This month’s Ask A PPC tackles a very real concern: Search term visibility keeps shrinking on some platforms while other platforms continue to maintain more transparency. Advertisers still need to understand, diagnose, and optimize campaigns even when they do not have full search term signals.
“With search terms increasingly unavailable, what technical signals should advertisers prioritize to diagnose smart bidding?”
We’ll walk through three techniques advertisers can use on any platform, then unpack how Microsoft Advertising’s search term visibility can strengthen optimization across other channels.
Quick disclosure: I work for Microsoft, and I’ve written this as objectively and platform-agnostically as possible.
Technique 1: Use Behavioral Analytics To Understand User Quality
Losing access to individual search terms does not mean you lose access to meaningful insight. You can check traffic segments to see if they deliver value:
- Times: Certain times will be more prone to impulse purchases vs considered investments. If your product/service sees a large amount of non-converting activity during a time that doesn’t align with the conventional customer journey, you can make educated guesses about removing those times.
- Audiences: By including observation audiences, you can get a sense of how much traffic fits into desired demographics. These insights can be used to understand the intent behind the traffic.
- Devices: If you know you do better with phone calls and the lion-share of your traffic is desktop, there may be a need to apply device-specific rules to direct traffic in a more profitable way.
- Locations: Identifying locations with higher CPCs and lower conversion rates is the easiest way to ensure budget is scaling in the right way.
Then, you can start to understand whether those sources deserve more investment.
For example, if you see a high uptick in conversions at 7 a.m. on mobile devices, but they tend to be lower value than the conversions that happen at 4 p.m. on desktop, you might make some educated guesses that the former group were impulse shopping, while the latter have put more thought into engaging with you. The high-volume conversion group might also be on their way to work and not processing as clearly which brand they gave their information to.
That said, avoid snap decisions. Some interactions help start the conversion journey even if they do not complete the conversion action until later. This is why signals from offline conversions and view-through conversions matter so much.
Both Behavioral Analytics And CRM/Shop Data Can Help Fill In Gaps When Search Terms Are Missing
Behavioral analytics tools, including Microsoft Clarity, can help you understand how different humans and AI systems engage based on the times, platforms, and audience cohorts they come from. These insights can show whether your landing page gets in the way.
For example, if you see a high uptick of traffic coming to your site with no…
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