Successful PPC campaigns are built around keywords, and without those solid foundations, everything else can crumble. Part of Adthena’s unique solution is how it approaches keywords; instead of requiring users to suggest their own keywords, with little evidence to support if they are the right ones or not, we start with a client’s domain and work from there, scraping their site to find all the potential keywords, then scraping all the connected SERPS, until we built a huge universe of potential keywords, which are then subjected to our patented relevancy algorithm to find the ones that matter most.
With that being the case, there is a huge amount of keyword data that can be accessed in Adthena. Clicking on the keywords tab opens a range of options, putting you in touch with a range of reports, that can keep you on top of your keyword landscape.
The Search Term Detail Report shows the list of highest traffic-driving search terms that Adthena has identified as being most relevant to your search landscape. By default, the report is ordered to show the search terms driving the most traffic, alongside other key metrics, which include the number of relevant competitors, estimated total traffic, estimated total spend and the estimated average CPC.
Using the Campaign Builder Report lets you see the search terms that competitors are bidding on, but for which you have not appeared on the first page of the SERP, allowing you to quickly see in bar graph form the Top Search Term Opportunities, along with the potential monthly traffic, estimated CPC, estimated spend required to attain the available traffic, and the number of competitors appearing on the term.
One of the most important functions in Adthena is creating Search Term Groups, allowing you to filter reports to look at the data that is most meaningful to you. Adthena will prompt you to create an “own brand terms” group, which will help you monitor traffic around your own brand keywords, but you can create groups that drill down into any number of categories, with quick reports that can be pulled up covering everything from market traffic to the top ads.
Another incredibly useful function is the Head to Head report, which displays in simple Venn diagram form the keywords you share with up to two competitors, as well as the ones that you, and they, are bidding on uniquely. It’s a direct way to spot opportunities you might be missing, on both desktop searches and mobile, as well as sorting by text ads, organic listing and Product Listing Ads.
Using the right keywords is essential for the success of any PPC campaign. Thankfully, using Adthena makes finding what works for you easier than ever.
Next time: delving into adverts
About the author
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies and is passionate about translating technical information into stories that excite and delight.