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TagMan launches tool to help advertisers circumvent Google’s missing keyword data

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By Jessica Davies | News Editor

November 6, 2013 | 3 min read

TagMan has launched a search optimiser toolkit aimed at helping advertisers that have been hit by Google’s encryption of SEO keyword referral data.

Google started encrypting natural searches in the UK for logged-in account users last year as part of its ongoing strategy to protect consumer privacy. It did so by integrating encryption protocol Secure Sockets Layer (SSL) to natural searches made by people signed in to accounts such as Google+, Gmail and YouTube.

The move obscured the amount of keyword-referral data advertisers have, telling them what natural search terms people have used to arrive on their sites. Now the move has extended to all users.

Agencies have reported a major spike in the amount of keyword referral data, with some seeing an average 80 per cent of traffic affected.

They previously told The Drum they have had forewarning to implement back-up measures, with the result that most are resigned and already seeking alternative workarounds.

Now tag management specialist TagMan has released a tool designed to help compensate for the loss of SEO keyword referral data. The tool, which integrates into TagMan’s marketing data platform, is designed to identify how consumers arrive on an advertiser’s site, which pages they land on and what they search for once there, regardless of changing algorithms or search engine restrictions.

TagMan claims the tool will help recover non-branded and branded search traffic, while identifying how high-value customers arrive at the site and optimise keywords accordingly.

Wolf Allisat, TagMan’s global chief revenue officer, said: “Google’s restriction of keyword data has handicapped marketers’ efforts to provide a more relevant website experience.

“The capability to access enhanced search insights and apply these to the entire path to purchase is already baked into TagMan’s Marketing Data Platform and with the Search Optimizer Toolkit, we’re pleased to offer clients a workable solution to regain control of their natural search campaigns.”

TagMan also claims the tool will help advertisers to use on-site search terms to determine user intent, optimise search phrases for products customers are actively looking for, and better understand the value of SEO within the wider marketing mix.

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