Information Technology Reference
In-Depth Information
Paid Search Setup
paid search, offered through google, Yahoo!, microsoft, and others, is for most people
synonymous with running online advertising campaigns. Because paid search market-
ing is likely to be a big chunk of your incoming traffic, Yahoo! Web analytics has a
dedicated setup for paid search. note that, although you can choose from dozens of
paid search engines, only the three major ones mentioned here are actively supported
as points from which costs can be collected. also, note that paid search is not the only
type of successful online advertising campaign; you should see this as just one channel
of many that can be compared easily using web analytics.
to track a paid search campaign, your first task is to configure each campaign
within the paid search engines and apply your Yahoo! Web analytics settings. i expect
that you already have a working knowledge of how to set up and manage campaigns
within the search engines.
the single most important link between Yahoo! Web analytics campaign track-
ing and the search engines is the destination UrL, which is something you configure at
the search engine. i will explain more about UrL patterns in the section “identifying
Campaigns.”
the first thing you need to do is go to settings
>
manage ppC Logins, which will
take you to the paid search engines setup (see Figure 3.4).
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Figure 3.4
Managing paid search engines
in order for Yahoo! to retrieve your dynamic paid search cost data, you need
to enter your search engine credentials when adding a new paid search engine (see
Figure 3.5). Bear in mind that paid search engine refers to the paid search Engine
account (profile); thus, if you have multiple google adWords or other accounts, you
would have to add each one.
as you would expect, once you have set up the paid search engine, you can con-
figure multiple campaigns using the same engine.
it is important to notice that there is a slight difference in the setup of the vari-
ous paid search engines and in particular for google adWords. a google adWords
account can be managed directly by your organization, and if so, you are required to
connect that account to the Yahoo! Web analytics google mCC account. if you want
to connect using your own mCC account, this is provided as an option as well. this
is, however, not a route i suggest you take because Yahoo! covers the google adWords
api costs if you are connected to their mCC account.
