Google’s blurry line in search query data hurt advertisers – and that’s the point. 

 

Google’s blurry line in search query data hurt advertisers – and that’s the point. 

In recent years, advertisers have noticed that Google has progressively obscured valuable data. This growing lack of transparency feels less like a glitch and more like a strategy. Google’s monopolisation is now seemingly pushing advertisers into the dark while profiting from their blindness.  

Once again, Google continues to strip away key insights for us advertisers by hitting the search query. One of the most significant changes was the removal of search query data for a large percentage of clicks, withholding roughly 40% of search term data—and in some cases, up to 80% among exact and phrase match type keywords. 

What are search terms? 

• Search terms are the words or phrases users enter in search engines, like Google, to find information, products, or services. 
• The search terms trigger relevant ads. These ads allow advertisers to connect with potential customers based on their search. 
• Keywords are advertiser-selected terms that help determine which search terms will be targeted.  
• Keywords have different match types, including broad, phrase and exact. Broad is the loosest match type, while the other two are more specific.  

Why are search terms important?   

As a person who deals with numbers to make ideal decisions, I know that removing search query data impacts our understanding of specific keywords that drive traffic and conversions. This data is vital for optimising campaigns, adjusting bids, and improving ad targeting. Without this information, advertisers are left to spend blindly, unable to adjust their targeting effectively or trim waste from their budgets. 

The impact on regular businesses  

This data withholding could be a make-or-break factor for smaller businesses with tighter advertising budgets. When advertisers don’t know which search terms generate clicks, they can’t determine which ones are profitable. Worse still, Google charges for these clicks regardless, forcing companies to invest in ads without the proper tools to assess their return on investment.  

Why is Google classifying data from us? 

This is not the first time Google has been nefarious with its data. Previously, we have seen them remove keyword data from GA4 and replace it with “data not set” in Google Analytics 4. 

They have consistently boasted about Performance Max as a solution for advertisers, which does not include search phrase query or match type control.   

Basically, this is Google’s strategy for generating short-term revenue. And there is very little we can do about it. 

The less you see where your advertising budget goes, the more they gain. Their justification is that they only include search terms that presumably have been used by a significant number of people and have triggered impressions and clicks. However, they are taking quite a big chunk of important information and leaving us with what little remains to study.  

What are our options (for now)?

Google suggests switching to exact match keywords to reduce the amount of hidden data, but this is a simplistic solution that doesn’t address the larger problem. Exact match targeting limits reach and might exclude valuable variations of keywords that could drive conversions. While it might help to mitigate hidden spending, it comes with a cost: advertisers must sacrifice breadth for precision, which isn’t always the right choice for growth-focused businesses.

The verdict 

Google has the power to course correct and restore the transparency that advertisers need to succeed. The question is: will they? My guess; it’s unlikely. However, if Google wants to maintain its standing as the go-to advertising platform, prioritising advertiser trust over short-term gains will be critical. The current path only benefits one party, and it’s not the advertisers.