All Keywords (Kombat category): Keywords that any of these domains buy. Even if one domain in this list buys a keyword that others don't, that keyword will be added to this list. It's a way of seeing the entire keyword universe for this group.

Core Keywords (Kombat category): These are keywords that all of the listed domains buy. As you add more competitors, this category likely gets smaller. There are fewer keywords that all domains would share.

Consider Buying (Kombat category): These are keywords that the primary domain (the first one listed) does not buy, but all other listed competitors do.

Potential Ad Waste (Kombat category): These are keywords that only the primary domain (first one listed) is buying. None of these competitors are. Some of these might be branded terms or exclusive products. That's why we say these this is potential waste as opposed to certain waste. Review them carefully and consider setting some of the underperforming keywords to negative match.

You can find more information on how to use these segments here.

Total Keywords/Monthly Clicks: These metrics shown at the top of the keyword list will update every time you filter the keywords or change your segment. It shows the keyword count and estimated traffic that comes from the keywords currently being displayed.

Hide Your Site's Paid Keywords: If you type in your own domain, you can filter out any keywords that you already advertise on. This works best when your search starts with a domain that is not your own.

Keywords Include/Exclude

This serves two purposes. The include filter requires that what you type appears in the results. That helps you narrow the results to specific topics. The exclude filter helps you avoid branded terms you don't want to target or products/categories you don't offer.

Search Volume: This shows the number of searches done this past month across the US on Google.com (or in the UK on Google.co.uk if you are looking at UK data). We blend data from multiple sources to give a better snapshot of search activity on this keyword, so it won’t be identical to Google’s metrics for search volume.

Cost per Click: The average amount advertisers pay Google anytime someone clicks their own ad for this keyword. The default is “broad match” costs, but exact match and phrase match are available.

You can find more information on Google's match types here.

Ads: This is the total number of advertisers we've seen over the last 6 months for this keyword. It's helpful to know how competitive the field is and how many advertisers have tested this keyword over time.

Mobile Searches (Percent): When we have a breakdown of how many of the searches for this keyword come from mobile vs desktop, we will show it here.

Paid Clicks (Percent) Of all clicks made to this keyword's SERP, this percentage measures how many went to the paid ads.

Monthly Cost: Our estimate of what an advertiser would spend, on average, to advertise on this keyword each month. We include it with SEO research to help with reference points and benchmarks.

Keyword Difficulty/Ranking Difficulty: We’ve calculated how difficult it would be to rank on this keyword. The score is based on a scale of 0-100 (with 100 being the most difficult to rank for).

Keyword difficulty takes into account the strength of the domains, on-page signals like “keyword in title,” and the number of .gov and .edu domains.

Clicks: This is the total number of all clicks (organic and paid) made on the SERP over the past month.

Desktop Searches (Percent): When we have a breakdown of how many of the searches for this keyword come from desktop vs mobile, we will show it here.

Searches Not Clicked (Percent): Some SERPs return enough information that the user does not have to click any results. There might also be unexpected results that cause the user to abandon the SERP without any clicks. This is the rate that searchers leave the page without clicking any result.

Organic Clicks (Percent): Of all clicks made to this keyword's SERP, this percentage measures how many went to organic results.

Adult Filters: If we detect any potentially NSFW search terms, we hide them by default and keep them out of the roll-up metrics. You have options to include, exclude, or view them alone in your results.

Cost Selections: You can change the metrics displayed on this page from the default of "broad match" to exact or phrase match.

CPC Selections: The CPC metric is calculated off of broad match metrics, but you can change the metrics displayed on this page from the default of "broad match" to exact or phrase match.

Export pages are usually spreadsheets that cannot rely on icons and charts in the same way that our live pages can. A chart that you see on the live page might appear as a number in the export. Or, we include some notations that are used for sorting purposes on the live page. Because of that, we list any significant differences below.

Is Question?: This TRUE/FALSE notation is used behind the scenes so that we can display the right entries in the "Questions" segment.

Is not Safe for Work? This TRUE/FALSE notation is used behind the scenes to help us show the "Adult Filter" results.

Total Monthly Clicks (same as "Clicks" above)

SERP Features CSV: This lists any special features we saw when we collected the SERP. Sometimes these SERP features might push ads aside or affect how they are clicked.

SERP First Result: This is the top-ranked page for this keyword's search results. You can see patterns if one piece of content dominates a category across similar keywords in this list.

Current SERP: This lists the advertisers on the page when we last pulled the SERP results.

Previous SERP (and iterations): This lists the advertisers on the page for previous SERP results.