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How to Use “Not Provided Keywords” to Maximize Google Ad’s Impact

Samuel Edwards
|
June 14, 2024

If you’re new and experienced in using Google Ad’s, the most exciting part of building a new campaign is keyword research. With your budget readily available, you’re searching for the most potent keywords, while trying to keep your competition, volume, and marketing spend balanced.

However, Google has for years denied releasing specific information about certain keywords. This makes it almost impossible to plan for using organic keywords, and it creates a level of uncertainty that shouldn’t be present in a campaign you’re spending money on.

Though, it’s very possible to turn these lemons into lemonade, so to speak. Below, you’ll learn how to use “not provided keywords” to maximize the impact of your Google Ad’s campaign.

What are Not Provided Keywords?

What are Not Provided Keywords PPC

To put it simply, not provided keywords are instances where Google has chosen not to share organic keywords data with you. Clearly, people are using these keywords, but Google will not provide you with any analytical information about them.

The reason not provided keywords exist is to protect the privacy and interest of internet users. Similarly, you will also see keywords (not set), and this also means you won’t be able to understand vital keyword data.

The “not set” connotation simply means that Google won’t reveal any search traffic for that keyword. In 2010, Google revealed that they would no longer provide organic keywords data in order to better personalize search queries experiences based on user behaviors.

These changes have been enacted due to the widespread interest of protecting user privacy.

What Can You Learn From Not Provided Keywords?

Not provided keywords aren’t the end of the world for advertisers. In fact, if you can’t see core data for specific keywords, you’ll need to find other metrics to determine if Google is sending high quality traffic.

Many advertisers will still bemoan not having enough data from not provided keywords, which can prevent them from creating a relevant landing page, improving their ad quality score, and increasing your conversions and ad revenue.

Actually, if you perform a search queries for the not provided keyword, you can view the top landing pages. These landing pages will point directly to the organic search intent, or the reason  why a person is searching for the keyword in the first place.

Clearly, if Google has ranked any landing pages high for particular keywords, it means they are fulfilling the needs of its internet users. So, you can look at the landing pages for not provided keywords to get an insider view of what a standard internet user is looking for.

Thus, you can use a basic keyword research tool/web analytics tools to receive data on how well a landing page performed. While this data won’t be exhaustive, it’ll give you a greater idea of how your landing page will rank if you target the same keyword:

how well a landing page performed

Nonetheless, it would be beneficial to receive granular information about not provided keyword’s instead of landing pages. This is where using normal Google Search Console comes in handy:

Using Google Search Console

There is a way you can bypass this caveat from Google. Ironically, this loophole can be found with another tool from Google. You can start by linking your Google Ad’s to your Google Analytics account.

Then, you’ll link up your Google Analytics to your Google Search Console data. By associating these two platforms together, you’ll be able to see organic Search Console information in insight reports from Google Analytics keyword.

You’ll also be able to access these reports directly from Google Search Console.

What’s the Big Deal About Not Provided Keywords?

Big Deal About Not Provided Keywords

Obviously, if you want to improve your Google ranking, not being able to measure vital keyword data can become an issue. However, there are more pressing issues to consider, such as:

  • Google does intend to provide full-scale keyword data to its advertisers. If you pay, you’ll still receive sufficient data to create your campaign. The harsh reality is that Google analytics doesn’t care and isn’t obligated to reveal any exhaustive data about their organic search keywords. Therefore, if you leave their platform, you’ll be the one at a disadvantage.
  • Google doesn’t protect internet users who click on ads. Strangely, Google  analytics will not go the lengths of protecting the privacy of users who click on ads. While this is a double standard, it proves that people don’t have the right to privacy if they intentionally click on an ad.
  • Google will only not reveal a small percentage of keyword data. Google holds a monopoly in the search engine business. Clearly, if they begin to restrict more keyword data, their business will suffer. Expect to continue running your Google Ad’s campaign like normal.

As you can see, not provided keyword’s aren’t going to significantly impact your Google Ad’s campaign. As a matter of fact, there are a lot of ways you can use them to improve your campaign as a whole.

How to Use Not Provided Keywords

Not Provided Keywords

Not provided keywords can actually benefit your campaign Below, you’ll find some effective ways to use not provided keywords to your advantage.

  • Consider Asking for Help — Not provided keywords will ultimately require you to perform additional keyword research. If you lack the time, hiring a PPC agency may be the most ideal alternative.
  • Change Your Focus — You should adapt to this new change by using external keyword research tools to find meaningful data about your target keywords.
  • Improve Your Landing Pages — Once you have your data about not provided keywords, make sure that your landing pages outperform your competitors by analysis.

Using not provided keywords is not difficult, but relying on a PPC agency is the best course of action to improve your bottom line.

