A problem with AdWords is the millions of available keywords available. Measuring the success of those keywords is a cumbersome task and that is assuming the ‘no referrer data’ problem did not exist. It does exist outside the Google ecosystem, so it is a benefit that AdWords has now updated its interface to allow advertisers better access to keyword success rates.
The new report, it is actually a new column within the reports, shows which keywords triggered the impression of the ad. It does not yet show which keywords triggered an ad that was not clicked on. It seems likely that AdWords will one day provide that data as well. For now though, this is a boon for the social media agency when it comes to finessing keywords and ad bidding processes.
Another update to AdWords’ interface is in impression share reporting. Search and display impressions are now shown separately and the advertiser is now able to segment the data into time of day, as well as other factors. This new data can then be directly applied into the rules governing ad groups.
Part of the reason paid searching is s productive as an investment is because of the increasing targeting ability. Google’s refinements only make that more likely. The value of social media notwithstanding, the social media agency needs to make sure it retains competency with paid search marketing.