Google announced on 1st September 2020 that the search terms report is changing for good, advertisers will now have a limited oversight of what triggers their ads on Google Search.

“We are updating the search terms report to only include terms that were searched by a significant number of users. As a result you may see fewer terms in your report going forward.” - the notice in all of our accounts said.

This update was not something agencies and advertisers welcomed, as managing search terms and optimizing search appearance has ever since been a key part of success in PPC campaign management. 

A month has passed since the announcement, we can already see the exact impact of how much data is lost for manual optimization. We’ll be sharing our experience in this article through our regional and global accounts managed at EAZY Digital agency, and also ‘How to Learn to Stop Worrying and Love this Bomb’. But first, let’s have a recap of what search terms report is and why it is important for us all.

What is Search Terms Report?

Search terms report is used to track how ads are performing when they are triggered by actual searches on the Google Search Network. Besides performance, the report helps us understand how closely those terms relate to the keyword we are targeting within our ad groups. Search terms can be found in Google Ads accounts under the campaign / ad group’s ‘Keywords’ report.

Let’s have a look at an example. You are a financial advisor company, helping individuals saving money on the long term. You’re boldly adding the keyword “money” with “phrase match” (read more on match types here) within your campaign. Your ads will start triggering for some search terms that are relevant to your goals like: money saving expert | money advisor, but also for a several queries that are not, or may even be counterproductive: money heist | money laundering | illegal money fast. 

Obviously you don’t want to waste your money and spoil your hard earned reputation by appearing for irrelevant search terms like the ones mentioned above, so what the heck can you do? Solution 1) Target more specific keywords, or use different keyword match types 2) Start your campaign with a wider keyword research and exclude irrelevant terms from start 3) Continuously monitor your search terms report and filter out the ones that do not attract your ideal audience.

Let’s wrap it up before jumping back on the news. How can Search Terms report be used to your advantage?

What’s the real impact of this change?

We’ve seen a different number of lost search terms data in our accounts, Google has kept away only a minority of these in the previous years, ranging from as low as 0.2% up to 8% of all clicks / clicks reported in the search terms report, adding up to 2,2% on average.

From September 2020 this number has grown to 10 times higher, with an average of 24% of all clicks and search terms reported on the Google Ads interface. This makes the impact of the change 22% additional lost data in our reports. 

In some cases the actual rate is a lot higher than the average, with results up to 50%, where on the other hand there are accounts with ‘only’ 10-15% of data loss.

Now that we know the numbers it is clear Google made a significant change to their reporting, making it harder for PPC managers to keep track of their search campaigns. The question is what can we do next and how can we adapt to these changes?

Focus on how to respond as an advertiser

Google is making constant changes to their advertising tools, this is something that we know we cannot avoid. Some of these changes affect us positively, some of them don’t, or at least we only see the possible downsides of it, rather than looking at it as an opportunity. Online advertising is already shifting to an automated, machine learning campaigns management, so does managings keywords with dynamic search ads combined with smart bidding strategies.

Even though a major portion of data will not be available for us to manually manage our campaigns, most of the valuable information is still out there and under the hood Google’s algorithms can still access and optimize ad delivery based on them. Smart bidding strategies such as target ROAS, Maximize conversions, Target CPA utilize a wide range of contextual signals that can capture the right user at the right time for our business. If you didn’t put enough trust in Google to optimize your campaigns yet, it will be even more difficult to do so with changes like these, however it has never been more important to make the switch now than ever. Arguably, as PPC experts we are not happy with this change, but on the bigger picture, this can help advertisers use more sophisticated methods to manage their campaigns, and potentially achieve higher results.

To summarize our thought on how to move forward, we recommend you the following:

Let us know your thoughts, by the end of the article how much have you learned to love the “bomb”?

Feel free to contact us with your questions regarding Online / Digital Marketing and Social Media. Sign up on our site: the EAZY Digital team is always up for good teamwork!


You must have been wondering how could you spend your time usefully in the current situation. We would primarily encourage entrepreneurs and business owners to invest in developing their brand's online presence – because we can’t know for sure what new demands the quarantine period will place on our businesses.

