Upcoming Change in Google Ads API: What PPC Managers Need to Know (March 2025)
Starting March 3, 2025, significant changes will be implemented in the Google Ads API regarding search term insight reports. Specifically, all values for segments.search_subcategory will be returned as empty. This aligns with recent updates in the Google Ads UI, ensuring consistency across platforms. For PPC managers, understanding and adapting to this change is crucial for maintaining effective campaign management.
Rationale Behind the Update
The removal of search subcategory values is part of Google’s ongoing efforts to streamline and enhance reporting functionalities. By decluttering the data and excluding less impactful metrics, Google aims to provide clearer insights that directly contribute to campaign optimization. This highlights the importance of staying adaptable and proactive in revising your code and strategies in light of these updates.
Impact on Reporting and Data Management
With the impending change, PPC managers need to be aware that searching for the segments.search_subcategory field in campaign_search_term_insight or customer_search_term_insight reports will yield empty results. This necessitates a reevaluation of automated reporting processes to ensure they remain functional and useful.
- Review all current queries involving
segments.search_subcategory. - Adjust your code to appropriately handle empty values, as this may affect data interpretation.
- Consider removing
segments.search_subcategoryfrom your queries to avoid unnecessary complexity.
Strategic Considerations Moving Forward
As a PPC manager, being prepared for these types of changes can foster resilience in your advertising strategies. The absence of the search subcategory field should prompt you to rely more heavily on other metrics that contribute to understanding your campaigns’ performance. Identifying alternative data points and ensuring your team is aligned with these new limitations will be essential.
What PPC Managers Should Do Next
- Assess and modify your existing code to ensure that it can appropriately handle empty values.
- Eliminate any dependencies on the
segments.search_subcategoryfield in current reporting systems. - Educate your team about the update and its implications on reporting practices.
Why This Matters for Your Campaigns
This update reinforces the necessity for PPC managers to remain agile and well-informed about changes within the Google Ads ecosystem. By adapting early to these updates, teams can minimize disruptions and continue driving effective advertising strategies.
