All data has been randomized, masked, and altered for demo purposes only. Videos will highlight functionality and tangible business insights.

The Keyword Percentage report is designed to show how competitors in the online market space are allocating spend, with the ability to see how brands are adjusting their budgets & targeting search terms.

The dataset is from an online retailer, Traffic is equivalent to a click online. Think of clicking on a product before adding it to your cart. Ad Spend is the estimated amount of money that is spent upon that specific keyword on that retailer website. A keyword is what is searched by a user on the website, think of inputting something into a search bar. The % Traffic represents how much traffic that specific keyword generates for the brand. The % Traffic_MS represents the total traffic of the market share for that word.

In the default example, the top 3 brands (BottledUp, Riverly, & Springwater) of Beverages in terms of traffic are shown, with the keywords listed in terms of relevance. Looking at just the word “water” in the first row, 5.78% of all Riverly’s traffic is from “water”. They also hold a 5.91% traffic share of the word “water”. However, they tactically spend nearly a 3rd (32.43%) of all their advertisement on the word “water”. This represents a 13.2% share of ad spend on the term “water”. This means that Riverly is over-indexed when it comes to spend - they are spending more without getting an equal amount of traffic.

Compare this with Springwater, who represents 12.7% of all spend on the term “water” but generates one-fourth (24%) of the traffic. Springwater is under-indexed, meaning that they are not spending up to their share amount. There can be many reasons for this, as Springwater may have products more relevant to the “water” search term.

Riverly has a near-monopoly on the term “lemonade”, as they account for 95.7% of the traffic of that word. BottledUp is in a similar situation with “almond milk”.

Using this information, brand managers of BottledUp, Riverly, and Springwater have clear areas where they can adjust their advertisement strategies to be more efficient and capitalize on targeted keywords.