Elevate Your Google Ad’s Campaign

Do you need help in improving your Google or other search engines Ad’s campaign? If so, then you’ve come to the right place. We specialize in running successful PPC campaigns for all kinds of clients.

We employ the most advanced tools to find meaningful keyword data. Do you want to learn more about how we can help? Contact us today to speak to a member of our team about moving forward.

Author
Recent Posts

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Latest posts by

Samuel Edwards

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Author

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Related posts

Samuel Edwards
|
May 30, 2025
PPC Case Study: Tampa, Florida Apartment Complex

When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost. 

By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.

January 2025

March 2025

‍

Campaign Analysis Summary

January 2025

  • Total Ad Spend: $498.63

  • Total Conversions: 10

  • Cost per Conversion: $49.86

  • Overall Conversion Rate: 1.12%

  • Campaigns Active:

    • Performance Max (PMax):

      • Conversions: 10

      • Conversion Rate: 1.12%

      • Cost per Conversion: $49.86

    • Search Campaign: No conversions or spend.

March 2025

  • Total Ad Spend: $898.54

  • Total Conversions: 32

  • Cost per Conversion: $28.08

  • Overall Conversion Rate: 4.64%

  • Campaigns Active:


    • Performance Max (PMax):


      • Conversions: 19

      • Conversion Rate: 3.74%

      • Cost per Conversion: $27.39

    • Search Campaign:


      • Conversions: 13

      • Conversion Rate: 7.14%

      • Cost per Conversion: $29.08

Strategic PPC Campaign Insights

  • Performance Max Improvements:

    • Conversions almost doubled (10 → 19) with just a 4.4% increase in spend ($498.63 → $520.45).

    • Cost per conversion was nearly cut in half ($49.86 → $27.39), showing better algorithmic targeting or improved creatives/landing page experience.

    • Conversion rate rose from 1.12% to 3.74%, indicating better audience alignment.

  • Search Campaign Activation:

    • Was inactive in January.

    • Delivered strong performance in March with a 7.14% conversion rate and 13 conversions at a very competitive $29.08 cost per conversion.

    • High interaction rate (7.65%) shows strong ad engagement and search intent alignment.

What’s the path going forward? 

  1. Continue Campaign Diversification:

    • The dual strategy of running both PMax and Search campaigns is proving effective. Continue scaling with both to diversify reach and conversion sources.

  2. Increase Budget Strategically:

    • Given the efficiency improvements (43.7% drop in cost per conversion), consider increasing the budget further to capitalize on momentum—particularly for the high-performing Search campaign.

  3. Refine PMax Targeting & Creative:

    • The Performance Max campaign is performing well but has room to improve conversion rate to match the Search campaign. A/B test creatives, refine audience signals, and check landing page relevance.

  4. Track Lead Quality:

    • Ensure that higher conversion volume aligns with high-quality leads or downstream metrics like closed deals or ROI.

‍

‍

The client was thrilled with the performance. As they put it: 

‍

We’re super excited about the results! Can’t wait to see what’s to come!”

‍

Conclusion

This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.

Ready to grow your leads and lower your cost per conversion?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.

Click on the following link if you would like to see more PPC case studies! 

‍

Timothy Carter
|
May 29, 2025
How Successful Fashion and Apparel Brands Win With PPC

If you run a fashion or apparel brand, you already know how fierce the competition is. One scroll through Instagram and you’re up against influencer capsule collections, fast fashion giants, and a dozen other brands selling something that looks eerily similar to what you just launched last week. 

So how do you rise above the noise?

Pay-Per-Click (PPC) advertising can be one of your most powerful weapons…if you know how to use it right.

PPC isn’t just about throwing money at Google or Meta and hoping for the best. It’s about strategy. Precision. Timing. And a deep understanding of what makes your ideal customer click, scroll, save, and, most importantly – buy.

This article will show you exactly how successful fashion brands are using PPC to grow fast, scale smart, and stay ahead. 

Whether you’re a DTC startup or an established apparel line looking to boost your online sales, you’ll walk away with clear steps to sharpen your strategy and drive real results.

1. They Know Their Audience Down to the Sock Size

Before launching a single ad, the best fashion brands get laser-focused on who they’re talking to. Not just demographics like age and gender – but psychographics, style preferences, income levels, and buying behavior.

You need to know:

  • Are your customers buying for themselves or as gifts?
  • Do they splurge or hunt for deals?
  • Are they into minimalism, streetwear, bold prints, or something else entirely?

Use Meta’s Audience Insights, Google Analytics, TikTok Creator Marketplace, or post-purchase surveys to dig deep into the habits of your buyers. The more you understand your buyer persona, the easier it is to write ad copy, choose images, and build irresistible offers that convert.

Here’s a pro tip for you. Many successful brands create different audience segments and run tailored ads for each. One segment might respond to lifestyle-focused creative. Another might want free shipping and a clear price. By segmenting the audience into different buckets, these brands are able to consistently deliver ads and creatives that are more likely to convert for each demographic.

