PPC Management: AdWords Keyword Data Exposed With Google Analytics!

Posted by on Dec 19, 2007 in AdWords, Analytics, PPC Management Guide | 68 comments

Introducing our QualityScores PPC Management series where we expose some of the best ppc management

secrets ever!

_______________________________________

You CAN expose your specific AdWords Keyword Data beyond the dreaded “other unique queries” in the AdWords Search Query Report with Google Analytics!

Don’t you hate running the AdWords Search Query report because you know the best data is behind the cold words “other unique queries”?

Do you have a sick feeling in your gut because you know you can make more money with your affiliate programs, blogs, and ads if you could only tighten up your AdWords advertising?

If you answered “yes”, then you need to read and implement this Analytics secret immediately.

Here is a detailed, step by step process to take a look at what lies beneath the silky covers of “other unique queries” using Google Analytics:

1. Log into AdWords and click on My Account -> Account Preferences:

google my account preferences

2. Find the Tracking section in Account Preferences and make sure Auto-tagging is set to “yes”:

google adwords tracking tags

3. Click on Analytics from your AdWords account or sign into your Google Analytics account:

adwords analytics tab

4. You can choose to skip this step if you want to edit your current website Analytics profile – we recommend you create a separate profile. Click on Add Website Profile >>:

add google analytics profile

5. Choose to add a profile to an existing domain:

existing domain profile for analytics

6. Pick your domain, label the profile, make sure you have a check mark in the Apply Cost Data section and click finish:

choose domain and label

7. You should see your new profile listed with any other profiles you already have:

analytics profiles

8. Now you need to edit the settings of your new profile – Click on Edit next to your new profile:

edit analytics profile settings

Analytics Filter 1

9. Find the Filters Applied to Profile section and click Add Filter:

filters applied to analytics profile
add filter to analytics profile

10. Choose to Add new Filter for Profile:

add new filter to profile

11. Give your filter a good name, drop down to the Custom Filter type and choose the Advanced option:

filter name type advanced

12. In Field A -> Extract A choose the Referral drop down and copy and paste this code into the available field -

(\?|&)(q|p|query|kw|searchfor|wd)=([^&]*)

field A for Detailed Filter 1

I’ll update the image later – but the q|p…etc will effectively pull almost all queries from the url at the serp. Each search engine uses a different url parameter for this so if you find one you want to track, simply add it to the regex above using the bar | to separate them. The above regex was copied from the search lab.

13. In Field B -> Extract B choose the Campaign Medium drop down and copy and paste this code into the available field -

cpc|ppc

field B filter 1

14. In Output To -> Constructor choose the Custom Field 1 drop down and copy and paste this code into the available field -

$A3

output code for filter 1

15. Make sure all fields are required and they do not need to be case sensitive, then click Finish:

all fields are required filter 1

16. You should be back on the profile settings page where you can see this first filter has been applied to your detailed analytics profile.

Analytics Filter 2

17. Repeat steps 9 through 11 to create a second filter. Remember to give the second filter a different name and give this filter the attributes outlined in steps 18 through 21. ***You NEED both filters for detailed keyword data to work!***

18. In Field A -> Extract A choose the Custom Field 1 drop down and copy and paste this code into the available field -

(.*)

field A for filter 2

19. In Field B -> Extract B choose the Campaign Term drop down and copy and paste this code into the available field -

(.*)

Field B data for Filter 2

20. In Output To -> Constructor choose the Campaign Term drop down and copy and paste this code into the available field -

$B1, ($A1)

output data for Filter 2

Some replicated posts detail using $B1, $A1 without parenthesis – and I haven’t seen any difference in results so it appears either way should work fine.

21. Make sure all fields are required and they do not need to be case sensitive, then click Finish:

all fields are required filter 1

22. You should be back on the profile settings page where you can see this second filter has been applied to your detailed analytics profile. Make sure they are in the order we described – filter 1 should be listed BEFORE filter 2 under the Filters Applied to Profile section.

