Business context

What is business context for?

What this account sells, who it competes with, and what success looks like. Search-term triage judges terms against it, anomaly explanations and the audit's written reports read parts of it, the audit's checks read your terms and goals, and the goals feed the Targets panel and the verdicts. Precise beats long. A short, exact entry gets better judgments than a long one: write what a new analyst would need on day one.

What does each section feed?

• The business: the name, industry, what it sells and does not, its customers and countries. Search-term triage reads all of it. Anomaly explanations read the name, industry and customers; written audit reports read those and what it sells.
• Terms: brand names, Must-win terms, Competitor brand names, searches for competitors, and Searches from the wrong people. These decide how a search term is judged, and the audit's checks read them too. A keyword containing one of your brand names or must-win terms is never suggested for pausing without a warning, and a search naming a listed competitor is always left to you.
• Goals: what the account is for, how you measure it, the target CPA or ROAS, and the monthly budget. Read by search-term triage, anomaly explanations, the audit's target checks, written audit reports, the Targets panel, the bid cuts on Actions (which need a target CPA), and the verdicts on changes and on Google's recommendations. The monthly budget drives the month line.
• Seasonality: the months that run above or below normal, read by anomaly explanations only.
• [[Private notes]]: your own scratchpad. Nothing reads them.

Can Adintel fill it in for me?

Draft from account data proposes values from the account's name, its campaign and asset group names, keywords, ad copy, landing page addresses and search terms, and fills the goals' target and monthly budget from the account's current settings. It writes nothing on its own: review and correct every field, then save. The page also says what the draft could not know, such as the countries the business serves.

What happens when I save a change?

A change to the business, terms or goals sections changes what search terms are judged against. In triage, terms you have not decided yet are marked Outdated context and sorted again against the new context from the next morning; terms you have decided keep your decision. A change to seasonality or private notes re-sorts nothing.

What is Profit and targets?

Its own section, with its own save, under the form: the break-even ROAS (or the gross margin it comes from) for the account, a campaign's own where it sells at a different margin, and the days a new target gets to settle before it is read: 14 unless you change it, anywhere from 1 to 60. These figures are never sent to a model and never re-sort search terms. Targets and profit says how they are used.