Recently Google has announced “To maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re continuing to invest in new and efficient ways to share insights that enable advertisers to make critical business decisions”.
Till now the advertiser can find search queries with the number of impressions and clicks in search term reporting. After the rule comes into effect the advertiser are only able to access minimum query data to get user’s search queries information.
You can see Google already restricts query information in the Google Search Console dashboard. As a result, advertisers may have less control of their ads on specific search queries. It will force advertisers to shift from a positive to a negative keyword management approach for keyword optimization. That means advertisers won’t be able to decide which search queries will add as keywords and which one for negative keywords.