Campaign Intelligence

Campaign intelligence provides information as to which keywords are being bid on in the competitor's paid campaigns.

To view the campaign intelligence data, click on the result in the Paid terms column.

Paid
Clicking on the Paid terms for business.com

Analyzing the data

The full report will tell you that business.com are running a very comprehensive search engine marketing campaign on Overture / Yahoo Search Marketing, and are paying to have their URL listed in the top 10 search results for hundreds of different search terms.

At the time the above image was captured, business.com had no paid listings on Google.

business.com had no paid listings for the term "business directory". This means that their best performing search term is due to organic search engine results.

If you know which search terms your competitors are paying for, you can place higher bids on the same search terms. This will dilute the amount of traffic that your competitors receive, while at the same time increasing your own traffic share.

Every listing has a DATE. This tells you when your competitor received the last click from the paid listing, or when the ad has last appeared. This information in itself is quite valuable, because it identifies the search terms that your competitor is no longer bidding for, and can indicate poorly performing keywords with low ROI that have competitors been abandoned.

You can avoid many costly mistakes by learning from your competitor's past campaign history.

For example: an autoweb.com paid listing for "Buick Estate Vehicles" shows up for "realestate" related searches on Overture. Issues like these you can pick up either by analyzing your competitor's Campaign Intelligence, or your own log files AFTER you have paid for the clicks.

Because the Campaign Intelligence reports include the RANK and the number of competing ads, you can use the data to quickly spot niche terms. It also provides a good indication as to which terms your competitors value more highly, as ads that perform well tend to be ranked higher.

A working demo of the campaign intelligence feature can be viewed at
http://ci.trellian.com/ci-advertisers.html?shost=business.com&search=Search

Paid
The paid term results for business.com

Term:
The paid search term/phrase

Rank:
The rank of the term

Ads:
The number of competing ads for the term

Date:
The date of the last recorded click or ad impression for the paid term. Click data is updated at the beginning of each week

Volume:
The percentage that each paid term contributes to the total paid term traffic for the domain

Status:
The status column will display a NEW icon, if the search term has been added to our database in the last 7 days.
The status column will display a red cross if the search term is no longer being paid for.

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