Top Ads

Top Ads displays paid desktop and mobile ads that have been shown by you and your competitors when we searched for any of your search terms.

• Navigate to Top Ads
• Date Picker
• Filters 
• Top Ads Table
• Export data

Navigate to Top Ads

To view the Top Ads report, go to the left-hand navigation menu, click on the Adverts tab, and select Top Ads from the dropdown list.

Date Picker

The date picker, found in the top-right corner, lets you adjust the time range for the data.

Filters

Users can refine and personalize your data view by using Filters and Saved Filters, allowing you to include or exclude data by:

• Device (Desktop or Mobile)
• Search term groups
• Individual search terms
• Competitor groups
• Specific competitors
• Terms coverage: Whole Market View vs My Terms (Click the + icon to expand this filter)
• Linked Google Ads campaigns (Click the + icon to expand this filter)
• Ad Text (Click the + icon to expand this filter)

Filtering by Ad Text

To filter by Ad Text:

1. Click the + button and select Ad text.
2. Enter your desired text in the box.
3. Press Enter on your keyboard or click Add.
4. Click Apply to activate the filter.

Note: The Ad Text filter uses AND logic, unlike most other filters in the application that use OR logic. This means that if you enter multiple ad text terms, all of them must appear in the ad for it to be included in the results.

Terms Coverage

Most Adthena reports let you filter data by Whole Market or My Terms:

• Whole Market: All of the search terms where we've seen you appear plus closely related terms where we've seen your competitors appear, either in paid or organic results, in the last 30 days.
• My Terms: All of the search terms where we've seen you appear, either in paid or organic results, in the last 30 days. There is a separate list for desktop and mobile.

Note: Only terms with a minimum monthly search volume are shown. This threshold varies by location.

Ad Options

You can further refine your results by selecting either New Ads or Current Ads in the filters section:

• New Ads: Displays ads that were first detected within one week of the selected end date.
• Current Ads: Displays ads that were last seen within one week of the selected end date.

Top Ads Table

The Top Ads table shows the following data:

• Competitor - Identifies the competitor displaying the ad.
• Advert - Analyzing competitor ad copy can reveal valuable insights such as:
  • Offers, Prices, and Calls-to-Action: What offers and messaging are your competitors using? How does this impact your strategy?
  • Impact on Average Position: How are different offers and messages influencing the average position of competitor ads?
  • Ad Volume: How many ads is each competitor running at the same time?
  • Ad Targeting: Are competitors tailoring their ads to specific search terms, or are they using more generic messaging?
  • Ad Refresh Rate: How often are competitors updating their ad copy?
  • A/B Testing: Are competitors running similar ads and pausing those in lower positions to focus on the most successful ones?
• Estimated Impressions - Estimated Impressions reflect the search volume of terms multiplied by the display length and frequency. Example: If a search term has a volume of 100 searches, is displayed over 10 days, and appears 5 times per search, the estimated impressions would be:
  (100 ÷ 10) × 5 = 500 impressions.
• Position - Position indicates the average rank of the ad on the search results page, as well as the best position achieved by the ad. Note: Ads that appear in the middle of the search result page are also considered Top of the page. 
  • T = Top of the page
  • B = Bottom of the page
• Search Terms - The number of different search terms on which the ad has appeared. You can click the quicklink box next to the count to view more detailed information for that specific ad.
• Frequency - The percentage of times the ad appeared out of all the searches, weighted by search volume.
• Display Length - The total number of days the ad was seen. This is calculated as the difference between the first and last seen dates, even if the ad wasn't shown every day during that period.
  • Current: The ad was seen within the last 7 days of the selected end date.
  • More than 1 week old: The ad has not been seen for more than a week.

Export data

Clicking the CSV Export button will generate a CSV file containing the following details: competitor, ad title, ad description, display URL, estimated impressions, average position, best position, number of search terms where the ad appeared, frequency, display duration, as well as the first and last seen dates.