Google is Hiding Search Data from Advertisers and Profiting

introduction

In recent years, Google has made several changes to the way search data is shared with advertisers. This has led to growing concerns among digital marketers and businesses, as they now face limited visibility into important data that was once accessible. Google’s moves may benefit their bottom line, but for advertisers, this reduction in data transparency can significantly affect campaign performance and decision-making.

If you’re running Google Ads and noticing a decline in performance or an increase in costs without much insight, you’re not alone. Here’s how Google is hiding search data, how it’s impacting your ad campaigns, and most importantly, what you can do to optimise performance despite these limitations.

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The Hidden Search Data Problem

Google has been gradually limiting the data it shares with digital advertiser. One of the most significant changes was the removal of search query data for a large percentage of clicks, making it difficult to understand which specific keywords are driving traffic and conversions. This data was vital for optimising campaigns, adjusting bids, and improving ad targeting.

By hiding this data, Google has taken away a valuable resource for advertisers. While this may seem like a move toward enhancing privacy, many believe that the tech giant is profiting by forcing advertisers to rely more on automated bidding strategies and Smart Campaigns, which offer less control.

Why is Google Hiding Data?

Google has stated that they only include search phrase data that has been used by a significant number of people and have triggered impressions and clicks.
However, it is clear that they are ignoring a considerable quantity of search word data.
The argument that this is a type of privacy fails because all search data is anonymous to advertisers and not associated with user accounts.
Data hiding has been a continuous Google tendency for many years. Keyword data has been removed from GA4 and replaced with “not set” in Google Analytics.
Google also promotes its Performance Max offering to advertising, which includes no search phrases at all.
Many experts believe that search phrase data will soon be irrelevant.
It’s most certainly a short-term revenue-generating decision. The less data advertisers can see, the less they can control their advertising budget.
Essentially, Google is putting low-quality inventory on advertisers by not allowing them to review it, thus we are left to buy it.

What Can You Do Meanwhile?

Using exact match keywords is the greatest option right now.
This reduces hidden search terms to less than 20%, which is far lower than phrase match keywords. This means that fewer than 20% of your spending is allocated to low-quality search phrases, while you have control over what’s left.

Performing a similar analysis to the one above and tracking your spending on concealed search phrase data is a preferred suggestion.
Finally, it is a good idea to conduct experiments by pausing keywords with a high number of hidden search terms.
Similarly, you can run trials in your campaigns that only include exact match keywords. As long as the volume does not fall too low, it may be worthwhile.

Conclusion

Google’s decision to hide search data from advertisers has introduced new challenges in optimising ad campaigns. The shift benefits Google’s business model by pushing advertisers toward automation, but it has created difficulties in managing budgets and targeting. However, with the right strategies—like leveraging first-party data, refining negative keywords, and exploring new channels—you can still achieve strong results in your ad campaigns. By staying adaptable and focusing on performance metrics, you can continue to optimise and drive success, even with limited data visibility.