Google has quietly slipped an update into their Search Term report data explanations. A vague warning is appearing in the account alerts section:

Clicking on the “Learn More” takes the user to the existing Google support article about Search Terms. At first glance, it looks like the same explanation that’s always been there, but underneath that is the following warning:

The announcement offers no further explanation on what will be considered “significant.” They offered a follow up statement that does little to shed additional light on what the change will involve:

In order to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re continuing to invest in new and efficient ways to share insights that enable advertisers to make critical business decisions. – Google statement

Loss of Control & Loss of Visibility

The initial reaction by paid search managers has been one of frustration and skepticism. The immediate concern is for industries that carry high CPCs footing the bill on search queries that are irrelevant.

But there is something deeper at play. This change is one of many that’s leaving managers feeling they have less control over their accounts, and less helpful information from Google.

Some are also pointing out that it wouldn’t be quite the gut punch it seems to be if the aforementioned other changes weren’t occurring. Notably, many have been frustrated with Google’s move years ago to make exact match not exact anymore.

The proliferation of keywords that weren’t intended by managers in combination with a lack of visibility, and high CPC environments is creating a different level of angst.

#news #paid search #data analysis