Google moves to block paid-search keyword data in consumer privacy drive

In a blog post, AdWords product management director Paul Feng, cited the reason for using Secure Sockets Layer (SSL) encryption to organic, and now paid search, as part of Google’s ongoing consumer privacy strategy.

“We’ve long worked to keep your searches on Google secure. We provided SSL encryption for signed-in searches in 2011 and have rolled that out to searches from the omnibox in the Chrome browser. Today, we are extending our efforts to keep search secure by removing the query from the referer on ad clicks originating from SSL searches on Google.com.

“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.”

Marketers were given plenty of warning when it came to the encryption of organic search keyword referral data, with the result that they were relatively unperturbed when the amount of ‘not provided’ data hit 80 per cent last October.

However, many had turned to PPC data to help fill in some of the gaps in understanding that arose from the loss of SEO data – a tactic which is no longer possible.

Starcom Mediavest's head of search strategy and product Oscar Romero said the move will mean it is no longer possibly to obtain query data from broad-match keywords, therefore understanding keywords triggered under the broad-match type will be more challenging.

"Query data coming from broad match keywords will potentially appear as “not provided” or “unavailable” in reports, such as path to conversion found in bid management tools. Identifying the value of generic terms could therefore potentially be more challenging. For brand awareness focused campaigns it will also become less straightforward to monitor and control what queries are triggering ads," he said.

"Whether it is intended or not, the move also gives Google a distinct competitive advantage over other 3rdparty tools and platforms as they ultimately have control over the data and may (or may not) choose to provide this solely through their own products in the future or at a premium," he added.

Meanwhile the changes may also lead to marketers needing to think more broadly about search by potentially moving away from "static keyword buying" and gearing strategies more specifcally towards buying audiences, according to Romero.