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.
Finding the best terms - part I
Adthena crawls your website text, menus, etc. for as many words or phrases as possible. This extremely long list will contain a lot of irrelevant phrases such as ‘contact us’, ‘view basket’, etc. as well as the important words that we are looking for. To improve this list we remove every term that according to Google, has 10 or fewer searches per month.
For every term on the list that has volume we check if you are showing an ad, if so Adthena records which competitors were showing an ad alongside you. The process above is then followed by crawling each of their websites to add any new words or phrases to the list. The new terms are checked to see if you appear and which competitors are appearing... and on it goes recursively. Note that this is not a one off process, we are continually checking sites for changes and new words and phrases to add to the list.
The search terms that you are showing an advert on make up the My Terms filter.
Finding Top Competitors
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.
Your brand terms will be included if you are appearing on them, but this will skew market share in your favour, giving the impression that you have a larger share. To give a more accurate picture, we determine your competitors brand terms and also include these so that you can compare your brand terms versus theirs.
Finding the best terms - part II
To understand if a search term that you are not showing an advert for is still a valuable term we use a number of techniques. Chiefly, we use natural language processing and supervised machine learning to determine how likely it is to drive clicks to your website. The classification algorithm looks to see if the term in question contains words that are similar to terms that we have seen you appearing on in top positions for either paid or organic 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 your 5 top competitors or say 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.
Priority and Ignored Terms / Manual Intervention
Adthena does not need you to upload any search terms for the application to begin working. However we are aware that nobody knows more about your business than you and so you are able to suggest new terms that you would like monitored ‘Priority Terms’ or that you do not want included ‘Ignored Terms’. The steps to do this are defined in this article.