Tracking Paid Search Ads

If you are doing search engine marketing (SEM) and buying specific keywords on search engines, you typically want to measure each individual ad. When visitors click on your paid advertisements in the search results, the click URL to your site must contain the actual keyword you bid on. It is possible to use some variables in the URL so that you don’t have to change all the destination URLs for the same advertisement manually. For example, let’s say you are running a campaign to advertise the best winter deals. You would use the following URLs:

  • Adwords: the URL may look like: landing.html?hk_campaign={campaignid}&hk_kwd={keyword}&hk_source=google&kk_medium=cpc&hk_content={creative}

 

  • Yahoo! Search Marketing:
    landing.html?hk_campaign=Paid-Yahoo-WinterDeals&hk_kwd={OVKEY}
  • Microsoft Ad Center (Bing Search):
    landing.html?hk_campaign=Paid-AdCenter-WinterDeals&hk_kwd={keyword}

    • Yandex.Direct and Yandex Advertising Network:
      landing.html?hk_campaign={source_type}-{campaign_id}&hk_kwd={keyword}

It is highly recommended that you tag all your paid search marketing advertisements carefully. Doing so will ensure that your analytics campaign reports show how the marketing money you spent is contributing to your website’s success.

Updated on March 11, 2019

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