By having users accept the unified policy, Google is able to paint an even more detailed profile for each individual user who utilizes Google as a search engine. With this super granular profile information Google can provide potential advertisers with the most detailed demographic info and consequently serve up the most pertinent ad to you. Google made this update as a way to make searches more private but also to know the user better and therefore give an overall better user experience.
Second, there is a downside (for marketers that is). When a user is logged into a secure Google account, Google will no longer provide analytic platforms with the organic search terms that the user searched for but will provide the search terms for all pay-per-click campaigns. For marketers and analytical trackers, this provides less information about user behavior and lessens the ability to optimize campaigns for organic keyword performance.
Third, what is the direct impact on analytic companies? We are now stuck with the dreaded “unknown” keyword in which we are unable to correlate phone calls to. At the moment no one knows for sure what the total impact of these changes are, but, current estimates place the number of secure Google searches between 7%-14%. This number will no doubt climb as consumer privacy concerns continue to mount and undoubtedly certain verticals will be impacted at higher rates than others.
The only thing that is for certain is that search engine optimization professionals are going to have to find new and creative ways to optimize campaigns and await the next change from the web master (a.k.a. Google)
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