Experian Hitwise: How to create a Search Term Portfolio

Transcription

1 Search s allow you to group a number of search terms together to evaluate them as a collective. For example you could create portfolios for products, brands and SEO/ PPC campaign terms. What are the main benefits of building a Search? Benchmark your search performance for a collection of terms Benchmark your brand searches against competitor brands Determine if you are increasing your share off the back of a particular search campaign Uncover search opportunities not included in current campaigns Find affiliate sites that perform well for the terms you are interested in Assess search demand and seasonality to plan your campaigns What will you learn in this guide? How to view your Search s 3. How to upload your own campaign terms into a Search 4. How to run a Downstream Websites Report on a Search 1. Click on the Reports tab in the tool bar Select Search Intelligence in the Report Panel Change the Subject to Search Term and type in the term that you want to profile (e.g. rugby shirts) Choose to expand variations using Broad Match Search Term Variations is the default report Change the Metric to either Searches or Search Clicks Set the Period to 12 weeks And amend the End Date as required Generate Report From the search results returned use the tick boxes to select the variants you want to add to the portfolio Go to the Portfolio button In the drop down Add selection to new portfolio To create a robust portfolio it is recommended that you add 52 weeks of data Stretch the End Date back to the previous 12 weeks Go to the Portfolio button Add to Portfolio and click on the portfolio you have already built from the list (e.g. rugby shirts) to add the terms

2 Select the variations you want and add them to a New portfolio To analyse the portfolio over a full year repeat the previous steps but change the end date to include data from the previous 12 weeks until you cover 52 weeks.

3 2. How to view your Search s Click on the Custom Lists tab in the tool bar In the List Manager click on Search s When the clock symbol is present the portfolio is building. It will take 2-24 hours to build. 50,000 terms can be added to a Search.

4 3. How to upload your own campaign terms into a Search Click on the Custom Lists tab in the tool bar In the List Manager click on the Search tab Name a new portfolio and press Create Press Upload CSV If you have saved your campaign terms to your desktop in a CSV file you can select this Press Add and the terms will populate in the portfolio Name and create a new portfolio Save your PPC/SEO terms as a CSV file on your desktop and use the Upload CSV button to import them into your Experian Hitwise access To save time you can also export term in bulk out of Experian Hitwise as a CSV file and use the above process to re-upload them.

5 4. How to run a Downstream Websites report on a Search Click on the Reports tab in the tool bar Select Search Intelligence in the Report Panel Change the Subject to Portfolio Select your Portfolio from the drop down Change the Report to Downstream Websites Generate Report