The second part of a series on how to get the most from Adthena
In our first look at how to harness competitive intelligence and begin using Adthena to your advantage, we saw how the overall interface lets you check in on everything that matters to you at a glance. In this article, we’ll focus on the Market tab, which gives you a quick and vital overview of how you’re performing against your competitors.
The first sight most users take in is the share of voice report, the colourful doughnut that shows you the percentage of available traffic you receive, recording clicks rather than impressions. As well as your own share, the chart also shows you the other top ten competitors you are going up against on the same keywords. The default chart is set to show performance over the past 30 days, but can also show you longer periods of time. And, as well as showing you the share of voice you’re achieving in paid clicks, you can also see your organic performance, plus a chart which combines the two.
Switch the tabs from share to trend, and the pie chart transforms into a trend graph, charting your performance against competitors over a set time period, and showing on which dates you were up or down against rival advertisers.
[lightbox rel=”group1″ width=”860″
href=”https://www.adthena.com/wp-content/uploads/2015/09/SOVtrend.jpg” title=”Share of Voice trend chart, taken from Adthena” src=”https://www.adthena.com/wp-content/uploads/2015/09/SOVtrend.jpg”][/lightbox]
Beneath the charts are detailed breakdowns covering a range of useful metrics, including rank, search terms appeared on, total paid and organic traffic, and paid share of voice. You can dig past the top ten to see other advertisers in your space, and export the whole report if needed.
As well as share of voice, you can also use this section to look at frequency, the percentage of available impressions on the first page of the SERP for which an advertiser appeared. Another trend that can be tracked include the average position advertisers have reached across a given time period for a specific term of group of search terms.
On top of tracking traffic, another thing which can be measured is spend, with a pie chart showing the top ten advertisers based on their share of spend across the past 30 days. The metrics beneath show spend rank, estimated spend, share of spend and an estimated number of clicks. This can also be viewed as a trend, in the same way as share of voice. While looking at spend, you can also view a CPC trend, to which filters can be applied to drill down into the most relevant data for your business.
There’s enough in the market analysis to keep a marketer intrigued for hours – but there’s still plenty more to get stuck into.
Next time: Looking at keywords