Google has just announced a secure search update that will see the query removed from the referrer on ad clicks originating from signed-in search on Google.
What does this mean? For starters, it means much of the hyperbole and hysterics about Google “slamming” third parties by stripping away their search query data in AdWords was unfounded.
To recap, back in March, Amit Singhal announced that Google was working on a solution to its apparent hypocrisy with regards to the "security" of "not provided" keyword data. This week, rumors started flying that Google was going to restrict access to paid search keyword data for all third-party providers, further crippling marketers and leaving them in the dark. That's not the case.
Paid search query data is simply no longer being appended to referral URLs, but you can still get it via the AdWords API, through partners like WordStream, or in AdWords in general. This is how most people were already getting that data. However, if you were an analytics company that was accessing paid search query data without going through the AdWords API, by using log file data, you are out of luck.
I emailed Paul Feng this morning to see if he could shed some light on the reported “leaked Google document” that’s been circulating the past few days. He published a post on the Google Developer’s blog today that should clear up the confusion.
Feng explains, “We understand that some partners may need to make changes to their systems and operations, but we think that this is the right path forward for the security of our users searching on Google.com.”
He also explains a couple of alternatives for those who use the query in the referrer for reporting, automated keyword generation or landing page customization:
- For generating reports or automating keyword management with query data, we suggest using the AdWords API Search Query Performance report or the AdWords Scripts Report service.
- For customizing landing pages, we suggest using the keyword that generated the ad click, rather than the query. The keyword and match type can be passed to your web server by using a ValueTrack parameter in your destination URLs.
So, to sum up:
- Stop panicking. Google has been cracking down on who can access search query data for several years now in a few ways – enforcing terms of service on how the data may be used, and limiting access to a smaller number of third-party vendors who implement a required minimum functionality (RMF). Basically, in order to have access to the query data, you need to be a legit software company that has built a functioning AdWords management platform. If you were an SEO agency that used to have an AdWords API token, it’s probably been shut down over the last few years, and if it hasn’t already been shut down, it won’t last long. If Google was going to stop providing this data to all 3rd parties, then that would be new/surprising.
- Legit third-party AdWords management platforms (like WordStream, Marin, etc.) will continue to function as normal. Also, if you just use AdWords and no third-party platform, nothing has changed there either. Let's not overstate the impact of this announcement.
This post originated on the WordStream Blog. WordStream provides keyword tools for pay-per click (PPC) and search engine optimization (SEO) aiding in everything from keyword discovery to keyword grouping and organization.
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