Following up on its SSL encryption for signed-in searches, Google is extending the “Not Provided” arm of influence to cover paid search ads.
In an announcement on its blog, Google declared that it is removing the query from the referrer on ad clicks stemming from SSL searches on Google.com.
Google has assured advertisers that the latter will continue to have access to ad performance data and be able to optimize campaigns and landing pages. You will be able to draw crucial ads data from:
If you used queries in the referrer for reporting, automated keyword generation or landing page optimization, Google has provided alternative routes:
Application of “Not Provided” to paid ads will not impact our optimization since we will get actual search queries using AdWords Search Query reports. This is what our Head of PPC, Sudheer Dhayanand had to say about this move by Google: