Just in…Google started reducing search term visibility for all advertisers

What does this mean?

Google has announced that they are updating the search terms report to only include terms that were searched by a “significant” number of users. As a result, advertisers may see fewer terms in their reports moving forward.

The search terms report, also known as the search query report, is a list of search terms that people have used that resulted in advertisers’ ads being shown and clicked on. This report shows insights into what potential customers are searching for as well as helps identify negative keywords and new keywords to add into advertisers’ PPC programs. The search terms report also gives advertisers a good sense of the type of “traffic quality” being driven to their site.

Why did Google make this update?

According to Search Engine Land, Google mentioned the reason for the change is “to maintain our standards of privacy and strengthen our protections around user data”. No other details have been given from Google at this time.

When will this update go into effect?

This change has already taken place on the Google Ads platform. It was another algorithm surprise by Google that everyone learned about during the first week of September 2020. 

How does this affect advertisers?

This update will change the way we identify PPC campaign efficiencies, but advertisers should not see much of an impact. We will continue to monitor advertisers’ campaigns and find other ways to optimize campaign performance for optimal results.

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