Advertising coverage

Advertising coverage is a very useful feature on a competitive analysis report. By looking at it, you can see at a glance, how strong a specific competitor is for a set of keywords you are also considering for your campaign. It shows you the likelyhood of both your ads and a competitor's being triggered by the same search, and the estimated ad position of both depending on the estimated CPC, so you can take an informed decision about the usefulness of bidding for specific highly competitive keywords, or the type of ad copy that would make you stand out in the eyes of a potential visitor. iSpionage Competitive Intelligence tool offers an easy to understand interface with all the information you need about your competitor's ad coverage.

The two main values we are looking at when estimating the advertising coverage of a competitor are the keyword coverage and the impression share. The Keyword Coverage tells you how many of your selected keywords trigger a specific competitor's ads, and it's extremely useful to avoid competing against specific websites. On the other hand, the Impression Share estimates the potential amount of impressions for all your keywords (depending on the estimated search volume for every one of them) and in how many of those searches a specific website ads will display. By combining those numbers is easy to see at a glance the strength of the campaigns of your direct competitors for the keywords that are being considered.

iSpionage Advertising Coverage report also provides more specific data for each individual keyword, allowing you to see the ad coverage for each specific keyword, it's average cost per click and its average position when triggered. Since the higher the ad position the higher the chances a user will click on it, targeting keywords your competition isn't displaying very high on may result in more clicks than targeting those for who they are always number one. It also helps reducing the overall cost of a campaign by allowing you to know how much your competitors are estimated to be bidding on a keyword, so your bid is just high enough to pass them without being excessive. In many cases, users will click only on paid search results that display on the first page, but the ads that doesn't trigger first page impressions are also displayed on a separate tab. 

An in-depth advertising coverage report gives marketing professional a unique insight into what their ads are up against, both in terms of competing websites and ad position, helping them take better decisions about the campaign and reduce the need for trial and error. At the same time, it's a great way to study the competition and what their marketing strategies are, allowing your company to learn from them without having to repeat the same mistakes. Mistakes and trial and error cost money, and by having such a wealth of information at your fingertips you can benefit from the research done by your closest competitors. For this reason, iSpionage Competitive Intelligence tools offer the best tools to create campaigns that are more targeted to your audience, with a focus on improving performance and lowering costs.