Analyzing Your Advertising Budget: Using Google Ads to Understand Other Search Queries

Recently, an advertiser approached Ginny Marvin, a Google Ads representative, about the high percentage of ad spend and conversions that came from the "Other" search query category. The advertiser explained that for a campaign using only exact keywords, 80% of ad spend and 90% of conversions were attributed to "Other" searches. The client believed that these conversions were of low quality and suboptimal.

"Queries that do not meet our privacy criteria are aggregated into the 'other' search query row. The search terms information (on the Insights page) can be useful to better understand the topics/categories of queries that are generating activity. The category grouping takes into account all search terms, including those not included in the search terms report for privacy reasons."

🚀 As Marvin explained, Search Term Insights takes into account all search terms, including those excluded from the standard search term report for privacy reasons. This tool groups terms based on intent and attributes to provide metrics for each category and subcategory.

• 📌 Search term insights help advertisers understand how users search for and interact with their business on Google. Automated groupings provide key metrics without having to study each term individually, some of which remain confidential.