Join Date: Sep 2004
Location: San Diego
Broad Match - Session Based
A few months back Google started using session based ad display.
What is Broad Match Session based impressions and clicks?
One general rule of thumb I have is, if I can't report on it, I can't control it, and thus should not use it.
Search Engine Journal brings up other good points here:
Essentially this all comes down to the age old issue of figuring out the effects of keyword attribution. Which keywords resulted in impressions and clicks at one point in time, and turned into conversions at another point in time?
There is no report in G Analytics to track this activity.
And thinking about it, would it not be amazing to see a keyword progression that lead to a conversion? We may find out that keyword "homer Simpson" exact match contributes to a lot of conversions with the keyword "Donuts", but never results in a conversion itself. Many of us may delete or pause that keyword and suffer a drop in conversions.
Bottom line to me. If Google feels confident that they can determine user intent and serve up our ads to "related" keywords during the searchers user session, they need to share that data with us. Tell us what those keywords are and allow us to create keyword funnel reports similar to the funnel visualization reports found in GA.
Imagine if at one point you could categorize all your keywords into parts of the sales funnel with confidence. And instead of Google determining which ad shows for these sets of keywords in a user session, you did.
First things first though. Google lets see some data behind they Session based ad display.
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