---
schema_version: "1"
id: 9c32157449c2c593a78808ca7ea2729cc5bcf7bd3b212ecb36a4e9712fed2c73
title: Run the Search Keyword Insights App
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/dato_market_keywords_run.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.dato_market_keywords_run.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 0ebf0a09da3378ad210584aa3d283379bfb9d35ecd744ca376337c9c37358d1b
description: 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.
products:
  - Marketing
  - Marketing Cloud Intelligence
release: "264"
---
# 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.

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            <th scope="colgroup" class="slds-cell-wrap" colspan="2" style="vertical-align:top;" id="d37243e38">REQUIRED USER ROLE</th>
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            <td data-label="REQUIRED USER ROLE" class="slds-cell-wrap" style="vertical-align:top;" headers="d37243e38 ">To view Marketplace apps</td>

            <td class="slds-cell-wrap" style="vertical-align:top;" headers="d37243e38 ">Admin, Power User, or Viewer</td>

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This app uses a predefined Marketing Cloud Intelligence calculated measurement called Magic. You can sort your results using Magic in a few different places in run mode. Magic identifies which search terms have a high probability of clicks per their position. The magic formula is based on these assumptions:

- A position higher than 5 is considered bad and has a lower chance of getting clicks.
- Click Through Rate (CTR) is a personal metric, so it’s calculated differently for each customer. A good CTR is higher than the average CTR for the specific client.

Typically Magic performs this calculation: If the term has a bad position but a high CTR, the position, the CTR, and a ratio of the impressions (to normalize) are multiplied to produce a score.

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:
    
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                  <strong class="uicontrol">Potential Paid Coverage Opportunities</strong>
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                <td class="slds-cell-wrap" style="vertical-align:top;">
                  <p>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.</p>
                  <ul>
                    <li> 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. </li>
                    <li>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. </li>
                  </ul>
                </td>

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                  <strong class="uicontrol">Organic and Paid Insights</strong>
                </td>

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                  <p>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. </p>
                  <ul>
                    <li>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. </li>
                    <li>To change the data displayed, use the filters <strong class="uicontrol">All</strong>,
                      <strong class="uicontrol">Above Avg</strong>, and <strong class="uicontrol">Below Avg</strong>.
                    </li>
                    <li>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. </li>
                  </ul>
                </td>

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                  <strong class="uicontrol">Organic Search Terms Trends (Top 10)</strong>
                </td>

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                  <p>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:</p>
                  <ul>
                    <li><strong class="uicontrol">Increase or Decrease</strong> - Which terms had an increase or
                      decrease. All search terms that appear in red decreased in the measurement you filtered
                      by during this period.</li>
                    <li><strong class="uicontrol">No Paid Coverage or Paid Coverage</strong> - 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. </li>
                    <li><strong class="uicontrol">MoM or WoW </strong> - 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. </li>
                    <li><strong class="uicontrol">Measurement</strong> - Choose which measurement method you want to see
                      a change for during the comparison. </li>
                  </ul>
                </td>

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Watch this video about the Search Keyword Insights app: