Hey, Low Spender! Google Is Cutting You Off
Maybe that’s why Google told the truth when it effectively broke up with marketers it didn’t want to see any more. And it’s because those marketers weren’t spending enough money when they visited AdWords.
Marketers who spend little to no money on AdWords are getting what SEO experts are calling nearly useless information in Google’s Keyword Planner tool.
“Most advertisers will see search volume data in Keyword Planner as usual,” wrote “CassieH,” an AdWords community manager, five days ago. “Advertisers with lower monthly spend may see a limited data view in the Keyword Planner. For example, you may see values such as 0, 1-100, 100-1K, 1K-10K, 10K-100K, 100K-1M, 1M+ in the average monthly searches column. In addition, other advertisers may trigger the limited data view by reaching a limit on the number of searches for search volume data (specifically, requests to our API). Access to traffic forecast data will remain unchanged.”
Google’s explanation is reminiscent of a joke from actor and comedian Natasha Leggero.
"Why do the guys get so upset?” she quips. “It's just business. It's hard breaking up with them because you have to be like, 'Listen you've run out of money.'"
As Search Engine Land puts it on Aug. 13, “Not a big AdWords spender? You may notice a lack of data in your Keyword Planner account.”
But on Google’s Keyword Planner page, it’s like the breakup never happened.
“Keyword Planner is like a workshop for building new Search Network campaigns or expanding existing ones,” reads the tool’s description. “You can search for keyword and ad group ideas, get historical statistics, see how a list of keywords might perform and even create a new keyword list by multiplying several lists of keywords together. A free AdWords tool, Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.”
Jilted customer “Steph W” expressed her frustration with Google to CassieH on the AdWords forum.
“How are we able to figure out new budgets if the account hasn't even started yet?” Steph W asked. “As an example, I have a client interested in potentially spending up to $20K a month. They are only willing to spend that much if we can somewhat pre-determine ROI based on cost per click and expected (or average) conversion rates. Without the keyword data, we have no way to figure that out. Makes it a harder sell without the info.”
In his Aug. 13 article in Search Engine Land, Greg Finn says marketers will have to show more monetary affection to Google if they want to get back together with useful Keyword Planner facts.
“It now appears that you do need an active campaign for full data and that advertisers cannot have a ‘lower monthly spend,’ ” he writes.
At the same time, Google will be giving more attention to the advertisers it does love. On Sept. 12, those marketers will be able to see when keywords don’t have enough clicks or impression data, and those “null Quality Scores” will show up as dashes.
“AdWords’ Quality Score is generated based on how well ads are performing,” writes Matt Southern, Lead News Writer at Search Engine Journal, on Tuesday. “It’s based on how many times an ad is served [in] search results, how frequently the ad is clicked on, and the content of the landing page itself. Without this data, it’s not possible to generate an accurate Quality Score.
“Currently,” Southern continues, “when a Quality Score cannot be determined, AdWords defaults to reporting a score of ‘6.’ Come September 12, you’ll start seeing dashes in place Quality Scores when you either add new keywords to a campaign, or have keywords in your campaign that do not have any recent activity.”
What do you think, marketers?
Please respond in the comments section below.