 | 2.7y | 24 | 3 | 26 | |
| 4.6(236) | - | $16 | 1.6y | 7 | 1 | 23 | |
| 4.6(70) | - | - | 2.4y | 17 | - | - | |
| 4.9(234) | $194M | - | 2.8y | 21 | - | - | |
| 4.7(228) | $295M | - | 0.7y | 24 | - | - | |
| 4.6(21) | $2.2M | - | 2.6y | 23 | - | - | |
| 4.1(58) | $7.5M | - | 2.6y | 24 | - | - | |
| 4.9(35) | - | - | 0.5y | 2 | - | - | |
| 4.0(1) | - | - | 0.4y | 13 | 1 | - | |
| 4.2(78) | - | - | 0.3y | - | 5 | - | |
| 4.3(90) | $2.9M | - | 0.3y | 24 | - | - | |
| 4.8(1,133) | $57M | - | 0.7y | - | 1 | - |
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 |
|---|---|---|---|
| .zip | 4,400 | $0 | 72 |
| zip company | 3,600 | $2 | 58 |
| what is zip | 2,900 | $1 | 57 |
| logins.zip | 1,600 | $1 | 15 |
| the zip | 1,600 | $0 | 67 |
| zip application | 1,600 | $2 | 41 |
| zzip | 1,600 | $2 | 100 |
| procurement systems | 1,300 | $17 | 21 |
| purchasing software | 1,300 | $22 | 82 |
| zip procurement | 1,300 | $11 | 40 |
| ziphq | 1,300 | $9 | 40 |
| eprocurement software | 1,000 | $16 | 32 |
Common complaints- recurring incumbent review cons = product gaps to exploit
Ad creatives- live Google Search ads the incumbents run - copy the angles
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Risk: SolarWinds Service Desk is the entrenched leader ($9.6B raised), authority 52 - 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 ↗