Those are some great questions that are normally difficult to figure out unless you use 10 landing pages, various Ad Groups and have free time to crunch numbers.
Brad Geddes at eWhisper gives us a great tutorial on how to add "Dynamic Parameters" to each search string that will allow your stats tracking program to give you more targetted data.
I had to read through the post twice to begin to understand exactly how it works, but after a few reads of certain paragraphs, one begins to understand the simplicity of what Brad is saying.
The main difficulty comes from the actual search string.
Brad says, "The four parameters pass along:
* If the click originated from search or the content network
* The keyword in your account that triggered the ad that was clicked
* The creative that was clicked
* The originating website (for Site Targeted campaigns)
In the URL illustrations, I’m going to be using this URL as a starting point:
http://www.example.com?src=AdWords&medium=PPC&campaign=AdGroupName
In this URL, these are the current definitions (i.e. the minimum tracking I add to any URL for any paid traffic):
* src=AdWords - The traffic source
* medium=ppc - The medium for the traffic source (i.e. this could be banner, ppc, email, etc)
* campaign=AdGroupName - The ‘theme’ of the traffic. (For Yahoo Search Marketing, this would be the category name.)"
That is the basic breakdown, but he has a LOT more information about AdWords Dynamic Parameters in his post called, "Using AdWords Dynamic Parameters In Links".
Brad is truly a PPC master, maybe he'll go for an interview. In fact, I'll send him an email about it right now!
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