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How to run a Portfolio Performance Report Search Term Portfolios have been designed to provide greater insight into how competitors are performing for products, but this is not their only application. Portfolios are essential for understanding the overall demand and lifecycle of a product so that you can plan and implement your campaigns more effectively, as well as measure their success.

What are the main benefits of running a Portfolio Performance Report? • Understand the ‘typical’ lifecycle of a product to plan the start and end of your campaigns • Establish which product has the greatest online demand • Demonstrate increasing search demand for items outside your current range will support a business case for product expansion • Benchmark your brand strength against competitors and assess the impact of recent campaigns

What will you learn in this guide?

1) How to build a Search Term Portfolio 2) How to run a Portfolio Performance Report 3) How to chart portfolios against each other

What is a Search Term Portfolio? A Search Term Portfolio is a collection of search term variations. Portfolios can include products (coffee makers, kettles), clothing types (dresses, shirts), brand variations as well as your SEO/ PPC campaign terms. Portfolios you have built in your access will be available under the Custom Lists tab in Hitwise.

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1) How to build a Search Term Portfolio • From the home page click on the Reports tab• Select Search Intelligence • Change the Subject to Search Term • Type in the product/ brand you want to create a portfolio for i.e. SLR cameras• Change the Period to 12 Weeks • Generate Report • From the results you can either individually select the terms you wish to include • OR select the Export button to extract up to 50,000 variations at a time as a CSV• Once saved to your desktop you can upload the CSV into the Custom Lists area of your access by clicking on the Search Term Portfolio tab, creating a name for the new portfolio and Upload CSV

OR

Then

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What is a Portfolio Performance report? Once you have customised the Search Term Portfolios in your access you will be able to benchmark these against each other for Share of Searches/ Search Clicks to establish which products you want to prioritise

2) How to run a Portfolio Performance Report • From the home page select the Reports tab• Then highlight Search Intelligence in the Report Panel • In the Subject select Search Engine and from the drop down menu below All Engines • From the Report menu highlight Portfolio Performance • Generate Report

3) How to chart portfolios against each other • From the list of results tick the Search Term portfolios that you wish to chart • Select the Chart button and Update Chart • Generate Report • You can customise the charting Period to 12, 24 or 52 weeks. • There are multiple Metrics that you can apply to these reports and the accompanying

charts, depending on your search goals: Searches, Search Clicks, Paid Clicks, Organic Clicks, Paid Rate, Organic Rate

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Select portfolios you want to chart > Update chart

Change the custom dates to 12, 24 or 52 weeks