Paid and organic search

Adthena helps identify opportunities to reduce paid search spend by leveraging strong organic rankings through a solution called Brand Activator. Here’s how it works:   

• 24/7 monitoring: Adthena continuously monitors your brand terms and identifies “Lone Rangers” – terms where you hold the top organic spot with no competitor bidding on them.  
• Automatic deactivation: When a Lone Ranger is found, Brand Activator automatically pauses your paid search ads for that term and adds it to your negative keyword list. This prevents you from wasting money on ads for terms where you already dominate organically.  
• Automatic reactivation: If a competitor starts bidding on a previously identified Lone Ranger term, Brand Activator automatically reactivates your paid search ads for that term to protect your market share.  
• Monthly reporting: Adthena provides reports that track your savings from Brand Activator and identify other areas where you can reinvest your budget.  

Adthena helps you avoid wasting ad spend on terms where you already have strong organic visibility. By automating the process of identifying and pausing ads for these terms, Brand Activator frees up your budget to be used more effectively on higher-performing keywords.

Adthena can help you identify keywords where you’re overspending on PPC despite strong organic rankings. Here’s how:   

1. Brand Activator: This feature automatically identifies keywords where you hold the top organic spot with no competitor bidding. It then pauses your paid ads for those terms, preventing wasted spend. Learn more about Brand Activator.   

2. Search Term Detail: Adthena provides detailed insights into the search terms triggering your ads, including:

• Competitor presence: See which terms have the most competitors bidding on them.
• Volume potential: Understand the search volume for each term.
• Estimated cost: Get an idea of how much you’re spending on each term.

By analyzing this data, you can identify keywords where you’re spending heavily on PPC despite having a strong organic presence. You can then adjust your bids or pause ads for those terms to optimize your spend. Learn more about Search Term Detail.

3. Competitive landscape analysis: Adthena allows you to compare your PPC performance against your competitors. This can reveal areas where you’re overspending compared to your rivals, especially if you’re already ranking well organically.   

4. Custom reporting: You can create custom reports in Adthena to track your PPC spend and organic rankings for specific keywords. This allows you to easily identify areas of overlap and potential overspending.  

Adthena’s AI-powered data helps balance PPC and SEO strategies by providing a comprehensive view of the search landscape and automating key processes. Here’s how:   

1. Automating optimization:

• Brand Activator: This feature automatically pauses your paid ads for brand terms where you dominate organically, preventing wasted spend and allowing SEO to take the lead.  
• Smart Monitor: Adthena’s AI monitors market shifts and competitor activity, alerting you to changes that may impact your organic visibility. This allows you to adjust your SEO strategy proactively and maintain a strong organic presence.

2. Providing actionable insights:

• Market Trends Reports: Adthena’s AI provides insights into industry trends and competitor strategies, helping you understand where to focus your SEO efforts to maximize organic visibility.

Adthena’s AI helps you:

• Reduce wasted PPC spend: By identifying keywords where you already rank well organically.
• Maximize organic visibility: By providing insights into market trends and competitor activity.  
• Optimize your overall search strategy: By balancing PPC and SEO efforts for maximum impact.

By leveraging Adthena’s AI-powered data, you can create a more efficient and cost-effective search strategy that maximizes your total search visibility.

Adthena provides insights on competitor strategies, including where they might be using PPC to compensate for a weaker organic presence. Here’s how:

1. Search Term Detail:

• Organic vs. Paid Comparison: Adthena shows you both the organic and paid results for any given search term. This allows you to see if a competitor is heavily relying on paid ads for terms where they have a low or non-existent organic ranking.
• Share of Voice: You can analyze a competitor’s share of voice for a particular keyword across both paid and organic results. A high paid share of voice coupled with a low organic share of voice suggests they are using PPC to make up for weak organic performance.

2. Competitive landscape analysis:

• Benchmarking: Adthena allows you to benchmark your own organic and paid performance against your competitors. This can reveal areas where competitors are over-investing in PPC to compensate for poor organic visibility.
• Trend analysis: You can track how competitors’ organic and paid strategies evolve over time. If you notice a competitor consistently increasing their PPC spend on certain keywords while their organic ranking remains low, it suggests they are relying on paid ads to capture that traffic.

3. Custom reporting:

• Keyword Tracking: You can create custom reports to track specific keywords and monitor both your and your competitors’ organic and paid performance. This allows you to identify patterns and pinpoint where competitors are using PPC to compensate for weak organic rankings.

By analyzing this data, you can gain valuable insights into your competitors’ strategies and identify opportunities to:

• Outrank them organically: Focus your SEO efforts on keywords where they are relying heavily on PPC due to weak organic presence.
• Optimize your own PPC spend: Avoid overspending on keywords where you already have a strong organic presence.
• Gain a competitive edge: Understand where your competitors are focusing their resources and adjust your strategy accordingly.

Adthena helps you understand the interplay between your competitors’ PPC and SEO strategies, allowing you to identify weaknesses and capitalize on opportunities to improve your own search visibility.

Adthena can help you allocate your media budget more effectively by highlighting gaps in your SEO strategy where PPC investment is necessary. Here’s how:

1. Identifying Keyword Gaps:

• Search Term Detail: Adthena provides a comprehensive view of the search terms driving traffic in your industry, including those where your competitors have a strong presence. By analyzing this data, you can identify keyword gaps where your competitors are capturing traffic that you’re missing out on.  
• Competitive landscape analysis: Adthena allows you to compare your keyword coverage against your competitors. This reveals areas where they are targeting keywords that you are not, highlighting potential opportunities for both SEO and PPC.  Learn more about Head to Head Comparison.

2. Prioritizing PPC Investment:

• Organic vs. Paid comparison: Adthena shows you both the organic and paid results for any given search term. This allows you to identify keywords where your competitors have a strong paid presence but a weak or non-existent organic ranking. These are prime candidates for PPC investment, as they indicate a potential gap in your SEO strategy.
• Share of Voice: You can analyze a competitor’s share of voice for a particular keyword across both paid and organic results. A high paid share of voice coupled with a low organic share of voice suggests they are relying on PPC to capture that traffic, indicating a potential area where you need to invest in either SEO or PPC.

3. Optimizing Budget Allocation:

• Performance tracking: Adthena allows you to track the performance of your PPC campaigns and organic rankings for specific keywords. This data can help you determine which keywords are most valuable and where to allocate your budget most effectively.  
• Custom reporting: You can create custom reports to track your PPC spend and organic rankings for specific keywords, allowing you to easily identify areas where you need to invest more heavily in either SEO or PPC.

By leveraging Adthena’s insights, you can:

• Identify keyword gaps: Uncover opportunities to capture traffic that your competitors are currently reaching.
• Prioritize PPC investment: Focus your paid search budget on keywords where your SEO is lacking.
• Optimize budget allocation: Make data-driven decisions about where to invest your resources for maximum impact.