You are done setting up the secret that will expose your AdWords Keyword Data!

Now you need to wait a few hours for the data to be captured and reported. When you revisit Analytics you simply need to look at these reports and note the added data next to your AdWords keywords:

Traffic Sources -> Keywords

traffic sources keywords report

- or -

Traffic Sources -> AdWords -> Keyword Positions

traffic sources adwords keyword positions

Or a number of other reports…

The data in your old Analytics profile should look like this:

normal analytics keywords report

And the data in your new profile should look like this:

new analytics profile data

The keywords shown in parentheses (key+word) is the exact term the user searched when they found and clicked on your advertisement.

This particular client is only selling home security systems so I would look at this report and add “car” as a negative keyword and I would research “home security devices” to see if there is a decent volume for that term. Then I would consider optimizing a page for that term and add the keyword to my AdWords campaign to see if I can turn those visitors into the kind of visitor that puts money in my wallet. :)

One note regarding GOALS

We published a post detailing how to see your keyword data for Goals/conversions. :) Enjoy!

That’s a wrap! Your AdWords Keyword Data is now EXPOSED!

Our source for learning and applying this secret to our client accounts and our own accounts comes from a November 2007 blog post by the GA-Experts. Thank you, GA-Experts, for sharing this secret with us!

68 comments

Newer Comments →
  1. Ian N
    December 21, 2007

    That’s fantastic! How did you figure that out?

  2. Kevin Kennedy
    December 21, 2007

    WOW great info. Detailed keyword data will help me decide at a glance where to up my spending and where to lower it!

  3. jameszol
    December 21, 2007

    @Ian – I read almost everything I can get my hands on regarding analytics, ppc, seo..found this gem over at GA-Experts!

    @Kevin – I’m glad it will help!

  4. BJ Wright
    December 21, 2007

    Awesome Tip! I have looked into other ways to gathering this information, but it required installing additional code on my site. I definitely prefer simply applying a filter or 2. Thanks a lot!

    BJ Wright

  5. jameszol
    December 21, 2007

    @BJ – You’re welcome! Thanks for your compliment!

  6. Adam Green
    December 22, 2007

    Hands down… the best tip I have read in 2007. Thanks for sharing this, you guys deserve a medal.. this is great and is so helpful!

    Merry Christmas, I will be sure to add your blog to my feed.

    Adam

  7. Andy
    January 11, 2008

    Wow! This really works. Thank you.

  8. Dave Kasinsky
    January 14, 2008

    This is great. I wonder how you figured that out, i can’t believe i wasn’t using this method up until now.

    I must say slimstat was doing a good job for me up until now for that kind of data, but this would be much more efficient.

    Thanks!

  9. Costa Rica SEO
    January 15, 2008

    Fantastic tip! I can’t believe that I didn’t read this earlier…

    Just a note, on step three “3. Click on Analytics from your AdWords account or sign into your Google Analytics account:”

    For me I must sign in to Analytics from Adwords or I don’t get the “Apply Costa Data” checkbox. Just thought I would let you know. Thanks!

  10. Nicole
    January 17, 2008

    I can’t seem to get this to work and I’d love to have the data! Any tips on troubleshooting?

  11. jameszol
    January 17, 2008

    @Nicole – There has been an auto-tagging error for the past couple days between AdWords and Analytics. Google is working hard to fix that problem and I’m hoping it gets resolved quickly!

    Otherwise, there are a couple things I would do – and you probably already did these but you know how we sometimes forget to “plug it in”…

    First, check the order of your filters in your Analytics Profile settings – are they listed in order 1 then 2?

    Next, check your AdWords account settings – is auto-tagging turned on with a “yes”?

    Finally, double check your filter settings – do they match the images in the post? And if there are any additional spaces before or after the codes, delete them…

    And if everything is great then I am fairly certain it’s the tagging issue which I’m certain should be fixed soon!

  12. Ludvik
    January 18, 2008

    Hi!

