Google this month introduced limits in the search terms report in Google Ads. According to Google, the search terms report now “only includes terms that a significant number of users searched for, even if a term received a click. Advertisers may now see fewer terms in their report.”
Google didn’t quantify what is a “significant number of users.”
A search term is the exact word or set of words a user enters when searching on Google.com or one of the Google’s Search Network sites.
To Search Engine Land, Google justified the restriction in order to maintain standards of privacy and to strengthen the protections around user data.
Advertisers use search terms to optimize their campaigns. Advertisers take reports of search terms to discover new keywords or to block search ads in specific keywords.