In digital marketing, access to reporting and results is crucial to optimizing performance. Analyzing this data is how you determine exactly what adjustments you should make to your campaigns and content to better reach your target audience. When using Google advertising, the Search Terms Report provides important data regarding what searches your ads are being shown for as well as what searches are converting best. This can play a major role in your campaigns with regard to keyword targeting and adjustments.
Recently Google has changed what data is shown in this report, leaving advertisers with less information than before. Now, Google only shows search term data for search terms with high volume. Although it is important to see which search terms have the highest volume of searches within your campaign, it is also very important to see search terms that convert well for your business — whether they have a high search volume or not.
What does this mean for your business?
Google’s changes to the Search Term Report have increased the importance of testing keyword targeting on lower volume searches. If you are able to introduce keywords and search terms into your campaign that convert well at a low cost, you will see better results and more efficiency than only showing your ads for the high-volume searches that Google will report.
Google has made it more difficult for advertisers to see data on low-volume search terms that may be converting despite their volume. This makes it more vital than ever to test keyword targeting of lower-volume, converting search terms in addition to the high-volume searches that Google will report.