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Tracking search vs. content clicks
adcenter's version of {ifsearch:S}{ifcontent:C}
whiplashblue

10+ Year Member



 
Msg#: 3697976 posted 2:21 pm on Jul 14, 2008 (gmt 0)

How can you differentiate between incoming clicks that come from the search network and incoming clicks that come from the content network? In Google Adwords, one can use the {ifsearch:} and {ifcontent:} parameters. Is there an equivalent method or parameter in Adcenter?

I know one solution is to create 2 copies of an adgroup, one for search-only, and one for content-only. Each would have unique URLs. Any other way?

Thanks

 

adCenterRep

5+ Year Member



 
Msg#: 3697976 posted 9:44 pm on Jul 16, 2008 (gmt 0)

Good Afternoon whiplashblue,

At this time, the only way to keep the data seperated is by having two adGroups. Although I have submitted your feedback and will have the developmental team review the idea.

May I suggest that you use the 'Give us Feedback'link from within your account requesting this as well?

Thanks!

adCenterRep

peer_esv

5+ Year Member



 
Msg#: 3697976 posted 2:18 pm on Jul 25, 2008 (gmt 0)

Maybe you can use the tag {matchtype}. It injects a C when you have content match clicks.

Here is a description of how it works:
[msdn.microsoft.com...]

whiplashblue

10+ Year Member



 
Msg#: 3697976 posted 5:23 pm on Jul 25, 2008 (gmt 0)

Thanks! That does the trick.

adCenterRep

5+ Year Member



 
Msg#: 3697976 posted 1:21 pm on Aug 12, 2008 (gmt 0)

Good Morning peer_esv,

New query strings in adCenter ! You can use query strings inside destination URLs to pass information to your systems about your campaigns. You can also find out which match type adCenter used when it matched your keyword to a searcher's term. The match types are exact matches, phrase matches, and broad matches.

Query strings let you track which ad was paired with the keyword and with the searcher's actual search term, not only the keyword that triggered the match.

Microsoft adCenter can provide the following types of information in the destination URL of an ad.

Optional Parameters/ Possible Values

Match type that was used to match a search query to an adCenter keyword

{ MatchType }
e (for exact match)
p (for phrase match)
b (for broad match)

Search query that was used by the person who performed the search
{ QueryString }

This will be exactly as the user typed the text. For example, if the user searched on "find hotel deals in Las Vegas," that is the value of the wildcard.


Ad ID { AdId }
The numeric ad ID that was assigned to the ad by adCenter

Keyword ID { OrderItemId }
The numeric keyword ID that was assigned to the keyword by adCenter

Benefits of query strings

Access to these new values lets you optimize your campaigns to a greater degree than before.

If you know the match type that was used by adCenter and you also know the exact keyword, you can adjust your bids with greater precision.

Example:

If you know that your keyword "search marketing" delivers far more frequently as a broad match than as a phrase or as an exact match and that this keyword most frequently matches on searches for "search engine marketing," you may want to increase your broad bid. Or, you may want to add that term to your keyword set with aggressive exact bids.

If you can tie a click to a particular keyword or to a particular ad, you can improve your return-on-investment (ROI) calculations.
If you know the searcher's actual search query, you can identify opportunities for new keywords or you can identify words that you should add to your negative matches list.

Example:

A search query is for "Bill Gates," but your company builds gates. You can add "Bill Gates" to your negative matches list.

How to use query strings

If the adCenter query string parameters are the first query strings in the destination URL, the first query string variable must be preceded by a question mark.

Note: This scenario assumes that there are no query strings in the { param1 } URL of your ad or your keyword.

All successive query string parameters are preceded by ampersands.

If the URL contains no { param1 } query strings, the ad's Destination URL field would resemble this:

?match={MatchType}&searchwords={QueryString}&adnumber={AdId}

If there are query strings in the { param1 } value, the ad's Destination URL field text would resemble this:

{param1}&match={MatchType}&searchwords={QueryString}&adnumber={AdId}

Note: This example assumes that the ad's Destination URL field contains a { param1 } wildcard character.

Important:

If you put { param1 } and extra text in the ad's Destination URL field, do not include "http://" within the { param1 } value. The system will read the whole URL as having "http://http://" at the start. This will break the URL.
If the { param1 } value ends with an ampersand (&), the rest of the string that follows { param1 } should not begin with an ampersand. That would result in two ampersands in a row (&&). This would break the URL.

Hope This Helps!

adCenterRep :)

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