How Google Ads Start Hiding Some Search Query Data

Google is such a search engine that keeps on regulating and updating its policies for a better user experience. The number one preference of Google has always been to upgrade search results and create a hassle-free surfing experience. In the past, Google has updated its services, which focused on improving research results and avoiding privacy leaks. It wants to provide relevant search results as quickly as possible. With growing concerns about how personal data is shared, stored, or exploited, tech giants like Google have been under pressure to respond. As a result, Google has worked to increase clarity and transparency around how data is used, both for users and advertisers. It’s a balancing act, maintaining user trust while also supporting advertisers who fund much of the internet’s free content.

 But during the pandemic times and even in the last few years, users had expressed their growing concerns regarding breaches in privacy and personal data. Hence, Google tried to increase clarity and transparency of how companies use the user data and how much is given to advertisers and site owners. 

What did Google do?

Google’s latest change affects the search term reports to advertisers using the Google Ads platform. According to sources, Google has removed 20% of visibility on the search query data. Google has quietly warned the advertisers that- They are updating the search term reports and will only include terms that were explored by a significant number of users. As a result, advertisers may now see fewer terms in their reports moving forward. Any PPC or paid media agency can use these updates to improve its services. This update particularly affects smaller businesses or niche markets, where low-volume search terms are often key indicators of buyer intent. Losing access to this information makes it harder to fine-tune campaigns for maximum ROI.

This statement, released in September 2020, has created lots of debates and confusion regarding advertisers and marketers. This created frustration mainly among the paid search managers, as they based their marketing strategy mainly on keywords and search query data. 

Now, what are keywords and search queries?

Keywords are like a platonic segment of a search query; that is, it’s an abstraction that advertisers extrapolate from multiple search queries. Whereas the Search query is an actual string of words that a user types in the search box. It’s the real-world application of keywords. Agencies such as To The New online SEO agency or search marketers generally target keywords. 

When an advertiser’s selected keywords align with Google’s user search query or terms, the ad will appear on the SERPs. This information is essential for advertisers because it will give them an idea about what users are searching for, and this way, they can strategize their keyword targets. Hence, search query data or reports are pretty helpful for the direction of any business. 

How is this update affecting advertisers?

To understand this more, you should look into the following example-

Suppose $120,000 is spent on ads over the last six months, with 118,000 clicks. The search data shows that there are 26,000 search terms where 25,600 have fewer than 10 clicks, 25000 have fewer than 5 clicks, and 20,000 have just 1 click. So regarding the budget, it’s found that 10 click search terms-51% cost of the budget, 5 click search terms account for 44% of the budget, and 1 search click accounts for 30% of the budget. So with the updated policy of Google, it’s possible that removing at least 20% of search data can cause a loss of 51% of the ad spend, which is a massive cost. This will affect any big or small business in a big way that relies on ad marketing. It is found that companies spending $100,000 on their campaign are receiving search term data of only $72,000. 

Why is Google doing this, then?

Prominent agencies say that this is not something new that Google has brought. Since late 2011, Google has been updating its search terms and policies to create organic traffic and increase users’ privacy. However, advertisers believe that since they are spending a high budget on pay-per-click, they must be given access to all data to optimize their marketing plans. Google really doesn’t approve of this because of the sensitive or personal information present. And also, in this pandemic situation, Google suffered in its ad service. Hence, maybe as an overall effort to improve user experience and ad report, they have initiated this.

Now, what will advertisers do?

There are always 2 solutions regarding anything- Cry about it or deal with it. Advertisers can rant and be frustrated about the changes, but at the same time, they have to find solutions to deal with the present situation. This will also remove the trend of keyword marketing to audience marketing.

They must be focused more on Google algorithms and machine learning for improving search results. This also raises a big question about agencies dealing with it and finding innovative methods to save the client money. They have to use a system of dynamic search ads and smart campaigns to overcome traditional keyword targeting. 

Conclusion-

This Google update may cause a change in the planning and strategy of advertisers or marketers. But innovation is the key. The more you adapt, the more you evolve. For example, you can leverage your site search, study or analyze more about your audience, improve your bidding strategies, or use any new method to navigate with less visibility, and improve your PPC campaign.