The Co-Opt Analysis identifies keywords where the paid and organic data are not collaborating. There are many types of analysis such as the Paid By CPC, Paid by Media Spend, Paid by CTR, Paid by Clicks, Paid by Bookings, Paid by Revenue and Paid by Demand.

The purpose of this type of performance modeling is to evaluate the collaborative deployment of paid and organic search. It is important to understand that this is not a paid search vs. SEO environment but a PPC + SEO scenario to understand and maximize the collaborative as well as reduce the cannibalistic impact of using the two techniques simultaneously.

To view and manage co-opt analysis, follow the steps given below.

    1. Navigate to the Co-Opt Analysis option in the Main Navigation Menu.

The Co-Opt Analysis page will be displayed.





It has the following fields:

Field Name

Description

Example Value

Keyword

This refers to the list of keywords on which the co-opt analysis was made.

Hotel max

Match Type

It refers to the type of match of keywords. It can have one of four match types. These include broad match.

exact

Demand

This refers to the number of searches made for a particular search keyword. It shows how many searchers used that keyword in total in the search engines.

0

PPC Imp.

This refers to the number of impressions made through PPC.

1089

PPC Clicks

This refers to the number of clicks made through PPC.

1

PPC Click Rate

This refers to the metric that measures the number of clicks advertisers receive on their ads per their number of impressions. Achieving a high click-through rate is essential to your PPC success.

0.09%

CPC Amount

This refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns. (Cost Per Click)

$9.86

Paid Conversions

It refers to the number of sales of a product made to consumers whose interest sparked by clicking the advertisement/keyword.

0

PPC Revenue

This refers to the revenue generated from the PPC ad campaigns.

$0.00

Media Spend

This refers to the amount spent on media ads.

$9.06

Organic Rank

This refers to the rank achieved through organic keyword.

NR

Organic Visits

 

 

Organic Conversions

This refers to the number of conversions made through the organic keyword.

0

Organic Revenue

This refers to the amount of revenue generated from organic conversions.

0


      

     2. Within Co-Opt Analysis there are many types. They are Paid By CPC, Paid by Media Spend, Paid by CTR, Paid by Clicks, Paid by          Bookings, Paid by Revenue and Paid by Demand. Select the required type of Co-Opt Analysis from the Analysis drop down list.


     3. To compare the results for a period, select the starting date period from the End Date calendar and the ending date period from the Compare    calendar.  

   

The results of Co-Opt Analysis based on the filters applied, will be displayed.