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PPC: Query String vs. Keyword

• 04-03-2008 8:38 AM

  • Charles Thrasher
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  • Joined on 03-11-2008
  • Redmond, WA
  • Posts 30

  PPC: Query String vs. Keyword

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  Is the information passed to adCenter Analytics (ACA) by an adCenter PPC ad the query string input by the searcher, similar to that for an organic search referral, or the actual keyword the advertiser bid upon? I'm pretty sure it must be the query string but I wanted to confirm that no additional information is being passed between adCenter and ACA on the back end. If it is the query string, then there's value in dynamically inserting the keyword into the campaign's destination URL, especially if you're bidding on phrase or broad match types, in order to segment by the actual keyword as it appears in the PPC campaign.

  Charles Thrasher,
  Microsoft Digital Advertising Solutions

  Filed under: adCenter Analytics, PPC, query string, keyword, ACA

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• 04-03-2008 5:22 PM In reply to

  • Brian Decker - MSFT
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  • Joined on 03-17-2008
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  PPC: Query String vs. Keyword

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  Hi Charles,

   

  Good question, I'll research this and get you an answer tomorrow.  My gut says you are right, but I'll verify that and post a longer response when I have details.

  Brian Decker - MSFT