Report: PPC Executive Overview

The SEM Insight Pay-Per-Click Executive Overview shows a quick snapshot of a keyword group’s competitive landscape.

This report 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 with your AdWords account, there will be an Actual column alongside the Estimated column for ease of comparison.

Budget Comparison Graph
The Budget Comparison graph features competitors we saw serving a first page sponsored listing on one or more of the keywords in your keyword group during the selected date range. The graph charts advertisers based on the number of impressions and clicks AdGooroo estimates they captured. The size of each advertiser’s bubble is representative of their estimated spend.

Note: This graph will only be displayed if the keyword group has Budget Analyzer enabled.

Advertiser Comparison Graph
The Advertiser Comparison graph plots all advertisers in the keyword group according to coverage and average position. The left axis represents the average coverage percentage of all keywords in the keyword group. The bottom axis represents average position; highly ranked advertisers appear to the right, while lower ranked advertisers appear to the left. The goal of any search engine advertiser is to be as close to the upper right as their budget will allow.

Top PPC Competitors by Spend
Taking spend into consideration, AdGooroo ranks Top Competitors. The list provided here shows the ‘Top Competitors’ who were found serving ads on one or more of the keywords in your group during the given date range.

Competitive Intensity Graph
The Competitive Intensity Graph charts the change in the relative level of competition over the past 60 days (rolling).

This information is derived by AdGooroo using a modified Herfindahl-Hirschman Index (HHI) – substituting Coverage for Market Share. The formula used by AdGooroo takes the sum of the square of the Coverage percentages for each advertiser in the vertical we monitor based on the keywords in your group. Squaring the coverage allows us to give proportionately greater weight to the coverage of larger advertisers. A value higher along the Y axis indicates a more monopolistic trend for the vertical, where a lower Y axis value indicates the presence of many advertisers in the vertical over the monitored time period.

Note: This chart will only show data for keyword groups with 25 or more terms. This is because having 25 or more terms will ensure the most robust snapshot of the competitive landscape.