KEI stands for Keyword effectiveness index.
It is our proprietary scoring system to indicate the effectiveness for a keyword for a PPC advertiser.
Essentially, KEI helps you to get the signal from the noises. It allows you to really focus on the most important keywords.
It is based on the following logic: If a competitor advertiser has been using a keyword for a long time, and they are still using it - it is likely working for them. If this is the case, then the KEI will be high.
The higher the number, the greater chance that the keyword is a profitable one for the advertiser.
KEI is calculated based on two factors:
- How long the advertiser has been using the keyword (Days Seen), and
- If the keyword is still being used (Last Seen).
Example 1: Suppose “Credit report” is a keyword phrase that has been used by Freecreditreport.com for 365 days and the Last Seen Date was yesterday. There’s a good chance that “credit report” is a profitable keyword for Freecreditreport.com, otherwise they would’ve stopped advertising using this keyword. Thus, the KEI will be higher.
Example 2: The keyword “credit report history” was used by Freecreditreport.com for the past 300 days, but the Last Seen date was 60 days ago.
Why would they stop advertising using this keyword if it had been profitable for them? The fact that the last seen date was 60 days ago means that this keyword was no longer effective for them, thus the KEI will be lower.