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Google Ads has started reducing search term data for all advertisers
Many advertisers woke up to the following message recently:
“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 simple terms, this means going forward you will have less visibility to see exactly which searches triggered your ad, even if they end up clicking or converting.
Google has stated that the change is related to privacy, stating that in this update they are trying to:
“…maintain our standards of privacy & strengthen protections around user data.”
Advertisers are reporting losing 28% of the visibility of where their budget is going after this change.
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4 Replies
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This is going to impact not just marketers, but small businesses trying to manage their SEO too. Less analytics hurts everybody.
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?
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It’s not just the large insights from the most used search queries that matter, but the small analytics too. Zhi is right, this does effect SEO. Before, it was useful to see what searches your target audience was making, to optimize those keywords for SEO as well.
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Yeah. Any analytics are great for SEO. I don’t like this change, but it is what it is.
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