    2 questions:

    Do you need to install the javascript (urchin tracker) on the webpage, or can you access the data directly in google analytics?

    wouldn’t you be able to access these search terms with any analytics tool?

    Ludvik

  13. jameszol
    January 18, 2008

    @Ludvik

    Yes, Google Analytics javascript should be on the page either via a tracking pixel or the javascript code that they provide for you.

    I suppose other analytics tools could capture an exact term but would you have to do a little more work to specify whether or not it is coming from an AdWords advertisement? I honestly am not very familiar with other Analytics tools as I am with Google Analytics. :)

  14. printscrn
    January 23, 2008

    Good Post!
    As of today I’m still not seeing any raw data. Is there still an issue with the auto-tagging @ Google.
    Also, congrats on the Semmy nomination.

  15. jameszol
    January 23, 2008

    @printscrn

    Thank you for the congrats. :)

    I am confident the auto-tagging issue was resolved.

    We are still receiving good data on all our client accounts.

  16. jameszol
    January 23, 2008

    @Everybody

    If you have problems with receiving data, please take screen shots of your filters and post them with as much detail as possible -

    Have you reviewed your filters for extra spaces before or after the codes?

    Are you certain that analytics javascript is on your landing page?

    Are you advertising with Google Search only, are you including Google’s Search Network, are you using the Content network?

    Have you double checked the auto-tagging settings in your AdWords account – is it set to “yes”?

    And review some other troubleshooting tips in comment #18.

    If you can give us as much detail as possible, we are more than happy to help troubleshoot the issue. :)

    And, for your own safety, PLEASE rub, delete, and censor your account numbers and email addresses in your screen shots!!!!

    Thanks for stopping by and enjoy your new data!

  17. Ingo
    January 23, 2008

    I had this filter applied to my account for over 6 months now and was able to receive the exact PPC keyword data as described.

    Unfortunately the Google auto-tagging issue stopped my Google Analytics to report all my PPC clicks on January 9th 2008. Since January 15th I can see my PPC clicks again (Traffic Sources > AdWords > AdWords campaigns), but I still can’t see specific keyword detail information I could see before.

    My filter is setup exactly as described in this post an worked without any problems before.

    Could it be that Google deactivated this filter function? I heard about the new Google analyics java code. Could there be a relation with the release of the new code.

    The filter has been very helpful for me so far and I really hope there is a way to make it work again.
    Any suggestions?

  18. jameszol
    January 23, 2008

    @Ingo

    Very interesting – I’ll conduct a few tests.

  19. jameszol
    January 23, 2008

    Update – some of the tests I am conducting will require roughly 24 hours worth of data…so I’ll post our suggestions by tomorrow evening/early Friday morning. :) Thanks!

  20. jameszol
    January 25, 2008

    Update – My test results are inconclusive right now so I am in an email conversation with the “escalated” AdWords and Analytics teams at Google…if that really means anything.

    I am going to post something about my test results later today!

  21. Ingo
    January 25, 2008

    @jameszol

    Thanks for looking into the issue. I’m very curious to see the results of your test. I also looked at my data again and so far the filter still doesn’t work.

  22. jameszol
    January 25, 2008

    @Ingo

    I wrote a blog post about some of the results you can click to read through comment #32.

    I will write another post over the weekend or on Monday about the details of the testing I have done thus far.

    Thanks!

  23. Jeremy Beyda
    January 26, 2008

    Really hoping that you can get this working again. I was very excited when I found your post. It was a huge buzz kill when it wouldnt work.

  24. jameszol
    January 26, 2008

    @Jeremy

    I agree…I was crushed and very angry when I found out what Google did. I know we have had 3000+ unique visits to this particular post and judging by the average time on this page, thousands of people have implemented this trick…talk about a crushing blow by Google to everybody that wanted to improve ROI.

    We are working very hard to make it work again and we are confident that we will have excellent results soon.

