Use the Head to Head Comparison to analyze up to three competitors, calculate the total percentage of shared search terms, and uncover new search term opportunities. The Venn diagram provides a clear visual representation of each competitor’s relative size and the extent of their overlap.
- Navigate to Head to Head Comparison
- Date Picker
- Filters
- Interpreting the Venn Diagram
- View More Detail
- Tips for Using Head to Head Comparison Report
- Export data
Navigate to Head to Head Comparison
To view the Head to Head Comparison report, go to the left-hand navigation menu, click on the Competitors tab, and select Head to Head Comparison from the dropdown list.
Date Picker
The date picker, located in the top-right corner, is fixed to the last 30 days and cannot be modified.
Filters
Use the search boxes at the top to enter the competitor domains you want to compare (minimum of 2, maximum of 3). Then, choose your preferences:
- Device: Desktop or Mobile
- Type: Text Ads, Organic Listings, or PLAs (if PLA data is available)
- Search Term Group: Leave unselected to view all terms
Interpreting the Venn Diagram
- The size of each circle represents how many search terms a competitor appears on—the larger the circle, the more terms they cover.
- Overlapping areas between two circles indicate shared search terms between those two competitors.
- Where all three circles overlap, it shows search terms that all competitors have in common.
View More Detail
To gain deeper insights into each circle, simply click on it. A pop-up box will display:
- Search Terms - The total number of search terms the selected competitor appears on.
- % Shared Search Terms - The percentage of selected competitors’ search terms that are shared by at least one other of the selected competitors.
- All Search Terms - The number of search terms all selected competitors appear on.
Use the quicklinks within the detail box to jump straight to the Search Term Detail page, pre-filtered by that segment.
Tips for Using the Head to Head Comparison Report
- To uncover valuable search terms you're not bidding on, run the report including your domain and those of your top two competitors. Export the data and filter for terms where your competitors appear but you don’t. Exclude competitor brand terms if needed, and focus on those with high market share.
- You can also compare Organic listings by running the same report setup. Export and filter for organic terms your competitors rank for but you're not and consider adding high-performing ones to your Paid search strategy.
- Finally, compare Organic and Paid search exports to spot gaps. Look for terms you rank for organically that aren’t yet in your Paid campaigns — these can be strong opportunities to expand traffic.
Export data
Clicking the CSV Export button will generate a CSV file that includes a list of search terms for all selected competitors, the market share of each term (indicating its importance to the overall market), and the competitor(s) that appeared for each term.
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