Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
Navigation_8_2021_flywheel

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Optimization

Website Design & Optimization
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close

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

Managing Director, IMPACT+ Division, 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.

Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out