Report: PPC Group Detail

The PPC Group Detail report provides data around all advertisers found showing a first page sponsored listing on one or more of the keywords in the keyword group during a selected date range.

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

Budget Comparison Tab

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

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 a 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.

Top Advertisers by Spend Graph
The Top Advertisers by Spend graph features competitors we saw serving a first page sponsored listing on one or more of the keywords in the keyword group during a selected date range. The graph charts advertisers based on who we estimate is spending the most across the keywords in the specified keyword group.

Top Advertisers by Clicks Graph
The Top Advertisers by Clicks graph features competitors we saw serving a first page sponsored listing on one or more of the keywords in the keyword group during a selected date range. The graph charts advertisers based on who we estimate is receiving the most clicks across the keywords in the specified keyword group.

Coverage and Rank Comparison Tab

Advertiser Comparison Graph
The Advertiser Comparison graph charts competitors we saw serving a first page sponsored listing on one or more of the keywords in your keyword group during a selected date range. You are able to customize advertiser icons for ease of reporting and show/hide advertisers as needed by clicking the Chart Options button in the toolbar.

Brand Contribution Graph
For all advertisers showing a first page sponsored listing on one or more of the terms in your keyword group, the Brand Contribution Graph charts each advertisers’ share of voice. This graph allows you to benchmark share of voice gains/losses for a given keyword set for you and your competitors.

Share of voice is calculated by dividing the squared Coverage of a specific advertiser by the squared Coverage of all advertisers showing first page sponsored listings on one or more terms in the keyword group during the 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 amounts for each advertiser in the vertical we monitor based on the keywords in your group. By 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.

Show Advertisers Tab

The Show Advertisers tab lists competitors we saw serving a first page sponsored listing on one or more of the keywords in the keyword group, during a selected date range.

Note: The “Est Clicks”, “Est CTR”, “Est CPC” and “Est Spend” columns will only display data if Budget Analyzer is enabled.

This tab includes the following columns:

• 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

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 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 found 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).

Note: This report can be exported as a Microsoft Excel document for ease of use.

Common Phrases Tab

This report mines all ad copy for all keywords in a selected keyword group to identify the most common 2-7 word phrases found in competitive ad copy. The phrase length can be changed using the Phrase Length dropdown.