Market Trends

Market Trends gives you a clear view of how your top 10 competitors are performing over time. By tracking key metrics, you can spot changes in their strategies and uncover emerging industry trends. This insight helps you better understand your own performance, refine your strategy, and stay ahead of the competition.

• Navigate to Market Trends
• Leveraging Market Trends
• Chart Data
• Interpreting Market Trend Lines
• Date Picker
• Filters
• Export data

Navigate to Market Trends

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

Leveraging Market Trends

• Spot Shifts and Seize Opportunities: Track competitor bidding changes and identify gaps, such as when competitors stop bidding on a term.
• Day-of-Week Bidding: Observe competitor bidding patterns. If they bid higher on weekdays, adjust your strategy to maximize efficiency.
• Cost Optimization: Compare competitor data with your average CPC to uncover potential cost-saving opportunities.

Chart Data

Channel and Device Segmentation

The data is split across eight charts (if Shopping is enabled):

• Paid (Text Ads): Desktop and Mobile
• PLA (Google Shopping): Desktop and Mobile
• Organic: Desktop and Mobile
• PLA (Google Shopping + Text Ads): Desktop and Mobile

Clicking on Totals will display the sum of the segments:

• Total Market (All Devices and Ad Types) = All Paid (Text Ads) + PLA + Organic on Desktop and Mobile
• Total Text Ads (Desktop + Mobile) = All Paid (Text Ads) on Desktop & Mobile
• Total Shopping (Desktop + Mobile) = All PLAs on Desktop and Mobile
• Total Organic = All Organic on Desktop and Mobile. Does not include organic PLAs
• Total Desktop (Text Ads + Shopping + Organic) = All Paid (Text Ads) + PLA + Organic on Desktop
• Total Mobile (Text Ads + Shopping + Organic) = All Paid (Text Ads) + PLA + Organic on Mobile
• Total Paid (Shopping + Text Ads) = All Paid (Text Ads) + PLA on Desktop and Mobile

Competitor Display Logic

If no competitor filters are applied, charts will show your domain alongside the top 9 competitors. If you’re not running paid search ads on Google, Adthena will automatically exclude your domain from paid competitor charts.

Shares are calculated based on all competitors that match your applied filters. If more than 10 competitors qualify for the selected terms, the total share may not equal 100%.

To temporarily hide a competitor, click their domain name in the chart. To bring them back, click it again. To permanently exclude a competitor, open the filters, choose Exclude → Competitor, and enter the domain. The excluded competitor will be replaced by the next highest-ranking one.

Interpreting Market Trend Lines

Each point on the Trend chart is clickable and reveals a snapshot showing the search terms a specific competitor appeared for on that day. These snapshots highlight up to five key search terms, determined by the filters you've applied, for example, the top five most-clicked search terms within a selected search term group for that competitor on that specific day.

The search terms are ranked in descending order based on the total value of the selected metric (e.g., clicks, spend, impressions), depending on which one you’ve chosen. For share of spend and average CPC trends, spend is used as the ranking metric.

You can resize a snapshot by dragging its bottom-right corner, or move it around the screen using the cursor icon in the top-right corner. To close the snapshot, click the X. For deeper analysis, you can select more search terms to access the search term detail report.

Date Picker

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.

Filters

Search Terms & Competitor Analysis

Use Filters and Saved Filters to customize your data view, enabling you to include or exclude data based on:

• Search term groups
• Search terms
• Competitor groups
• Competitors
• + icon: 
  • Terms coverage: Whole Market View vs My Terms
  • Google Ads campaigns: Filter by linked campaigns

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

• Whole Market: Includes all search terms where your brand has appeared, along with related terms where your competitors have appeared (paid or organic) in the past 30 days.
• My Terms: Shows only the search terms where your brand has appeared (paid or organic) in the past 30 days. Separate lists are provided for desktop and mobile.

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

Key Metric Analysis

Trend metrics are updated daily for each search term and competitor. Filter the data using these key metrics: 

• Share of Clicks - The percentage of total estimated clicks (paid or organic) a competitor received. This metric is also referred to as Share of Market or Share of Voice. Calculation: Impressions × CTR = % Share of Total Clicks.
• Share of Impressions - The estimated percentage of total available impressions that a competitor received during the selected period. Calculation: Monthly Search Volume × Frequency = % Share of Total Impressions.
• Frequency - How often a competitor appeared in search results compared to total searches for a term. When analyzing multiple terms, the result is weighted by monthly search volume. Calculation: Competitor Appearances ÷ Total Searches (weighted by search volume).
• Average Position - The typical rank of a competitor’s ad in search results. This is helpful for understanding competitive ad visibility. The trend is sorted by Share of Impressions. Calculation: Average position where the competitor was most frequently seen (weighted by search volume)
• Share of Spend - The percentage of estimated ad spend attributed to a competitor, relative to the total spend of all competitors. Calculation: Clicks × CPC = % Share of Total Spend
• Average CPC (Cost Per Click) - The estimated average cost per click for a specific search term. For multiple terms, the value is weighted by search volume. Calculation: Estimated Spend ÷ Estimated Clicks.

Relative share

When a competitor or a competitor group is applied in your filter, you can toggle between Relative share and Absolute share in the charts. This lets you view the Share between only the selected competitors or the selected competitor's share vs the entire market.

Totals

You can toggle between Totals and Segments views. Totals provides a high-level summary by combining all devices and channels into a single view, while Segments breaks down the data by device and channel.

Chart Options

You can customize your charts by enabling the following options:

• Show Values on Hover - Tick this box to display values when you hover over the chart.
• Logarithmic Scale - Tick this box to view the chart on a logarithmic scale. The y-axis will adjust to better highlight fluctuations in smaller values over time, helping you spot potential competitor threats and opportunities. Note: This view is not available in Stacked Charts or for Average Position and Average CPC metrics.

Additionally, you can choose between Line Chart and Stacked Chart views:

• Line Charts - Display the trend of a metric over time for each competitor.
• Stacked Charts - Show competitor trend lines stacked on top of each other for easier comparison. The size of each colored area represents a competitor’s share, and the y-axis reflects the total market share of all competitors. Note: Stacked charts are only available for Share of Clicks and Share of Spend metrics.

Export data

Click PDF Export in the top-right corner of the page to download a PDF of the content. Note that PDF export is not available for Log Scale or Stacked Charts. You can also download individual charts by clicking the download button within each chart, with options to export as PNG, JPEG, SVG, or CSV.