Google recently announced that it will be making changes to its search term report. More specifically, they’re changing the way they show historical data for queries that yield impressions, but no clicks for both Search and Dynamic Search Ads campaigns. Additionally, Google will be removing all historical query data collected before September 2020 that fail to meet their new privacy thresholds.
What does this mean?
It certainly does not mean to freak out. Yes, change can be scary, but not all changes are for the worse. The best advertisers learn how to adapt and thrive in any conditions. As with other report-oriented changes that Google has made, we’re going to break down all the most important information that you need to know.
Advertising Consider + Best Practices
To be clear, altering and in some cases, removing historical data isn’t a direct reversal of Google’s September 2020 Update, which placed limitations on search terms reporting. In fact, advertisers can work to leverage this very data to determine which hooks are and are not working. Those able to connect the dots will be able to learn a great deal from failing ads, allowing them to apply those findings for future initiatives.
This will be especially useful for building long-term negative keyword lists!
But know this…
We still have until February 2022 to export all data collected prior to September 2020. No, this data won’t be everything, but it’s certainly worth keeping for future reference.
It’s also worth considering that when Google makes a change, whether to its algorithm or reporting, it’s best to pivot with Google, rather than keep changing your entire strategies. For instance, in this case, determine how you’re currently using data that will no longer be available, so you can pivot that usage to something more Google-compliant. Advertising is and always will be a game of adjustments.
The relationship between data and digital marketing is continuing to change. Keeping up with these constantly-changing rules is both frustrating and exhausting and, once more, risky. Wouldn’t you rather go with an agency that exists to keep up with Google? Active Web Group has been helping companies rank on Google for over a decade, so if you want to take your online exposure to the next level, contact one of our experts or call us at (800) 978-3417.