Google Removes Paid Search Keyword Data: What It Means for Marketers

Some time ago, online marketers were surprised when Google removed keyword information from organic searches. Now, paid search will face the same change.

In October 2011, Google announced that for privacy and security reasons, it would implement a secure search protocol (HTTPS). This change automatically stopped the flow of keyword information used by website visitors through organic searches. As a result, marketers and webmasters found it much harder to analyze popular keywords on their sites using SEO strategies through Google Analytics.

On April 9, 2014, Google announced via its blog that, for similar privacy reasons, keyword search data would also no longer be available for paid searches through Google Ads (formerly known as Google AdWords).

Read Also: 2 Benefits of Google Adwords Beyond Advertising You Need to Know

Speculations About Google’s Keyword Policy

While Paul Feng, Product Management Director of Google Ads, stated on the official blog that the change was made to enhance user security, the new policy seems to pose challenges for third-party services that have long relied on this data for PPC campaign reporting. These services will likely need to shift to the more complex Google Ads API rather than using the simpler “search query” parameter.

Can You Still Analyze Paid Keyword Data?

Yes! However, this analysis can now only be done through the Google Ads dashboard. The “Search Term Report,” a feature within Google Ads, remains accessible.

This isn’t a new reporting tool but one that has long been available in the Google Ads dashboard.

Should You Be Concerned?

No, not really. If you’re a marketer or Google Ads consultant who has relied on keyword analysis, you simply need to adjust your workflow by moving from Google Analytics to Google Ads for these insights. The real impact of this policy will be felt by third-party applications that used this data, as they will no longer be able to retrieve it.

If you need assistance with Google Ads services or other digital marketing strategies, feel free to contact us at 021-5324093 or email us at info@doxadigital.com.