Increase Paid Traffic through Non-Branded Search
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      Identify How Competitors are Advertising Their Products

      Learn which keywords and ad types are working for top selling competitors in the category

      Playbook Overview

      Optimizing your ad spend involves targeting high-impact keywords and reducing spend on keywords that aren’t helping your brand. This also means making sure the right items are displayed in ads for each keyword. In this playbook we will focus on the top selling competitors to see which keywords to take action on as well as which items to advertise for those keywords. 

       

      Time Required: 5 minutes

      Setting up the Report

      This report can be run for a general competitive category or if you have a list of target competitors it can be run for that list.

      For a Category

      1. Start by navigating to the Sponsorship Activity Tracker
      2. Select a Department
      3. Select one or more Category Trees and then change the Category Tree filter from “is” to “starts with”.
      4. In the more filters section set the Is Branded Keyword filter to no.
      5. In the more filters section set the Brand filter “is not” and input your brand

      For a List of Brands

      1. Start by navigating to the Sponsorship Activity Tracker
      2. In more filters Brand filter paste a list of any number of competitive brands.
      3. In the more filters section set the Is Branded Keyword filter to no.

      Scroll down to the Sponsorship Activity by Keyword tile for keyword sponsorship details.

      Example with “JLB” in the “Headphones” category

      How to use the data

      This report shows keywords where the selected competitors are currently advertising in terms of each brand’s sponsorship activity. Keywords are sorted by the Total Sponsorship Activity Index which accounts for the number of competitive ad placements in search and how long those placements appeared for each keyword.

      ℹ️ Pro Tip

      You can also take a deeper look into any of the keywords in the table by clicking on the Sponsorship Activity Index value and using the View Sponsored Items drill. Clicking on Total Sponsorship Activity will show all sponsored items, while clicking Sponsorship Activity for a specific ad type will show only the items advertised under that ad type.