Google’s decision to stop passing referrer data to AdWords customers is frustrating plenty of AdWords managers. The natural question we’ve gotten is whether this will bring down SpyFu PPC data. That answer’s easy. Not one bit.
Why? At SpyFu We never rely on users to upload Google Analytics information or send up toolbar data. Our data comes from scouring SERP data and additional details from Google’s traffic estimator and its Keyword Planner. In fact, we keep a screen shot image of every SERP when we search a keyword and get domain rankings and ad positions.
Fortunately, SpyFu reveals details on millions of keywords without the restrictions of Google Analytics or toolbar-dependent data.
We faced this question last fall when Google’s switch to secure searches for users meant that site owners lost the ability to see which keywords brought people to their site. This loss in SEO analytics is echoed now in AdWords. As we suggested then, SpyFu can step in to help those who aren’t seeing referrer data from Google.
Say you’re Blue Nile, and you want to know which keywords are actually getting your ad to appear. You can enter the landing page URL http://www.bluenile.com/engagement-rings into the SpyFu search bar and find not just keywords you’ve bid on, but keywords that triggered your ad along with the ad position you landed. (You can find the same details for organic searches, too.)
When you drill into the PPC keywords for a domain or a page, you’re able to do some reverse engineering to have a good idea of which ones likely sent your ad. The keywords in the ad group that place you in your highest ad positions– and get more searches – are the ones likely triggering your ad more often.
If you have the flexibility, break your ad groups into smaller sizes and make your landing pages even more specific. SpyFu find your new landing page in future searches since the very keyword we found already are part of our ongoing searches. With a smaller set of PPC keywords per landing page, it’s easier to work backwards and find the ones that bring in the most clicks.