Last week, we post­ed an arti­cle about how to use dynam­ic url para­me­ters in AdWords.  Here’s a guide and links to infor­ma­tion about using dynam­ic vari­ables in des­ti­na­tion urls for ads on all three major engines: Google AdWords, Microsoft adCen­ter and Yahoo Mar­ket­ing Solu­tions.

Track­ing URLs and dynam­ic para­me­ters help append addi­tion­al track­ing infor­ma­tion to paid search cam­paigns for track­ing in ana­lyt­ics tools such as Google Ana­lyt­ics.  This post con­tains the basic fields avail­able to be insert­ed and their cor­re­spond­ing para­me­ters.  Be sure to vis­it the addi­tion­al resources pages to make sure you set­up every­thing cor­rect­ly in our account so track­ing is enabled and func­tion­ing.

Google AdWords

  • *{ifsearch:x}{ifcontent:y} — Dif­fer­en­ti­ate between search and con­tent traf­fic*
  • {place­ment} — Deter­mine which sites referred a vis­i­tor
  • {cre­ative} — Track which ad referred a vis­i­tor
  • {key­word} — See the key­word that referred a vis­i­tor
  • {tar­get} — View cat­e­go­ry or place­ment you’ve tar­get­ed
  • {ifmobile:x} — Indi­cate a click com­ing from a mobile device

View Search Discover’s com­pre­hen­sive guide to AdWords URL para­me­ters.

Microsoft adCen­ter

  • {QueryS­tring} - Returns the text the cus­tomer typed that trig­gered the dis­play of your ad
  • *{MatchType} – * Returns the type of match (exact, phrase, or broad) that trig­gered the dis­play of your ad
  • {OrderItemId} - Returns the ID of key­word that trig­gered the dis­play of your ad
  • *{AdId} – * Returns the ID num­ber of the clicked ad

Check out Bing’s com­plete guide to query string para­me­ters.

Yahoo Mar­ket­ing Solu­tions

  • {OVKEY} - Bid­ded key­word or phrase canon query
  • {OVRAW} – Raw user query
  • {OVMTC:std:adv:cnt} - Match type that led to the click – the match type is returned as either stan­dard, advanced, or con­tent
  • {OVADID} – Ad ID*
  • {OVKWID} – Key­word ID*
  • {OVNDID} – Net­work Dis­tri­b­u­tion ID – the vari­able will either be ND1 (Yahoo! Search) or ND2 (Yahoo! Part­ners).
  • {OVCAMPGID} – Cam­paign ID*
  • {OVADGRPID} – Ad group ID*

Take a look at Yahoo’s exten­sive guide to track­ing URLs.

Track­ing para­me­ters can make life just a lit­tle bit eas­i­er while set­ting up a cam­paign and [inte­grat­ing your cam­paigns with analytics]( “Web Ana­lyt­ics”).