01
Intent
A keyword is not the customer’s query.
Wolf works from actual search behaviour, distinguishing research, comparison, brand, problem and purchase intent before budgets are allowed to blend them.
WOLF / Google Search AdsBRISBANE · WORKING GLOBALLY
Google Search Ads
Capture demand without paying for every interpretation of it.
02
Auction
Lost impression share needs a diagnosis.
Lost IS (budget) suggests eligible demand exceeded budget. Lost IS (rank) points to bid and quality competitiveness. The response, and its profitability risk, is different.
03
Control system
Match types, negatives and bids work together.
Broad match can discover useful demand when measurement is strong. It can also scale ambiguity. The account needs explicit guardrails and search-term decisions.
PLAIN ANSWERS
Useful details.
What is Search Impression Share?+
It is the percentage of eligible Search impressions your ads received. It describes auction coverage, not whether more coverage would be profitable.
What is Quality Score?+
A diagnostic estimate of expected click-through rate, ad relevance and landing-page experience. It is useful for diagnosis but should not replace commercial priorities.
Should we use broad match?+
Only when the conversion signal, exclusions, budget and review cadence make exploration economically tolerable.