Google Ads revealing low-volume search terms as ‘Private’

“Private search term” reporting in Performance Max campaigns was spotted in Google Ads, highlighting queries with fewer than 50 unique searches over the past 90 days.

This change could affect how advertisers can view and analyze search query data in Performance Max campaigns, potentially impacting their ability to optimize based on specific user searches.

This would be a welcome update as advertisers have complained about Google’s black box of search terms and how it can be really hard to see the performance of key search terms. They aren’t seeing specific searches, but at least some information is being given about the low volume category of keywords, that could help with broader strategy.

Details. Search terms are marked as “private” if they’ve been searched by fewer than 50 unique users within a 90-day period, according to Google’s explanation.

Why we care. By explicitly labeling terms that receive fewer than 50 unique searches in 90 days as “private,” you can better understand the composition of your search traffic and identify which terms fall into the long-tail category.

This is particularly valuable for businesses operating in niche markets or those running highly specialized campaigns, as it helps them gauge the proportion of their traffic coming from these less common searches.

Between the lines. This update continues Google’s gradual shift toward privacy-first advertising, which began with limiting access to search term data in 2020. The move also aligns with Google’s strategy of pushing advertisers toward automated, aggregate-level optimization rather than keyword-level management.

What to watch. This change could particularly impact advertisers in niche markets or those targeting highly specific search terms, as they may see more of their query data labeled as “private.”

First seen. This update was first brought to our attention by Arpan Banerjee on X.

Bottom line. While this update enhances user privacy, it creates new challenges for advertisers who rely on granular search term data to refine their targeting strategies and understand user intent.