What changes are coming to Google Ads Search Terms Report? Is there going to be a new Digital Service Tax (DST) for ad servicing in the U.K.?

Google started alerting advertisers it’ll soon cease showing queries triggering their ads if there is no “significant” data. 

As you can imagine, the advertising community was not happy with this chain of events. As a spokesperson from Google stated, “to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for.”

The overall impact of this change and its effect on advertisers’ ad campaigns and budgets will depend on Google’s definition of “significant”. Currently, it’s common to see search terms with one click or one impression in the Search Terms Report. However, advertisers should expect that will no longer be the case when this change goes into effect. 

Why is this relevant?  The purpose of this change, aside from Google citing privacy, is to limit advertisers from using minimum query data to identify users or have access to any personally identifiable information (PII) users may include in their search queries. Also, Google is already limiting the query data in the Search Console for privacy reasons. However, the difference is advertisers pay when a user clicks on an ad triggered by the user’s query. The loss of this data could have significant financial implications for advertisers as millions of ad spend will be made invisible to them.

Ah, Google Ads will also begin charging new fees for ads servicing in the U.K., Austria and Turkey starting November 1st, 2020. The new Digital Service Tax (DST) charges will be added to advertisers’ monthly budget. For example, ads served in the U.K. will have a 2% UK DST fee that will be added to the advertiser’s invoice.

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