Moving forward, Google will start to provide advertisers with more query data while they remove older search term data. Here is what advertisers need to know!

In a recent announcement, Google stated that it will start to provide advertisers with more search term data.

This usage arrived almost precisely a year after they originally decided to start hiding search term data with “insignificant data.” When they made this move, a whole lot of advertisers criticized them, and the advertisers were frustrated.

Google has stated that it believes that people consider each term data personal, but it’s been working towards providing solutions so privacy can be maintained while still giving advertisers data. Even though advertisers will still not get every search term data, Google is trying its best to maximize visibility into search query data.

What’s the amount of search term data that advertisers will get?

Google stated that advertisers could see an estimated average of 6.5 times more search data.

When will advertisers start to see more search term data?

They already began a couple of days ago, so advertisers have started to see more data. What is more? For some search terms, the data will be retroactively populated back to the 1st of February 2021.

Well, does this come with a catch?

I’d say… kind of. Since one of its aims is to also improve privacy, Google has made the decision of removing search term data that happened before September 1st, 2020, when they rolled out the first privacy restrictions to police search term reporting. They’ll make search team data from before 1st of September 2020 available until 1st of February 2022.

What’s changed?

Google has continued to work on ways of sharing data back to the advertisers while they also uphold consistent high privacy standards across every area of the account. One of the representatives of Google stated that the team is aware that advertisers would like to have more data and it’s invested in its tech stack to reveal this amount of data in Google advertisements.

Google has also stated that it’s got plans of sharing more data on the Inside page in some months to assist advertisers to know how customers saw them on search. Google decided not to talk about the upcoming change specifics but stated in their actual announcement that advertisers would be able to see each query terms that drove engagement, even if they mask those queries from the search terms data.

What do advertisers need to do?

Firstly, advertisers should go download their data that’s before the 1st of September 2020. This is the way you will always have that data record.

The next thing is to go through their search term data from the 1st of February 2021 until today. Check out your search terms to review any that you’ve likely not had access to and include negatives and keywords accordingly!

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