Market Trends

Market Trends offers a comprehensive view of your ever-shifting competitive landscape. By tracking your top 10 competitors' performance over time, you can observe their shifting strategies and identify emerging industry trends. This allows you to make informed decisions by contextualizing your own performance through key metrics analyzed alongside your competitors'. By understanding your competitors' behavior, you can refine your strategy for maximum impact and stay ahead of the curve.

• Real-World examples
• Chart Data
• Selecting Dates
• Filtering Chart
• Removing Outliers
• Exporting Chart Data
• FAQ

Real-World examples

• Spot Shifts, Seize Opportunities: Analyze competitor bidding changes and identify gaps to exploit (e.g., competitors stop bidding on a term).
• Day-of-Week Bidding: Learn from competitors. If they bid higher on weekdays, adjust your strategy to maximize efficiency.
• Cost Optimization:Analyze competitor data alongside your average CPC to identify potential cost-saving opportunities.

Chart Data

The data is segmented into six charts: Paid (Text ads) Desktop and Mobile,  PLA Desktop (Google Shopping) Desktop and Mobile, as well as Organic Desktop and Mobile. Clicking on Totals will give you the sum of the segments:

• Total Market = ALL Paid (Text ads) + PLA + Organic on Desktop + Mobile
• Total Desktop = ALL Paid (Text ads) + PLA + Organic on Desktop
• Total Mobile = ALL Paid (Text ads) + PLA + Organic on Mobile
• Total Paid (Text ads) = ALL Paid (Text Ads) on Desktop + Mobile
• Total Organic = ALL Organic on Desktop + Mobile
• Total Shopping = ALL PLAs on Desktop + Mobile
• Total Shopping + Text Ads = ALL Paid (Text Ads) + PLA on Desktop + Mobile

Filter by the following metrics:

• Share of Clicks - The percentage of clicks (either paid or organic) from the total of all estimated clicks. Share of Clicks is interchangeable with Share of Market and Share of Voice.
  • Calculation: Impressions x CTR = % share of total clicks.
• Share of Impressions - The estimated number of impressions the competitor received divided the total number of impressions that were available on those terms during the selected period.
  • Calculation: Monthly Search Volume x Frequency = % share of total impressions.
• Frequency - The number of times we saw an advert or competitor when searching for a search term divided by the total number of times we searched for the term. If this is across multiple terms then it will be weighted by monthly search volume.
  • Calculation: Competitor Appearances / Total Searches (indexes), which is weighted by search volume if there are multiple search terms.
• Average Position - Understand how your ad typically ranks against other ads (note that the Average Position trend is sorted by Share of Impressions).
  • Calculation: Average position competitor most frequently seen in, weighted by search volume if there are multiple search terms
• Share of Spend - The percentage of spend from the total of all competitor's estimated spend.
  • Calculation: Clicks x CPC = % share of total spend/
• Average CPC - The estimated average Cost Per Click for a specific search term. If this is across multiple terms then it will be weighted by monthly search volume.
  • Calculation: Estimated Spend / estimated Clicks

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.

Filtering Chart

The trend line chart becomes more useful once you apply filters to show specific search terms and/or competitors. If you have filters that you apply regularly, you can also choose to save them as a Saved Filter.

Removing the Outliers

If one of the competitors in the chart has significantly different data from the others then you might want to remove them:

1. mouseover the competitor name on the right side of the chart
2. an 'X' should appear, which when clicked will remove the competitor from the chart
3. the chart should re-draw automatically with a scale more useful to the remaining competitors

To undo the change and get the removed competitor back, simply refresh the page.

Exporting Chart Data

Clicking Export PDF on the top right of the page will allow you to download a PDF file. In the file, each competitor will be row and there will be a data point for every date on the chart.

Alternatively, you can choose to download the data in other formats including PNG, JPEG, SVG vector image or CSV by clicking the options button on the top right of the page.

FAQ

How many competitors are shown in a Trend Chart?

10

 

How does it choose which 10 competitors to show?

If you have not added any competitor filters and there are more than 10 competitors appearing on the selected search terms then the chart will contain you plus the top 9 competitors.

 

Why doesn't my business appear in Trends Reports?  

If you're not running any paid search advertising on Google at the moment, Adthena will exclude you in the Reports automatically as it does not consider you a paid competitor.

If you still wish to see your brand in the graph, you can add yourself in the Named Competitors Group. 

 

Does the total share in the chart add up to 100%?

The share is for all competitors matching the applied filters. If there are more than 10 competitors appearing on the selected terms then the total share of the competitors shown in the chart will not add up to 100%.

 

How can I see all the competitors at the top right of the chart?

If all the competitors matching your filters have 100% share then some of them will not appear. Firstly, if everyone has 100% share then what insight are you getting? You can add additional competitor filters or you can remove a competitor from the chart (see ‘Removing Outliers’ section above). 

 

I'm trying to view weekly data that is more than 30 days old but the trend chart will only show me data up to the end of last week, not the most recent data. Why?

When filtering whole week data between a period greater than 30 days to a day in the current week, Adthena will only show you data up to the end of the previous WHOLE week. The reason being that weekly data is calculated every Sunday, so weekly data for the current week will not be available until the following Sunday.