Businesses and individuals who use social tools, such as Twitter, Facebook, Blogs and YouTube, to reach their audiences are on the cutting edge of social media.  What started as a simple conversation tool for individuals, social media has become a viable marketing tool for companies of all sizes.  As such, it is imperative that organizations track the effectiveness of their marketing efforts.  Unless you’re particularly savvy, promoting a sale or event by tweeting a link back to your site doesn’t give you an opportunity to properly credit the tweet as the source of any business.

Google AdWords does a thorough job tagging each paid campaign for Google Analytics to track and report the success of your advertisements, but what about Twitter, Facebook or Blog posts?

Enter the concept of campaign tagging for social media.

WebShare has a Social Media Tagging Tool that will do this for you, but if you want to know more about how and why to do this, read on…

Google Analytics has five “Traffic Source” dimensions for the purpose of tracking campaign traffic: Source, Medium, Campaign, Ad Content and Keyword.  In AdWords, for example, the source is “google” and the medium is “cpc”.  The campaign is the AdWords campaign name, the Ad Content is the headline of the ad and the Keyword is the word or phrase entered by a user to find your ad.  For the purpose of tracking social media traffic, we can utilize these dimensions in a similar fashion.

Tagging your social media blasts involves appending GA tags to your URL.  And while this can cause a lengthy URL, we further recommend using one of the many URL shortening mediums out there (e.g. bit.ly, j.mp, awe.sm).

There are three required variables in order for your tagging to succeed:

1. Source
2. Medium
3. Campaign

The two remaining variables are optional and are referred to as:

4. Content
5. Term

NOTE: In Google Analytics, “Content” translates to “Ad Content” and “Term” translates to “Keyword”

For social campaigns, we recommend using the following scheme:

Honestly, there aren’t many cases out there where including “Content” and “Term” are that necessary as you could just as easily call the campaign (in the above example), “SeminarsForSuccessFEB2010-LasVegas”.  In Google Analytics, there isn’t an intuitive way to view the granularity of all five campaign tags.

How do you tag your URL?

Tagging your URL is accomplished by adding specific campaign tagging values (as query string parameters) to the URL you want people to visit. The exact parameters (respectively) for Source, Medium, Campaign, Content and Term are:

1. utm_source
2. utm_medium
3. utm_campaign
4. utm_content
5. utm_term

Again, these will be query string parameters and must be appended to the URL properly so they allow the user to end up on the intended page and cause GA to consume the parameters.  Easier said than done.

Let’s say, for example, you want your clients to visit http://seminars.websharedesign.com.  By itself, this is a valid URL, but it is NOT tagged.  A tagged version of the same URL might look like this: http://seminars.websharedesign.com?utm_source=twitter&utm_medium=social&utm_campaign=SeminarsForSuccessFEB2010-LasVegas.

In Google Analytics, you will see traffic for this link in your Traffic Sources > All Traffic Sources report. Initially, this will show you all traffic by source and medium:

HINT: If you wish to reduce the list to look only at “x / social” traffic, you may want to filter the list by entering “/ social$” in the filter and click “Go”.

Next, you should customize the report to include the campaign information.  Just select the “None” drop down list (which is next to the “Source/Medium” heading of the report table) and select “Campaign” from the list.  This will add the campaign value to the report and you will see stats for each social media blast you sent out.

Now you can see that our tweet for the Las Vegas Seminars for Success in February 2010, successfully generated 1,039 visits to our site!

It’s a bit late for a New Year’s-themed post and a bit early for a spring cleaning-themed post, but it’s never a bad time to get your Google Analytics data cleaned up. For those of you looking to do just that, here’s a “Quick Fix” checklist to put yourself on the path toward usable data.

1. Identify and resolve self-referrals
A “self-referral” is a visit for which the referring source is your own website. Self-referrals prevent you from seeing the original, valid referral information for the visits in question, so if you’re measuring ROI on advertising outlets, paid search placements, or offline campaigns, it’s important to reduce self-referrals to a minimal level.

First, make sure that every single one of your pages is tagged.  This can lead to situations where self-referrals occur.

Many self-referrals are a symptom of deploying Google Analytics without customizing your tracking code to track across subdomains (like blog.yoursite.com) or top-level domains (yourshoppingcart.com). Fortunately, this customization is fairly simple and easy to complete.

When a visitor to yoursite.com navigates, for example, to blog.yoursite.com or yourshoppingcart.com, GA’s default behavior is to set new cookies on the user’s computer, causing yoursite.com to appear as the referring website to a new visit that starts on the new subdomain or top level domain. However, by adding the following simple customization to your Google Analytics tracking code, you can ensure that GA preserves the pre-existing set of cookies, and therefore the original referral information persists throughout the entire visit.

