Search terms reporting is changing as privacy thresholds evolve. Learn practical workflows to recover intent signals and keep optimization resilient.
In 2025, privacy thresholds caused which visible change in Google Ads search terms reports?
More queries hidden despite spending traffic
Exact match expanded less than before
All queries now fully visible
Reports moved to GA3 only
Which new artifact helps aggregate intent when individual queries are not shown?
Search term categories (grouped intents)
Keyword labels on Display campaigns
Automatic negative themes in GA3
Legacy exact‑match lists
What should you assume when a keyword spends but shows few reported queries?
Billing is paused automatically
A tracking bug removed all data
Traffic likely exists but is withheld by thresholds
No impressions actually occurred
Which workflow best preserves control with limited query visibility?
Turn off auto‑apply ad suggestions
Bid only on exact match single‑word keywords
Use category‑level analysis plus brand/geo negatives where warranted
Disable all broad match and RSAs globally
What’s a reliable signal that a search term category merits budget?
Highest impression share regardless of quality
The category name contains your brand
Consistent conversion rate and relevance across ad groups
Any single click in 7 days
Post‑update, which statement about exporting search term data is most accurate?
CSV exports bypass thresholds entirely
Data exports include only terms that pass thresholds
The UI hides terms but API always reveals all
Data Studio restores 100% of queries
How does Google recommend advertisers adapt to the changes?
Rely only on last‑click attribution
Use third‑party scraping to rebuild lists
Pause all Search until full visibility returns
Lean on aggregated insights and first‑party signals
Which practice remains valid to manage irrelevant traffic with fewer visible queries?
Replacing RSA with only one static ad
Turning off auto‑tagging
Structured negative keywords using observed patterns
Blocking entire match types indiscriminately
What should analysts document alongside decisions made from categories rather than raw terms?
Only impression share deltas
Assumptions, evidence, and review dates for each category
Nothing—documentation isn’t needed
Only daily budgets
If a category is profitable but ambiguous, which step is most prudent?
Switch to Display to regain visibility
Split by intent (e.g., problem vs. solution) and test tailored RSAs
Delete all keywords in that ad group
Bid down everything 50% immediately
Starter
Nice fundamentals—review the glossary and repeat the drill-downs in the UI.
Solid
You’re reading signals correctly—tighten thresholds and document exceptions.
Expert!
Outstanding acuity—scale what works and stress‑test edge cases.
