Google has begun alerting advertisers that it will soon stop showing search queries that triggered their ads when there is not “significant” data. “We are updating the search terms report to only include terms that were searched by a significant number of users. As a result you may see fewer terms in your report going forward,” the notice says. The impact of this change and affect on advertisers’ campaigns and budgets will largely depend on how Google defines “significant.” Right now, it’s quite common to see search terms with one impression or one click in search term reporting. We can expect that will no longer be the case when this change takes effect, but beyond that, we’ll have to wait and see what the thresholds look like.

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