5 Things You Need To Know About Google AdWords Changes
Key Take-Away: This is big news for brands and business owners that invest in Google AdWords (paid search), particularly if their using Google Analytics for reviewing effectiveness and ROI. It has less impact if you rely on Google AdWords own reports or a third-party system using their API. This announcement was made by Google on April 9th, 2014 - Security Enhancement For Users.
1. It brings paid search data in line with natural search data. Google has been removing SEO keyword data for 2+ years now. The proportion of keywords marked “not provided” has risen over the past two years, so we’ve seen that it’s now over 80% of searches.
2. Google’s goal is to make the privacy of search terms consistent. Search marketers have been suggesting that AdWords should be treated similarly for parity and within the last month it’s been widely rumored that this change would be made.
3. You can still get keyword data from within AdWords. Advertisers can still use the search term reports within their AdWords accounts to see the results of campaigns. As this post from Wordstream shows, you can use existing search query reports. However, the advanced analysis features of Google Analytics using advanced segments will not be available any longer.
4. Third-party SEM (search engine marketing) management platforms will still work. Tools such as Kenshoo and Marin will still work since they use the AdWords API to access this data. If you are using an SEM software/platform - check with your providers to get further details on your specific platform.
5. Additional guidance on automatic customization of landing pages will be given. The Google guidance explains how companies using the API can customize not using the search term, but keyword that triggered the ad click.
Quick Tip - Customizing Landing Pages: When customizing landing pages, use the keyword that actually generated the ad click, not the query. The keyword and "match type" can be passed to your web server by using a ValueTrack parameter in your destination URLs.
While the topic of (Not-Provided) does tend to make people go crazy, Paid Search keyword data is not dead. To be honest, even our SEOs here at EBWAY were concerned that Google was going to remove any and all keyword data (and they still might) but for now, we can still a light at the end of this tunnel and thankfully - it’s not a train.