Campaigns that perform well, convert, and have momentum don’t happen by accident. Behind every successful campaign is thorough preparation and careful execution. This way, you get all the necessary data and can plan ahead, so there are no surprises once everything is set in motion.

The question is, what should you focus on and explore? Good research usually covers several key areas: what competitors are doing right and wrong, who the real audience is, where the traffic comes from, current trends worth riding, and which ad formats are working right now.

Get these pieces of info right, and you should profit in no time. But before we get into the details, let’s elaborate on the importance of research, specifically the reasons behind it.

X marks the spot: mapping where to go

Skipping research might feel like a major time-saver: there’s so much info online, why not just borrow some data from there? Well… any online case study is very context-dependent. The same settings for one audience segment at a particular time might work wonders, but there’s no guarantee that your users will respond with the same enthusiasm.

Yes, you might use some more or less common and general knowledge, but generalities usually don’t lead to great performance. If your goal is to maximize performance, you need to know more about your audience’s habits, competitors’ behavior, which ad formats work best for you, and more.

Research provides all that info. But the most important part is that it highlights potential shortcomings before the campaign is launched. As a result, you won’t have to adjust things midway, when there’s no clarity, info updates every second, and the whole workflow adds enough stress on its own.

4 areas to focus during research

Of course, not all data points are useful; some are just noise. When it comes to picking the most valuable insights, they usually come from 4 core areas.

1. Competition analysis
   Researching the competition goes beyond using spy tools to “borrow” a handful of creatives. Don’t get us wrong, you can get ideas this way that you can adapt.
   But at the same time, you should focus on their funnels as a whole: tone of voice, preferred ad formats, color and style preferences, landing page experience, etc.
   The good news is that this process can be simplified and automated with the help of AI agents (e.g., Triple Whale or Northbeam). Just collect the raw data and upload it into the agent of your choice to make some sense out of it. The analysis won’t be perfect, but it gives a solid starting point instead of flying blind.
2. Audience demographics
   After looking at competitors, attention should shift to a specific market. Checking traffic sources in the target GEO reveals useful details on device usage and user behavior. You can always contact us, as we can sometimes provide deep insights for you, such as top categories, age ranges, and other relevant data. That kind of information makes it easier to shape creatives and targeting that actually fit.
3. Traffic sources
   The composition of your traffic sources dictates the approaches. When buying traffic, do your best to figure out where publishers get their traffic from. Helpful hint here: never frown upon the referral traffic as it’s… actually good. After all, users are very engaged there, just saying.
4. Current trends
   You can’t get away from modern trends, shaped on platforms like TikTok and OnlyFans. If you can align with such trends, there’s a good chance your funnel will resonate with more users. When it comes to adult trends, do you know that dating advertisers slowly shift from traditional banners to pre-roll videos? The changes might be subtle, yet a single logo can convey that extra credibility needed to convert.

Tools that can make research easier

• Competition analysis. AdSpy, BigSpy, and AdPlexity can be used to spy on live creatives, landing pages, and competitor offers across pop, push, and native ads. If you prefer something more affordable, SpyOver is here to help.
• Audience demographics. SimilarWeb, SEMrush, and Quantcast should get the job done for gathering data on interests, location, and devices. Once you know this kind of data, you can start tailoring your creatives and targeting to match the preferences.
• Traffic sources. SimilarWeb, SEMrush, and Ahrefs will provide an overview of channels for your traffic flow, e.g., direct vs. referral vs. organic traffic breakdowns and backlink analysis.
• Current trends. Google Trends, TikTok Creative Center, and Exploding Topics are great for spotting emerging trends, converting formats, and overall shifts in user behavior.

Plenty of other tools exist, of course. The list above simply covers the ones that consistently prove useful. Whichever tool you pick, it should provide the data needed to create a coherent picture of what your competitors are doing, how your audience reacts, your traffic specifics, and the modern discourse that shapes preferences.

The most important part, you’re never alone in this line of work. If you need anything, drop a line to your account manager.