Each competitor’s clicks are estimated by multiplying the impressions for each search term by their CTR for that search term.
Each competitor’s spend is estimated by multiplying the clicks for each search term by their CPC for that search term. The CPC is then validated against Google’s suggested bid to ensure it accurate.
Adthena calculates a CTR and CPC nightly for every single search term, for every competitor in every position we have seen them appear in. This calculation is performed using a complex machine learning model that is constantly learning from millions of rows of new data that Adthena is collecting, but essentially it uses the following inputs:
- What is the country?
- Who is the competitor?
- What is the search term? Is it brand or generic?
- How many advertisers compete on this search term?
- Is the most frequent position above the fold (top of the page or bottom)?
- What times of the day and days of the week does the advertiser generally appear on this term?
- Are there other items on the page (site links, other extensions, knowledge boxes, image search, PLAs, comparison boxes) that could draw clicks away from this advert?