Google AdWords updates change SEO analytics

Organizations that seek to make the most of search engine optimization regularly depend on Google AdWords to analyze their keyword strategies. The tech giant recently announced it has updated some of the reporting features for AdWords that will likely influence the depth of information that marketers can get out of the online marketing tool. There are also alterations to the automation functions of AdWords that may result in adjustments among marketing professionals.

One of the big changes that will affect the Google AdWords console involves the reporting history columns (1). Users can add categories, including budget, bid, keyword, targeting and network changes. The information relating to the number of changes will go back into late May 2014, but there are also adjustments to filtering in the change reports. Marketers can adjust filters for reporting based on multiple conditions.

More recently, there will be changes to names for column categories in AdWords (2). For instance, "pages/visit" will be seen as "pages/session" beginning on Nov. 10, 2014. A few other nominal alterations will occur in the Google Analytics tab in AdWords. Many of these reporting features are central to many online marketing campaigns, so it's critical that businesses recognize any differences.

1 "Google AdWords Change History Reporting Improvements"
2 "AdWords Scripts & Macros Users: Google Analytics Columns To Be Renamed In AdWords"

Sheila Kloefkorn (1031 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.