(Not Provided) Is Back – This Time For Paid Search

Lorna Rose Gill Posted by Lorna Rose Gill

Google’s 2011 rollout of (not provided) for organic search was a bitter pill to swallow for publishers, as they lost valuable organic search keyword data, and could no longer determine which keywords were driving traffic to their websites.

3 years later and (not provided) is back, but this time it’s in paid search.


And this means…?

When a user clicks an advert URL, these URLs carry information (or parameters) about where the user has come from. For example the following URL tells you the keyword that user has come from is the keyword bathrooms, triggered by the campaign 2014 Bathroom Sale and the match type was phrase:

Screen Shot 2014-04-10 at 16.53.32

Previously you could also include the search query itself (in this example, the keyword bathrooms may have been triggered by the search term bathrooms sale) but with Google securing search query data, this is no longer possible.

Without this information, advertisers can no longer track a user on their website by the paid search query they used to get there. Nevertheless Google Adwords will remain the same and you will still be able to pull your search query reports.

Adthena will not be affected by (not provided) in any given way.

In essence, this comes down to two distinctive features of Adthena.

• Our keyword discovery engine is not dependent on Google

• The keyword data we estimate is not reliant on user search data

For more information about (not provided), and how Adthena can help you rediscover your lost keywords, read our interview with Adthena’s Head of Engineering from November 2013.

About the author

Lorna Rose Gill
Lorna Rose Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies. She is curious and passionate and likes to find stories in data and technology.