The Google Ads Podcast How to Analyze Low-Performing Search Terms Beyond the Google Ads Dashboard
May 24, 2025
John Moran, a Google Ads expert from Solutions 8, shares his innovative methods for analyzing low-performing search terms. He highlights how to uncover surprising insights that traditional dashboard metrics might overlook. John emphasizes the importance of branded searches and discusses strategies to optimize ad spend for improved conversion rates. His approach reveals that some campaigns may perform better than they appear, offering listeners a fresh perspective on PPC management.
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Hidden Value Beyond Google Ads
- Google Ads platform often underreports conversions by missing incremental branded organic or direct return searches.
- True conversion impact can be 2x better than what Google Ads dashboard shows, affecting attribution and CPA measurement.
Check Brand Campaign Visibility
- Conduct ad preview and diagnosis for branded campaigns to ensure ads show properly and are not outbid.
- Monitor branded campaign daily budget utilization, bid levels, and competitor activity to optimize attribution and performance.
Wait and Verify With CRM
- Let campaigns complete learning phase before making major adjustments to budget or bidding.
- Verify performance by comparing Google Ads data with CRM and external attribution sources to see the full impact.