Google Ads is gradually expanding the reach of match types: the modifier has become broader, and the exact one is no longer precise. But advertisers still had the ability to clean up non-targeted searches thanks to the search terms report, even though Google had never shown no-click queries in it before. Now specialists will not be able to find out some of the requests for which they have already paid!
In large projects, this change can lead to the fact that millions of rubles will be spent on unknown requests. I went into several projects: in the statistics for September, I do not see data on almost 45% of clicks in the report, which is equivalent to about 45% of the spent budget!
The search query report is used for two main purposes: finding the most effective queries to reallocate the budget to them, and finding inappropriate or ineffective queries to expand the list of negative keywords. In this regard, the work with the report will not change, but there will be much less data for analysis.
Of course, hiding statistics on queries can harm the campaign, since there is nowhere to fill in this information. Part of the budget will go to low-frequency queries with long tails, which were not found when parsing semantics. Even Google Analytics and Search Console won’t help, since the information won’t be there either.
According to Google, 15% of searches come up every day that have never been used before. Even deep parsing will not help to collect something that did not exist before. This means that you will have to carry out it with a certain frequency and look for new low-frequency speakers.
Recommend work out semantics in more detail, dig into parsing, collect search suggestions and close variants of words, use negative keywords from Yandex.Direct, that is, take action even before the launch of search advertising.
Advise refuse the method of “buying” semantics from Google… This is an approach when a campaign is launched on broad high-frequency phrases, after which a specialist gradually picks up the most effective medium and low-frequency queries from the report. Most of them Google Ads simply won’t show you.
Try combining different types of matches in groups, add an exact match with a modifier if you want a maximum match. Collect negative keywords for low-frequency queries in Yandex.Direct and add them to Google Ads. Yes, Yandex and Google algorithms are different, users search and generally behave differently, but this approach can be useful.
Test audience targeting in Observe Mode and gradually implement it in Targeting Mode campaigns… Based on the changes, Google is moving towards eliminating key phrases and reducing the involvement of specialists in campaign optimization, so learn to work with all the data and tools available.
Keep building on important business metrics… Optimize your Quality Score. Use responsive ads and test new elements based on combination statistics. Compare attribution models and choose the best one. Go for auto strategy, especially if Google Ads recommends doing it.