In this article, I'll show you how to asses the impact on your accounts of Google ads limiting search terms report.

Search terms report is extremely important for query management and keeping your account clean:
• Excluding bad search terms you don't want to spend money on. (Negative query management)
• Be sure that you show on correct queries based on your account structure (Brand vs Generic)
• Analyze which search terms convert and where media is spend.

Let me show you how to analyze the impact using a simple DataStudio dashboard.
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In this article, you’ll learn what are branded keywords in google ads and how they can impact your global performance.

It’s extremely important to analyze brand terms performance for several reason:

• Are they cannibalizing organic traffic?
• Are they bringing incremental conversions?
• Are they blowing away your budget?
• Find out if your agency/consultant is transparent with your PPC results
• How to adapt your strategy?

Let me explain the concept....