Adthena is a market-driven tool. Instead of monitoring a fixed set of keywords, Adthena dynamically refines search terms most likely to drive traffic to your domain. By continuously adapting to the competitive search landscape, Adthena automatically identifies new search terms and advertisers, eliminating the need for users to input or update data.
Adthena's Recursion Process
Recursion is when something refers to or repeats itself to solve a problem. In programming, it’s when a function calls itself to break down a task into smaller parts, repeating this process until it reaches a simple case that it can solve easily.
Imagine you have a line of dominoes. To knock them all down, you only need to push the first one. Recursion is like pushing that first domino, which then knocks down the next one, and so on, until they all fall. Each domino represents a smaller version of the original problem.
That is how Adthena's Whole Market View works - we take a few candidate terms and use them to trigger a chain reaction, analyzing and expanding upon related search terms until we’ve captured your entire competitive landscape. Just like the falling dominoes, each step builds on the previous one, allowing us to create a comprehensive view of your market with minimal initial input.
Step 1 - Seed list creation
Required from you:
- Your domain.
- Model enhancements:
- Access to your Google Ads account.
- Google Ads Search Query Report (last 90 days).
- Google Ads Editor CSV file export of account.
- A copy of your Website Sitemap.
Automated:
- Brand terms identified from our internal recognition system.
- Our system begins searching out candidate terms.
- Creation of your most popular Search Query Groups split by Brand & Generics.
Step 2 - GenAI Expansion
This marks the start of our daily recursion process, where we map data to over a decade of SERP history, utilizing Natural Language Processing, whilst learning from search term groups and structure to build and expand your universe.
Step 3 - Daily SERP Indexing
Our system conducts comprehensive analysis of the entire search market: examining every competitor that appears on the search results page for your list of relevant terms.
Step 4 - Relevancy process
Our data scientists created an innovative AI learning model that automatically categorizes search terms and applies an accurate relevancy model. We identify new opportunities for each of our customers by automatically capturing new terms that relate to new products or competitors coming to the market.
Our patented algorithm assesses the relevance of each search term to a competitors’ activity, distinguishing varying levels of importance. All potential market data is selected for the relevancy process, including known competitor search terms, new competitor search terms and new competitor categories. Search terms are selected, analyzed and added back into initial recursion process using:
- Natural Language Process for close variants.
- Large Language Model for Categories & Libraries.
- Google Keyword Planner for cross-checking.
Step 5 - Building your Whole Market View
Relevant terms are continuously monitored within your competitive landscape.
Adthena leverages machine learning, natural language processing, and GenAI to automatically build a relevant landscape tailored to your campaign objectives, identifying new search terms, competitors, and capturing details like misspellings or close variants, while incorporating data from Google Keyword Planner and suggested terms.
This approach ensures credible, relevant insights tailored to your domain, revealing a wide range of search terms used by your competitors—including some you may not yet advertise on.
Harnessing GenAI with Ask Arlo
Our innovations are integrated with advanced, generative AI to help you see through vast data trends and identify immediate actions and ROI. Ask Arlo, our in-app chatbot in the form of a friendly mechanical owl, leverages Adthena data to answer complex questions about your search marketing performance, market and competitive landscape. Our Generative AI offers 3 key functionalities:
- Data Access and Analysis: Thanks to direct access to Adthena Data Lake, Ask Arlo is capable of running complex queries to fetch data about competitors, search terms, market share, spending patterns, and more.
- GenAI conversational abilities: Ask Arlo leverages advanced NLP and NLU capabilities inherent to ChatGPT-stye dashboards. This allows the chatbot to comprehend various ways in which a question might be asked and to handle ambiguities or synonyms in marketing terminology.
- Guided Insights Generation: Beyond fetching data, the chatbot will be able to analyze trends, detect patterns, and provide insights. For example, identifying emerging competitors, suggesting high-potential search terms, or highlighting shifts in market share.
Zero privacy concerns
Importantly, this process operates without using any customer cookie data or Personal Identifiable Data (PII), relying solely on observed data from Google’s search results pages, which eliminates any privacy concerns.