• Kate Gramlich Roumbos

    Thanks for providing this follow-up! We will be updating our original post shortly :)

  • http://www.jlh-marketing.com/ Jenny Halasz

    In an interesting coincidence, I discovered today that many matched search queries for a client of mine were recorded as “exact match (close variant)” when we have close variants turned off: http://jlh-marketing.com/close-variants-google-adwords-bug/ It underscores the importance of being able to see the exact keyword that triggered your ad. I’m relieved to hear it sounds like that will not be impacted.

  • RyanMJones

    This isn’t as big of an “omg panic” thing as people are making it out to be. It just means that people will have to start doing what they should have been doing all along – monitoring their broad match keywords, moving them over to exact match, setting up the proper tracking parameters, and using the adwords reports and conversion tagging.

  • TimothyJJ

    Technically their mention of the search terms report within AdWords should not be referenced as a “new report,” at least as far as I’m aware. It doesn’t seem any data is changing there, just that the data won’t import to other platforms.

  • http://ManofActionMetrics.com/ Nate Griffin

    What does this mean for UTM parameters added manually?

  • http://www.nakulgoyal.com/ Nakul Goyal

    As other people have said, and the article references, this is not a surprise. So either the exact match keyword setup or bucket your “related” keywords in a category and use the keyword id. So if you bucket your red and blue widgets together, as long as your bucket is widgets, you know.

  • http://localvox.com/ Matt Ramos

    My thoughts are (not provided) and I think that (not provided) will (not provided) (not provided) everybody. (not provided)?

  • http://www.thedigitalcookie.com The Digital Cookie

    So….what exactly is changing? We still have the search query report.

  • Scott Davis

    Um… respectfully. You’re ignoring broad match modified, which is actually a more effective way of targeting a topic or region.

    Once you identify the search queries that you want to capture from that traffic data in the ‘matched search query’ report in GA, you add them to your exact match keywords for that adgroup, but you still use the broad match modified to identify future phrases going forward.

    The only reason to move anything over to exact match is in an attempt to pay less per click.

    The only people who have the “panic” response are the ones who have been doing what they should have been doing all along… using the match query data.

  • Larry Kim

    ginny, the paid search query data isn’t dead — http://www.wordstream.com/blog/ws/2014/04/09/paid-search-queries-not-dead

  • Larry Kim

    you’re right. it’s not a new report.

  • Larry Kim

    almost nothing at all. just the referrer string for paid search query clicks, but most SEMs weren’t looking there in the first place. They typically get SQR data via adwords to begin with or via 3rd party platforms like wordstream or kenshoo (etc.) that use the adwords api – none of that is impacted… i wrote it up here: http://www.wordstream.com/blog/ws/2014/04/09/paid-search-queries-not-dead

  • Shaun M.

    apologies if I missed this but what will happen to the Matched Search Queries report in Google Analytics?

  • Aussiewebmaster

    that’s a little general – exact also allows you to get more specific in messaging and landing page – everything is about lowering conversion cost or increasing existing conversions

    it is not about lowering cost of click – it should be about improving conversion

  • Aussiewebmaster

    they should remain as they are part of destination url and not from the http referrer

  • Aussiewebmaster

    basically any old school tracking now needs to come of age – big companies that have proprietary stuff may be scrambling

  • Jeff Ferguson

    The search term report in AdWords was already called the search term report and has been a useful part of optimizing campaigns for years.

    This isn’t as disruptive as its being made out to be. The only place this data will be lost is within Google Analytics, which is the only place (not provided) lives. This was previously only an issue with the organic search side of the fence, but will now also be true for paid search; however, clearly most of that information will still be passed back to the AdWords interface to be used in the reporting found there, like it has been for a very long time.

    This change will be a bit of more of an inconvenience if you’re trying to compare keyword related activities on a page level in Google Analytics (such as determining the path of visitors from a specific keyword), which you don’t seem to mention here. That’s the real story here, what we lose in Google Analytics, not what we’re losing in AdWords.

  • Jeff Ferguson

    I don’t think he’s ignoring anything, he just didn’t mention it. The method Ryan mentioned can be (and is) used on broad, modified broad, phrase, and close variants,

    This data was, and will continue to be available in the search term report (which was always called the search term report, so I’m not sure why it’s being reported as a name change here).

  • Jeff Ferguson

    Exactly… I’m not really sure why it is being reported that way.

  • Jeff Ferguson

    This is something that we’ll be losing in the (not provided) fire, but not really since that report is also available within AdWords itself. It’s known (and has been known) as the search term report and it can be found under the keywords tab.

  • Guest

    We follow some of the practices Scott mentioned above using modified broad match. The matched queries report is helpful in identifying new terms (and creating negative keyword lists) as it provides more details than the keyword reports in Adwords. Knowing what terms are converting is helpful but having revenue, roi and other details is extremely important.

  • http://ManofActionMetrics.com/ Nate Griffin

    I would assume so. So instead of automatically tagging AdWords, you could manually tag them? This would be a beast for complex campaigns, but not impossible.

  • Shaun M.

    doesn’t this report lack revenue data?

  • Ginny Marvin

    You guys are right! I didn’t realize I’d even said it was new, my fault. I’ve edited and added a clarification at the end of the article. Thanks for pointing that out.

