Information Technology Reference
In-Depth Information
this is not done automatically by yahoo! Web analytics. yahoo! is working on that so
that not only the ad group, but also the campaign, creative, and so forth are passed on
down to the yahoo! Web analytics application.
When organizing your ad groups, your first priority must be to replicate the
reporting from all your paid search channels and—if necessary because of a potentially
flawed reporting setup—group long-tail search listings. you can accomplish all this
with your measurable objective in mind.
i call this ad group
cleansing
. your first action for optimization could be offer-
ing feedback to your search marketing team about whether keywords in ad groups
center on a single concept. if they don't, you can achieve the same thing on your end
through filters or segments.
Matching Options
classifying your keywords into meaningful groups might not be enough. the reason is
that each search listing will have a search phrase matching option applied to it. match-
ing options include the following:
B
287
•
road match
•
P
hrase match
•
e
xact match
n
•
egative match
this means that a search phrase (search) for “Viggo mortensen” will match
a search listing for “mortensen” with Broad match. Why does this matter? Because
any way you put it, there is a huge difference between the search intent for searches
on “dennis mortensen” and searches for “Viggo mortensen.” So you need to know
how matching options are set before you start analyzing either keywords or ad groups.
remember, it is all about grouping visitor intent and optimizing that.
if you are disconnected from your search marketing team or if it's an outsourced
activity, i recommend that you refer to actual search phrases and make your recom-
mendations using them. it then becomes the search team's responsibility to match these
phrases the best way possible.
Search Engine Content Networks
in this section, we'll explore another flavor of search: search engine content networks,
such as Google adSense.
introducing content networks to your paid search web analysis is a much big-
ger undertaking than just checking the box to participate on the engine side. So devote
some thought as to how you want to track the traffic. if you decide to participate in
content networks, be sure to isolate this traffic and do not combine it with either your
traditional paid search campaigns or your organic results.
