SEM Auction Insights & Competitive Intelligence

Meridian HR Software • Monthly Spend: $340K • Last Updated: May 15, 2024 14:32 UTC

Active Competitors Tracked

RivalA (Workday SMB) RivalB (BambooHR) RivalC (Rippling) RivalD (Gusto) RivalE (Namely) RivalF (Paycor)

Branded AbsTop IS

78.2%

▼ 12.8 pp vs. 3w ago

IS Lost to Rank

14.3%

▼ 2.1 pp MoM

IS Lost to Budget

8.7%

▲ 1.3 pp MoM

Overlap Coefficient

70%

▲ 18 pp M4

Avg Outranking Share

62.4%

▲ 3.2 pp WoW

Cost Per Auction Won

$4.82

▲ $0.34 WoW

Competitor Impression Share Overlap Heatmap

Percentage of impressions where both you and competitor appeared (last 30 days)

RivalA

RivalB

RivalC

RivalD

RivalE

RivalF

Branded

42%

89%

28%

15%

11%

Non-Brand

67%

61%

78%

49%

34%

41%

Competitor

58%

52%

71%

46%

38%

50%

Generic

59%

65%

69%

75%

62%

55%

Outranking Share vs. Competitors

Your % of auctions where you outranked competitor

Position Above Rate by Competitor

% of time competitor appeared above your ads

Impression Share Lost to Budget — Daypart Heatmap

Peak budget constraints during evening hours (18:00–21:00) and Sunday mornings

Mon

Tue

Wed

Thu

Fri

Sat

Sun

00–06

18%

06–12

22%

12–18

10%

11%

12%

11%

13%

18–24

15%

17%

19%

21%

24%

14%

12%

Quality Score Distribution

Your account vs. competitor benchmark

Impression Share Trend (90 Days)

Search IS vs. IS Lost to Rank/Budget

Ad Copy Theme Radar

Competitor messaging focus

Top 5 Overlap Keywords

Highest impression volume

hr software 6 rivals

payroll system 5 rivals

employee management 6 rivals

hris platform 4 rivals

workforce software 5 rivals

Sentiment Shift Index

Change in competitor tone

RivalB +18%

RivalC +12%

RivalA +4%

Competitor Intelligence Summary

Competitor	Overlap Rate	Position Above	Outranking Share	Est. Daily Spend	Active Ads	Landing Page QS Δ	Threat Level
RivalB (BambooHR)	89%	67%	41%	$8,200	34	-1.2	Critical
RivalC (Rippling)	78%	54%	52%	$11,400	41	-0.8	Critical
RivalA (Workday SMB)	67%	48%	58%	$9,600	28	-0.4	Elevated
RivalD (Gusto)	49%	39%	65%	$7,800	22	+0.3	Moderate
RivalF (Paycor)	50%	35%	69%	$5,400	19	+0.6	Low
RivalE (Namely)	38%	28%	74%	$3,200	15	+0.9	Low

Auction Share Flow — Top 20 Revenue Keywords

Impression distribution across all auction participants

Weekly Alert Summary

CRITICAL

RivalB brand bidding: Branded AbsTop IS dropped 12.8 pp in 3 weeks

CRITICAL

RivalC expanded to 47 new non-branded keywords; overlap coefficient jumped to 70%

WARNING

Evening (18–21h) budget constraints causing 15–24% IS loss

OPPORTUNITY

RivalE reduced spend 22% WoW; consider keyword expansion in competitor terms