Hidden search terms in the Google Ads campaign
We believe you are familiar with the importance search terms within the Google Ads campaign when optimizing your campaign.
However, as of September 2020, Google has decided to advertisers reduce the visibility of search terms by 30%, which means that advertisers are deprived of 30% fewer terms, making it harder for them to optimize the campaign itself.
In this way, advertisers were denied the so-called manual control campaign management.
With this move, Google wants to put more emphasis on Smart bidding campaign, where Google's algorithm will make decisions and optimize the campaign based on the collected data as it sees fit, which sometimes in practice results in spending the budget on irrelevant keywords, terms, and can unnecessarily spend a portion of our budget.
Some advertisers believe that Google made this decision due to a drop in traffic in 2020, and that this decision will increase traffic.
Reducing the visibility of search terms for advertisers themselves also means weaker control over keywords, less efficiency in campaign optimization.
What does this mean in practice? That when running a campaign, an irrelevant keyword may appear that spends the budget unnecessarily, and we don't know what the term is, for the reason that we see it in the reports for the stated reason.
However, there is a solution to still find the hidden search terms and see which term generates us profitable conversions.
The way we will show it is through Google Analytics. Before you start, it’s important to have linked Google Analytics account together with Google Ads account. You can read more about how to link Google Analytics to Google Ads here.
Once you’ve linked Google Analytics to Google Ads, to see the report you go to Acquisition > Google Ads > Search Queries. Below this report, you'll see every search from an individual user who came to your site - including those terms that Google hid.
At first, when you access the report, the data view will be “distorted”, where you will display the total number of clicks in a significantly smaller number than the total number of sessions .
To clarify, metrics click shows the number of times a user clicked on your ad. Sessions is a metric that shows the total number of interactions, activities on your website by users.
If we want to check how much data Google has hidden, let's compare it in the Google Analytics report the difference between the number of clicks and the number of sessions, which is 330 in the example above. The data tells us that Google hid 330 sessions.
In that case, if you want to see the hidden search terms that Google has hidden, do so add a filter within Google Analytics izvještaja, unutar Search Queries izvještaje where you will define a parameter within the filter: number of clicks = 0, such filtering within the Search Queries report in Google Analytics leads to hidden search terms that Google has hidden.
In this way, we come to hidden search terms where we can see which term brings us profitable conversions, which spends our budget, and we can thus exclude it within the campaign itself so as not to spend our budget.
The report should look like the image below, where the number of clicks is = 0.
In this way, we can save unnecessary budget spending and increase the efficiency of campaign management and achieve significantly better campaign results.
If you are interested in more about this topic, and want to increase the effectiveness of your online campaigns on the Google Ads platform, contact us.
Share:
We believe you are familiar with the importance search terms within the Google Ads campaign when optimizing your campaign.
However, as of September 2020, Google has decided to advertisers reduce the visibility of search terms by 30%, which means that advertisers are deprived of 30% fewer terms, making it harder for them to optimize the campaign itself.
In this way, advertisers were denied the so-called manual control campaign management.
With this move, Google wants to put more emphasis on Smart bidding campaign, where Google's algorithm will make decisions and optimize the campaign based on the collected data as it sees fit, which sometimes in practice results in spending the budget on irrelevant keywords, terms, and can unnecessarily spend a portion of our budget.
Some advertisers believe that Google made this decision due to a drop in traffic in 2020, and that this decision will increase traffic.
Reducing the visibility of search terms for advertisers themselves also means weaker control over keywords, less efficiency in campaign optimization.
What does this mean in practice? That when running a campaign, an irrelevant keyword may appear that spends the budget unnecessarily, and we don't know what the term is, for the reason that we see it in the reports for the stated reason.
However, there is a solution to still find the hidden search terms and see which term generates us profitable conversions.
The way we will show it is through Google Analytics. Before you start, it’s important to have linked Google Analytics account together with Google Ads account. You can read more about how to link Google Analytics to Google Ads here.
Once you’ve linked Google Analytics to Google Ads, to see the report you go to Acquisition > Google Ads > Search Queries. Below this report, you'll see every search from an individual user who came to your site - including those terms that Google hid.
At first, when you access the report, the data view will be “distorted”, where you will display the total number of clicks in a significantly smaller number than the total number of sessions .
To clarify, metrics click shows the number of times a user clicked on your ad. Sessions is a metric that shows the total number of interactions, activities on your website by users.
If we want to check how much data Google has hidden, let's compare it in the Google Analytics report the difference between the number of clicks and the number of sessions, which is 330 in the example above. The data tells us that Google hid 330 sessions.
In that case, if you want to see the hidden search terms that Google has hidden, do so add a filter within Google Analytics izvještaja, unutar Search Queries izvještaje where you will define a parameter within the filter: number of clicks = 0, such filtering within the Search Queries report in Google Analytics leads to hidden search terms that Google has hidden.
In this way, we come to hidden search terms where we can see which term brings us profitable conversions, which spends our budget, and we can thus exclude it within the campaign itself so as not to spend our budget.
The report should look like the image below, where the number of clicks is = 0.
In this way, we can save unnecessary budget spending and increase the efficiency of campaign management and achieve significantly better campaign results.
If you are interested in more about this topic, and want to increase the effectiveness of your online campaigns on the Google Ads platform, contact us.
