An advertiser recently asked Ginny Marvin, the Google Ads Liaison, about an issue with seeing a high percentage of ad spend and conversions for “Other” search terms.
Inquiry about advertising expenditure anomalies
The advertiser explained that for a campaign using all exact match keywords, 80% of ad spend and 90% of conversions were attributed to “Other” search terms. Their customer said that these conversions looked low quality and not ideal.
Google’s privacy thresholds at stake
In response, Marvin explained that search queries that do not meet the privacy thresholds set by Google Ads are added to the “Other” search term category.
He recommended that you use Search Term Insights on the Insights page, which analyzes the categories of queries that drive activity to better understand performance.
“Queries that do not meet our privacy thresholds are added to the ‘other’ search terms line. However, search term statistics (on the Statistics page) can be useful to better understand query topics/categories that drive activity Category groupings take into account all search terms, including those not included in the search terms report for privacy reasons.
As Marvin pointed out, Search Terms Insights takes into account all search terms, including those left out of the standard search terms report, for privacy reasons. The tool groups terms by intent and attributes to provide metrics for each category and subcategory.
New insights for campaign optimization
As explained in a Google support page Marvin Linked, Search Term Insights helps advertisers understand how customers search for and interact with their business on Google.
Automated groupings provide key metrics without requiring advertisers to review individual terms, some of which are kept private.
Advertisers can view and download search term statistics anytime after March 2023 by switching to custom date ranges. Downloads contain aggregated metrics for categories and more granular data on subcategories.
Access and use of search term statistics
Search term statistics are accessible in the account and campaign views. This newly added feature to the Google Ads API works with search, peak performance, shopping, and other campaign types.
New insights provide advertisers with comprehensive data on all search terms, even private ones. Provides detailed breakdowns of search topics, subtopics, and key metrics.
With regularly updated data, advertisers can refine campaign targeting and creative to align with changing interests.
To sum up
Marvin’s guide aims to help advertisers leverage search term insights to better understand the ambiguous “Other” search terms they may see in their campaign data.
Advertisers experiencing issues with conversions attributed to “Other” terms can analyze the tool’s category groupings to better understand campaign performance.
Featured image: Piotr Swat/Shutterstock
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