Report: PPC Advertiser Detail

The Advertiser Detail report provides data around how a specific advertiser is performing for each keyword in your keyword group during a selected date range.

Note: You can change the Keyword Group for which data is being displayed by selecting the drop down menu on the tool bar in the right hand corner of the page. You can also change the advertiser by changing the URL displayed in the tool bar.

Overview Tab

The Campaign Analysis section provides a high-level overview of an advertiser’s presence for the keywords in the given group.

This tab includes the following terms:

• Impression Share: The percentage of searches on all keywords in the keyword group that the advertiser was found on the first page of sponsored listings.
  Calculation: Total Impressions/Total Search Volume
• Keyword Coverage: The percentage of keywords in the keyword group that the advertiser was found on the first page of sponsored listings at least once.
• Ad Coverage: The percentage of time the advertiser was found on the first page of sponsored listings for a keyword. The number displayed here is the average coverage percentage for all keywords in the keyword group.
• Impressions: The number of searches on all keywords in the keyword group that the advertiser was found on the first page of sponsored listings.
  Calculation: Coverage/Search Volume
• Missed Impressions: The number of searches on all keywords in the keyword group that the advertiser was not found on the first page of sponsored listings.
  Calculation: Search Volume – Impressions
• Search Volume: The number of searches for all keywords in the keyword group. This number is provided by the search engine.
• Share of Impressions: Same as Impression Share.
• First Page Rankings: The number of keywords in the keyword group that the advertiser was found on the first page of sponsored listings.
• Clicks: The number of clicks that ads for the advertiser received.
• Clickthrough Rate: The percentage of people that saw an ad and clicked on it.
  Calculation: Clicks/Captured Impressions
• Average Position: The average position at which ads for the advertiser have been served. The number displayed here is the average position for all keywords in the keyword group. In the Estimated column, Position 1 is the first position on the right rail. Position 0 is the first position in the premium sponsored listings above the natural search listings. The Actual column will always start at position 1, even if there are premium sponsored listings.
• Spend: The amount of money spent on all keywords in the keyword group.
• Cost Per Click: The cost for each click an ad received. The cost displayed here is the average cost per click for all keywords in the keyword group.
  Calculation: Clicks/Spend

Note: If your keyword group is integrated there will be an Actual column alongside the Estimated column for ease of comparison.

Keyword Comparison Graph
For the selected advertiser, the Keyword Comparison graph charts keywords for which we found them serving first page sponsored listings on within the given date range. The graph charts the advertiser’s Coverage and Average Position by keyword.

Estimated Advertising Spend and Clicks Graph
The Estimated Advertising Spend and Clicks graph charts a given advertiser’s estimated spend and click volume for a rolling 30 days. Please note, this graph will only appear if the Budget Analyzer has been enabled.

Estimated CPC and CTR Graph
The CPC and CTR graph charts a given advertiser’s estimated spend and click volume for a rolling 30 days. This graph will only appear if the Budget Analyzer has been enabled.

Show Keywords Tab

The Show Keywords tab displays keyword level data for an advertiser.

This tab includes the following terms:

• Advertiser: The advertiser for which data is being displayed.
• Ranking: This number is assigned by SEM Insight, and is calculated using coverage and average position. If two advertisers have the same coverage percentage, the advertiser with the highest average position will be ranked higher.
• Coverage %: The percentage of time the advertiser was found on the first page of sponsored listings for a keyword. The number displayed here is the average coverage percentage for all keywords in the keyword group.
• Avg Position: The average position at which ads for the advertiser have been served. The number displayed here is the average position for all keywords in the keyword group. Position 1 is the first position on the right rail. Position 0 is the first position in the premium sponsored listings above the natural search listings.
• Captured Impressions: The number of searches on all keywords in the keyword group that the advertiser was found on the first page of sponsored listings.
• Missed Impressions: The number of searches on all keywords in the keyword group that the advertiser was not found on the first page of sponsored listings.
  Calculation: Search Volume – Impressions
• Est Clicks: The estimated number of clicks ads for all keywords in the keyword group received.
• Est CTR: The estimated percentage of people that saw an ad and clicked on it.
  Calculation: Est Clicks/Captured Impressions
• Est CPC: The estimated cost for each click an ad received.
  Calculation: Est Clicks/Est Spend
• Impression Share: The percentage of searches on all keywords in the keyword group that the advertiser was found on the first page of sponsored listings.
  Calculation: Total Impressions/Total Search Volume

Note: You can change the Keyword Group for which data is being diplayed by selecting the drop down menu on the tool bar.

Show Ads Tab

The Show Ads tab is a comprehensive listing of the creative run by each advertiser AdGooroo found serving first page sponsored listings on one or more of the keywords in the selected keyword group. The default number of listings is 50, but can be changed through the drop down menu on the tab.

This tab includes the following columns:

• Ad: The piece of Ad Copy that was found. Most ad formats are captured, a list can be found in our Competitive Ad Archive.
• Ad Coverage: The percentage of time the ad was shown on the first page of sponsored listings for one or more keywords in the keyword group.
• Average Position: The average position at which the ad was found. Position 1 is the first position on the right rail. Position 0 is the first position in the premium sponsored listings above the natural search listings.
• Destination URL: Landing page(s) associated with a specific ad.
• Keywords: All keywords that the ad was found serving on are displayed. The percentage underneath each keyword is the ad coverage for the keyword (i.e. the percentage of time that ad was found serving on the keyword).

Show Missing Keywords Tab

The Show Missing Keywords tab indicates which keywords we did not find a first page sponsored listing for the selected advertiser during a selected date range. A red "X" next to a keyword indicates that the advertiser was not found on the first page of sponsored listings.

Daily Spend Tab

The Daily Spend Tab lists data for one specific keyword for the specified advertiser, by day. The advertiser’s Coverage and Rank is provided by keyword. The default number of keyword listings is 50, but can be changed through the drop down menu on the tab.

Captured and missed impression volume is provided by the engines (when available) at the keyword level for the previous calendar month. The keyword level impression estimates and keyword level coverage values are used to calculate estimated captured and missed impressions.

For the specified advertiser, CTR, click, CPC and spend estimates are also provided. AdGooroo uses an internal algorithm to calculate each estimate. The AdGooroo algorithm does not take match type or negatives into consideration.