Moving forward, Google will be sharing more search term data with advertisers while removing the older data. Here are a few things you should know if you’re an advertiser.

This decision that Google ads will make more data available, comes a whole year after they originally decided to hide search term data and replacing it with ‘insignificant data’. A step that received a lot of frustration from advertisers along with their criticism.

Google confirmed that it’s been hard at work on a solution to keep up privacy while sharing data back to advertisers. They’ll still not be receiving all search term data, but Google is at work to increase the visibility of search term data.

Advertisers Will Receive Search Term Data, But How Much?

According to Google’s estimations, advertisers should be seeing an average of 6.5x more search term data.

When Will They See More Data?

Retroactively search term data will be populated back to February 1, 2021, and starting from today advertisers will be able to see more data for search terms that are applicable.

What’s The Catch?

There’s always a catch when something good happens. A decision was made by Google that all search term data dating back o September 1, 2020, will be removed. This is part of the focus on improving privacy and if the restrictions governing search term reporting do not meet the current thresholds, that’s what will happen.

Until February 1, 2022, all search term data before September 1, 2020, will be available and any data before that, not meeting the threshold will be removed.

What Changes Can Be Expected?

Everything can be done perfectly before the ‘click.’ From keywords to the budget and everything in between behind the effort. But all that means nothing if the post-click experience is bad. By that, I mean the ‘aftermath’ of clicking.

Someone representing google confirmed that advertisers wanted more data, and so it’s making investments in its tech supply to show its data in Google ads. However, Google didn’t comment on the upcoming changes at all but confirmed their original announcement.

Advertisers will have access to search query items that could increase performance, even if it was previously hidden from the search term report.

What Can Be Done By Advertisers?

First thing’s first, if you don’t want to lose your data prior to September 1, 2020, you should consider downloading it and making a safe backup. In that way, you can always access it if needed.

Be sure to go through all your search term data from February 1, 2021, up until now, to see if there’s any data you didn’t have access to and now have.

Use Keywords and negatives accordingly!