  25. Jeff
    January 27, 2008

    I’ve used this for quite a while and when you consider the importance of this data – it’s not pathetic, but borderline fraudulent that Google doesn’t have formal documentation addressing the collection of this data for AdWords advertisers.

    In fact, it’s tantamount to selling counterfeit goods at full price. Some markets where clicks are way over $1.00 can see advertisers wasting 80% of their clicks if they’re using broad match — it’s pure deception.

    Waste tax payer money on investigating Roger Clemens, or Google? ;-)

    Take care,

    Jeff

  26. jameszol
    January 29, 2008

    Update – we are still waiting for Google’s reply regarding the downtime we have seen with this tip. Our inquiries have been “escalated” to another team – at least that is what they’re telling us.

    As soon as we hear back from them, we’ll post all the info we think we know on the subject and hope for the best! :)

  27. Doodee
    January 31, 2008

    Thanks for sharing

  28. Jeff
    February 4, 2008

    Hey – did you manage to find out anything? The filter is fairly straightforward, I can’t imagine why it wouldn’t be working as it just grabs something when a condition is met and concatenates it with something else, I don’t see why the mechanics of such simple process would begin to break down after working for quite a while.

    You get the data with almost any other analytics package so I can’t believe that this is intentional. Reduced GA’s usefulness by 50% though for me.

    Take care,

    Jeff

  29. Jeff
    February 4, 2008

    Actually – it still does work. But you have to pass the data into __utmSetVar (user defined variable)

    Here’s a link to the implementation which is pretty easy.
    http://www.roirevolution.com/blog/2007/04/exact_keyword_tracking_with_google_analytics_revis.html

    You have to break down paid search keyword by user defined variable. It’s clumsier but you still gt 75-80% of the insight into what match type you should be using.

  30. jameszol
    February 4, 2008

    @Jeff

    Thanks for the find! We will test implement this find immediately and blog about the results by the end of today – this might just be the trick we needed…

    @Everybody…sorry for the margin issues! This is a newly branded site so we’re working out the kinks still…ugh, it looks bad doesn’t it?

  31. jameszol
    February 5, 2008

    Here is the fix!!! Hooray!!! Thanks to Jeff who pointed this out.

    You can read about the fix here.

  32. Michael Harrison
    February 5, 2008

    I wanted to point out that the source of your article on the Omega Digital Media blog, was actually published in November of 2006. Over a year and a half ago.

    So, I’m pretty sure that Google isn’t responding to your article. There are some issues with filters, across the board, and the autotagging methodology hasn’t changed at all. In fact, autotagging has no bearing whatsoever on how that filter works.

    I think everyone needs to take a chill pill and wait for Google to respond.

  33. jameszol
    February 5, 2008

    @Michael

    Thanks for stopping by and sharing your thoughts – we shared your methods in a recent post to step around the problem while Google takes their sweet time to respond…so no chill pills needed. :)

    I always welcome the humor though!

  34. Soren Jensen
    February 26, 2008

    This is reeeeaaallly sexy!!!
    Can’t wait to test it…

    Thanks for the insight.

    Søren J ;o)

  35. jameszol
    March 13, 2008

    This started working again on March 5:

    http://www.qualityscores.com/hooray-detailed-keyword-data-is-available-again/

  36. Zoe
    March 16, 2008

    Hello,

    I want to implement this trick, do I still follow your original instructions? Or do I need to follow the directions included in “the fix” posted on February 5th, 2008 at 6:16 am? When you say its working again, is it working 100% or the 75-80% mentioned in Jeff’s February 4th, 2008 post at 7:21 am?

    Also, will this workaround allow me to see expanded keyword information (actual search queries)when I look at the report: Traffic Sources/Adwords/Adwords Campaigns/Adwords Campaign/Ad Groups and segment this report by keyword?

    Thanks for your time!

    Zoe

    the directions above? If you implement this work around,Overview » AdWords Campaign » AdWords Campaign Ad Groups »

  37. jameszol
    March 17, 2008

    Zoe,

    Yes – follow the original instructions found in this post that we’re commenting on.