One of the simplest and most obvious innovations is to improve your presence on social media, or even discover new platforms. We would like to give you a short guide to this.

social media signs

1. Facebook

„Time passed above Facebook” – they say.

Facebook continues to have a role to play in the world of social media. Moreover, it’s still the interface where we are able to reach the majority of people. Certainly, your business already has a Facebook page, so we wouldn’t talk about creating one now.

If you have some time, try to „set up” your existing platforms. Let’s see how can we develop in it. 

A few examples:

1.1 Handling tabs

The tabs are on the left side of the Facebook page interface. Many times we can see that these are not nicely structured. You should delete useless, empty tabs, but fill those which could have content.

You can do this under  „Settings”, „Templates and tabs”.

EAZY Tip: Only a few know how easy it is to set a Youtube tab on our Facebook page. This option doesn’t show up in default settings, but following the instructions in the video below, you'll see it in tabs in minutes:

1.2 „About” and „Cover” – from a new perspective

You can see many Facebook pages that don’t put much emphasis on their Cover images and About sections. But only with a tiny graphic, we can easily communicate current and relevant information about our company.

For example: „We’re still open from 9AM to 3PM!” or „Look up our restaurant on Netpincér! We deliver your favourite dishes to your home!”

Same for the About section, which is also worthy to acutalize; and to place our most important links (website, blog, webshop, instagram, etc.) in it’s content.

1.3 Creating groups

This period is highly beneficial for those who would like to make their Facebook communication more effective via groups. People now are especially looking for the feeling of belonging to a community, and they are also spending a lot of time online.

To create a group managed by our business page, we’ll need “Groups” tab, which when clicked on, Facebook will immediately offer us to create a community for our page.

2. Instagram

It’s not necessarily a problem if your company doesn’t have an Instagram account. It depends on activity how much it is worth to be present on the site. But one thing is for sure: more and more people are using this community interface, and most people in their twenties and thirties can be reached here.

2.1 Actualise your BIO!

You might want to take a look at our Instagram account description: How up-to-date is it? How impressive is it?

EAZY Tip: Instead of placing your website or Facebook page in the BIO link, you should direct your visitors to a current landing page. Get their attention with a „Call to action” sentence at the end of your BIO description. For example: „Are you looking for a unique present for Mother’s day? Click here!” – and the link under, is navigating to a Mother’s day merchandise landing page, or blog article.

2.2 Renew your Feed!

In order to get followers for your business, a unified and harmonious looking Feed is a must. To do this, you can choose from different styles depending on which one you’d prefer, or which one would be the easiest to implement.

We are happy to provide professional assistance in decisionmaking and creating!

2.3 Update your Highlights!

You can archive, and organise your favourite stories by theme, using Instagram’s Highlights interface. From time to time, it is worthy to delete old stories as the person clicking on the Highlight always sees the oldest story first, which is often outdated. 

So let’s take a look at your archive content and categorize newly published stories into appropriate Highlights.

EAZY Tip:  Create Highlights from product groups, new products, current discounts, various services, apperances on exhibitions and fairs, media apperances, and as well, for corporate CSR activities.

3. Pinterest, LinkedIN, TikTok

It’s time to try new social channels! A Pinterest page, for example, could be a great choice for collecting ideas and to inspire others. Moreover, you can’t find a better community interface, specialised in B2B communication, than LinkedIN.

Last, but not least, the youngest generation (teenagers) is most likely to get committed to a brand by TikTok.

We’ll deliver more information of the above in further articles!


Feel free to contact us with any questions and requests – we’ll help you out whether you’d like to get in touch with social media content creation, advertisements, or creating completely new online interfaces.


How is the e-commerce sector doing in Hungary, in our immediate neighbors, in Europe or worldwide? As we hear and see, some sectors are collapsing, and in the meantime others’ are having an unpredicted growth. As the picture is pretty mixed, we tried to go after the situation with the help of, where Emarsys and GoodData are working together to find the answers of how the coronavirus epidemic affects online orders and company revenues by country. You can read about the amount of data and the collection methodology here. It’s very informative.

What’s up in Hungary?

