Posts Tagged ‘msn adcenter’

Nov 17
2008
Back in November of 2006, our friends at GA Experts posted a method to get detailed PPC keyword data from Google Analytics. This method involved creating a seperate profile and using some intimidating but powerful filters. I really liked and referenced this method because it isolated the changes to a single profile and didn’t involve any updates to the GA tracking code. Obviously I would prefer if this feature came built-in to GA but at least now you could get to some very useful data with very little work. Lots of keywords!

As Google Analytics was updated over time, the way the filters were using Custom Field 1 was no longer possible and so the profile broke. The smart folks over at ROI Revolution came up with another way to get to the exact PPC keyword data using the User Defined field and adding 2 lines to the GA tracking code. This was a great solution and probably suitable for a lot of people. However, I preferred not having to update the tracking code (this can be very difficult on some client sites), saving the User Defined field for other uses, and also being able to isolate the keyword extraction and concatenation to one profile.

I still see some blogs referring to the original method that doesn’t work anymore so one day I tried playing with the original filters approach and after 2 months of observing the data, it appears to be working correctly. Please follow these screenshots & instructions to give it a try for yourself.

Filter 1 – look at only paid traffic data.

  1. From your account, click on Filter Manager.
  2. Click on Add Filter.
  3. Give it a name such as Data Filter – PPC.
  4. Filter type is custom filter.
  5. Select on the Include option.
  6. The filter field should be Campaign Medium.
  7. The filter pattern can be cpc|ppc
  8. Click on Save Changes.

PPC Keywords Filter 1

Filter 2 – extract the actual keyword that was typed and concatenate it to the paid keyword that was matched.

  1. Assuming you are still in the Filter Manager, click on Add Filter.
  2. Give it a name such as Data Filter – PPC Keywords.
  3. Filter type is custom filter.
  4. Select the Advanced option.
  5. Field A -> Extract A should be set to Referral and the value needs to be (\?|&)(q|p|query)=([^&]*)
  6. Field B -> Extract B should be set to Campaign Term and the value needs to be (.*)
  7. Output -> Constructor should be set to Campaign Term and the value needs to be $B1 – ($A3)
  8. Field A required, Field B required, and Override Output Field all need to be set to Yes.

Please click on the screenshot to view the full version.

PPC Keywords Filter 2

Finally create a new profile with a name such as PPC Keywords Data and all your usual settings (default page, search settings, goals, etc). Make sure you apply these two new filters to it.

This method seems to work for Google, Yahoo, and MSN paid traffic. Below is a screenshot with sample results. Let me know if it works for you!

Result of PPC Keywords filters

Sep 23
2008

At a recent speaking engagement on analytics, I was asked some questions on what appears to be discrepancies between search marketing platforms (such as Google AdWords and Yahoo! Search Marketing) and the data in the Google Analytics. I didn’t get a chance to answer these questions in details but here are some pointers on where to start your investigation!

In Adwords, ensure that your “auto-tagging” feature is enabled under account preferences.

Ensure proper URL tagging for all your PPC traffic. A useful tool to help you set up your URL tags is the Google URL builder. For tips on tagging Yahoo Search Marketing campaigns and MSN adCenter PPC campaign, check our earlier post.

Another area where problems may occur is URL redirects. Check our earlier post on this subject for more details.
So assuming you have turned on auto-tagging or your URLs are manually tagged, you will still see a discrepancy but don’t panic! Some Google Analytics help posts come to the rescue and explain why your “click” and “visit” numbers won’t match :( .
http://adwords.google.com/support/bin/answer.py?hl=en&answer=57164
http://adwords.google.com/support/bin/answer.py?answer=55610&ctx=sibling
http://adwords.google.com/support/bin/answer.py?answer=63917&ctx=sibling

Click on the the following thumbnail to view the full screenshot. It shows Adwords clicks and Google Analytics visits.
Adwords clicks vs GA visits

Now you have something to go back to your customer with (if you are a consultant) or to your boss (if you are an in-house analyst) and let them that the culprit wasn’t you. It isn’t Adwords, it isn’t Google Analytics, it is just how things are when looking at data from two different systems. Instead, we want to examine trends and not just absolute numbers (easier said than done :) ).

Aug 22
2008

Strategy, Techniques, and Track it all with Google Analytics

So you are the resident pay-per-click (PPC) guru, you have your campaigns running in Google Adwords, your metrics are looking good, your cost per acquisition is looking great, your post-click metrics in Google Analytics are just shining, and your return on your marketing spend is just outstanding. Your boss, or your client if you are an online marketing agency, says: “bring me more (and dangling the promotion/bonus carrot)!” And being the good sport you are, you say with confidence, “of course!”

You know Google is king when it comes to traffic volume, but you more or less exhausted your creative ideas to drive additional traffic through Adwords – what do you do? It is now time to explore other search engines, Yahoo! Search Marketing, MSN adCenter, and maybe some vertical or secondary search engines.

In this blog post, I’ll cover some PPC implementation techniques to optimize your paid search marketing across multiple search engines, especially Google Adwords and MSN adCenter, while ensuring your PPC post-click metrics are properly tracked in Google Analytics.

The process of transferring campaigns from one search engine to another can be very time consuming and tiring, especially when you have a big account with a large number of campaigns, ad groups, and keywords. A frequent problem popping up on the web these days is the ability to transferring campaigns from your Google Adwords account into your MSN adCenter account. In this post I hope to to answer this question and a little more.

  • We first advise that you optimize your campaigns in Google Adwords, allowing enough time for testing different ad variations, adding relevant and negative keywords, and applying other PPC optimization techniques. You can even go further and test few landing pages and pick the best performing ones. When you feel satisfied with the performance in Google Adwords, you can now start planning to migrate them into your MSN adCenter account.
  • You need to create and run an ad performance report in Adwords to get the needed information to transfer into your adCenter account. Our friends at Affiliate-Blog have came up with a clean and straightforward way to create this report and transfer it into your adCenter account.

Adding the campaigns in adCenter is one thing, but to be able to see campaign data and more in Google Analytics requires a little more work. It is time to tag those URLs! Here are few tips that will help you tag your URLs properly so that the data shows up in a clear and consistent manner. You can use the Google URL builder to create custom tags for your adCenter destination URLs.

Here is a list of the elements you needs to tag.

  1. Campaign Source: msn
  2. Campaign Medium: cpc
  3. Campaign Term: {QueryString}
    Adding this parameter will allow you to track all your keywords in Google Analytics without having to type each keyword manually.
  4. Campaign Content: (used to differentiate ads)
  5. Campaign Name: (whatever the campaign name is)

Example:

http://www.domain.com/?utm_source_=adcenter&utm_medium=cpc&utm_term=mykeyword&utm_content=variation1&utm_campaign=campaign1

For more details, check out this article written by our friends at PPC Hero

Few Suggestions:

  • I recommend you use a unique naming convention to make it easier for you to identify your adCenter campaigns in Google Analytics reports. For example, I want to set up a campaign to market E-nor’s Google Analytics services. In Google Adwords, the campaign name can be g_GAServices and for an adCenter campaign you can name it m_GAServices. Using this naming convention will make it very easy for you to visually identify which PPC system the campaign belongs to.
  • I would recommend you import one campaign to adCenter and allow enough time to test it. Check the results in GA to make sure your URL tagging was thorough. If everything goes smoothly, then start transferring the rest of the campaigns after following the same steps we mentioned earlier.

Have a great day transferring and tagging your campaigns! ;-)