Adthena Finds Way For Brands To Compare Campaigns With Competitors

Adthena announced a Competitor Dashboard on Thursday that allows brands to determine how they measure up to their competitors.

The dashboard enables advertisers to benchmark themselves versus competitors when it comes to impression share, clicks spend, and ad copy themes. Users can also view competitors’ top categories, top-performing keywords and ads and their investment in paid versus organic across devices.

Ashley Fletcher, VP of Marketing, Adthena, which focuses on search supported by artificial intelligence and machine learning, believes the dashboard makes it easier for advertisers to track their competitive intelligence and then tweak their strategies.

In addition to the dashboard, Adthena also recently released a Search Benchmark report on paid search by analyzing data from more than 140 million paid-search ads and 5.6 million search terms across the U.S., UK, and Australia from January 2017 to May 2018. The company found that global search ad spend grew by 10.4% year-over-year (YoY) in 2017.

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The benchmark report analyzes data from more than 100,000 advertisers to improve the transparency in the amount spent for advertisers and performance in each category in search. One trend identified is that click-through rates for paid-search ads continues to increase, especially on mobile.

Mobile ad spending returns beat desktop ad spending returns, with mobile delivering higher clicks and spend ratios across the majority of categories in English-speaking territories.

 

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