    I would add/leave the other fix on your website too just in case the advanced filters lose their functionality again.

    Following the report you outlined in your comment, you should simply be able to click on the specific ad group and see the keywords queried in that ad group – no need to cross segment at that point if you already drilled down to ad groups unless you want to see all the keywords that were queried at the campaign level…

    Filters are never 100% functional because they can’t always capture the exact keyword – there are content issues, people that don’t accept cookies, browser errors, etc. They will definitely give a marketer a much better picture than without them though and they fill in the blanks that you get with the “other unique query” rows in a Search Query Report via AdWords’ Report Center.

    Thanks for your questions and comments! :)

    -James

  38. Zoe
    March 24, 2008

    Cool, it’s working!!!! I did not implement the second fix yet, but plan to. This is great, thanks James.

  39. Zoe
    March 28, 2008

    James, can you tell me how to correctly read the report I mentioned above, with the filter turned on (Overview » AdWords Campaign » AdWords Campaign Ad Groups »)? Some keyword phrases are listed without any real search terms in parentheses e.g.,

    red and blue shoes

    and some are listed like this:

    red and blue shoes (red+and+blue+shoes+chicago+il)

    Are those listed without parentheses searches that match exactly the search terms I’m running ads on, or is there some combo of analytics regular keyword reporting and reporting using your filter going on? Are searches where the filter isn’t able to determine the original search term are lumped into standard analytics keyword phrases?

    Zoe

  40. BJ Wright
    May 13, 2008

    I have a similar question as Zoe about how to read the new data that is appearing in my reports. Here is how they are showing up in my reports:

    car insurance, (car+insurance)
    car insurance

    What is the difference? This is fairly important to find out because I seem to be getting all my conversion from the second keyword (car insurance) with a lower amount of traffic.

    Thanks,

    BJ Wright

  41. jameszol
    May 14, 2008

    BJ and I took the conversation to the email airwaves…but here’s a follow up to BJ’s comment:

    You’re right BJ, looking back via keywords to see what hit a goal that way isn’t visible – and I think it’s a bug.

    Here is how to view conversions:

    In Analytics, look at your left menu and click Content ->Top Content -> Look for your goal page(s) and click on your goal page in the Top Content list -> find the cross segment drop down below the graph and choose ‘keywords’…you should see all the keywords that converted that way.

  42. fradefra
    June 4, 2008

    Many thanks for this secret, that i use from now :)

  43. F@bri
    June 7, 2008

    Thank you very much!!! :-)

  44. Goran Web
    September 15, 2008

    Brilliant, I have scowered the web and you are the first blog to give me the information that I was looking for awesome, going to try it out right now. Thanks

  45. Tom
    September 17, 2008

    Does anybody know what the current status on this it? Has the filter hack stopped working again??

  46. Erik
    September 26, 2008

    I tried it, but it gives me only (not set). I don’t understand what I am doing wrong. I looked at a friends account, who did exactly the same thing a while ago and it worked….
    But mine doesn’t work. Anyone knows why?

  47. Andres
    October 22, 2008

    Hi, any news on the status of this. I have 2 accounts for 2 different sites. It works in one and in the other it doesn’t.

    The main difference is that in the one it works I use the utm parameters tagging, even in Adwords as opposed to auto-tagging with gclid.

    Cheers, Andres

  48. ethan chong
    November 2, 2008

    I’ve my existing analytic profile installed. But when i create a new profile and follow your steps, it end up saying “Tracking not installed”.

    Correct me if i’m wrong, when i create a new analytic profile, i don’t have to install a new tracking code again. Right?

  49. jameszol
    November 3, 2008

    Hi Ethan!

    Actually, every time you create a NEW profile, a NEW code is created for your sites.

    When you want to copy the existing profile you would toggle the option that says “Use Existing Profile”. :)

    -James

  50. Digital Agency Manchester
    November 11, 2008

    Nice one James – it has taken me too long to get hold of a hack like this – nice work…

    Silv

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