MIDDLETOWN, Del., April 16, 2014 (ADOTAS) — On April 9, 2014, Google announced changes to their policies regarding sharing keyword data that will soon affect online advertisers using Google AdWords. These changes will not affect the way most third-party advertising platforms access keyword data necessary for optimizing ad campaigns. While the change in AdWords policy will not impact eZanga.com’s customers’ campaigns, CEO Rich Kahn (pictured) addressed the new policy on April 14.
As reported on Google’s Ads Developer Blog, they have expanded their protection of keyword data to paid search. Google has now set a standard for both organic and paid search and will stop including keyword data in referring URL strings, which are used by some third-party tools. This has no impact on the paid search results, but will affect which data is passed on to certain third-party platforms.
In the post, Google says, “Advertisers will continue to have access to useful data to optimize and improve their campaigns and landing pages. For example, an advertiser can access detailed information in the AdWords search terms report and the Google Webmaster Tools Search Queries report.” Users will still be able to access this information through Google AdWords and third-party tools that access its API.
This will, however, change how advertisers utilize third-party management tools that determine search query data based on the referring URL string. For example, this will this will affect analytic applications, as the search query data will only be available through AdWords or its API.
“There are quite a few companies that gather their data from the URL string, and that information will no longer be available,” Kahn said. Therefore, in order to obtain those keywords, a company must be using Google tools, or a third-party that communicates directly with Google through their API. “At the end of the day, the companies that are not working directly with Google to try to get that data can no longer get it.”
To alleviate further concern, please note that these changes will also not affect the campaigns of eZanga SEM™customers. eZanga.com works with a third-party tool that communicates directly with Google, rather obtaining information through the URL string, therefore eZanga.com customers are not going to see a change in result of the new policy.
“Third-parties that don’t connect directly with Google, and are banking on this information always being available, are going to have to reinvent their back-end engine to get the data that their clients need. This is going to take time – nothing happens overnight. Either the client is going to have to get the information directly from Google…or the third-party is going to have to figure out a way to get that data and integrate it into their platform. Even if the data is available, it’s still going to be time-consuming for those companies to re-invent their back-end engine to handle that. Some companies may be able to move quickly, but for some, well, it’s going to hurt.”
eZanga is a digital marketing company that helps companies grow their business through multiple advertising solutions, including pay per click and cost per call. Since their launch in 2003, eZanga has grown from a tiny tech startup to an award-winning small business. eZanga has been on the Inc. 500|5000 list for five consecutive years and has been recognized as one of Philadelphia’s fastest growing companies by Philly100, Deloitte and SmartCEO Magazine.