The year-over-year growth rate of pure e-commerce and online retailers, based on theor performance in the last 7 days, compared to the same period last year. Inquiry of 04.04.2020. Source:

As we can say in general, after a moderate January, February developed positively, and in March, the epidemic hit us in this situation. For online-only sellers, March cleary shown a drop in both revenue and order numbers.

Pure online sales and order numbers – 2020, Q1

Certainly, one of the reasons for this is to be found there, that a significant proportion of transactions have been passed on to their competitors, who have been stronger in offline sales so far –for example through their extensive store network.

Retail turnover (except pure online), online activity, order numbers 2020. Q1

This is also due to natural and consciusly shaped processes, on the one hand, due to the restriction of access and the closure of shops, the target groups themselves are looking for online opportunities ; and on the other hand, those who reacted fast, are emphasizing webshop opportunities in their own communication and from offline budget, they were able to significantly regroup money to the online direction, further generating demand for the online channels.

It is encouraging that, based on data from the last 14 days, both revenue and the number of orders are clearly increasing among pure and non-pure e-commerce players, and in the first days of April, revenues are already showing distinctly positive values ​​compared to the same period in 2019. So the target groups have moved towards online shopping.

Turnover of purely online sales web stores in the last 14 days. 2020. Q1.

It will be really exciting to see the companies reactions, to see how judicious and flexible they will be, how much they will be able to break away from their annual budget, campaign planning and their will of searching for more effective channels.

As well, it all depends on the general economic situation, the evolution of the number of the unemployed, the accumulated (or not accumulated) savings. So the timing and the content of economic rescue packages will also play a big role in the development of the upcoming months.

And the neighbours?

It is worth playing with the graphs on the website to go deeper in details, but in general we can say, in March:

In Romania, the numbers are clearly weaker than last year, and in many cases we can observe complete collapsing.

Austria is light years ahead of us, for purely e-commerce operators, doubling is not exaggerated compared to last year; but strong, offline traders are also showing great numbers.

It is important of course, to distinguish the stages of the outbreak in the countries, and what measures have been introduced by the given states.

What do our own measurements show?

Our own experience also shows that while there are sectors that nearly shut down, there are also a number of areas which is gaining a lot more visitors, has more orders, and their customers has greater willingness to shop online, similar to periods like Black Friday and Christmas.

68% conversion rate increase to Q1, based on year/year, in the webshop of a store chain with both online and offline presence, with the same budget. Source: Google Ads account managed by Eazy Digital.
50% revenue growth for Q1, based on year/year, in a webshop with an online presence only. Source: Google Ads account managed by Eazy Digital.
36% visitor growth for Q1, based on year/year, in the webshop of a store chain with both online and offline presence, without additional campaigns. Source: Google Analytics account managed by Eazy Digital.

What is going to happen when the epidemic subsides?

We can be sure in two things: on the one hand, we do not know exactly when this whole madness will end, and on the other hand, the order of the world will not return overnight: loosening of restrictions/prohibitions will happen gradually.

Month by monthy, week by week, it will get better and freedom will come again. Probably, life will no longer be like as it was before, neither globally nor in our small country. Is it going to be good? Is it going to be bad? History will decide.

However, we are convinced that in the long run this is a huge OPPORTUNITY for online players: although out of compulsion, the digital world has now opened up to many people. We can see further than the spreading of credit card payment, home office, e-learning, video chat or the increasing usage of food ordering apps. Merchants can also get to another level in the e-commerce sector.

People ordering online were previously mistrustful and uncertain in this environment. New users are on the horizon, in almost all sectors.

They put their feet in the door, let's not slap it on them, instead - lead them in. Give them good experience, let their first thoughts be positive.

Finding opportunities of new online presence and UX-UI optimization has never been more important, than it is now.

From the medium to long term, full e-commerce could benefit very well from the current situation if you’re NOW preparing well and developing your processes.

So, have your Analytics measurements set up well, let the data, A/B tests, heatmap analyzes flow, and build your brand! This is not time to fall behind!

If you’re feeling like your website could use some review, and it would be nice to see through the data and to map your site’s strenghts and weaknesses, get in touch with us. The EAZY Digital team is always in for a good audit!


