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

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 campaign.

What are Not Provided Keywords?

To put it simply, not provided keywords are instances where Google has chosen not to share organic keyword search 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 search 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 search query 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 into keyword performance 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 keyword search for the not provided keyword, you can view the top landing pages in the search results. 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 analytics reports 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:

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. Make sure you’re linking the correct Google Analytics property to ensure accurate reporting. By associating these two platforms together, you’ll be able to see organic Search Console information and search query data in analytics reports from Google Analytics keyword.

Before analyzing performance, confirm that your Google Analytics filters are properly configured and that your site search settings are not distorting internal query tracking.

When set up correctly, these tools provide valuable data that helps you understand real user behavior — even when specific terms are hidden.

What’s the Big Deal About Not Provided Keywords?

Obviously, if you want to improve your Google ranking, not being able to see your keyword performance and 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. If you leave the platform entirely, you may lose access to valuable analytics reports and integrated search data. 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 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 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 search 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 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.