If you are a digital marketer, you need to keep yourself updated with all the recent Google updates. Today, we will discuss the new Google statement according to which Google Adwords will limit search terms reporting.
Google has started notifying advertisers that they will soon stop showing search queries that triggered their ads when there is no “significant” data.
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”
In an interview, a Google spokesperson told the Search engine Land guy, “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 changes we might expect in the Search Term report?
The impact of this search term report changes on the advertiser’s budget will depend upon how Google defines the word “significant”.
Till now, we get all the terms the report including even 1 impression or 1 click. We can expect that we won’t see such terms in the upcoming reports. But then, the exact minimum threshold that Google will set would be revealed by Google itself soon.
How will this affect the optimization of accounts:
Due to the constant expansion of close variant keywords, advertisers already have very less control over what keyword their ad would get triggered. Hence, to control this, advertisers used to collect some data first and then add irrelevant keywords as negatives.
But, now after this change in the search term report, advertisers to some extent are going to lose the control over negatives as well as they won’t know what irrelevant low search volume keywords are consuming their budget.
The Reason Behind this Search term report Change:
Google revealed that they are making changes to the search term report to protect user’s personal information. This makes sense, right? But the problem is, along with the keywords that can reveal a user’s personal information, this change in the report will also stop advertisers to analyse the keywords that have low search volume but are not revealing any data.
This is an issue because the advertisers pay for each click user does on their ad. Now, the advertiser won’t be able to identify what keywords they are spending a significant amount of money because there can be thousands of keywords that have a low search volume.
Conclusion
Google will keep updating their reports and algorithms but we as an advertiser have to adapt and evolve. This search term report change is not good news for the advertisers but obviously, the users might get a feel of more space and privacy while searching their query.