As the result of the current situation, there have been and may will be many unexpected changes in our businesses in the future. In order to get through this period with as few losses as possible, we’d like to provide you some useful tips and suggestions:

1. Stay focused!

At first, it’s important to reshape our way of thinking, and to come out with new plans for the future. If we’re doing a good job, we can even forge an adventage in one or two areas.

For this, we’d like to give the following advice:

- Make an estimation!

What does this mean exactly?

Unfortunately, the philosopher’s stone is not hidden in our pockets either, but we have tips and assumptions about how long this period will last.

More simply, we MUST define an interval within we are able to plan. It’s like campaign: it has a beggining and an end. If our estimation is wrong, we plan over. It doesn’t sound really professional of course, but as we’ve mentioned before, no one knows for sure. But we have to plan, and and for that, it’s necessary to make presumed deadlines. 

2. Be current!

We have clients who don’t want the term COVID-19 to appear anywhere, and there are the others who refer to it in all their posts.

As long as you’re adapting to the current situation, there’s no problem with either. Let’s see two examples:

- Precede the question

Let’s get ahead of what our customers are most interested in right now!

The simplest example of this is to answer everywhere whether we are still open, or not.

It’s a bit more complicated for example, if we’re writing a newsletter about what we do in case of the protection during packaging and home delivery.

- Help your customers!

In case of webshops, create packages that now can be the most useful. Put emphasis on products that can can provide solution to the problems posed by the current situation – for example, issues created by the curfew, or the most important shortage items in households.

3. Are you closed? Take pre-orders or pre-registrations!

For those clients who has the opportunity, we recommed the selling of pre-orders.

For the reason when everything goes back to normal, it is expected that all of a sudden, everyone would like to visit private practices, hairdressers, opticians, etc.

If our business allows it, and we haven’t invested any money or time in it yet, it’s time to create a landing page for booking appointments or a webshop to sell products!

4. Don’t let the inquiring’s hands go.

Shopping is less, but online attention is much bigger!

We can take advantage of it, so in the meantime, we can make up lost ground. A great interface for this, is social media, were all longer-toned, educational content is receiving special attention.

This period is not a time for resting, but a good time to build commitment points!

5. Remarketing above all!

Last, but not least: in order to convince leads of our products’ or services’ benefits, it is crucial for our brand to have a place in the media noise.

The more platforms we stay active on, the more places we can effectively gather inquiring people and to bomb them with a well-planned remarketing campaign.

A lot of people are now reducing their advertising budgets – a matter of fact, clickt-throughs are available on more favorable terms, so it is by no means worth stopping completely!


Feel free to contact us with any questions and requests – we’ll help you out whether you’d like to get in touch with social media content creation, advertisements, or creating completely new online interfaces.

IN FACT, we left the good news to the end: soon, we’ll be launching a series of free webinars for you; about which we’ll send you more information in the days to come!

Stay safe!


Google Ads has launched a new feature for Smart Bidding. Seasonality adjustments give you more control over Search and Display campaigns. It is expected to come to Shopping campaigns later this year, which will be followed by Video and App campaigns. 

The Seasonality adjustments were previewed at Google Marketing Live in May and now they are live for Search and Display campaigns. According to Google, this advanced tool helps you optimize bids during upcoming events such as sales or promotions. Although they work the best for short time events, when you expect significant changes in conversion rates because Smart Bidding already manages seasonal events. 

In numbers this means that Seasonal adjustments work better for one to seven days, maximum at two week periods, but not throughout a complete month or more than fourteen days at a time. Google’s tCPA and tROAS smart bidding strategies already take broad-scale seasonality changes into consideration. The algorithm is capable of learning and responding to seasonal bumps or holiday changes in conversion rates, however does not always respond correctly or quickly. 

“With seasonality adjustments, you can apply a predicted conversion rate adjustment and Smart Bidding will consider that adjustment for the date range selected, while trying to hit your target CPA,” says Google.

This will come in handy, when launching a new product or planning a sale on your online store. For example a last minute sale for back to school season, or for the upcoming Black Friday. Simply put one to seven days, or at most a fourteen day period. 

How to do it?

It does not require rocket science to set up. The first step is to sign in to your Google Ads account. Once you’re logged in, in the top-right corner click on the Tools icon. In the drop-down menu you will find the Shared Library and under that Bid Strategies. In the menu click Advanced Controls, then select the Seasonality Adjustments option on the top. 

