Landing Page Reporting and Setup for Adwords

[Anonymous]

Hi Guys,

Hoping the community can assist me here. I'm running multiple Google Adwords Campaigns that are runnning to various landing pages that have been setup in Marketo; some landing pages however, are the exact same in order to test Ad Variations. 

Here is a High Level Example:

Ad Group (A) > Ad (A) > Landing Page (A)
Ad Group (A) > Ad (B) > Landing Page (A)

What I am finding is that if I use the exact same landing page, Marketo Analytics totals the views, conversions etc. from both Ad (A) and Ad (B) which of course skews the numbers and doesn't allow me to determine whether Ad (A) or (B) converted better. 

To get around this, our team has had to duplicate the pages within Marketo, so the test looks something like:

Ad Group (A) > Ad (A) > Landing Page (A) v1
Ad Group (A) > Ad (B) > Landing Page (A) v2

This appears to solve the Marketo Analytics issue of totalling the numbers but as you can imagine for a massive Adwords Campaign that will continue to evolve, it is pretty inefficient to continue duplicating the pages each time I want to use the same template for different Ads / Ad Groups etc. 

Is there an easier way to setup an Analytics report in Marketo so that I can differentiate the performance of each landing page that is identical and being used by more than one PPC Ad? Or are we stuck in having to create duplicate pages?

Appreciate any Insights on this!

Thanks! 


 

[Anonymous]

You can use URL parameters to do that. You specify the URL, then create smart campaigns to listen for the parameters and assign people onto static lists based on which ad they came from.

[Anonymous]

Hi Adam,

Thanks for the quick reply. We are already doing this but I don't think this solves the Analytics tracking issue on the Marketo side of things? 

If I pull a report for Landing Page performance of the specific landing page that has multiple campaigns pointing to it, ALL responses (regardless of which ad they came from) will be included in the Total Views, New Names, Conversions etc. There is no way in Marketo (at least from what I see) for me to know which Ad Campaign actually performed best because the Landing Page report shows totals and does not allow me to view totals by ad type. 

Thanks again, if it's easier to call me please do at 1-416-263-5654.

Sandy 

[Anonymous]

No you're right. if your goal is to create a framework that allows you to easily report using the Landing Page performance report, then you will need multiple landing pages in order to differentiate traffic.

[Anonymous]

I would spend a lot of time creating tokens for every block of text on the page. Then put all of that content in the tokens section. Then it will update for all N number of pages at once. You can drive traffic to specific pages & see those visits on the Landing Page Perforformance report. 

[Anonymous]

Be sure also to choose one master page & set all of the other page's Meta tags to Noindex/Nofollow so you don't get pinged for having duplicative content.