Market Share shows each of your Top 10 competitors and how they compare in terms of Impressions, Share of Clicks and Spend for both Paid and Organic listings.
- Chart Data
- Calculating Clicks and Spend
- Removing Outliers
- Exporting the Chart Data
The pie charts show either Share of Clicks or Share of Spend data, allowing you to easily compare the different markets in one glance.
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 Desktop = ALL Paid (Text ads) + PLA + Organic on Desktop
- Total Mobile =ALL Paid (Text ads) + PLA + Organic on Mobile
- Total Paid = ALL Paid (Text ads) on Desktop + Mobile
- Total PLA = ALL PLAs on Desktop + Mobile
- Total Organic = ALL Organic on Desktop + Mobile
The table shows the following metrics:
- Search Terms - count of the number of selection of terms this competitor appears on (click the Quicklink to open new browser tab showing the terms)
- Estimated Impressions - Search Volume (from Google) for all selection of terms this competitor has appeared on, multiplied by Frequency they have appeared on each term
- Average Position - the position they have appeared in most frequently, weighted by search volume, so a higher position on a term with more searches will count more strongly than a high average position on a term that few people search for
- Share of Clicks - percentage of all clicks from entire Whole Market that are attributed to each competitor
- Share of Spend - percentage of all spend from entire Whole Market that are attributed to each competitor
Switching between the Desktop/Mobile and PLA/Paid/Organic/Total buttons update the table accordingly.
Each competitor’s clicks are estimated by multiplying the impressions for each search term by their CTR for that search term.
Each competitor’s spend is estimated by multiplying the clicks for each search term by their CPC for that search term. The CPC is then validated against Google’s suggested bid to ensure it accurate.
Adthena calculates a CTR and CPC nightly for every single search term, for every competitor in every position we have seen them appear in. This calculation is performed using a complex machine learning model that is constantly learning from millions of rows of new data that Adthena is collecting, but essentially it uses the following inputs:
- What is the country?
- Who is the competitor?
- What is the search term? Is it brand or generic?
- How many advertisers compete on this search term?
- Is the most frequent position above the fold (top of the page or bottom)?
- What times of the day and days of the week does the advertiser generally appear on this term?
- Are there other items on the page (site links, other extensions, knowledge boxes, image search, PLAs, comparison boxes) that could draw clicks away from this advert?
Market Share can be filtered by competitor, group, device or by search term just like other pages in the application.
Clicking on a column header will sort the table, whilst clicking a second time will sort in the opposite direction.
If you want to remove a competitor from the chart such as before taking a screengrab:
- mouseover the competitor name/label
- an 'X' should appear, which when clicked will remove the competitor from the chart and add that competitor's % to the 'Other' section
To undo the change and get the removed competitor back, simply refresh the page.
Clicking Export PDF on the top right of the page will allow you to download a PDF file.
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.
What does the Total button show at the top of table?
There are two Total buttons that show you the sum of unique search terms by device (left) or PLA + Paid + Organic (right). So if you appear on a search term on both Desktop + Mobile (or PLA + Paid + Organic), you would get 2 (or 3) impressions per search.
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.
Do you show every competitor that you have seen?
Competitors that are included in selection of Competitors are
Can I export the data and see all of the adverts in the grid?
Yes, click the Export button above the table and a CSV or PDF file will be created.
How can I see what selection of Search Terms a competitor has appeared on?
Clicking on the Quick filter icon next to the count in the Search Terms column will open a new browser tab. Alternatively, go to Search Term Detail and filter by competitor.
Can I see how many clicks a competitor has generated?
Go to Search Term Detail, filter by competitor and export the data. Sum the Estimated Clicks column to see a estimate of total clicks or look at specific search terms.
Can I see how much a competitor has spent?
Go to Search Term Detail, filter by competitor and export the data. Multiply the clicks by the CPC and sum this column to see a estimate of total spend or look at specific search terms.