Interesting news from Google this morning – the search engine is now reporting that its Google Ads search term report now has around 6.5 times more query data compared to September 2020’s hide search term data. This means that advertisers will now see 6.5 times more queries in their reports.
This news comes only a month after Google Ads briefly stopped hiding search term data.
We’ve listened to feedback on last year’s search terms report updates & been working on privacy-safe solutions to provide more data. Starting today, all advertisers will see more queries that meet our privacy standards in their search terms reports.
— AdsLiaison (@adsliaison) September 9, 2021
So, what does this mean for you?
“We’re able to show you more queries that meet our privacy standards in the search terms report for Search and Dynamic Search Ads campaigns,” said Google.
Google further explained that “this data will now be shown in your reports for queries you received starting from February 1, 2021. This update can help you identify more relevant keyword themes, making it easier to optimize your ad copy, landing pages, and more. These metrics will now be more consistent with the rest of the metrics in Google Ads.”
The data will be available for all searches on or after February 1st, 2021 when these reports and resources are used:
Google Ads API – search_term_view Resource
AdWords API – Keywordless Query Report
AdWords API – Search Query Performance Report
While this sounds fine and dandy, there is a catch. Some of your query data that does not meet its privacy requirements will be removed by the search engine.
This will apply to historical query data collected before September 1, 2020, that “doesn’t meet the current thresholds for the search terms report will be available in your reporting until February 1, 2022.”
So, the takeaway here is to go download this data immediately in order to access it before it’s removed. Other than that, Google Ad managers will have more data available compared to the last 12 months, but less compared to before September 2020, if that makes sense.