Negative change to Google Ads’ search term report

This week we have seen a quite unusual and arguably negative reporting change at Google Ads. Google have chosen to cut down on the amount of search term data available by removing the lowest activity search terms. Reports on Search Engine Land have reported that it now removes search term visibility of ~20% of Google Ads clicks. This means that digital marketers are now unable to add negative (blocking) keywords for wastage terms from the broad match ad serving method. Eg if you sell Toyota cars but don’t sell Toyota sports cars, you now won’t see all of the sports cars terms that you would otherwise have seen and negated.