Linking your Google Ads account: What are the benefits and how do I link? – Adthena Help Centre

Why link your Google Ads account to Adthena?

As well as allowing you to fully utilize Search Term Opportunity features, linking your Google Ads account brings several time-saving and performance enhancing benefits:

Filter your Adthena data using your existing Google Ads campaign structure

From a functionality point of view, having your account linked automatically gives you the option to filter Adthena data by Google Ads campaign name, which many clients find useful since they are already very familiar with their account structure.

Track results and make improved recommendations

We want to ensure Adthena is driving value and so to track this we ask clients to label any changes, such as adding additional terms that Adthena suggests, in Google Ads. By having access we can then track the performance of the labelled changes and where required be pro-active in making improved recommendations if they are not delivering the desired results.

Clarify your competitor landscape and your estimates

Adthena models a bespoke search landscape specific to your brand/domain. During the first 30 days of onboarding, Adthena is scanning your website and the websites of your competitors for words and phrases that trigger ads to be shown, continually learning and refining the list of search terms. This process of refinement does not stop after onboarding, we are continually looking for changes in your market, such as new product categories, destinations, newly popular search terms etc.

This process works successfully without you linking your Google Ads account to Adthena, however by linking you are giving the model the ability to learn more about your market even more quickly. This will ensure that your key terms are in Adthena from day 1 and that any new keywords you add to your campaigns in future are picked up by the tool immediately.

Improve your brand term analysis

Another area affected by linked accounts is the machine-learning model that calculates nightly estimated CPCs and CTRs for every competitor in every position we have seen them appear in. This model is constantly learning and adapting to you and your market, so again Google Ads data can speed up these learnings and ensure the accuracy of these estimates are improved even faster. This is particularly useful for your brand terms, which can be slightly harder to estimate since they are specific to you.

How secure is your data?

The read-only access means that Adthena cannot possibly make any changes to your Google Ads accounts. All of your data is securely stored in data centers in Ireland using the very latest technology provided by Amazon Web Services (AWS), which is trusted by many Enterprise companies including Netflix, Expedia, Vodafone, Airbnb, plus a number of banks. It is also protected by our confidentiality.

How to link your Google Ads account to Adthena

Before you start:

Administrative access is required.
We can only link standard Google Ads accounts. We cannot link MCC (Manager) accounts.
Adthena uses read-only access level.