Investment Intel evaluates your location performance, highlighting efficiency opportunities and market demand in key areas. Tailored to gather essential metrics for users with multiple locations, Investment Intel empowers you to uncover spend optimization chances, address stakeholder inquiries, and refine your business approach. This feature offers a comprehensive overview of campaign performances across all locations, supplemented with additional metrics for comparison. Moreover, it equips you with various options for further investigation into the underlying causes.
Selecting dates
The date picker, found in the top-right corner of most sections in the app, lets you adjust the time range for the chart or table data within the feature.
Date Selection Options
- Days: View daily data from the last 30 days. You can select specific days or a range of days.
- Weeks: Selecting a date older than 30 days will show weekly data, aggregated from Sunday to Saturday. You’ll always see data up to the most recent completed Saturday, regardless of your chosen end date. You can select individual weeks or multiple weeks from the past 13 months.
- Months: Selecting a date older than 13 months displays monthly data. Choose specific months, or group them into quarters or full years.
- Last 12 Months: Shows data from the past 52 weeks, giving you a rolling year view.
There are two views: Location Overview and Search Term Group Overview. Optionally you can filter by My Terms or Whole Market View as well as by device; desktop, mobile, or both by clicking on the icons next to it.
Location Overview
This view shows performance across your locations within your whole market or a search term group. If you have more than one Adthena location, it will default on Location Overview. The drop down menu lets you choose between Standard or Brand search term groups.
Search Term Group Overview
Search term groups overview shows your performance across your search term groups within a location. If applicable to your account, use the drop down menu to toggle between locations.
Spend Efficiency
Spend Efficiency is a ratio of Share of Clicks vs. Share of Spend.
Here you can view performance across your locations. Note that Share of Spend data is not yet available for Beta locations and will shown as 'n/a'.
The Search Term Group drop down menu lets you choose between Standard or Brand groups. You can toggle between desktop, mobile, or both by clicking on the icons next to it. Whole Market is All of the search terms where we've seen you appear plus closely related terms where we have seen your competitors appear, either in paid or organic results, in the last 30 days. My Terms is all of the search terms where we've seen you appear, either in paid or organic results, in the last 30 days. The blue bar represents the share of clicks while the grey line represents the share of spend.
- Spend Efficiency - You can sort the chart by high-low or low-high spend efficiency by clicking the upside down triangle. The scale ranges from a Very Good Spend Efficiency indicating a higher Share of Clicks than Share of Spend, to a Very Poor Spend Efficiency indicating a lower Share of Clicks than Share of Spend.
- Click Rank - Illustrates where you are ranked against your competitors by share of clicks within a location or search term group.
- Share of Impressions -
- Search terms - The total relevant search terms (paid text ads) in your market within your search term cap for the selected location.
- Estimated market size - This metric illustrates a rough size of the market based upon the search volumes from Google. These are rounded numbers and are not exact.
- Next steps - Clicking the three dots gives you the option to investigate further in other areas of the app, such as Market Trends, Market Movements, Search Term Detail, and Top Ads.