To get a detailed analysis of paid keywords, go to Paid traffic research → Keywords.
Here you will find an overview of the competitor’s paid keywords, the estimated number of clicks the website receives per month, the estimated monthly PPC campaign budget and the number of backlinks.
The detailed paid keyword analysis includes the following data: website ranking position for the selected keyword, ad SERP location (top, side or bottom), search volume, CPC (cost-per-click), level of Google Ads competition, number of clicks, traffic share in percentage and its cost.
To track changes in paid keywords rankings compared to the previous check, go to the Rankings Changes tab.The results are shown for the following categories: improved, decreased, new, and lost keywords. You can view all the results by clicking on each one of the tabs.
In the Ads History tab, you’ll see a list of the most popular ads along with key parameters, the text of the ads and how they’re displayed in Google. 
The Competitors tab lists websites that receive paid traffic for keywords that are the same or similar to ones targeted by the analyzed website. 
In the Competitor Comparison section, you can take whichever two domains in addition to the analyzed website and check to see if there’s a keyword overlap between them. Here you can compare your website’s semantics to those of any of your competitors to find keywords you aren’t targeting yet. To start working with the tool, enter up to three domains, and hit the “Show Results” button.
In the Traffic distribution by country tab, you can find the dynamics of organic and paid traffic, whereas the interactive map displays the distribution of traffic depending on its volume and the number of keywords. More saturated areas indicate higher traffic volume while less saturated areas indicate lower volume or no traffic. By clicking on a region on the map, you will return to the Overview section, where you can change the research parameters.
The Pages and Subdomain tabs show the list of the most ranked pages and subdomains of the analyzed domain in Google’s top 100 organic search results. Here you can also see the percentage of traffic that every page or subdomain brings from paid search results, the estimated cost of paid keywords in Google and the number of keywords the page/subdomain is ranking for in Google’s top 100 search results. By clicking the URL, you’ll dive into the analysis of a particular page or subdomain using all the available parameters in the Competitive Research tool: view keywords, ads, keywords rankings, and so on.
