Picture this: you’re getting great search performance in one city but hemorrhaging budget in an adjacent city. Or you’re getting crushed by your competition in a couple of search term groups that are absolutely critical to your overall strategy. What’s up with that? And what should you do? Google tools aren’t much help, but Adthena’s new Investment Intel view gives you actionable answers all in one place, saving you valuable time.
Now, whenever you log in to Adthena’s Local View, Investment Intel will be your launchpad for greater spend efficiency everywhere you run search campaigns. If you have multiple locations, you will start with a location overview. If you are running a national campaign, then you see Search Term Group Overview.
Meet your new favorite metric: Spend Efficiency
Your Investment Intel page lets you instantly view and compare Spend Efficiency (ratio of Share of Clicks to Share of Spend) across all your locations or across your search term groups.
On the same screen, you’ll also see share of impressions, search terms, and estimated market size to give context to your location-based performance and/or search term groups to surface opportunities for greater optimization.
Above: Color-coding makes it easy to track and compare spend efficiency by location
How it works:
Step 1: Select a domain and if multiple locations, check out the locations of interest
Example: Let’s say you’re an auto brand running search campaigns in 4 different states. Let’s focus on two of those states: Ohio and Massachusetts.
Step 2: Compare the Spend Efficiency of all your locations in a campaign
Example: Investment Intel shows you at a glance that your spend is about the same in both states, a little bit more in Massachusetts than Ohio, but your click share is much higher in Massachusetts, indicating better spend efficiency in that state.
Step 3: Review additional metrics to get context
Example: On the same page, you see that your market size is almost triple in Massachusetts (~40M) compared to Ohio (~8.5M).
Step 4: Investigate
Using Next Steps, you can unpack the reasons for your poor performance in Ohio. You can:
- Investigate market trends: Do certain competitors have a larger share of clicks in Ohio?
- Investigate movements: Is there a new competitor who has entered the Ohio market and is bidding aggressively in that state on the same search terms as you?
- Investigate search terms: Are you missing a search term that competitors may be using in Ohio?
- Investigate ad copy: What offers, CTAs, and incentives are competitors using in their ads that are resonating with consumers in Ohio?
Toggle between Location and Search Term Groups
Now you can toggle between Location Overview and Search Term Groups Overview.
Investment Intel’s Search Term Group Overview enables you to have data at location-level granularity for every search term group. This allows you to see if your strategy is working and, if not, how you can reallocate spend to optimize your campaigns.
It will help you monitor any changes and allow you to investigate further. You can investigate market trends to see if a new competitor has entered the market? A new promo from a competitor? Is someone being more aggressive? Is this just in one product line? Is it a certain competitor?
You can get an overview of your main search term group’s performance at a high level for budget planning. Furthermore, you can understand the spend efficiency and conversions across all search term groups. If you are in charge of spend allocation, you can understand granular details to decide where to reallocate the spend.
Also, you can investigate, escalate, and report major changes in your campaign due to a variety of reasons (e.g., seasonality, new competitor, new product, or aggressive marketing) across your entire marketing team and organization. Finally, you can understand how your brand is performing across search term groups nationally so that you can make strategic decisions on budget allocation and improve your overall return on search investment.
To boost search ROI, start here
With Investment Intel in hand, you’ll be able to respond strategically, optimize your search spend, and manage efficiency across your search term groups and across multiple locations. Ultimately improving your ROI. Making you look like a search hero. All while saving you time. For strategy optimization, budget justification and reallocation, and competitive and consumer insights for multi-location advertisers, Investment Intel is your new HQ.