Apr 11, 2014 113 reads by Ritu Sharma

As an effort to keep search secure for clicks on paid search ads, Google announced in a blog post that it is removing the query from the referer on ad clicks originating from SSL searches on Google.com. This means, just like the clicks on organic search results, Google will stop passing search query data on paid search clicks as well.

Google AdWords Product Management Director, Paul Feng, confirmed the news by posting, “Advertisers will continue to have access to useful data to optimize and improve their campaigns and landing pages. For example, you can access detailed information in the AdWords search terms report and the Google Webmaster Tools Search Queries report.”

The AdWords search terms report shows search queries that generated ad clicks along with key performance data. While the Search Queries report in Google Webmaster Tools provides information about the top 2000 queries that generated organic clicks each day.

Google has also provided a set of recommendations to those who use the query in the referer for reporting, automated keyword generation or landing page customization:

  • For generating reports or automating keyword management with query data, Google suggests using the AdWords API Search Query Performance report or the AdWords Scripts Report service.
  • For customizing landing pages, it suggests 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.
Google Adds “Not Provided” to Ads, Stops Reporting Paid Search Clicks Query Data!, 5.0 out of 5 based on 1 rating
Ritu Sharma
Ritu from PageTraffic is a qualified Google Adwords Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.
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