AdWords [Not Provided] Search Query Data IS a Big Issue! Reviewed by Momizat on . AdWords [Not Provided] Is All the News Over the last couple of days, AdWords deciding to not provide paid query data within the referrer URL string, has caused AdWords [Not Provided] Is All the News Over the last couple of days, AdWords deciding to not provide paid query data within the referrer URL string, has caused Rating: 0
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AdWords [Not Provided] Search Query Data IS a Big Issue!

AdWords [Not Provided] Search Query Data IS a Big Issue!

AdWords [Not Provided] Is All the News

Over the last couple of days, AdWords deciding to not provide paid query data within the referrer URL string, has caused an uproar not seen since the announcement of Enhanced Campaigns.

That being said most of the articles I have read seem to be saying:

It's Not a Big Deal that AdWords won't be passing Search Query Data anymore

It’s Not a Big Deal that AdWords won’t be passing Search Query Data anymore

From the latest post today, on Search Engine Land, to the posts yesterday referencing Marin, & Larry Kim all seemed to be saying that “it’s not really that big a deal”. Well I beg to differ for a few reasons!

This IS going to have an impact on analytics & search management platforms

As my friend Brad Geddes pointed out his morning, AdWords not providing search query data in the referring URL is going to have an impact on Google Analytics and other platforms. Much of the data which was available before is now simply not going to be there to make decisions.

Also as Marin pointed out (rather quietly), that those advertisers using the Marin Tracker, would no longer be getting search query data through that medium any longer. For me the ability to tag my sites with the Marin Tracker  and have an independent source of data, pulled into my Bid Management tool was one of the biggest selling points for Marin. The fact that it is no longer able to provide a key piece is an issue for me & others.

Adobe pointed out that now their advertisers using their platform will need to add the Google Adwords conversion tag in order to get conversion data with their search query reports within AdWords. Something that previously Adobe was able to provide their clients using their proprietary tools with the tags already in place.

Have you ever had to get a client to place a new tag on their site? Tell me that isn’t going to cause some issues?

Even Bigger though – Sophisticated B2B & Lead Gen Advertisers are Impacted!

Anybody who has done a good amount of lead gen or B2B paid search, can tell you getting the lead is just a part of the job.

To truly efficiently track leads, and make sure that you are tying initial lead generation back to revenue & sales (as well as being able to track lead quality), you use invisible form fields in your lead form. These invisible form fields can track everything from UTM parameters, to *gasp* the search query in the referring URL. All of this data is then able to be passed into, the CRM and marketing automation system of your choice, Salesforce, Eloqua, Marketo, Infusionsoft etc.

Now all of these marketers who want to actually know the search query, not the keyword — cause let’s be honest how useful is it really to know that +cloud +computing drove a lead when there are 5000 search queries for that keyword — will be limited in what they can do. Yes they can implement more robust campaign and keyword strategies, like my Core & Expansion Campaigns Methodology, but they will still be forced to take upfront lead data tied to keywords to make decisions vs backend data tied to queries.

Honestly which would you rather have?

So to all of those saying this isn’t a big deal… I say you are either covering your own butts, or don’t realize how this will really impact companies who currently use this data.

What do you think?

About The Author

Enterprise PPC Management Executive

Bryant is a seasoned Paid Search Executive. Known by many as the Dr House of PPC, he specializes in consulting with Start-ups and Fortune 1000 companies on their Paid Media endeavors. He has consulted with companies from Choice Hotels & Greendot to start ups like Palo Alto Networks. When he isn't busy rocking PPC, blogging, or tweeting, you will usually find him having fun with his wife & 4 kids. Connect with Bryant on - Google+ LinkedIn Twitter

Number of Entries : 28

Comments (4)

  • Larry Kim

    ok i hear you on all of these points but if you compare to what happened to organic keyword not provided we are in pretty good shape at a high level.

    Reply
    • Bryant

      Larry I am totally in agreement that we have it better than Organic, but come on be honest hasn’t paid always had it a little better than Organic? ;-)

      Still just like with Enhanced campaigns it isn’t the average user that will be affected but the super user who has been running sophisticated marketing programs that is going to be impacted most by the new lack of detail and control that they had previously.

      Is it the worst? No.

      Does it still suck? Oh Yeah!

      Reply
  • Steve Cameron

    The big difference between paid and organic is just that…. we pay for paid. And not being able to optimize our campaigns as well as we might is another obstacle to success with ppc.

    I’m still not completely clear as to what we are going to have to do with the tracking tags, but hopefully we will be able to add them using GTM – and I have been working to get my clients to install this precisely so I don’t have to keep going back and forth asking them to add something or other and holding up advances until they get around to asking their web guy to do it.

    Reply

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