Using Query String Parameters to Track Customer Information in Microsoft Advertising adCenter

As search marketers, we’re constantly reminded of the need to deeply understand the sources of our paid search traffic in order to optimize campaign results and improve return on ad spend or investment.

The good news is that, by adding query string parameters to the destination URLs of your ads in Microsoft adCenter, you can track customer information and use the results with web analytics tools to optimize your search campaigns. This insight has become more critical with the conclusion of the Yahoo! and Microsoft Search Alliance, which enables you to manage search buys across both companies’ web sites via a single ad buy through adCenter.

To get started, we should first understand what query strings are and how they are used to capture valuable information.

Syntax and Types of Query String Parameters

A query string parameter consists of a variable name and value in this form:

variable={querytype}

In this case, variable is the name of the variable used in your company's script programs to identify the query parameter, and querytype is any one of the following values:

Query String: Returns the text string that was typed by the search user.

MatchType: Returns the keyword match type (exact, phrase, or broad) that triggered the display of your ad.

OrderItemId: Returns the keyword ID number that was matched to the user’s text string.

AdId: Returns the ID number of the clicked ad.

The following examples show valid destination URLs that contain query string parameters:

www.contoso.com?match={MatchType}

http://www.contoso.com/default.asp?keyword=roses&campaign=search

In these examples, the first query string parameter is preceded by a question mark. If desired, additional query strings should be preceded by an ampersand (&). For example:

www.contoso.com/default.aspx?match={MatchType}&key={OrderItemId}

Regardless of which query string parameters you implement, the real value is the deeper insight they provide for your results.

For instance, utilizing a query string parameter with match={MatchType}&key={OrderItemId}  will allow you to understand both the keyword that was matched to that impression or click and the match type on which that keyword was served. You can then compare performance of the same keyword across its match types to identify the most cost effective type(s). This may lead you to test increasing or decreasing bids on a particular match type or removing that match type altogether, freeing up budget to spend in a more efficient or cost-effective manner.

Likewise, if you’re able to capture the additional layer of the Ad ID within the query string parameter, you may notice that a particular keyword is not performing as well as other keywords utilizing that same ad copy. Perhaps the ad is too generic for users searching on that term. By revising the ad copy to speak to the more specific nature of that query, you may be able to increase click-through rates on that term.

The beauty of query string parameters is that you get to define the most important elements to understand your campaign performance and then implement parameters to capture those data points. Now let’s turn to the options for adding query string parameters to a destination URL in adCenter.

Methods for Adding Query String Parameters to a Destination URL

If you want to add query strings to a destination URL, you can do so at the keyword or ad level in adCenter. There are two ways to do this in adCenter:

1)      The first way is to type the destination URL and add query string parameters to it. For example, let’s say you’re adding the destination URL at the ad level.

Alternatively, here’s an example of how a query string parameter would be added to a keyword {param1} destination URL in the adCenter desktop tool:

2)      Use {param1} in the keyword destination URL and add query strings to the ad destination URL. (Note: There must be a valid destination URL implemented for {param1} for this method to work).

Important note: When you define {param1} values on the Keywords page, do not include "http://" or "https://" as part of the URL.

In summary, while you can select either method to add query string parameters to your campaigns, you’ll want to make sure you test the implementation before using it broadly across all campaigns. To do this, you may want to first test in a campaign or ad group where you have more flexibility with the budget or results so it doesn’t affect your bottom line much if it’s not working properly the first time.

Additional notes:

• If you use the {MatchType} query string, your server log will show "e" for exact match, "p" for phrase match, "b" for broad match for search campaigns, and "c" for content ads campaigns.
• Query strings only work with the destination URL. If you type them in other parts of your ad, they will be displayed to customers and will not work as parameters.

Additional resources:

• For more information about using {param1} with destination URLs, see also ‘Use dynamic text to send customers to a specific landing page’ located here.

Thanks,

Brandon

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