The Head to Head report allows you to compare up to 3 competitors. The output is a venn diagram showing the relative size of each competitor and how significantly they overlap.
Using this tool, you can determine how similar competitors are and identify new Search Term Opportunities. For example, your competitor is appearing on a term with significant Market Share but you are not or you are appearing on a term organically but not as a paid result.
Open the Head to Head report by navigating to Competitors on the left hand side panel and then click on Head to Head Comparison.
In the search boxes at the top,enter the names of the competitors that you would like to compare (minimum 2, maximum 3) and then click Apply.
- The larger the circle, the more search terms that competitor appears on.
- Where two circles overlap, the competitors are both appearing on the same search terms. These overlapping sections are a darker shade.
- Three overlapping circles mean that there are terms that all competitors are appearing on.
To better understand what is represented by each circle, click on it. A box will appear detailing the:
- total number of terms the selected competitor appears on
- percentage of the selected competitor's terms others also appear on
- the number of terms they are not appearing on
Clicking on the Quicklink next to each number in the detail box will open Search Term Detail filtered for that segment.
Clicking the 'Export' button will output a CSV file containing a list of the search terms for all selected competitors, the Market Share of each term (i.e. how important that term is to the Whole Market) and which competitor(s) appeared on the term.
Head to Head Reports can be filtered:
- by device: Desktop / Mobile (if you have Mobile data turned on)
- by Text Ads / Organic Listing / PLA (if you have PLA data turned on)
- by Search Term Group
After you have selected your filtering options, simply click the Apply button to update the report.
How can I identify quality search terms that I am not bidding on that could be added to increase my traffic?
Option 1. Enter yourself and your top two competitors. Export the data, filter for any terms you are not appearing on but your competitors are (optionally exclude any competitor brand terms) add any terms with a large Market Share to your adwords account.
Option 2. Enter yourself and your top two competitors, filter for Organic listings and Run the report. Export the data, filter for any terms you are not appearing but your competitors are. Add any terms with large Market Share to your adwords account.
Option 3. Compare the organic export with the paid export. Are there any gaps, terms you appear on for organic listings that could perform well in paid search.
There are search terms that this report says I am not appearing on, but do appear in my Adwords account, why is this?
You can see a list of possible reasons for this and actions to take in this article
The date range button is greyed out - why?
At the moment, it is not possible to change the date range for Head to Head comparison.
How do I set up Scheduled Reports for Head to Head Comparison?
If you would like to learn more about Scheduled Reports, you can find more information on that here. The Head to Head Scheduled Report can be filtered by Competitor Group and/or Search Term Group. You will be able to compare Search Term overlaps with more than 3 competitors.