Google Ads

Know Your Data “Blindspots” for Every Google Ads Campaign Type

Our team has been hard at work doing amazing things with the data we get from our clients’ Google Ads campaigns.

In just the past few months, we’ve shown you things like:

These are examples of how we’re using bigger datasets at scale to help our team, our clients and anyone who’s interested in making better decisions about your digital marketing with the power of big data. But… all of these approaches rely on the same thing: DATA!

And unfortunately, when it comes to the data available to advertisers on Google Ads, not all campaign types are created equal.


Search Term, Network & Placement Data Availability by Campaign Type

In the chart below, we’ve outlined a list of Google Ads campaign types and sub-types that are currently available.

With each one, you’ll be able to understand how / if Google makes 3 key data points (Search Terms, Network and Placement) available to advertisers.

Campaign Type* Where Ads Appear What Data is Available?
Search Terms Network Placement
Search Network – Standard Google Search Optional: Search Partners Yes

Yes

(segment Google, Search Partners)

You can pull some Search Partners placements via this method with SuperMetrics
Search Network w/ Display Expansion

Google Search, GDN

Optional: Search Partners

Yes Yes (segment Google, Search Partners, GDN GDN placements: Yes. You can pull some Search Partners placements via this method with SuperMetrics
Search Network – Dynamic Search Ads (DSAs) Google Search Optional: Search Partners Yes

Yes

(segment Google, Search Partners)

You can pull some Search Partners placements via this method with SuperMetrics
Search Network – Call Only Google Search Optional: Search Partners Yes

Yes

(segment Google, Search Partners)

You can pull some Search Partners placements via this method with SuperMetrics
Display Network – Standard

GDN

Optional: YouTube

n/a n/a Yes. Also available via Reports section.
Smart Display GDN, YouTube n/a n/a Yes
Display Network – Gmail Ads Gmail (within users’ Gmail Inbox) n/a n/a No (technically could say n/a, as placements are all within Gmail)
Shopping Campaigns – Standard Google Search Optional: Search Partners, GDN, YouTube, Gmail, Discover Yes Yes Some placement data available via Reports section
Smart Shopping Google Search, Search Partners, GDN, YouTube, Gmail No Not exactly… but we found a solution. Some placement data available via Reports section
Video Campaigns

YouTube

Optional: GDN

n/a Yes (segment YouTube, GDN) Yes
App Campaigns Google Search, Search Partners, Play Store, GDN, YouTube, Gmail, Discover No Yes Yes. Available via Reports section.
Local Campaigns Google Search, Search Partners (includes Google Maps), GDN, YouTube, Gmail No No. Shows as ‘Cross-network’ Some placement data available via Reports section
Discovery Campaigns (beta) YouTube, Gmail, Discover n/a No No

*Note: In an effort to cover the full mix of campaign types, we took some liberties in grouping certain sub-types and campaign options. Google is always evolving what settings and options they make available so we’ll be updating this list as it grows and changes!

So… Googz where’s my data?

As noted for some campaign types, while Google doesn’t make Network and Placement data easily accessible through the UI, there is more data provided via Google’s Reports section. In some of those cases, deploying tools like SuperMetrics that ingest data via the Google Ads API can give you some more options and easier ways to access your data.

With some campaigns, there is obviously a bit of a tradeoff; you’re utilizing more of Google’s powerful machine learning technology in your campaigns while streamlining the setup, and focusing more directly on the goals that matter most for your business.

The Rise of Google’s “Smart” Campaigns

Back in 2018, Google announced the rollout of some big changes coming to their campaign mix, designed to help streamline the creation, targeting and optimization of campaigns. As the use of Smart Shopping, Local Campaigns and other formats evolve there is in some cases a bit of a tradeoff in the data available vs features, and placement options that are unlocked.

Smart campaigns, in particular, have some nuances in terms of how / if they make search term, placement and network data available, but don’t let that scare you off!

For Seer’s clients, we’ve seen great results with Smart Display campaigns, Discovery Ads, and Smart Shopping. So while there’s no one-size-fits-all solution, we’re all in on ensuring that we constantly explore, test and optimize campaign types… as long as you know where the tradeoffs are, and understand some of the tips and tricks for unlocking everything Google makes available to you!

Still Working with Limited Google Ads Data?

Even if you’re running into limitations around getting the data you want to have for optimizing (or if you’re not even running Google Ads campaigns at all), don’t let that stop your quest for leveraging big data sets. That just means it’s time to get creative and pivot your approach to think holistically to inform your strategy. Some of the best ways we’ve used so far:

Have any thoughts about how you navigate getting data from these campaign types? Leave a comment or reach out to us!


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