When managing your Google Ads account, one of the key reporting section that we use is ‘Search Terms’ report – this shows us what people are really looking for when they click on Digital Marketing Company Bournemouth one of our customer’s ad. This is important because it informs us both spent wasted, and opportunities for growth in your account.
Announced in early September, Google has made changes to these reports with the effect of reducing the volume of data available to us in this report.
They announced here: “As of September 2020, a search term report only includes things that a large number of users are looking for, even if the term receive clicks. Now you can see fewer things in your report. “
We have seen a significant reduction in the data provided to us from this report – Seer Interactive analysis has shown a 28% decrease in the available data.
What Marketers Can Do
For now, we are monitoring the situation and use our automated tools to mitigate these changes – we hope that the negative reaction to this change has been received from across the industry will force Google to change its position.
However, in the medium to long term this may change how we approach the keyword targeting for budget many of our Digital Marketing Companies Bournemouth who have limited – this may include limiting the ‘match type’ keyword more often to make sure we only show ads for those keywords and close semantic variant.