To create a new adjustment, click on the blue plus symbol, give your adjustment a name and a description. Fill in the event’s start and end dates and choose your scope and devices. You are almost done. Now you have to adjust your conversion rate to reflect your estimated conversion rate change and click Save. 

This feature injects some manual signals and control into Smart Bidding to better anticipate and manage short intervals of conversion rate changes. So it works best for short time shopping sales, product launch or a promotion of a particular product. 


It will be much easier to select and add additional keywords to your ad groups and campaigns. Moreover, the improved recommendation system will only suggest keywords that ultimately drive more traffic beyond the existing keywords. 

The recent Google Ads feature is improving the relevancy and quality of keyword recommendations. This new recommendation system not only will list a bunch of relatable keywords but will suggest only those ones that drive more traffic to your ads than the existing ones. In addition, Google Ads’ keyword recommendations can now include broad match modifiers too. 

Here is what Google says about this:

“Recommendations and optimization score help you prioritize your most impactful opportunities to improve account performance. In fact, advertisers who increased their account-level optimization score by 10 points saw a 10% increase in conversions on average.”

New system and a new way to view Google Ads recommendations

The original card view remains, but Google Ads introduces a new way to see the recommendations. The table view format displays the recommendations and their expected impact. This helps you to choose the best keywords to your account, but this new format also offers quite a few improvements over the card view. 

Never been so easy to apply the recommended keywords

Google Ads users can now apply recommendations in bulk across multiple campaigns and accounts. Users can bulk apply or dismiss recommendations at the manager account level.

These new features are now available in the Google Ads ‘Recommendations’ page.

Keep updated about the latest Google Ads news with us and visit our site for more interesting articles about using Google Ads, Youtube, and online marketing!

Source: Search Engine Journal


Setting up a Google Ads account is not difficult, but mastering this platform is another question. If you manage your advertisements for yourself, it is good if you know about these mistakes to avoid them!

Google Ads is a very powerful platform. You can manage your business’ advertising for Google Search, displays and even for Youtube in one place. It’s not a big surprise, that the company’s biggest income is paid to advertise. In 2018 this was more than 116 billion dollars. This is not only good for them but you too. This is the business in it. You pay for the Google for a good place in search results, or other advertisements, but because of these, your income grows too. At least, if you are avoiding these common mistakes. 

1. Advertising without understanding profit margins

Depending on your company’s profile, you probably use Google advertisements to generate leads or sales. It is just an add on, that it is increasing brand awareness and gaining traffic to your website or your shop. When it comes to advertising, it is important to understand the profit margins. To put it more simply, you spend a significant amount of money on Google Ads every month, which brings you several leads. But not all of these leads will become a customer or a buyer, so you have to realize the value of them.

To be able to accurately measure the performance of a campaign, and optimize accordingly, advertisers must have a clear understanding of their profit margins. It is necessary to be aware of exactly how much you can afford to pay for a lead in addition to the percentage of leads that your team converts to sales.

Know your limits and the exact amount of money which is worth spending on advertisements, while you are still profitable.

2. You don’t set up conversions

It is important if you want to measure the return on an investment, but this also enables you to gain a clearer understanding of your profit margins. This helps you to set a price per click which won’t lose you money.

You can set up conversions in Google Ads very easy, just select them from the Tools menu and add a new one. If you already have these setup, you can convert them from Google Analytics too. Don’t forget to check your data and remove any duplicate conversion actions!

After this, you can calculate the exact cost of every lead with the next formula. If the cost per click of your advertisement is 0.5 dollar, and your site’s conversion rate is 4%, then the cost of a lead will be (0.5×100)/4=12.5. So you will get four orders for 12.5 dollars. 

3. Bidding too high

Everybody wants to be number one on Google, but it’s not always the smartest decision. A first position can cost a fortune, and maybe it’s not worth it to you if the cost per lead is too high. 

Setting the price too high for price per click is often problematic as you will drive the cost of advertising up. This often leads to bidding wars with competitors who will increase their bids to match your own.

Keeping down the prices a lot of time has a better outcome. this enables you to maximize the number of clicks for your budget as well as the quantity of and cost per conversion.

