What is Whole Market?

Whole Market is Adthena’s secret sauce and one of the main things that sets us apart from any other tools out there. Rather than requiring you to select and upload lists of search terms that you want to monitor, Adthena will find the best terms for you and continue looking for new terms on a daily basis. 

Candidate term are generated from your domain and Google Ads account. The search terms that you are showing an advert on make up the My Terms filter.

Your Brand Terms will be included if you are appearing on them, but this could skew market share in your favor, making it seem like you have a larger share. To provide a more accurate view, we also identify and include your competitors’ brand terms, allowing you to compare your brand performance against theirs.

Adthena has a patented approach to scoring competitors based on the number of search terms that you both appear on alongside each other weighting each search term based on the number of competitors appearing. This is how we identify your Top Competitors.

To determine if a search term you’re not currently advertising on is valuable, we employ several techniques. First, we assess whether it has sufficient search volume, ensuring that only competitive terms are considered. Next, we use natural language processing and supervised machine learning to evaluate the term’s relevance to your business. Our classification algorithm checks if the term contains words similar to those you’ve successfully ranked for in top positions, either in paid or organic search results.

Another approach uses Adthena’s patent to give a high score to terms that many of your top competitors appear on. In essence if you are not appearing on a search term, but say for example your 5 top competitors or 25 competitors overall are appearing on the term, it is highly likely that you would be interested in that search term.

Since Whole Market includes terms you have appeared on and also terms that Adthena has determined as Important to your market it is able to give you a fuller and more accurate picture of your search landscape, highlight new opportunities of terms that you are not yet appearing on and changes in your industry where many of your competitors have begun selling a new product.

FAQ

Is my Whole Market every single term in my Google Ads account?

No. The Whole Market is a representation of your competitive landscape.

What if I don’t care about specific terms or competitors in my Whole Market?

Add the terms to the Ignored Search Terms group and competitors to the Ignored Competitors group. They will not appear across the app.

What if a search term is missing from my Whole Market?

Add a search term to any Search Term Group to have it be picked up the next day. The term will then either be added to your market or its status will explain why it wasn’t (misspelling, not in market, low volume).