Share:
We believe you are familiar with the importance search terms within the Google Ads campaign when optimizing your campaign.
However, as of September 2020, Google has decided to advertisers reduce the visibility of search terms by 30%, which means that advertisers are deprived of 30% fewer terms, making it harder for them to optimize the campaign itself.
In this way, advertisers were denied the so-called manual control campaign management.
With this move, Google wants to put more emphasis on Smart bidding campaign, where Google's algorithm will make decisions and optimize the campaign based on the collected data as it sees fit, which sometimes in practice results in spending the budget on irrelevant keywords, terms, and can unnecessarily spend a portion of our budget.
Some advertisers believe that Google made this decision due to a drop in traffic in 2020, and that this decision will increase traffic.
Reducing the visibility of search terms for advertisers themselves also means weaker control over keywords, less efficiency in campaign optimization.
What does this mean in practice? That when running a campaign, an irrelevant keyword may appear that spends the budget unnecessarily, and we don't know what the term is, for the reason that we see it in the reports for the stated reason.
However, there is a solution to still find the hidden search terms and see which term generates us profitable conversions.
The way we will show it is through Google Analytics. Before you start, it’s important to have linked Google Analytics account together with Google Ads account. You can read more about how to link Google Analytics to Google Ads here.
Once you’ve linked Google Analytics to Google Ads, to see the report you go to Acquisition > Google Ads > Search Queries. Below this report, you'll see every search from an individual user who came to your site - including those terms that Google hid.
At first, when you access the report, the data view will be “distorted”, where you will display the total number of clicks in a significantly smaller number than the total number of sessions .
To clarify, metrics click shows the number of times a user clicked on your ad. Sessions is a metric that shows the total number of interactions, activities on your website by users.
If we want to check how much data Google has hidden, let's compare it in the Google Analytics report the difference between the number of clicks and the number of sessions, which is 330 in the example above. The data tells us that Google hid 330 sessions.
In that case, if you want to see the hidden search terms that Google has hidden, do so add a filter within Google Analytics izvještaja, unutar Search Queries izvještaje where you will define a parameter within the filter: number of clicks = 0, such filtering within the Search Queries report in Google Analytics leads to hidden search terms that Google has hidden.
In this way, we come to hidden search terms where we can see which term brings us profitable conversions, which spends our budget, and we can thus exclude it within the campaign itself so as not to spend our budget.
The report should look like the image below, where the number of clicks is = 0.
In this way, we can save unnecessary budget spending and increase the efficiency of campaign management and achieve significantly better campaign results.
If you are interested in more about this topic, and want to increase the effectiveness of your online campaigns on the Google Ads platform, contact us.
We believe you are familiar with the importance search terms within the Google Ads campaign when optimizing your campaign.
However, as of September 2020, Google has decided to advertisers reduce the visibility of search terms by 30%, which means that advertisers are deprived of 30% fewer terms, making it harder for them to optimize the campaign itself.
In this way, advertisers were denied the so-called manual control campaign management.
With this move, Google wants to put more emphasis on Smart bidding campaign, where Google's algorithm will make decisions and optimize the campaign based on the collected data as it sees fit, which sometimes in practice results in spending the budget on irrelevant keywords, terms, and can unnecessarily spend a portion of our budget.
Some advertisers believe that Google made this decision due to a drop in traffic in 2020, and that this decision will increase traffic.
Reducing the visibility of search terms for advertisers themselves also means weaker control over keywords, less efficiency in campaign optimization.
What does this mean in practice? That when running a campaign, an irrelevant keyword may appear that spends the budget unnecessarily, and we don't know what the term is, for the reason that we see it in the reports for the stated reason.
However, there is a solution to still find the hidden search terms and see which term generates us profitable conversions.
The way we will show it is through Google Analytics. Before you start, it’s important to have linked Google Analytics account together with Google Ads account. You can read more about how to link Google Analytics to Google Ads here.
Once you’ve linked Google Analytics to Google Ads, to see the report you go to Acquisition > Google Ads > Search Queries. Below this report, you'll see every search from an individual user who came to your site - including those terms that Google hid.
At first, when you access the report, the data view will be “distorted”, where you will display the total number of clicks in a significantly smaller number than the total number of sessions .
To clarify, metrics click shows the number of times a user clicked on your ad. Sessions is a metric that shows the total number of interactions, activities on your website by users.
If we want to check how much data Google has hidden, let's compare it in the Google Analytics report the difference between the number of clicks and the number of sessions, which is 330 in the example above. The data tells us that Google hid 330 sessions.
In that case, if you want to see the hidden search terms that Google has hidden, do so add a filter within Google Analytics izvještaja, unutar Search Queries izvještaje where you will define a parameter within the filter: number of clicks = 0, such filtering within the Search Queries report in Google Analytics leads to hidden search terms that Google has hidden.
In this way, we come to hidden search terms where we can see which term brings us profitable conversions, which spends our budget, and we can thus exclude it within the campaign itself so as not to spend our budget.
The report should look like the image below, where the number of clicks is = 0.
In this way, we can save unnecessary budget spending and increase the efficiency of campaign management and achieve significantly better campaign results.
If you are interested in more about this topic, and want to increase the effectiveness of your online campaigns on the Google Ads platform, contact us.