Key learnings from using Adthena on Adthena

Hello! Ashley here who leads marketing for Adthena. Believe it or not we use Adthena ourselves on our on Google Ads campaigns. Over the years since the company has grown and grown we've had growing competition - particularly looking to steal our brand traffic. We are a six figure monthly spender in Google Ads now, these campaigns cover core keyword generics, display, retargeting and video campaigns.

Here are some high level observations I've seen from my team and our search agency using Adthena data:

1. Never be surprised. We've come to expect some weird and wondered competitors (some of which are completely different fields btw) trying to push on our market share, some even because their brand names sound similar. I review a weekly report from my Growth team and also cc'd on our Agency weekly team notes.

2. Mirror Search Term Reports / Search Query Reports. You always want to map where the lead come from down to channel + exact search term. As Google Ads starts to muddy the waters with near exact match its harder to get the transparency you need. I find merging both reports and ensure my top terms are grouped in Adthena keeps us focused on the 20% that deliver 80% of revenue.

3. Regular review of Competitor position. We feed competitor ads into our Product Marketing department, often you see competition dialling up their areas of differentiation. This information should be shared with PMM, Product and also Executive functions.

4. Niche testing. Keep moving your campaigns forward by setting up regular new Search Term Group, but don't forget regional and local differences in your market. We have our Google Ads campaigns set up by key country regions, then some key states also.

What else would you like to know about our campaign?