Run the Search Keyword Insights App

Installing the Search Keyword Insights app creates an app page that shows all search terms that weren’t covered by your SEM. It also shows organic and paid data side by side so that you can compare their performance.

1. In Marketing Cloud Intelligence, on the Marketplace tab, select Apps.
2. Click Installed Solutions, and then select the Search Keyword Insights app.
3. Filter the app page by a specific measurement or by Magic and the date.
4. Search for terms in the Search bar.
5. Change the view of the app page from list to table view.
6. Add or remove columns in the tables, but only in the Organic and Paid Insights tab.
7. For more insights, click these tabs:

   Potential Paid Coverage Opportunities	View all search terms that weren’t covered by your SEM, which means there was no match between the search term and your paid keywords. By default, the data is in the form of a word cloud. The terms with the highest results appear and the rest of the terms are scattered above the term. The terms are in different colors and sizes based on their score. If you hover over a term, the data appears below the word cloud. By default, the list is sorted by Magic. If you search for a specific value, the results are updated with the top 50 results based on Magic’s score or another measurement.
   Organic and Paid Insights	View your organic and paid data side by side to compare their performance. An AI algorithm calculates the top keywords that are the closest to each search term. The SEO data appears on the left and the SEM data appears on the right. You can see if you created keywords for each common search term, how many were created, and which keywords covered your search terms. To change the data displayed, use the filters All, Above Avg, and Below Avg. Add or remove columns to emphasize important aspects for each stakeholder. For example, show the business metric as spend and conversion rate for executive managers. Show more tactical metrics such as CTR, clicks, and impressions for SEM managers.
   Organic Search Terms Trends (Top 10)	View the top 10 search terms that encountered a change during a specific period. For example, a change refers to an increase or decrease in impressions from last week to this week or last month to this month. Apply these filters: Increase or Decrease - Which terms had an increase or decrease. All search terms that appear in red decreased in the measurement you filtered by during this period. No Paid Coverage or Paid Coverage - Which terms were or weren’t covered by your SEM or not covered during this period. For example, filter the insights to include only terms that aren’t covered by any of your paid keywords. MoM or WoW - You can compare by month to month or week to week. The weekly period is defined as Sunday to Sunday. So if you have partial data, the system finds a complete period to use. Measurement - Choose which measurement method you want to see a change for during the comparison.