Experienced Google advertisers know where to find the data that’s essential to optimization and insight. But many novices aren’t even aware of the layers they’re missing. And misleading information often replaces hidden information — at least in the current context. As a result, many advertisers find themselves unwittingly accepting platform-friendly narratives. If you don’t fall into the novice category or neglect your account(s), why should this matter to you? Second-order effects. If you’re Advertiser A, doing a pretty darn competent job, the shortcomings and neglect in accounts managed by Advertisers B, C, D, E, and F can cause all kinds…
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