Smarter Ecommerce (smec)

Unraveling the Mystery of 'Unknown' Ad Destinations in PMax Clicks

11 months ago

25% of PMax clicks have an unknown ad destination due to traffic from channels like Gmail or insufficient iOS traffic flow. Google's Ads Product Liaison suggests using specific SDKs, sending connector pings from SDK source, and importing app session_start events into Google Ads to improve iOS data flow. 'Unknown' clicks are cheaper but perform less effectively than website clicks. PMax requires detailed data analysis for best results.

Alphabet Earnings: Ecommerce CPCs Deviate, Value Per Click Key

12 months ago

Google Ads Paid Search +1 more

Ecommerce Cost Per Click (CPC) now aligns within 1-3% of Google's guidance, after significant variations during the pandemic. Clicks are 43% costlier than their 2020 low and 18% more than late 2019, in line with inflation. Market variations exist, with the UK seeing higher unit costs. The industry is shifting from CPC to Value Per Click (VPC), turning Google Ads from a cost to a value center.

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