Information Technology Reference
In-Depth Information
process because of Yahoo! Web analytics' reliance on the paid search engine's apis. it
is also a tad trickier because you are eager to catch information beyond the campaign
click and referrer only, such as the keyword.
assuming that you have taken the appropriate steps described in the earlier sec-
tion “paid search setup,” this leaves you with the task of setting up a new paid search
campaign within Yahoo! Web analytics (see Figure 3.16).
Figure 3.16 New paid search campaign
Here you will apply a ppC cost type under the campaign properties and instruct
the application to grab the cost, as described in “paid search setup.” see Figure 3.17.
76
Figure 3.17 Paid search campaign cost type
this is all good and quite easy, isn't it? the challenge is that in most cases, you
need to be aware of the setup and general settings in your paid search engine.
Finally, you are required to add a keyword identifier to match visitors arriving
from this campaign. this identifier should be a variable in the campaign landing page
UrL, which you entered at the paid search engine. i suggest just going with the recom-
mended keyword identifier kw .
Yahoo! Paid Search
as you might remember, Yahoo! acquired the paid search company Overture in 2003,
and this legacy is apparent in some of its settings and variables.
Yahoo! search marketing (Overture) differs from the other major paid search
engines partly in the following ways:
t
he keyword identifier must be OVKEY .
t
he tracking UrLs On option must be selected in the administration part of
your account.
this means that you do not have to apply the keyword identifiers to your land-
ing page UrL since Yahoo! does that automatically. they extend the landing page UrL
with a number of valuable variables, but that is beyond the scope of this section. index-
tools (before its Yahoo! acquisition) used to have a full-blown Bid management offer-
ing, but there is yet to be announced a combined strategy at the time of this writing.
Search WWH ::




Custom Search