Google Ads Update – Changes to Search Terms

Advertisers begin to explain that the search terms report will be limited to keywords that have searches and relevant data. PPC experts have started expressing their frustration after the update was found. From reports of it to smart bidding to lack of accountability, PPC analysts are giving different opinions across the globe.

Google has started alerting advertisers that when there are no “relevant” data, it will soon avoid displaying search queries that generated their advertising.

The notice says “We are updating the search terms report to only include terms that were searched by a significant number of users. As a result, you may see fewer terms in your report going forward.” 

What is Actually Changing?

Google is updating the report on search terms to include fewer search words. 

The study will exclude words that have not been searched for by a large number of users as of September 2020.

On Google’s Search Terms Report support page they state, “Starting September 2020, the search terms report only includes terms that a significant number of users searched for, even if a term received a click. You may now see fewer terms in your report.”

Advertisers would have decreased exposure, in simpler terms, to which search queries cause their Google ads, even though they incur a click or conversion.

As per the Search Engine platform, Google is citing this move as being related to privacy, saying that with this update they are seeking to maintain our privacy standards and enhance our user data security.

We use search term data to integrate data sets and develop tools that have assisted us save that $40MM in inefficient spending a lot of which stems from single-click terms falling through the cracks.

Data Summary Regarding Update

After 1 day of Data Collection, it has indicated that Google Ads now:

• Prevents search terms for 28% of Paid Search budgets.
• Withdraw search term visibility of 20.4% of PPC clicks.

How To Explain This?

Before This Update:

• For every $100K you spent on Google search, you receive search term data for $98,700 of it.
• Every 100K clicks you get, you saw search term data for 98,300 of those clicks.

After this Update:

• For every $100K you spend on Google search, you receive search term data for $71,000 of it.
• You see search term data for 77,900 of clicks for every 100K clicks you get.

That’s $27,000 worth of search term data unseen for every $100K you spend.

What Google Has To Say on This?

A Google spokesperson says.

“In order to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re continuing to invest in new and efficient ways to share insights that enable advertisers to make critical business decisions,” 

What Does “significant” mean here? 

The effect of this move, and its effects on campaigns and budgets by advertisers, will rely largely on how Google defines “relevant.”

Even now, in search term reporting, it is very normal to see search terms with one interpretation, or one click. As this reform takes effect, we should assume it will no longer be relevant, but after that, we will have to wait to see what the levels look like.

PPC Search Terms Future  

Is there no search word on the horizon? Is that not enough for the beginning of PPC? Only time will say, but we certainly have some ideas as well as plans to carry on protecting the budget from inefficiencies for the clients.

While there is no one-size-fits-all solution here, this should hopefully inspire fresh ideas about how else you can work around the fresh restrictions.

What Will Happen To Keyword Targeting?

With Innovative Search Advertising and Smart Promotions, Google has already phased out the conventional keyword targeting. 

With less exposure to the search term within traditional search campaigns, many expect more improvements in potential keyword targeting.

Even if this update takes away chunks of data from the search word, would that stop us from finding new ways to save money for customers, refine campaigns, and better spend their marketing budgets?

I think It’s not the case.

They changed. They have grown. They have found ways to win bigger and more powerful for both themselves and clients.