Search Term Group segmentation is crucial for benchmarking and reporting; Adthena automates this process so you don’t have to spend time segmenting your market into groups. In this article we’ll talk about:
These groups update automatically and are segmented into six categories:
- Brand Generic Terms - contains any search terms that contain your brand name
- Brand Terms - contain your pure brand terms only
- Competitor Brand Generics - contains any search terms that contain your competitors brand name
- Competitor Brand Terms - contain your competitors pure brand terms only
- Lone Rangers Desktop/Mobile
These are groups of terms that are created and managed by you. When setting up custom groups it is important to consider the categorisation of your business, i.e. product lines and how you would like to monitor those categories within the search landscape.
Creating a new group
1. Select the Create New Group button at the top right of the page
2. You’ll be prompted to name your new Search Term Group: enter a name and click on the Save button
3. Add a search term into the group. Note that you need to add at least one search term for the group to be created and there are a few options to do this.
Editing a group
There are a few different ways to add search terms to a group.
- use the text filter box, then click Add/Remove next to each term you want to include/exclude. To add all of the terms that match the filter, click on Add All (or Remove All)
- add a new term not yet in the account by clicking Add Search Term, type the term, then press the Enter key (note that search terms should be lowercase with any punctuation characters omitted)
- upload a file containing a list of terms you want in the group. The file should be a single column CSV file in UTF-8 format without a column header. Click Upload CSV, select the file and upload.
These dynamic groups use Artificial Intelligence, in the form of convolutional neural networks, to categorise your search terms into any of Google AdWords’ 1500 Taxonomies.
Clicking on View (or Edit in User Managed) allows you to view the search terms within the group in more detail. The table shows the following metrics:
- Market Share - % of total relevant impressions attributed to this search term
- Competitors - The total number of competitors appearing on paid and/or organic in the last 30 days
- Your Impression Share - estimated number of impressions on this search term that you have appeared on in the last 30 days
- Your Average Position - your average position on this search term in the last 30 days
- Remove (available in User Managed only)
By default, the search term table is filtered to show search terms driving the highest amount of traffic. To change this view simply click on the columns to filter by a different topic.
Adthena also offers a shortcut to pull reports against specific search term groups within the Search Term Group section via the Quick Filters feature.
Simply navigate to the search term group section and select the column to the far right titled Actions, then Quick Filter, then select the report you want to load, such as Market Trends.
How do I see a list of search terms included in a Group?
After a Search Term Group is created, you might want to check the search terms that have been added to each Group. You can do so by following these steps:
- Under Keywords on the left panel, click on Search Term Groups: you will see the list of groups created.
- You might need to navigate to following pages (see the arrows on the lower, right side).
- Once you locate the Group you want to review, click on the button Edit and this will display a list of the terms
Where in the tool can I filter by these groups?
This functionality is available throughout the tool and can be used across to the tool to segment all reports and charts.
Why isn't one of my groups available in Filters?
If the search term group is empty it will not be available in the Filter group drop down list
Why is X category missing from my Adthena account?
Google AdWords Taxonomies do not cover all categories extensively. If you have any questions about the Deep Learned Groups in your account please contact your Customer Success Manager.