For tracking across top-level domains:

On your first domain (yoursite.com), add the following to your tracking code before the trackPageview() call (obviously replacing “yoursite.com” with your own domain):

pageTracker._setDomainName("yoursite.com");
pageTracker._setAllowLinker(true);
pageTracker._setAllowHash(false);

pageTracker._setDomainName("yourshoppingcart.com");
pageTracker._setAllowLinker(true);
pageTracker._setAllowHash(false);

Now, for every link that you have on either domain that sends a visitor from one domain to the other, add the following bolded code:

<a href="http://www.a-different-domain.com" onclick="pageTracker._link(this.href); return false;">


If you have forms that submit across top level domains, you’ll need to add the following bolded code to each of those as well:

<form action="http://www.a-different-domain.com/form-processor.php" onsubmit="pageTracker._linkByPost(this);">


For tracking across subdomains:

This is MUCH easier than the above.  All you need to do is add the following line of code to your tracking code that appears on all your pages, regardless of the subdomain they’re on, again making sure that it goes above the _trackPageview() call:

pageTracker._setDomainName("yoursite.com");

For both subdomain AND top level domain implementations:

Lastly, you’re going to need to set up a filter to apply to each of your profiles so that you can see which (sub)domains your visitors are viewing in your content reports.  To do this, you’re going to create an Advanced Filter like this:

Filter Type : Custom filter > Advanced
Field A : Hostname Extract A : (.*)
Field B : Request URI
Extract B : (.*)
Output To : Request URI
Constructor : $A1$B1

To illustrate what this filter does, let’s say that you have an “index.php” on both www.yoursite.com and blog.yoursite.com. By default, Google Analytics will take all the pageviews for “index.php” and aggregate them on one line of data in your content reports. The problem here is that you want to be able to distinguish between those two URI’s, because they are NOT the same! The filter above will take “index.php” and prepend the hostname to it, so you’ll end up with TWO rows of data in your content reports: “www.yoursite.com/index.php” and “blog.yoursite.com/index.php” – and now you can see who’s viewing what pages.

Note that this will change the URI’s that Google Analytics stores, and if you have goals configured to match your old URI’s, you must update those goals once you’ve applied this filter.

With this customization in place, you’ll eliminate one of the biggest sources of self-referrals. Here’s an example of how you’ll benefit. Let’s say you’re running a Google AdWords campaign. You’ll now be able to track your AdWords visitors (and spend) end-to-end on your site, without the risk of losing track of them due to self-referrals. This is critically important for evaluating and improving the performance of any source of traffic.

2. Track all your goals
This sounds basic, but a very large proportion of Google Analytics users don’t track any goals at all, and most GA users that do track goals will only configure one or two. Now that you can have up to 20 goals per profile, you should be tracking every single goal you can think of. To do this, have a brainstorming session and write down every reason you have a website. For example, if you run an e-commerce website, your shopping cart will most likely be your most important goal, but what about tracking goals like these?

• Newsletter sign-ups
• Email to a friend
• Buttons to bookmark/subscribe
• “Contact us” submissions
• Internal search

You could also track goals such as video views, specific content views, social media interaction, RSS feed clicks, blog comments left, and literally hundreds more. Using new “threshold goals,” you can even track time on site and pages per visit as goals.

It’s important to measure all of the value that your site provides. These “microconversions” will give you a fuller view of the performance of your marketing efforts, which will in turn help you make better decisions.

3. Tag your campaigns properly
Tagging campaigns properly is critically important if you plan to use Google Analytics to evaluate the performance of your various marketing efforts. Without proper tagging, it’s nearly impossible to use Google Analytics to evaluate the performance of marketing channels like:

• Yahoo! Search Marketing, Microsoft adCenter and other SEM platforms
• Banner ads, text ads, and other paid placements
• Offline media like print, television, radio, direct mail, billboards, etc…

You can very easily link your AdWords and Analytics accounts and have Google auto-tag your AdWords campaigns for you, but for any other marketing channel, you’ll need to get your links tagged yourself. We recommend that you develop standardized naming conventions before you start to tag or re-tag your campaigns; this will promote consistency and minimize confusion and headaches down the road.

For example, for paid search campaigns, will you use “cpc” or “ppc” as your medium? For campaign names, will you use flight dates (“feb2010”), target audiences (“nascardads”) or something else? Once you have a naming convention in place, you can use Google’s free URL Builder to input your tagging parameters and get your campaigns set to go. Of course, you can always tag your links manually too. In either case, here’s what a properly tagged URL might look like for a Yahoo! Search Marketing ad:

http://yoursite.com/?utm_source=yahoo&utm_medium=cpc&utm_campaign=widgets&utm_content=smallwidgets&utm_term=little%20widget

Notice that we’ve defined the source of the traffic (“yahoo”), the medium (“cpc”, denoting cost per click), and the name of the campaign (“widgets”).  We’ve also used the optional parameters content (“smallwidgets”, which in this case is the name of the adgroup) and term (“little widget”, in this case the keyword we were bidding on).

IMPORTANT: Third party tracking mechanisms or URL shorteners often strip out these parameters, so make sure that any redirects that occur before a user reaches your landing page accept query string parameters.  If you click on your own ad and you end up at a URL like the above, you’re all set.

Cleaning up self-referrals, tracking all of your goals, and tagging your campaigns correctly will help you quickly get more accurate and actionable data in your Google Analytics reports.

