Digital Sales & Marketing
Digital Sales & Marketing

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Google Ads update now hides some data in search terms report

Google Ads update now hides some data in search terms report Blog Feature

Vin Gaeta

Director of Web Services, 10+ Years of Sales & Marketing Experience, 12+ Years of Development Experience, 14+ Years of Project Management Expertise

September 16th, 2020 min read

Google Ads has quietly started removing data from the search terms report. Although this may not sound like a huge deal for digital marketers to take note of, it has the potential to wreak havoc for companies doing paid ads for reporting of clicks, return on ad spend (ROAS), and more. 

The update was released via a notification in your Ads account, that can easily go unnoticed. 

When clicking learn more you’re directed to a help article for search terms reports with a small additional regarding the update, specifically that they’ll be only including terms with a “significant number of users” searching for that term, even if the term generated a click on your ad. 

We’re not yet sure what a “significant” actually looks like, but one thing is for sure — you’ll see fewer terms in your reports based on this update.

What is the Google search terms report?

For those that aren’t familiar with the search terms report, it’s a view into the actual searches that triggered your ads to show for the user. The report enables you to identify new terms that searchers are using that might be valuable to add into your ad campaign. 

Screen Shot 2020-09-15 at 11.24.09 PM

Source: Google

So, you can see why having some of this data hidden could be problematic, even if it is for low search/click search terms.

Why this change matters and what it means

Data is the driving force behind any optimized paid ads campaign. That's why this shift to hide low searched, but click producing, search terms from reports might give marketers a little bit of anxiety. Especially if your clicks and impressions have flatlined.

Without the full picture of it may be harder to identify areas of your ads that are underperforming especially for industries with high-cost search terms. Those looking to ensure that every dollar of ad budget is spent wisely as you strive to hit that ROAS. 

🔎 Related: Why your Google Ads clicks and impressions are tanking

This real life example paints a pretty clear picture of the potential data loss and what that might mean for your budget tracking - be it a large or small budget. 

Yes, your budget may be smaller than that, but the story holds true. With a smaller budget, making sure that your budget is going to search terms that are actually driving revenue is paramount. 

Without this data, you could easily have one-click search terms that rack up an insane bill in a given month, very quickly, without having visibility into the cause. 

🔎 Related: How much do Google Ads cost?

On the other end, if low-searched terms are driving a solid amount of qualified clicks to your campaign because of how targeted the campaign is — you may now lose that valuable data. 

While we don’t know exactly how Google will hide the results just yet, now that we do know they’ll be changing things on us you’re likely thinking...

So, what now for Google Ads users?

I’d recommend starting with an audit of your current campaigns for any low-click search terms — if the data is still in your account, take stock before you lose it. That isn’t a long-term solution, but that information can help steer future efforts by knowing what low click terms drove highly qualified conversions at this point in time. 

Using these low-search, low-click terms, while a great way to hyper-optimize, are just one piece of intent data that you have. 

🔎 Related: What the heck is intent data?

Diversifying your ad campaigns into multiple channels, or an omnichannel paid ads program that leverages a variety of ad platforms can be a great way to improve your results — and to gather more data to optimize every campaign, not just those unique to a specific platform like Google Ads

No matter what, you can count on one thing — Google is going to keep changing the game and we marketers have to stay fluid and pivot our strategies continuously. But, that’s basically the name of the game in 2020.

Paid Media and Social Services

Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to Click Here.

Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE