Report: PPC vs. Natural

The PPC vs. Natural compares an advertiser’s Pay-Per-Click and Natural Search performance by keyword from a given keyword group, by search engine. SEM Insight collects the first page of sponsored listings, as well as the top 100 natural results for all keywords.

Note: The advertiser for which data is being displayed must be selected in both the PPC and Natural drop down menus. You can change the Keyword Group featured by selecting the drop down menu on the tool bar in the right hand corner of the page.

• 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: 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.
• 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
• 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

Natural
This section displays data around natural search rankings for the selected advertiser. The following terms are displayed:

• First Page Impressions: The total amount of estimated impressions for all keywords in the selected keyword group that are in the top 10 natural search results (#1-10)
• Second Page Impressions: The total amount of estimated impressions for all keywords in the selected keyword that are on the second page of natural results (#11-20). The impression number listed is discounted by 85%.
• Missed Impressions: This is calculated by subtracting the first and second page impressions from the total estimated search volume. Third (and subsequent) page rankings are not included in this calculation as traffic tends to be negligible beyond the second page.
• Search Volume: The number of searches for all keywords in the keyword group. This number is provided by the search engine.
• 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
• Keyword Coverage: The percentage of keywords in the selected keyword group that are found in the top 100 natural search results.
• Top 100 Rankings: The number of keywords that are found in the top 100 natural search results
• Top 10 Rankings: The number of keywords that are found in the top 10 natural search results
• Top 3 Rankings: The number of keywords that are found in the top 3 natural search results

PPC vs. Natural Rankings Graph
For each keyword in the selected keyword group, the PPC vs. Natural Rankings graph charts Natural Search Rank on the X axis and PPC Avg Position on the Y axis. It is most desirable for keywords to be in the upper right of this chart, that signifies a high paid average position and natural rank.

Back to Top | SEM Insight Help Center








Keyword Comparison Tab

The Keyword Comparison tab displays Paid and Natural data for each keyword. For more information on the terms displayed, please reference the PPC Keyword Detail or Natural Keyword Detail help pages.

Back to Top | SEM Insight Help Center








Natural Url vs Ad Copy Tab

The Natural Url vs Ad Copy tab displays the PPC Ads and Natural Landing page for all keywords in the keyword group.






Back to Top | SEM Insight Help Center