By Brian Murphy
Image from: Search Marketing / Shutterstock
One of the most valuable tools available within Compete PRO Enterprise is the Search Market Share feature. Designed in partnership with one of the largest publishers in the world, Search Share helps users understand a brand’s share of traffic for any set of keywords. This tool is effective in helping brands improve their search engine marketing tactics, as well as shed some insight on your website’s SEO quality, and specific keywords that can be used for improvement.
To provide some more detail, the Search Share feature allows users to upload and manage a list of up to 40,000 keywords. Assess which brands benefit the most from each keyword, and their respective shares of paid vs. natural clicks from the group of terms. Results can be narrowed by time period (flexible ranges that can be narrowed down to the day), demographics (age, income, and gender), match types (phrase or exact), or you can even filter your results by selecting specific destination sites. All of the reports are readily exportable for in-depth analysis and sharing within your organization or with clients.
Once you get started, you’ll manage and upload your keyword lists, and then be able to start digging right into the data. To upload your list, you can simply type in each term individually, or for larger lists, you can upload a CSV file.
In this example, we uploaded a list of non-branded “hotel” terms. Some of the keywords included in the list are: hotel, lodging, motel, resort, room, booking, etc.
Next, we specified the campaign length. For our example, we wanted to look specifically at the Summer months, a popular time for family vacations – we chose 12 weeks of data ending on Labor Day (Monday, 9/7). We also used the demographic filters to view males ages 25 and up, of all income ranges.
Search Market Share instantly provided an overview of paid v. natural clicks for our keyword list, as well as the top 10 brands that benefited from these terms, respectively. At first glance, we noticed that sites like expedia.com, booking.com, and tripadvisor.com led the charge for paid clicks. Interestingly enough, we also noticed some specific hotel brands finishing in the top 10.
Digging a little deeper, we selected the “Table” view at the top of the screen, chose paid clicks (you also have the option to view natural, and PLA ‘Product Listing Ads’ – under “Click Type”), and received a detailed breakdown of each site’s Paid Share and Paid Rate.
Paid Share is simply the share of paid search traffic the destination website earned compared to the other sites on the list. Paid Rate is the percentage of total search referrals that are generated for the destination website from paid clicks, potentially indicating how reliant a site is on paid clicks.
Search Market Share can be extremely valuable, particularly with the increasing popularity in PLAs. For those unfamiliar, PLAs allow ecommerce sites to display products and price points graphically directly on the search engine results page. These are crucial opportunities to capitalize on as you streamline your purchase process – particularly during the holiday period!
So what can Search Market Share data help you determine?
There are many answers. For starters, the data provided can help you make smarter decisions about which terms you should be investing in through your PPC efforts. If your brand isn’t finishing high on the list of paid share, perhaps you need to increase your campaign budget or improve the quality of your ads and landing pages. If your Natural Share is low, you likely need to enhance the overall SEO behind your site in order to finish higher on the SERPs, and garner the clicks you need to be more competitive. Always ask yourself, are you providing relevant and informative content? Put yourself in your consumer’s shoes – streamline their journey!
Another interesting use case for Search Market Share is to measure the competitive landscape for a particular set of terms. If you have a new set of terms, or even an existing set that you focus on optimizing, you can easily determine how active your competitors are with those terms, and ultimately help you prioritize where you should align your own brands efforts.
It’s that easy, and it’s powerful. This process can be repeated on a continual basis, and with multiple lists. You also can export the data as a CSV and IMG for easy, streamlined reporting and distribution to your colleagues.
Getting started with the tool is simple too. Contact our team today or call us directly at 866-633-8390 to discuss how you can better capitalize on your search marketing efforts.
Source:: Compete Pulse