Report: PPC Keyword Detail

The Keyword Detail report provides data around how advertisers perform for a specific keyword in your keyword group during a selected date range.

Note: You can change the keyword for which data is being displayed by changing drop down menu featured in the tool bar.

Overview Tab

Advertiser Comparison Graph
The Advertiser Comparison Graph charts the Coverage and Average Position of advertisers found showing a first page sponsored listing for the selected keyword during a selected date range.

Estimated CPC, Clicks and Cost Graphs
General estimates of CPC, Clicks and Cost are provided for each keyword. AdGooroo uses an internal algorithm to calculate each estimate. These estimates are not advertiser specific, and do not take quality score into account. The AdGooroo algorithm does not take match type or negatives into consideration.

Show Advertisers Tab

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 the selected keyword.
• Avg Position: The average position at which ads for the advertiser have been served. 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 the selected keyword that the advertiser was found on the first page of sponsored listings.
• Missed Impressions: The number of searches on the keyword 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 served on the keyword 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 for the specified keyword. 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 the selected keyword.
• 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: If a keyword and ad combination features more than one Destination URL, this could be evidence of landing page testing.