  • Ginny Marvin

    Yes, Jeff, well said. This does impact Analytics much more than AdWords which is keeping its search query reporting. This change is not going to pose major disruptions for search marketers, but there will be some inconveniences as you point out.

  • Jeff Ferguson

    No, “conversion value” is something that can be passed to AdWords.

  • Jeff Ferguson

    Thanks, Ginny! :)

  • Shaun M.

    got it, thanks… needed to tweak the columns.

  • Mark Elton

    This doesn’t effect how I operate within AdWords, and won’t affect my account performance, but I do have a lot of custom built GA reports based on AdWord keyword data that this effects – for instance I have an Advanced Keyword Position Report that shows me what ad position the visit came from, and attributes all the site an e-commerce data to an ad position, based at keyword level. I can work this out (kind of) with AdWord data using pivot tables but it’s a painful process.

  • Colleen_Clark

    So….does this mean they’ve now addressed “not provided?” Because….let’s be honest, they should have eradicated all data if that’s the case. Just saying.

  • http://www.geneeugenio.com Gene Eugenio

    Is it just me or does this screw third party software companies that help media planners with adwords keyword placement strategies? Any real workarounds?

  • Gordon Campbell

    The issue with the search term report is that there is a terrible lag on it. If you have a large account, things like an ad on TV or a current event can drastically increase wasteful clicks for broad match, modified broad match and even phrase match terms. This could be absolutely disastrous for an advertiser.

  • RyanMJones

    Correct. I was just giving one example. I don’t think this changes a lot, actually. unlike the natural change, paid search isn’t actually losing any data – they’re just being forced to get it from a different place. On the natural side, we completely lost the ability to tie keywords to conversions. Paid will still have that.

  • RyanMJones

    in a nutshell: You won’t get the keyword passed over to omniture/GA/whatever 3rd party tagging you have on your website.

  • shopify

    I read and take in what you all say – and I presume rightly or wrongly that some of you presume you are AdWords Experts and Approved Professionals.

    However, you write a good talk, but the fact that you are even discussing Analytics as an exact reporting tool really does, show how non an expert you are in PPC.

    Google Analytics is not a precise reporting tool, nor should it be used this way. Google Analytics is flawed and is merely a ‘Sample of Data’ report and dependent on the volume of data your site gets, then the less accurate this ‘Sample Data’ is.

    Come on guys n gals, you really need to understand what Analytics is and what it is useful for – the only indicator and true reflection of your efforts where Adwords and keywords are is your conversions in Adwords… conversions are the only correct figures and data.

    Analytics is simply ‘Sample Data’ which is why it never tallies up with your Adwords conversion data. The only way you will get exact numbers and keywords that are driving your conversion is to buy Analytics Premium – that of course has a hefty price tag.

    Think I am wrong! then you really do need assistance.

  • Mambo Man

    But the data within Adwords is very limited.

    The reporting is delayed and has minimum data requirements. So if your account is ultra-segmented, it’s a PITA.

    Should be interesting.

  • Austin Lance Butler

    Putting an edit at the bottom of the article doesn’t excuse the mis-informative click-bait title.

  • shopify

    I read and take in what you all say – and I presume rightly or wrongly that some of you presume you are AdWords Experts and Approved Professionals.

    However, you write a good talk, but the fact that you are even discussing Analytics as an exact reporting tool really does, show how non an expert you are in PPC.

    Google Analytics is not a precise reporting tool, nor should it be used this way. Google Analytics is flawed and is merely a ‘Sample of Data’ report and dependent on the volume of data your site gets, then the less accurate this ‘Sample Data’ is.

    Come on guys n gals, you really need to understand what Analytics is and what it is useful for – the only indicator and true reflection of your efforts where Adwords and keywords are is your conversions in Adwords… conversions are the only correct figures and data.

    Analytics is simply ‘Sample Data’ which is why it never tallies up with your Adwords conversion data. The only way you will get exact numbers and keywords that are driving your conversion is to buy Analytics Premium – that of course has a hefty price tag.

    Think I am wrong! then you really do need assistance.

  • http://www.thedigitalcookie.com The Digital Cookie

    Thanks Larry!

  • Li Ma

    I understand the lead PPC mangement platforms are not significantly impacted in terms of day to day campaign management and bidding strategy process. However, what about the impacts on some specific bidding management features that rely on KW query data, other third party monitoring tools like adgooroo, or search re-targeting/personalized search campaign management??

  • http://alphaefficiency.com/ Bojan Djordjevic

    I’ve followed up with your article, highly interested in seeing the response from Google on your exact match similar.

  • http://deepfootprints.co.uk/ Joel Chudleigh

    Sorry I am confused here. If google are still giving advertisers search query data in Adwords then what has changed?

  • ravii

    “removing the query from the referrer on ad clicks originating from SSL searches”

  • WEd

    The keyword data will still be available as that is not user specific. Google will probably do this as it will make them more money. How? It will be harder to know which user searches are bad for advertisers and therefore to decide what negative keywords to use. It will add more [educated] guesswork to the process. If we could find a way to break their encryption we’d be way ahead of the game

  • Sleepless SF

    Now we have no way of knowing/auditing what Google is telling us, we paid Google for the traffic, and how are the traffic performing? ask Google