Understanding Google Ads hidden search terms impact
Recent analysis of over $20 million in Google Ads spend reveals significant performance differences between visible and hidden search terms. Hidden search terms may reduce advertiser efficiency by up to 85%. This creates opportunities for optimization.
What the data shows:
- Google excludes “low-volume” search queries from advertiser reports
- Hidden terms show 52% higher costs per click
- Click-through rates are 44% lower on non-visible traffic
- Performance gaps suggest optimization opportunities
Optimization strategies:
- Audit your account structure: tighten match types and expand negative keyword lists
- Shift budget allocation: move 20% of broad match spend to exact match campaigns
- Implement SKAGs (Single Keyword Ad Groups) for your top 10 converting terms
- Set up automated rules to pause keywords with >$50 spend and 0 conversions
Monitor your “search terms gap” which is the difference between total spend and spend on visible search terms. Gaps over 40% indicate potential optimization opportunities for hidden inventory. Read more from Search Engine Land.
While Google’s privacy policies drive search term visibility limitations, advertisers can regain control through strategic account structuring and tighter keyword management. The data suggests that advertisers who proactively optimize for this reality (by focusing on exact match campaigns, robust negative keyword lists, and performance-based automation) can significantly improve their return on ad spend despite reduced visibility into query-level performance.
Navigating the June 2025 core update
Google’s June 2025 core update is currently rolling out (approximately 3 weeks duration), presenting both challenges and opportunities for search performance.
This is the second major algorithm update in 4 months, and rankings will fluctuate during the 21-day rollout period. Most recovery occurs with subsequent core updates rather than between them.
Timeline:
- Week 1-2: Traffic variations of 20-40% are normal
- Week 3: Initial impact patterns become clearer
- 30-60 days post-update: Performance typically stabilizes
Best practices during rollout:
- Maintain stability: avoid major site changes during rollout
- Focus on helpful content: Google continues emphasizing user-first approaches
- Monitor technical performance: Core Web Vitals remain important
- Track changes systematically: document page-level impacts to identify patterns
Read more about the core update from Google: https://developers.google.com/search/updates/core-updates
Core updates consistently reward content that prioritizes genuine user value over ranking manipulation. Google’s algorithm improvements are designed to better identify and promote content that truly helps users accomplish their goals: whether that’s finding information, solving problems, or making decisions.
Sites that focus on comprehensive, accurate, and genuinely-useful content tend to maintain or improve their positions through algorithm changes. While those built primarily for search engines often see volatility. This reinforces the long-term value of creating content based on user intent and expertise rather than keyword density or other technical SEO tactics.
