Adthena, the leader in AI-powered search intelligence, announced the launch of Local View, a new solution that gives brands complete transparency on the search advertising landscape across geographies, capturing consumer behavior and competitor strategies. With Local View, marketers can see unique local trends in search, evaluate performance by location, and track and act on competitive moves.
The coronavirus pandemic has fundamentally changed consumer behavior. With more people sheltering in place and working remotely, online searches for brands, products and services have exploded. Moreover, tier systems and city/county lockdowns which restrict movements and certain types of in-store purchases, pose a unique problem. With COVID-19 reshaping what people search for and where they search from, marketers are seeing greater variance in search activity locally — across every region, state, county, city, and neighborhood. To adapt, search campaigns need to become more locally targeted, ensuring personalization for the end-user and performance for the brand.
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Unfortunately, there has been a lack of on-the-ground clarity today on what consumers are searching for locally, as well as how competitors are adapting their search efforts to this new normal. Without transparency on emerging trends, relevant search terms and competitor moves at the local level, brands are struggling to build effective location-based search advertising campaigns. They do not know who their rivals are at a local level or what they might be bidding on, which is especially dangerous as one-third of all brand searches experience brand bidding — competitors targeting ads based on another company’s trademarked keywords.1
Enter Adthena’s new offering — Local View. Local View provides in-depth analysis of consumer and competitor opportunities within a brand’s local search ecosystem (e.g., Nielsen DMA®, state, city, etc.). Local View helps marketers understand search intent locally, discover search term patterns and uncover competitor strategies amid COVID-19, analyzing everything from their ad copy and terms to CPCs and CTRs. These insights allow brands to capitalize on existing local opportunities and identify new ones, driving greater ROI.
“Your consumers are searching for what they want, where they are right now, and that activity is being redefined during the coronavirus pandemic,” said Ashley Fletcher, VP of Marketing, Adthena. “Your location-specific ads need to adapt and be there, and they need to be informed by these changes. With Local View, we can show you what your audiences are searching for by geography, which ad copy performs best and who you are really competing with, bringing much-needed transparency to location-based search.”
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