+1 Letting your ads to run unsupervised

You made a Google Ads campaign with a bunch of ad groups. Conversions are set up, you calculated the perfect bids and you considered everything, so you can lean back and wait. Unfortunately, this is not that simple.

To get the best results you need to supervise your campaigns from time to time. Maybe every other day, or every week, or once in a month. It depends on your campaign’s duration, your competitors and the bids on your ads. Google Ads enables you to see the words and phrases that triggered clicks on your ads. To refine the performance of your account, it is necessary to review search terms regularly.

With the help of the Search Terms Report, you can identify negative keywords and add them to your account. This enables you to stop your adverts from appearing for phrases, that are not relevant. 

Keep updated about the latest Google Ads news with us and visit our site for more interesting articles about using Google Ads, Youtube, and online marketing! 



With the pervasive popularity of social media and the growing numbers of social influencers our habits are changing. Not just in shopping, but in every aspect of our life. While in the past, if we wanted to buy something, we might have asked a friend or someone in our circle of trust for advice, now we turn to Youtubers. On this social platform we can find everything we can ask for. It is an inspirational, educating or entertaining repository of videos, with more and more shopping related content in the past few years. For example in the US the number of video content like these has grown to more than 5X from 2016 until 2018. 

With so many people watching shopping related stuff, it is not a surprise, that shopping is amongst the biggest trends this year. However the most popular videos in this topic are not just the unboxing ones, or hauls. Youtube influencers completely let go of their imagination and came up with some really crazy ideas. Here are three of them!

Letting the person in front of me decide

For most of us it’s a familiar feeling, that we can not decide simple things fast. Like “What do you want for dinner?” or “What movie do you want to watch?”. To overcome this feeling of not knowing what to do, some Youtubers created a challenge. Derek Gerard, Youtube creator decided that, for 24 hours he will buy whatever food the person in front of him buys. From fast food restaurant to the supermarket he followed this rule and left all the decision-making up to fate. 

His irregular idea started a new trend on Youtube and from April until May there were more than a thousand videos uploaded as a part of this viral topic. The most shocking result was the number of viewers. To date it has reached 75 million views on Youtube.

Trying the best and worst places in my city

Most of us (about 82% - According to Pew Research) read customer ratings and reviews before buying something or going to a new place. But how reliable are these reviews in real life? We can read a couple of positive and very negative opinions from different people about the same place based on their experience. The fact that someone liked or didn’t like it doesn’t mean until you try it! This idea has started a new trend on Youtube. 

Philip Solo, another creator made it popular on his channel first with restaurants, then hotels and even swimming pools. It quickly became very popular, because we already like reviews on Youtube. According to a research around 55% of people start with searching for a product on Google, then learn more by going to Youtube. In the videos we can see the actual look of the product or place we are interested in and as a bonus we get a third-party opinion about it as well. If we are lucky, it’s even true.

Anything you can carry, I will buy

Challenge videos are one of the users favourite contents for a long time now, this new trend has just put a twist on them. The first ambassador, who made them popular is MrBeast, a creator, who granted some lucky friends and family members a wild run in a store and promised to buy everything they can carry to the cash register without dropping. 

These kinds of videos generated more than a thousand years of watchtime in two years. Their specialty is that they allow the consumers to see brands in a more attainable light rather than a traditional commercial. 


Google Ads lets users to add filters to the Overview page in response for the feedbacks.

The Overview is the first page what we can see after logging in our Google Ads Account. It shows many statistics and an overall synopsis of our account. How much money did we spent, how many conversions resulted, or which were the most searched keywords. So this is a page everybody interacts with almost on a daily basis. 

Until now it showed so many informations, most users could not see it through, but finally the Google listened. In response for the user feedbacks Google Ads introduced it’s newest function, the filters. With this update every AdWords user will be able to customize their own overview page according to their needs. 

“The Overview page gives you a summary of your account performance and surfaces important insights at a glance. However, your business is unique and you often want a custom view of your data. We heard your feedback, so starting today, you can filter the Overview page…”

Users can apply the following filters to the Google Ads Overview page:

The new feature already available for every Google user on their Overview page.