Not the search term report. Not the campaign performance report. The Placement Report.
And I genuinely don’t understand why more sellers don’t talk about this one.
Here’s what the placement report actually shows you:
→ Exactly how your campaigns perform broken down by top of search, rest of search and product pages
→ Which placement is eating your budget without delivering proportional returns
→ Where your conversion rate is strongest so you know where to push bids harder
→ Whether your top of search bid adjustments are helping or quietly hurting you.
Most sellers set placement bid adjustments randomly. Ten percent here, twenty percent there, based purely on gut feeling with zero data behind the decision.
The placement report removes all the guesswork completely.
I’ve opened this report on accounts and found that product page placements were converting at nearly double the rate of top of search for certain product types. Completely opposite of what the seller assumed was happening.
Your assumptions about where your ads perform best are probably wrong. The data almost always tells a different story than what sellers expect.