Privacy thresholds changed how much raw query data you can see. Learn to use search term themes and categories to act without exposing low volume users.
After 2025 privacy updates, why are some queries missing from the Search terms report?
They are branded terms blocked by default
They contain stop words and are removed automatically
They come only from Search Partners which are never reported
They don’t meet Google’s privacy thresholds for sufficient aggregated volume
Which dataset groups queries into intent-based categories and subcategories to reveal themes?
Placement report
Auction insights
Search terms insights
Search terms report
Where can advertisers access Search terms insights today?
Only in Looker Studio connectors
Exclusively in Google Ads Editor
Only inside Performance Max experiments
Within Google Ads (Insights) and via the Google Ads API
Dynamic Search Ads are also subject to the same privacy thresholds as the Search terms report.
False—DSA always exposes 100% of queries
False—DSA terms are hidden entirely
True—DSA search terms follow the same aggregation rules
True—but only for branded traffic
A practical workflow after privacy filtering is to mine categories in insights and then ______.
disable Smart Bidding to see more queries
switch all keywords to exact match
turn off conversion tracking to remove thresholds
add negatives or build creatives/landing pages for high-value categories
In 2025, Search terms insights expanded to surface categories for responsive search ads testing. What’s the benefit?
It restores the full list of raw queries
It auto-rewrites policy-violating headlines
It disables brand safety controls
It links query themes to assets so you can refine RSA messaging against real demand
Which surfaces can feed data into Search terms insights besides Google Search itself?
Display Network placements
YouTube Shorts only
Search Partner Network and Google Maps (when ads served there)
Discovery feed only
Privacy thresholds aim to balance advertiser transparency with ______.
higher CPC floors
default RSAs in every ad group
user anonymity at scale
manual bidding usage
If a valuable theme remains mostly hidden due to thresholds, what’s a sound next step?
Use category performance to justify structured testing (new ad groups or assets)
Export the raw list from Editor
Force-include hidden queries via an appeal
Turn off all broad match keywords
Search terms report and Search terms insights differ primarily because ______.
insights only shows brand terms
report includes PMax traffic
one lists exact queries while the other summarizes queries into themes with metrics
one is free and the other is paid
Starter
You grasp the basics of categories and thresholds. Keep mapping themes to negatives and creative tests.
Solid
Solid insight work. Expand API use and tie RSA assets to winning themes for scale.
Expert!
Expert level. You turn limited raw queries into decisive actions via themed insights and robust testing.
