Search Term Opportunities

Search Term Opportunities displays search terms where your competitors have appeared with a paid ad in the last 7 days, but you have not.

• Navigate to Search Term Opportunities
• Search Term Opportunities Segments
• Review all search terms
• Rejected Opportunities

Navigate to Search Term Opportunities

To view the Search Term Opportunities report, go to the left-hand navigation menu, click on the Search Terms tab, and select Search Term Opportunities from the dropdown list.

Search Term Opportunities Segments

In the top-left corner, you'll see the total number of potential search terms and clicks. You can also filter the results by device type—desktop or mobile. The Search Term Opportunities page is organized into six distinct segments, each filtering opportunities based on specific criteria. You can export the terms as a CSV by clicking the Export button within each table.

Missing Brand Terms

Search terms that include your brand where competitors are showing ads but you are not. If you'd like to review or modify the brand terms defined by Adthena, please contact support@adthena.com.

New Terms

New search term opportunities identified within the last 7 days. Ideal for those who regularly review and act on fresh insights.

Missing Organic Terms

Search terms where you rank in the top 3 organic results, but competitors are running paid ads while you are not. Useful if you have extra budget and want to increase your total share by challenging competitor visibility.

Low Cost Terms

Search terms that have minimal competition and fall within the lowest 10% of estimated CPCs. Ideal for targeting long-tail terms with lower cost and reduced competition. 

Not in Google Ads

To populate these terms, your Google Ads account needs to be connected. If you haven’t linked it yet and would like to, please refer to the Help Center article Linking your Google Ads to Adthena: What are the benefits and how do I link for step-by-step instructions. Not in Google Ads terms are search terms that don't match any keywords in your Google Ads report and we have not seen you advertising on them in the last 7 days. They're valuable for uncovering new opportunities that could significantly boost your performance.

Underperforming Google Ads

To populate these terms, your Google Ads account needs to be connected. If you haven’t linked it yet and would like to, please refer to the Help Center article Linking your Google Ads to Adthena: What are the benefits and how do I link for step-by-step instructions. These are terms that match keywords in your Google Ads account, but your paid ads are not appearing on the first page of the SERP. Several factors could be causing this, and recommended actions are provided below.

Review all search terms

To see the full list of opportunities, click the Review all search terms link at the bottom of the page. This expands the time frame to the past 30 days and lets you apply a custom date range to your opportunities. The columns and calculations for the page are identical to Search Term Detail and are covered in this help article. Clicking a specific search term gives you two options:

• Ignore search term - This removes the term from your Adthena account entirely, as it's considered irrelevant. To view a complete list of these terms, please see the exclusions help article.
• Reject opportunity - This keeps the search term in your Adthena account but excludes it from the Search Term Opportunities report, helping you focus on terms you may want to add to your campaigns. To view a complete list of these rejected opportunities, please see the exclusions help article.

 

Rejected Opportunities

You can reject search terms that you are unable to bid on - such as competitor brand names or out-of-stock products. To view all rejected opportunities, click the Rejected Opportunities link at the bottom of the page. There are two ways to reject search terms:

• Click on a specific term and select Reject opportunity.
• For bulk actions, go to exclusions and edit the rejected opportunity list. From here you can upload a CSV file with all the search terms you want to reject. 

Rejected terms will be removed from the Search Term Opportunities report within 24 hours.