If you’re new and experienced in using Google Ads, 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 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 Ads campaign.
To put it simply, not provided keywords are instances where Google has chosen not to share keyword 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 traffic for that keyword. In 2010, Google revealed that they would no longer provide keyword data in order to better personalize search experiences based on user behaviors.
These changes have been enacted due to the widespread interest of protecting user privacy.
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 for the not provided keyword, you can view the top landing pages. These landing pages will point directly to the 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 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 keywords instead of landing pages. This is where using Google Search Console comes in handy:
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 Ads 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 Search Console information in insight reports from Google Analytics.
You’ll also be able to access these reports directly from Google Search Console.
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:
As you can see, not provided keywords aren’t going to significantly impact your Google Ads campaign. As a matter of fact, there are a lot of ways you can use them to improve your campaign as a whole.
Not provided keywords can actually benefit your campaign Below, you’ll find some effective ways to use not provided keywords to your advantage.
Using not provided keywords is not difficult, but relying on a PPC agency is the best course of action to improve your bottom line.
Do you need help in improving your Google Ads campaign? If so, then you’ve come to the right place. We specialize in running successful PPC campaigns for all kinds of clients.