2. They Build Scroll-Stopping Creatives

In the fashion world, your creative is your first impression. With just a second or two to capture attention, your ad needs to stop the scroll cold. Successful fashion brands do this by focusing on movement, people, and something we like to refer to as “microhooks.”

When it comes to getting people to stop scrolling, movement is the best way to grab attention. Research shows that short-form video (6–15 seconds) outperforms most static images across Meta, TikTok, and Pinterest. (Think quick outfit transitions, close-up fabric reveals, or behind-the-scenes clips.) You can also use stop motion or cinemagraphs to add subtle animation to product shots without producing full video. And for TikTok or Instagram Reels, use fast-paced cuts, trending sounds, and quick outfit changes to match user expectations on the platform.

As for people, do your best to feature user-generated content (UGC) from happy customers wearing your products. (You can reach out to repeat buyers or incentivize customers to tag you for a chance to be featured.) You can also collaborate with micro-influencers to shoot content that feels natural, not like an ad.

Finally, leverage microhooks. This is ad copy that highlights the unique benefits that your audience gets with your products. One way to do this is by asking questions that expose a current pain point and insinuate that your products do the opposite. For example, “Wearing stiff jeans in 2025?” or “Tired of leggings that show everything?”

3. They Test Relentlessly (But Intelligently)

One of the biggest PPC mistakes you can make? Launching a campaign, watching it flop, and declaring, “PPC doesn’t work for fashion.”

Top brands don’t just test – they test smart. Here’s how you can do the same:

  • Start small. Launch multiple ad variations with low daily budgets. It’s better to launch 10 different ads spending $100 per day on each than it is to test one ad at $1,000 per day. You’ll get much better data that ends up guiding the iterative process later on.
  • Test one variable at a time. Change just the headline, image, or CTA. That way, you know what made the difference. If you change multiple elements at once, you’ll never actually know what made the difference and what did not.
  • Run A/B tests regularly. Platforms like Google Ads and Meta Ads Manager make it easy. You should always be split testing, even when you have an ad variation that’s crushing it at the moment.
  • Kill losers early. Don’t waste budget on underperforming ads. Shift that money to top performers. If you’ve given an ad at least 72 hours and it’s not performing, kill it and reallocate the funds to a new test ad or an existing winner.

You don’t need to reinvent the wheel. The objective is to keep refining it until it runs smoother and faster.

4. They Use Retargeting to Turn ‘Maybes’ Into Buyers

Most people won’t buy the first time they visit your site – and that’s not a failure. It’s just how online shopping works, especially in fashion. Shoppers might be comparing prices, waiting for payday, or simply scrolling while distracted. 

But successful apparel brands don’t let those warm prospects slip away. They use retargeting to stay top-of-mind and guide potential customers back to the cart.

With tracking pixels installed on your site, you can identify who visited what, how long they stayed, and which products they interacted with. From there, you can serve hyper-relevant ads that feel personal – not generic. 

If someone browsed your linen jumpsuit but didn’t add it to their cart, you can show them that exact product again later – this time with a timely offer like “Free Shipping Ends Tonight” or “Only 3 Left in Your Size.” 

For cart abandoners, you might highlight a hassle-free return policy, reviews from other buyers, or even a quick video showing how to style the item. Retargeting works because it removes the guesswork and friction that keep shoppers from checking out.

More advanced brands go even further by segmenting their audiences based on behavior. For example, someone who lingered on a high-ticket leather jacket might get a different follow-up sequence than someone who looked at a discounted tee. Some campaigns re-engage past customers with complementary products (“Bought the dress? Here’s the perfect bag.”), while others reach back out to lapsed buyers with a loyalty discount. The goal isn’t to stalk – it’s to stay relevant, helpful, and persuasive at exactly the right moment.

If you’ve already paid to get someone to your site, don’t let that investment go to waste. Retargeting is how you turn passive interest into real sales – and it often delivers the highest ROI of any campaign in your entire funnel.

5. They Nail Their Offer Stack

Successful brands don’t rely on aesthetics. They give people a reason to act now. That’s where the offer stack comes in – everything your customer gets when they click “buy.”

Think about:

  • First-time buyer discounts
  • Free shipping thresholds
  • Buy-one-get-one deals
  • Gifts with purchase
  • Limited-edition drops

But don’t make the mistake of jamming every offer into every ad. Instead, match your offer to the audience and funnel stage. For example:

  • Cold traffic? Try a new-customer discount.
  • Cart abandoners? Offer free shipping if they check out today.
  • Past customers? Show a limited VIP bundle offer.

Make sure your offer feels like a win – not some gimmicky trap to get people to buy something. There has to be a level of consistency with your brand that people recognize and resonate with.

