It is important to start with what Google Search Terms are, and why they are so important to a business online marketing strategy.
A "search term" or a "search query", is the word or phrase someone uses to find something in a search engine, like Bing, DuckDuckGo or Google. A search term often contains (or is itself) a keyword: a word or phrase search marketers bid on in their search campaigns and try to rank for in the organic search results.
Google shares this data with marketing agencies like Squid Group on query data, ensuring Google Ad and SEO keywords are used appropriately. With Google's recent update, Google Ads announced that it will begin sharing more search term data with advertisers.
This comes almost exactly one year after the original decision to begin hiding search term data with “insignificant data”, which took important data away for search terms that would still generate leads.
Google believes search term data is considered personal data but that it has been working toward solutions to help maintain privacy while still sharing data back to advertisers. While advertisers still won’t receive all search term data, Google is working to increase visibility into search term data.
Google estimates that advertisers could see 6.5x more search term data, on average. Advertisers will begin to see more search term data. What’s more, search term data will be retroactively populated back to February 1, 2021 for applicable search terms.
The ads which appear for both Google Shopping and Search Ads, are based on the term used in the search engine. Specific 'keywords' will then activate certain ads to be placed according to what marketing agencies and businesses choose to promote.
The benefit of using Google Ads, alongside SEO is you can track direct conversions for what is generating sales and leads... even if you do not appear organically. This means that over time, new search terms can be included into the keywords a business targets as they generate new leads.
The average person spends over three hours a day on social media! Where often you can see a increasingly high level of intent from Facebook Ads due to the relevant lookalike and retargeting audiences available.