Google Grants Us Mobile Specific Value Tracking

By , Account Manager at Hanapin Marketing

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We complained and Google listened. As the Enhanced Campaign migration is underway, the Googs have responded to our concerns about existing in a world of all-device campaigns. One solution they are bringing to the table involves parameters in the Value Track tool.

Value Track is an AdWords keyword level URL-tagging feature that allows you to gain insights from all sorts of details collected during the process between impression and conversion.  While there are a whole heap of options for this kind of tracking such as match type, specific creative, or placement, Google will now be offering some helpful changes as we make our way into Enhanced Campaign Land. For an introduction (or perhaps just a refresher) on how Value Track works, check out the Guide To URL Tracking In Google Analytics.

So what’s new? There are new parameter features through Value Track that will let you direct users to device-specific URLs at the keyword level AND also will allow you to measure your campaign performance by device at this level, too.

 Landing Page Redirection

Now that we’re being shepherded into the world of enhanced campaigns, we understand that we’ll have to be very diligent about directing users to a landing page appropriate to their device.

Example: Say you’ve got a website dedicated to adorable baby animals and you have the keyword “monkeys.” If you’re interested in simply ensuring that clicks for “monkeys” redirect users to the device-appropriate landing page, your keyword level destination URL would look a little like this:

{ifmobile:m.adorablebabyanimals.com/monkeys}{ifnotmobile:www.adorablebabyanimals.com/monkeys}

This tag would keep mobile users on the most appropriate landing page for their devices, and desktop and tablet users on pages specific to their devices, too.

 Tracking

Say you’re a big fan of Value Track performance tracking, you may want to include these parameters in your keyword destination URLS.

What exactly will the changes look like?

1)   The current parameter {ifmobile:[value]} will change so that now it will insert the specified value into the URL ONLY if the user clicks from a mobile device.

2)   A new parameter will be added {ifnotmobile:[value]}. Here the [value] will be replaced with text that will show up when a user clicks form a non-mobile source (desktop or tablet).

While most accounts are able to insert a “t” or “m” or “c” into the destination URL, there are some times when internal IDs need to be used instead, such as accounts that use third party tracking. This is where the previously mentioned “if” parameters come into play.  If you use internal keyword IDs,  you’ll simply include the parameter for the device.

Example: For your website dedicated to adorable baby animals, you have a LOT of traffic for the keyword “corgis.” You’ve assigned the internal keyword id for desktops and tablets as “df15” and for mobile “df16”. With the new parameters, you will then include these parameters for your keyword-level destination URL:

Example: www.adorablebabyanimals.com/corgis?kwid=[ifnotmobile:df15][ifmobile:df16]

In this case, one user on a desktop or tablet, who’s supposedly doing research for his first novel but can’t seem to steer away from those precious little pups, will be directed to  www.adorablebabyanimals.com/corgis?kwid=df15

If they’ve clicked from their mobile device (which we suspect would happen while they’re waiting in line at the grocery store while the person in front of them argues with the cashier about the price of avocados), they would be directed to the landing page:  www.adorablebabyanimals.com/corgis?kwid=df16

As we all learn to navigate the channels of the new Enhanced Campaign labyrinth, this is one nod from the powers that be that lets us know they hear our prayers for more device segmentation and specialization.

What are other features you’re hoping Google will bring about as Enhanced Campaigns come into full effect this summer? Have you gotten up the nerve to migrate a campaign or two? Let us know!

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  • http://twitter.com/larrykim Larry Kim

    Thank you Google overlords for this feature

    • CarrieAlbright

      Little by little, I’m discovering many of the fun tools and capabilities nestled within Enhanced Campaigns. And best of all, it looks like there are plenty more to come! Thanks for reading!

  • Ben

    Wouldn’t it be easier and less confusing to just create separate ad groups with the same keywords. One with mobile preferred ads and one without? Or am I missing something? Thanks.

    • http://twitter.com/JeffAllenUT Jeff Allen

      From Google, “If you create only mobile-preferred ads in an ad group and there aren’t any standard ads, these ads may also serve on desktop and tablets. It’s best if you are running on 3 devices to create both standard and mobile-preferred for increased control. “

  • http://twitter.com/bengoldman33 Ben Goldman

    Hi Jeff,

    Thanks for the response. However I am a bit confused. In order to best track mobile spend and performance, I thought it was a must to create mobile ad groups as duplicates of the non-mobile ad groups. Doing what you suggest, how would we be able to segment out leads and other metrics for mobile?

    • http://twitter.com/JeffAllenUT Jeff Allen

      The value track params outlined in this doc is the new way to monitor mobile performance. As part of Enhanced Campaigns you are no longer able to split out devices as you were able to do so in the past. It’s a huge change that we’re all figuring out together!

  • http://www.facebook.com/kerry.j.condon Kerry Condon

    Any idea how Marin tracking will work with this?

    • CarrieAlbright

      Hi, Kerry! We don’t use Marin at our agency, but I’m guessing there’s another PPC Hero out there who may have some insights. You may want to check out the Marin Software blog, too. I’m guessing that, like all of us, they’re still figuring out how to navigate all these new features! Here’s a quick link for ya and thanks for reading! http://insights.marinsoftware.com/tag/enhanced-campaigns/

  • http://www.facebook.com/chris.easler.1 Chris Easler

    Carrie,

    Great article! Just to clarify how would I set this up to redirect to the correct url:

    Here is the structure of each destination url:

    Desktop: http://www.mysite.com/
    Mobile: http://www.mysite.com/sub-section/mysite-mobile

    How would I set it up to redirect the person to the right site? Thanks!

    Also (very important), is there a way to mass-adjust ads so they point the visitor to the correct destination urls, perhaps in Adwords Editor?

  • Stacey Vermaak

    Hi Carrie, I’m currently seeing very similar conversion rates between high end mobile and tablet and I was wondering if there is a way to send tablet traffic to a specific landing page? Thanks, Stacey