September 23 2020
What You Need to Know About Google’s Search Query Reporting Update
Google’s recent announcement on reducing the availability of search queries may come as a shock, but they’ve announced this type of jolt before. It’s hard to believe it’s been 9 years since Google announced they’d be encrypting organic search phrases and 7 years since it was rolled out for 100% of all organic queries. Throughout the last 9 years, the feeling of uneasiness felt from this change has disappeared as the search industry evolved, and behavioral trend data has filled the void of organic queries.
Here’s an excerpt from Google’s announcement regarding removing visibility of paid search queries within Google Ads:
Changes to the search terms report: We are updating the search terms report to only include terms that were searched by a significant number of users. As a result you may see fewer terms in your report going forward.
View the Google Support Documentation
What Does This Mean?
As of this month, the search terms report found in Google Ads will only include terms that have a significant number of searches tied to them. Meaning, searches that only have one or two clicks may not be shown.
The amount of search phrases still being shown also varies. While many agencies are reporting around 20 – 28% of all queries not hitting the “significant” mark and being omitted from the search query report, we are seeing this range for our clients anywhere from 30 – 70% based on budget, industry, business type, etc.
For example, the search term report for the industrial manufacturer below is showing 329 searches that resulted in a click for the month of September.
However, when segmenting the program’s campaigns by click type, we can see that it has received 977 clicks from search queries during that time frame. Meaning, we are only seeing 33.6% of the searches that resulted in a click.
Visits from Display and Video Campaigns are included in the All Enabled Campaigns data but should be removed when identifying the correct percentage of reported search queries. Segmenting your campaign data by click type will provide the correct number of clicks driven by your Search Campaigns only.
Seven years ago, we provided 6 ways to understand organic search data following the (not provided) announcement. Today, we have laid out how to utilize user behavior, lead data, and additional tools to drive your paid search management strategies following Google’s latest announcement.
How to Keep Your Paid Search Program Finely Tuned Moving Forward
Continue to Focus on User Intent
We recently published a blog post on utilizing high-intent keywords to drive high-quality PPC traffic where we pointed out that unique search queries can often be the specific, high-intent phrases that give you the most bang for your buck. While we may not be able to see all of them come through now, that doesn’t mean they aren’t still valuable.
At TopSpot, we utilize the B-SMART Method® (and have been long before we gave it such a cool name) to build keyword lists for our clients that are focused on high-intent, high-quality keywords.
Always Utilize Negative Keywords
When building out a paid search keyword list, it is important to place just as much effort on the negative keyword research. Negative keywords exclude your ads from being shown for searches that may be similar to your keywords but not relevant to your business and are the best way to maximize your exposure in the right places without having to stretch your budget.
For example, if a steel supplier only carried steel bar within a specific size range, traffic for steel bar outside of that range would be irrelevant. An extensive negative keyword list focused on unwanted sizes would prevent the irrelevant traffic, save the supplier money, and free up their team to focus on quoting orders they could fulfill.
Using Keyword Planners for Negatives: Keyword tools have always shown a preference for broader keywords that show more activity (or significance), which is now in line with the type of searches Google is going to continue to show in their reporting. These tools are a great place to identify where search engines are showing your ads for phrases they feel are relevant that are actually just the opposite.
In the example below, we used Google’s Keyword Planner to identify recommendations for a business that provides CNC machining services. In doing so, we were able to identify numerous high-volume, high-cost phrases focused around machining equipment that were added to the program as negatives and prevented irrelevant spend.
The recommended additions based on the original term “CNC Machining” are all machining equipment and not related to the services provided by the business. All of the above recommendations would qualify as appropriate negative keywords.
Turn to Your Internal Site Search Data
Another tried and true method of ours is utilizing your website’s internal site search data when researching new keyword opportunities. A website’s internal site search is one of the ways visitors navigate websites today, AND your website visitors are already showing an intent to purchase by being on your site! What people are looking for via this form of navigation is available in your website’s internal site search queries report and is a great place to identify high intent search modifiers.
If you have internal site search set up on your website, you can find those search terms in Google Analytics by going to Behavior > Site Search > Search Terms.
Here are some additional resources we’ve written on the importance of internal site search data:
- The Analytics Data You Need Now
- Site Search Analytics for Industrial Manufacturers
- How to Use Internal Site Search Data for a Better Website
Identify Trends in Your Lead Data and Make Adjustments Accordingly
Search queries or no search queries, the clearest information your prospects are providing you is found in your form and phone call data. This is where your customers are telling you directly what they want, how you can help them, or what about their request may unqualify them as a targeted lead.
When identifying positive lead trends, you should follow up with keyword recommendations to grow those types of opportunities. When identifying trends related to low-quality leads, you would do the same by recommending negative keywords to exclude searches that are likely driving those lower quality inquiries.
In the form data above, we can identify multiple PPC keyword modifiers including, Wall-mounted, ATEX/IECEx, 316 Stainless Steel and 20x20x6 Enclosures.
In Conclusion
This isn’t the first time we’ve experienced a major announcement like this from Google, and it more than likely won’t be the last. As Search Marketers, we are always adapting as new tools and data are introduced; sometimes it just happens to be the mercy of the search engines. Our paid search management strategies will continue to evolve as we continue to use the data we have to create integrated digital marketing strategies that drive traffic and quality leads for our clients.