Search Ads Overview Analysis


The Search Ads Overview page helps you view key metrics to help you understand the popularity of your site versus your competitors, along with the channels bringing traffic to the sites.

You can see:

  • Total Search Visits: Total number of visits generated by search results (in actual numbers or percentages).

  • Organic vs Paid: Distribution of organic traffic (visits to your website as a result of unpaid "organic" search results) versus paid traffic (visits to your website after you have paid for advertising promotions).

  • Branded Traffic: Share of website visits generated by branded keywords (search terms including the brand’s name and variations) vs. non-branded keywords.

Whether users are searching for a specific brand name or a specific search term, you can decide to use generic or branded keywords to capture a wide range of customers and increase your conversion opportunities.

Search Traffic & Engagement

This section shows traffic generated to the website by organic and paid search and key engagement metrics related to those visits.

In the graph, you can see:

  • Traffic Share: Estimated traffic sent to each to the analyzed page (or domain) in percentage compared to the total website's search traffic.

  • Avg. Visit Duration: Average duration of the visit in hours, minutes, and seconds. Longer visits may suggest that visitors interact more extensively with the website, which may mean they find it a rich source of relevant information and knowledge. The more time a visitor spends on the website, the more likely they are to convert. Note: This average includes bounced visits. For more information, see our Glossary.

  • Pages/Visit: Average pages per visit for the selected time period. More pages per visit often indicate that users are highly engaged and willing to explore more of the site.

  • Bounce Rate: Percentage of visitors who enter a site and then leave after visiting only one page. For more information, see our Glossary.

Note: Toggle Month to Date to gain valuable insights. Understand trends to date for traffic and engagement metrics per channel to adjust and optimize your acquisition strategies.

In the tabs, you can see the breakdown of:

  • Organic and Paid: View a breakdown of organic and paid traffic.

  • Branded and Non-Branded: Understand a company’s overall marketing strategy.

    If the focus is on branded keywords, this would indicate a company is strengthening its brand with its existing customer base. If a company is trying to broaden its audience, it would focus on non-branded keywords.

  • All Search Types: See how certain search traffic types are performing over time. This includes regular search, news, image, video, shopping, and maps.

    This will allow you to see where your competitors are focusing their efforts and how effectively these channels are performing.

Note: When selecting a specific filter, you cannot use other filters.

Search Sources

Here you can see:

  • Search Traffic by Type: Breakdown of search traffic by search type, such as regular search, news, image, video, shopping, and maps.

  • Search Traffic by Engines: Breakdown of search traffic by search engines, such as Google, Yahoo, Bing, etc.

Note: You can export to Excel or download a PNG file for use in a presentation, email, etc.


Digital Marketing > Competitive Analysis > Search > Overview

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