Whether you want to investigate a change in performance, understand a competitor’s brand bidding strategy or optimize your own brand bidding strategy, Brand Radar provides you with an in-depth understanding of your brand performance across your entire competitor set. At a glance you can identify who's bidding on your brand, when they're doing it and the adverts they're using. All the data is readily available in easily consumable formats and fully exportable for deeper analysis. In this article we'll talk about the following:
The data can be filtered down by competitor groups and individual competitors but will only surface data on your brand and brand generic search terms, so any search term group of type 'Brand' or any individual search term that contains your brand.
Compare Date Ranges
Use the date picker in the top right of the page to select the date range you'd like to analyze. In charts containing arrows and percentages, you can compare two date ranges to enable period on period analysis. This becomes useful if you want to understand the impact of a change you made in your brand bidding strategy or how an event in your market (new competitors/seasonal events/changes in competitor brand bidding strategy) has impacted your brand bidding.
The main date range is dark blue in the date picker; it filters the information surfaced across the page. The comparison date range is light blue; it filters the trending percentages and arrows across the page. You can select different levels of dates in the tabs at the top:
- Days: Select specific days or sets of days from the last 30 days
- Weeks: Select specific weeks or sets of weeks (Sunday to Saturday) from the last 13 months
- Months: Select specific months or sets of months such as quarters or years
The primary and comparison ranges must always be of the same length to ensure an accurate period on period analysis.
My Brand Ownership
These four metrics show your performance on your brand on desktop and mobile - your Share of Clicks, Share of Impressions, Share of Spend and Average Position. Click on the 'Trends' link to see how each metric has been trending over the selected time period.
The arrows and percentages indicate how much each metric has changed between the main and comparison date range and if no comparison data is available, this shows 'n/a'.
Competitive Performance Overview
Share of Clicks vs Share of Spend
This comparison graph allows you to see at a glance how your competitors are performing on your brand. The bars represent Share of Clicks and Share of Spend across both devices for you and your top 5 competitors advertising on your brand, ranked by Share of Clicks.
To remove one or multiple metrics, click on the menu item and it will become greyed out. To reinstate, simply click again. Hover anywhere on the graph to open a label showing the exact Share of Clicks and Share of Spend percentages for both devices for the coinciding competitor.
Click the menu icon on the top right of the graph to download the data in a variety of formats including PNG, JPEG, SVG vector image.
Performance Analysis
This table allows you to analyze your performance against your top 5 competitors appearing on your brand ranked by Share of Clicks. At a glance see how your key performance metrics (Share of Clicks / Share of Spend / Share of Impressions / Average Position) compare against your competitors.
The arrows and percentages indicate how much each metric has changed between the main and comparison date ranges you have selected. If no comparison data is available this shows 'n/a'.
Clicking on any of competitor domains links through to the Competitor Dashboard, where you can view their key performance metrics for all the search terms that we have seen the competitor appearing on over the previous 7 days.
The table contents can be exported as a CSV file.
Competitive Strategy Analysis
This chart provides a visual way to understand your competitors' strategy on your brand. Select either Share of Clicks or Share of Spend in the drop-down to see how this metric correlate to Average Position and Estimated Impressions for you and your top five competitors.
The sizes of the circles denote how many Estimated Impressions each competitor has received. Hovering over a circle shows that competitor's performance metrics. If you want to focus on a particular competitor/device, circles can be hidden by clicking on the item in the legend at the bottom of the chart.
Click the menu icon on the top right of the graph to download the data in a variety of formats including PNG, JPEG, SVG vector image or CSV export.
My Top Brand Terms Ranked by Total Est. Clicks
This table shows your top performing brand and brand generic search terms ranked by total estimated clicks. For each search term, it shows the Estimated CPC range and Total Estimated Clicks for all competitors advertising on it. Click on Search Term Details for more information on those terms.
The arrows and percentages indicate how much each metric has changed between the main and comparison date ranges you have selected in the date picker at the top of the page. If no comparison data is available, this shows 'n/a'.
The table contents can be exported as a CSV file.
Top Ads Ranked by Est. Impressions
This widget shows the top ten adverts appearing on your brand based on Estimated Impressions. You can switch between mobile and desktop adverts using the toggle in the top right, or filter the adverts by a specific word or phrase within the search box. Click on Top Ads to investigate these adverts further.
Click on the Search Terms hyperlink in the table to see more details on the search terms the ad has been appearing on.
The table contents can be exported as a CSV file.
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