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“Other search terms”
Has anyone else been noticing conversions from “other search terms” becoming more frequent in their accounts over the last few months. This is making it much harder to make optimizations and clients becoming more frustrated when we tell them there’s not much we can do about it. My team believes it’s googles way of making sure we do not mess with their AI, especially as we get closer to the GA4 switch. Open to any other thoughts on this and if people are seeing similar results in their campaigns.
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1 Reply
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Yes, it’s been increasing like this for a long time. Right around the same time Google made changes to BMM (broad match modifier) which was around June 2021, I started seeing a whole lot more activity lumped under “other”.
Frustrating because we pay for those terms and clients deserve some granular reporting here, in my opinion.
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Eventually all keywords will fall under “other” thanks Google ??
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Personally, I’ve taken to using the keyword planner more and more for this reason.
I can’t see a lot of the nonsense my ads are showing for in the UI, but I can at least see a lot of the nonsense the keyword planner will return based on keywords and the landing page.
Then it’s just a case of:
– Download the data
– Negate anything which doesn’t contain what I’m targeting
– Comb through for common irrelevant terms which will be broad negatives
I’ve automated this because I’m doing it on a multiple accounts and a lot of campaigns, but it’s not too tricky manually.
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My guess is we have another 2 years tops before search term report is axed, maybe less.
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