Enterprise Campaign Tracking - Yahoo! Web Analytics - page 77

Yahoo! did announce that the intelligent bidding would be discontinued. i suggest you
follow my blog visualrevenue.com/blog and the official blog on analytics.yahoo.com for
the latest up-to-date information.
so go ahead and use a landing page UrL such as the following for your Yahoo!
paid search campaigns:
http://visualrevenue.com/landingpage.html?campaign=yahoo

this looks standard compared to our external campaign setup discussion.

Google Paid Search

google is a completely different animal, and you again have to take special precautions
in order to track a paid search engine campaign from google.
the keyword identifier can be anything you want it to be, so i suggest you just go
with the suggested kw . i also suggest that you utilize the built-in google adWords key-
word variable instead of writing a variable by hand. the variable is called {keyword} . so
you would use the following landing page UrL for your google adWords campaigns:

77

http://visualrevenue.com/landingpage.html?campaign=google&kw={keyword}

i know i'm repeating myself, but you have to set up the campaign in Yahoo! Web
analytics with the suggested campaign=google campaign identifier from earlier.
Do not confuse this task with activating analytics in google adWords. if you're
interested, check out avinash kaushik's Web Analytics: An Hour a Day (sybex, 2007),
which offers great information on analytics as well.
as with Yahoo!, google provides the opportunity to gain much more informa-
tion beyond just the keyword. You can track three different match types: Broad, Exact,
and phrase—more on this in Chapter 4, “merchandising tracking and reporting.”
i believe your most tricky part will be that of actually connecting with and set-
ting up the paid search engine with google's multitiered mCC system. But if you are
just running a blog, you will be in control with every element.

Microsoft Paid Search

microsoft's paid search initiative is called microsoft adCenter, and it is not very differ-
ent in setup than what you have seen in google adWords.
the keyword identifier can be anything you want it to be, so again i suggest
you just go with the suggested kw . i also suggest that you utilize the built-in microsoft
adCenter keyword variable, which is called {keyword} . so you would use the following
landing page UrL for your microsoft adCenter campaigns:

http://visualrevenue.com/landingpage.html?campaign=microsoft&kw={keyword}

microsoft also provides extended opportunities for detailed paid search tracking.