Google’s Auction Insights: Bridging the visibility gap – Search Engine Land
How much of your spend is being allocated to search terms hidden under Google’s “other” category, versus those in your reports?
Adthena analyzed accounts from various locations and discovered that, on average, 51% of spend is associated with search terms that Google doesn’t surface, categorizing them as “other terms” or similar.
As marketers, this begs the question: How much of our budget is slipping through the cracks?
This lack of transparency also extends to Performance Max (PMax) campaigns. In Adthena’s research, only 26% of PMax traffic was tied to visible search terms, leaving a large portion of your performance in the dark.
Why visibility gaps in search terms could be costing you
Google’s failure to disclose certain search terms creates blind spots in performance analysis and reporting.
It’s alarming to know that 51% of your ad budget could be wasted on non-converting terms.
This data gap skews performance metrics and risks leading future strategies in the wrong direction.
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The post Google’s Auction Insights: Bridging the visibility gap – Search Engine Land first appeared on One SEO Company News.
source: https://news.oneseocompany.com/2024/10/30/googles-auction-insights-bridging-the-visibility-gap-search-engine-land_2024103058790.html
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