I've been looking through referrer logs and came across multiple entries like this:
when the visitor comes from AdWords (request URL has "gclid=" in it), and routed through doubleclick.net (i.e. content network), the entry contains (I added line breaks for readability)
.../ads? url=http://example.com/page.htm& ref=http://example.com/rpage.htm& kw0=DIY widget& kw1=big green widget& kw2=big blue widget& ...& okw=diy big widget& random=123423345& kw=keyword widget& ...
made me wonder what this kwN and okw mean. Looks like: 1. This only happens if the request is routed through doubleclick. 2. There can be several kwN, I've seen up to five 3. This is with different sites (i.e. example.com, domain.com, whatever.com), so does not look like a site feature 4. okw looks like a certain derivative of kwN series
So I reckon this must be the page theme as seen by AdSense? The keywords describe the page pretty well.
Anyone seen this?
I also wonder if I stick AdSense banner on my own page X, run an AdWords CPM ad on that page for a second site Y, I can determine what Google preceives is a theme for a page X by looking at the Y logs? And then obviously change the page to make the okw match what I want? Makes sense?
It has something to do with link units. I haven't looked into it further when I first saw something similar, but I think it lists the search terms generated by link units that are used to dynamically create a page from which your visitor came.