PPC advertisers recently confirmed that Google is throttling AdWords data for low spend accounts.
What does this mean exactly? Well, if you have a low monthly spend, then from now on, Google will limit the ranges shown for average monthly searches. The ranges will be so broad that it may not even provide any value for some advertisers.
The new ranges are:
Google will also throttle users who look for search data too often. This is a unique issue for certain API requests.
How does this affect me?
If you work in a large digital marketing agency, this news won’t really make a difference.
But, if you work as an independent advertiser, or in a small-medium sized agency, this means it’ll be harder to make any useful insights based on these ranges. This will create a greater need to partner with a larger agency.
Luckily, we’ve also provided a couple alternatives to help you out.
Alternative SEO Tools
SEMrush is a comprehensive SEO suite with some powerful tools, and it’s used by several top digital marketing agencies, including SEObook, ClickZ, and Internet Marketing Ninjas. SEMrush offers analytics reports for your competition’s digital marketing efforts, including display ads, paid, and organic search.
SpyFu is another powerful keyword research tool. Not only will it run the standard keyword analysis that other tools provide, but it also has the ability to go more in-depth by analyzing the various ranking factors behind a keyword, pulling the exact content that ranks, and seeing every ad behind a search.
According to its web description, SERPWoo uses “3rd party metrics, deep understanding algorithms, and a powerful user friendly interface” to create one of the most extensive alternatives to Google’s analytics platform. Instead of just tracking specific URLS, SERPWoo lets you track the top 100 results for a particular search term.
Ahrefs won’t just tell you which keywords are being used by your competitors, or the search volume. It’ll also show you the strength of certain domains, the number of backlinks a website has, and the top content that it ranks for. Ahrefs is a must-have tool for any company.
Google’s landscape is constantly evolving. As marketers, it’s our job to stay on top of these developments so we can shift strategies if necessary. For this recent Google Adwords change, it’s unclear as to why or how long Google plans to throttle low-spend accounts. For now, these tools should help, until Google changes the playing field once more.
For more information and news on Google’s changing landscape, check out our blog at Arcalea today.