Recently there have been large changes going on behind the scenes over at 1600 Amphitheatre Parkway better known as Googleplex or Google’s global headquarters! What I will be discussing today are the changes to the Google Ads Search Term Report.
Google’s announcement on September 1st that search term reports will only display for searches that reach a volume threshold. Dramatically reducing visibility into ad campaigns. This has created concern among advertisers and agencies, as it will make it a little more interesting to gain insights from the data!
Main Concern
Why this is concerning is primarily because Google will now decide more than ever on what advertisers are allowed to block (add to negative keyword list) on accounts. What it can mean for my clients, which are a primarily small business, real estate investors (REI), and law firms, is that account management will need to be put under further scrutiny. In order to make sure we are not only targeting the correct keywords, but making sure search term reports are getting pruned daily.
The impact that will be felt in the future has not yet been mentioned, as this has been the first month of data to review at the time of this blogs release. Ideally, well maintained and optimized accounts will be able to pivot during this shift in Google. Currently, I’ve observed a 20% decrease in visibility on search terms reports. This percentage could become more dramatic in the following quarter as the roll-out takes hold.
Next Steps
In conclusion, it’s more important than ever to have a well-managed and optimized account as advertisers move toward more autonomy. Google has left behind bread crumbs indicating its move toward automation. The shift to auto bids, Responsive Search Ads (RSAs) & Dynamic ads, keyword-less bidding, and Smart campaigns suggest Google is taking back control from advertisers.
If your account is spending more and more, month over month, please feel free to reach out or contact us directly, so that InspirationPPC can help you get the most from your marketing dollars.
