The Paid Search Overview page provides the key metrics and insights needed to conduct a comprehensive analysis of a paid search strategy.

The Paid Search insights give PPC Managers and Performance Marketers the ability to understand the budgets, keywords, and ads driving a competitor's paid search campaigns, then plan their own paid search efforts in more detail.

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What is the value?

Quickly and comprehensively evaluate the paid search strategies of competitors with ease using the insights from the Paid Search Overview page.

Paid Search Overview page includes the new PPC Spend estimation metric, among other powerful traffic and engagement metrics to provide a unique view of when competitors are investing in PPC campaigns, how they are performing at driving traffic, what paid channels they are pushing their campaigns across, and more.

The Paid Search page provides Performance Marketers a holistic view of any website's paid search activity by offering insights through metrics such as:

  • Total Paid Search Traffic as a percentage of all search traffic

  • Top paid keywords driving traffic to websites - with a view on traffic share, CPC, and volume

  • Paid search traffic over time - filtered by day, week, or month

  • PPC spend over time

  • Paid search engagement metrics

  • Top search ads

  • Top product ads

Paid Search metrics and insights are great for:

Marketing Managers
Paid Acquisition Managers
Agencies
Advertisers
Media Buyers
Digital & Display Managers

How to use the paid search overview page

Using Similarweb Digital Marketing Intelligence solution, go to Competitive Analysis module.

  1. From the left sidebar, select Competitive Analysis and enter the website domain to be analyzed.

  2. Use the filters in the top bar to set the timeframe and country.

    top_filter_bar.png

    The Page Search Overview page displays.

    insights_icon.pngKey Insights:

    • Total Paid Search traffic as a % of all search traffic

    • Top Paid Keywords includes: Traffic Share, CPC, Zero-Click %, and Volume

    • Traffic and Engagement includes: Traffic, Visit Duration, Bounce Rate, and PPC Spend

  3. See the PPC Spend metric to get an estimation of PPC Spend over time.

    SimilarTip: Use the PPC Spend metric to pinpoint where competitor campaigns have received greater investment, pinpoint what Paid campaigns have delivered traffic and whether they led to better engagement onsite. Use this as a guide and benchmark to refine your own tactics for success.

  4. Review the Top Search Ads and Top Product Ads being used as a part of the paid search campaigns. Identify messaging, copy, snippets, images, and more that have resulted in traffic growth or decline.

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