6. They Diversify Channels Based on Product Type

Not all PPC platforms are created equal – and the most successful fashion brands understand that. Instead of putting all their ad spend into one platform, they diversify based on their audience, product category, and buying behavior. They choose channels that align with how people shop for their specific type of apparel. Here’s how smart brands match platform to product:

Google Shopping Ads

If you’re selling products people are actively searching for – like “vegan leather boots” or “wool pea coat men’s” – Google Shopping Ads are your best friend. These ads show up directly in search results with product photos, prices, brand names, and ratings. This format is ideal for intent-driven shoppers who already know what they’re looking for and are ready to compare options. For fashion brands with a strong product-market fit and clear differentiators like price, materials, or shipping perks, Shopping Ads can drive highly qualified clicks that convert.

To get the most out of Google Shopping, successful brands optimize their product titles and descriptions with keywords, upload high-quality images, and keep their feed clean and accurate. This is a volume play – great for staples, seasonal items, or products that meet specific needs.

Meta Ads (Facebook + Instagram)

Meta is where most fashion brands start – and for good reason. It’s visually driven, highly customizable, and perfect for storytelling. You can build full-funnel strategies here: introduce your brand with engaging lifestyle video, retarget product viewers with carousel ads, and upsell past customers with limited-time bundles. Meta’s strength lies in its ability to create desire through imagery and social proof.

The most successful apparel ads on Instagram and Facebook pair compelling visuals with aspirational copy. Think: “Your new favorite weekend hoodie,” or “Outfits made for airport looks and coffee runs.” These platforms are especially strong for trend-based products, impulse buys, or highly aesthetic pieces like dresses, outerwear, or coordinated sets.

Pinterest Ads

Pinterest is a hidden gem for fashion brands – especially those targeting women, occasion-based shoppers, or DIY fashionistas. It acts like a visual search engine, which means users are actively planning their next look, vacation wardrobe, or event outfit. Unlike Meta, where ads interrupt, Pinterest ads blend seamlessly into content users are already curating for inspiration.

What works well here? Seasonal collections, bridal and maternity wear, capsule wardrobes, and anything that taps into life milestones. Brands that do well on Pinterest often repurpose lookbooks, blog content, or style guides into promoted pins that link back to product pages or collections. And because pins have a long shelf life, Pinterest campaigns can continue driving traffic well after the ad spend stops.

TikTok Spark Ads

If your brand skews younger – or if you’re trying to reach trendsetters – TikTok is super important. But it’s not about polished brand videos. The content needs to feel native, raw, and personal. That’s where Spark Ads shine. These are paid boosts of organic content (either your own or from creators) that blend seamlessly into the feed.

Fashion brands win on TikTok by showing products in motion, using trending audio, and leaning into humor, storytelling, or transformation-style videos (like before-and-after outfit reveals). Fast fashion, streetwear, bold accessories, and viral-friendly products do especially well here. You can work with creators to show “how it looks on” or do mini hauls that demonstrate fit, stretch, and styling versatility.

This channel is less about direct conversion and more about top-of-funnel discovery. And when  it’s done right, it creates cult followings fast.

YouTube Shorts and Pre-Roll Ads

YouTube is an underrated but powerful channel for fashion brands looking to show off movement, build trust, and drive longer engagement. YouTube Shorts (their answer to TikTok) can showcase outfits in action, quick styling tips, or model walk-throughs in 60 seconds or less. Pre-roll ads, on the other hand, give you more control over brand storytelling.

Think of YouTube as a storytelling and branding platform. It’s especially strong for higher-ticket items like outerwear, formalwear, or custom-tailored pieces where the buyer needs more confidence before purchasing. Brands that leverage YouTube well often blend influencer partnerships, educational content (like “how to build a capsule wardrobe”), and in-depth product demos to establish authority and build affinity.

7. They Ruthlessly Optimize Their Landing Pages

Clicks are worthless if the landing page doesn’t convert.

Once someone clicks your ad, they expect to land on a page that matches the promise of that ad. If they don’t see the product, price, or offer you teased? They bounce.

Here’s what winning landing pages include:

  • High-quality lifestyle imagery
  • Clear sizing charts and fit info
  • Mobile-first design (this is huge!)
  • Reviews and social proof
  • Fast load speed (under 3 seconds)
  • Obvious return/exchange policy

As a final note: Don’t forget to use Dynamic Product Ads (DPAs) where possible, so your landing page and ad are in perfect sync.

Build Your Ad Strategy With PPC.co

Did you know that less than 25 percent of PPC ads industry-wide actually produce conversions? That’s because most PPC agencies are doing it wrong.

At PPC.co, we don’t just pump out ads and try new creatives. We have concrete, proven strategies and frameworks that ensure you get the results you’re looking for.

Want to learn more? Contact us today and we’ll show you how we get results.

‍

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