Know where the spend went that the search terms report does not show.
Adintel splits each campaign’s spend three ways: searches whose term Google shows, search Google showed no term for, and every other channel, such as YouTube, Gmail, Display, Discover and Google TV. The three make up the whole of the spend Google reports by channel, which matches the campaigns’ spend once each day settles.
The spend in three parts, and what reaches each.
On the Overview, the window’s spend in three parts, then by week and by campaign. A campaign opens to its channels, each with its own spend, conversions and return, and what acts on each part.
Read from Google, never made to fit.
It is read from Google at every sync, campaign by campaign and channel by channel. A search on Google Maps carries a term, so it counts as search; on YouTube, searches whose term Google shows count as term shown, and the rest of YouTube counts as another channel.
Google can still be settling a day’s figures when it is read. The panel names the days that do not yet match the spend, and the next sync reads them again. Until then it shows the channels as read, never a figure made to fit.
It is a measurement: nothing in the briefing, the anomalies or the audit reads it, and it suggests nothing on its own.
The full rules
What you can do from it
- Work the terms shown on the search terms page, filtered to that campaign.
- Reach search with no term shown through negatives: the account-level list and the lists attached to the campaign stop a search whether or not Google shows its term.
- Turn the Display Network or Search Partners off on a Search campaign, through the confirm that checks the change with Google first.
- Read the split for the window you choose, by week and by campaign.
What it will not do
- It cannot switch Performance Max’s channels. Google has announced channel controls for it that the Google Ads API does not offer yet.
- It never fills a day still settling with a figure made to fit.
- Brand exclusions are set in Google Ads, not from here.
- It adds nothing to your briefing or the audit.
Questions about what you can’t see
Where do Maps and YouTube go?
A search on Google Maps is search: it carries a term, and a negative reaches it. On YouTube, searches whose term Google shows count as term shown; the rest of YouTube, its video ads and its searches with no term shown, counts as another channel.
Why might a day not add up?
Google can still be settling a day’s figures when it is read. The panel counts the campaign days whose channels do not yet match the spend, names the latest, and marks each campaign’s days still settling; the next sync reads them again.
Does anything else read it?
The Recommendations page reads the same channel figures when it judges Google’s Search Partners, Display Expansion, sitelink, callout and call asset recommendations.
See where a real account’s spend went.
A real Google Ads account, read only, with nothing to sign up for or connect. The free trial is 14 days on up to 10 of your own accounts, with no card.