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.