Before you attempt to compare Adthena data with your Google Ads data, it's important to first understand what Adthena does and how it does it.
If you would like to compare the two data sets, be sure to make a ‘like for like' comparison. This may sound obvious but it is very easy to miss a crucial step when recreating the filters you applied in Adthena, in your Google Ads account.
First, it's important to understand how Adthena and Google Ads compare in functionality:
|Looks at exact match Search Terms||Filter by Keywords when comparing data|
|Only shows data if the advertiser appears on the first page of the SERP||Also includes traffic from second page onwards (which although small can make a difference in aggregate)|
|Tablet data is included in Desktop||Segments Computer, Mobile & Tablet data|
|Includes Search results only, not Display Network or Search Partners||Display data is included in campaigns that are 'Search with Display Select'|
|Share of Impressions includes searches where Google shows no adverts from any competitor||Impression Share only includes searches where at least one advert was shown|
|Each account is for one country only||Can have campaigns targeting different countries in the same account|
And then make sure you are comparing apples to apples…
Make a note of ALL the filters* you have applied in Adthena i.e. Share of Clicks for X Search Term Group, on desktop for the last 7 days, so you are able to replicate them exactly in your Google Ads account.
*be sure to filter by 'My Terms' NOT 'Whole Market', as Auction insights should parallel 'My Terms'
Log into your Google Ads account. There are two ways to filter the data; the quicker but less accurate way is to filter in Campaigns; the main issue being that it is not possible to segment by Device and exclude Search partners at the same time at Campaign level.
So to ensure you are comparing identical data, we recommend that you create a custom Report.
- Click on + Report > Table
- Apply correct date range
- In the left navigation panel, click on the Menu button and scroll down to Performance > select Search term + any other relevant criteria such as Clicks etc
- Now click on the Filter button at the top, select Network (with search partners) > select Google search only
- Then click on Device and make your selection
If the search term appears across multiple Google Ads accounts, Campaigns and on the same Device (but in the same Country), then you would need to sum the data.
Other factors to consider:
Viewing Data in Athena's Market Trends
There is a calendar or date picker above the chart that can be used to adjust the timespan shown in the line chart. The last 30 days shows a day-by-day chart and selecting a start date older than 30 days will show weekly data starting on the Sunday; selecting a start date older than 13 months will show monthly data.
Adthena uses Google Keyword Planner average monthly searches for the past 12 months. Keyword Planner web traffic is influenced by seasonality, current events and a number of other factors. This means that if the search volume on an especially seasonal term like ‘black friday sales’, gets 1,000,000 searches in one week of the year, the search volume will be averaged out over a 12 month period.