Google Ads is reducing the amount of information it provides advertisers according to recent alerts many account managers have seen in the past week.

The company says it will soon stop giving advertisers data about search queries triggered when there is not “significant” data.

As the alert says:

“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.”

Why Google is Doing This

According to a statement to Search Engine Land, the search engine made this decision to protect user privacy.

“In order to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re continuing to invest in new and efficient ways to share insights that enable advertisers to make critical business decisions.”

What This Means For Advertisers

On one hand, the opinion could be made that Google is streamlining its reports and preventing advertisers from being able to identify users or personal information based on individual queries.

For example, it is not unheard of for advertisers to see search terms made a single time or driving a single click in ad reports. That is likely to go away in the coming days, removing outliers and better protecting users.

On the other hand, many advertisers have expressed frustration over the lack of transparency. The decision to remove this information entirely means advertisers know less about where their money is going.

Additionally, Google hasn’t been entirely clear on what “significant” means, making many wary of what this shift will look like. If it just removes queries with single impressions, then advertisers are likely to accept it and move on. Still, there are countless low-volume queries with no risk to privacy which could be removed if Google decides to use a higher threshold. 

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