Ginny Marvin defended Google's practice of hiding search terms within the Ads interface, stating it is driven by privacy concerns. Collin Slattery's analysis, covering $20 million in ad spend and 14 million clicks, revealed significant inefficiency with hidden terms costing advertisers $0.85 for every dollar spent. Marvin explained that search terms are only reported when they meet certain volume thresholds, affecting how advertisers understand customer searches. Google aims to provide insights while respecting user privacy, highlighting a trade-off between data volume and return on investment.
Collin Slattery analyzed $20 million in spend and 14 million clicks across 933 campaigns, discovering that hidden search terms siphon $0.85 for every $1 spent on ads.
Ginny Marvin stated that the threshold increase for reporting search terms was solely privacy-driven, ensuring user privacy while providing advertisers with insights.
Marvin acknowledged the frustration surrounding hidden search terms but emphasized that Google aims to help advertisers understand customer behavior without compromising privacy.
Marvin clarified that queries are matched to achieve desired ROI, without regard for whether they meet reporting thresholds, resulting in performance variances within campaigns.
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