Destination URL Placement

Discussion in 'Google AdWords' started by JHardy_WV, May 20, 2009.

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  1. #1
    HI Guys,

    I've always used different ad variations to test different destination urls but a friend has asked me to look at his account and the company doing his ppc has set destinations as keyword destination urls. I'm guessing for ease of use when using Adwords editor but any one got any other thoughts why they would do it this way? Pros and cons of doing it this way?
     
    JHardy_WV, May 20, 2009 IP
  2. enginez

    enginez Peon

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    #2
    Placing links at a keyword level enables you to change the destination without destroying the history of the ads by editing them.

    It also lets you, depending on your site, add something to the link to identify which keyword triggered a sale
    ?keyword=widget
     
    enginez, May 21, 2009 IP
  3. JHardy_WV

    JHardy_WV Peon

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    #3
    doesn't that make it quite difficult to test landing pages though?
     
    JHardy_WV, May 22, 2009 IP
  4. morgi666

    morgi666 Peon

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    #4
    It's helping with testing LP as when you want to change destination URL on keyword then you not loosing history/QS on your ads. Also you can't track conversion on keyword level (with 3r party software) without custom keyword URLs.
    For LP tests have a look on A/B split testing
     
    morgi666, May 22, 2009 IP
  5. JHardy_WV

    JHardy_WV Peon

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    #5
    Thing is though - with keyword destination url you can't have two different destinations testing at exactly the same time for the same keyword can you? I'm in the travel industry and everything changes month to month, so unless you can test two differnt destination URLs for the same keyword with KW dest URL at exactly the same time then it doesn't really tell you anything - agree?
     
    JHardy_WV, May 22, 2009 IP
  6. shrkscn

    shrkscn Peon

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    #6
    Some of the guys even use a authority site link on the ad destination URL and use site URL on keyword which ensures you do not get slapped... anyways the keyword URL's are great way of tracking keyword profitability as you do not need to change your ads..
     
    shrkscn, May 22, 2009 IP
  7. morgi666

    morgi666 Peon

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    #7
    JHardy_WV: yeah, I agree. Will be good to have option for split testing on keyword level. Now only solution is custom build LP rotator and different conversion points on each LP but if you need run tests like once a month for thousands of keywords that will be pain in the ass...
     
    morgi666, May 22, 2009 IP
  8. JHardy_WV

    JHardy_WV Peon

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    #8
    cheers morgi666 - that's cleared things up for me...
     
    JHardy_WV, May 22, 2009 IP
  9. gravy834

    gravy834 Peon

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    #9
    PPC agencies use the keyword destination url rather than the ad so that they can effectively assess the effectiveness and performance of each kewyord. Third party tracking code is added to the end of the url to capture this data, and measure ROI at a keyword level so they can strip out those that aren't working and emphasise those that are.

    In fact if you can't use auto-tagging in AdWords for whatever reason, Google encourage you to add tags to the keyword urls, http:// adwords.google.com/support/bin/answer.py?answer=55578
     
    gravy834, May 22, 2009 IP