For more tips, tricks, and strategies, bookmark our blog, follow us on Twitter or attend one of our Google Analytics & Website Optimizer Seminars!

Fast on the footsteps of the feature announcements made at eMetrics in October, and just a week after the announcement of the new asynchronous tracking code, yet another set of announcements came today at SES Chicago. Here’s a brief recap:

Annotations:

We love this one, and after using it for a while, we can’t really remember the life of an analyst without it. Now you can leave notes in the top graph of your reports to explain what happened when, who did what, when that fantastic promotion was blasted out, and anything else you can dream up. Here’s a quick screenshot:

Custom Variables now in Custom Reports & Advanced Segments:

Custom variables, announced just a little over a month ago, are now available for use in Custom Reports as well as Advanced Segments. This is great news since for most folks the announcement made in October meant that you could start collecting data for custom variables, but showing it in your reports was limited to just the standard Custom Variables reports that were rolled out in the weeks after the announcement.

Now, you can use your new custom variables to slice, dice, cut up and show in whatever context you like in custom reports, or define segments on the fly based on your custom variable definitions!

Google Analytics Setup Wizard

Sure, you can slap on the code and start collecting some data, but if you have some advanced installation situations (like crossing top level or subdomains, specific PHP considerations, alternate campaign tags, cases where Urchin is also being used, mobile application tracking, and more), how do you know how to change your code?.

Well, here’s a screenshot of some of the advanced situations where you can use the new Setup Wizard to help you generate customized Google Analytics Tracking Code (GATC), but remember, we always suggest reviewing this code and installation instructions to ensure that it’s going to accomplish exactly what you want it to:

Google Analytics API Updates

There are a number of updates coming to the Google Analytics API, and we’re very excited to see all the ways people start using this new functionality. Here’s one we can share with you early:

Advanced Segmentation is now supported via the Google Analytics API!

Later this week, look for the official announcement of the full new set of updates to the Google Analytics API.

Not too long ago if you wanted to show a search ad on Google with something other than basic text you were limited to the Google Content Network.  But Google has been expanding the options on the Search Network and there are several search ad formats now available for you to chose.  Here are some of the formats and why you should be using them.

Ad Sitelinks

Allows for 4 links in addition to the ad header to pages on your site.

Use Ad Sitelinks to present the searcher with more options and potentially get them to the exact page on your site that they need thereby increasing the chances of a conversion.  Perfect for highlighting promotions, seasonal items, or new features.

Product Plusbox Enhancement

Links to your Google Merchant Account to show product images, pricing and descriptions.

If you are running an e-commerce store there is no reason you should not be running Product Plusbox ads.  By allowing the customer to see a selection of your products along with pricing that are relevant to their search you are increasing your chances of getting the conversion.

Location Extensions

Attach your business address along with a map and driving directions.

If you are a local business you can use the Location Extension ad to make your business stand out above the competition.  Let the searchers know they have the right location before they ever click on your ad.  This will help ensure you are getting the most relevant traffic from your ads.

Local Ads with Multiple Locations

For businesses with multiple locations attach your business address along with a map pinpointing each location in the searchers area.

Use these ads to promote chain businesses where there may be several locations to chose from in a customer’s local area.  Let the customer know they have options and you are nearby wherever they may be before they ever get to your site.

Using Google’s varied search ad formats can improve your conversion rate by getting more information in front of searchers so that they click on your ad and convert on your site.  Test different formats to find what works best for your business.

Google has added yet another feature to AdWords that is sure to draw searchers attention to your ads and steer them to the most appropriate page on your site to drive conversions.  Ad Sitelinks is currently in beta and enhances your search network text ads by adding up to four additional landing pages, that you set up, below your text ads.

The addition of four more landing page options to an ad, for a total of 5 including the headline, allows the advertiser to make specific website information more readily available to searchers.  Think of the possibilities when it comes to seasonal and promotional offers.  When users can select a landing page that most closely matches their interests and needs the opportunity for a conversion increases as does your click through rate.

It is not just any ad that will qualify for Ad Sitelinks however.  Your ad must be in the first position of the top paid results and the CTR must be substantially higher than any other ad on the page.  Branded search terms are most likely to meet these requirements.

Without much extra work or changing your ads or keywords you can set up to 10 pages to show, of which the AdWords system will select four when they are relevant to the user’s search.

By differentiating your ad from all the others and giving searchers more options that more closely match their exact needs (not to mention a set up that takes only minutes) Ad Sitelinks should not be overlooked in your AdWords strategy.

Google has announced new Google Analytics features that users will start seeing as early as this week. Many of the updates will improve reporting and customization options, but the new ‘Intelligence’ reports is a unique feature as it is Google’s initial phase in bringing an algorithmic driven intelligence engine. Will many of the features will be available this week, some of the features will have a phased roll-out to all users over the next few weeks. Let’s take a quick look at the different features.

Expanded Goals & Site Engagement Goals

If you’ve got a website, then you can probably think of more than four things you’d like your visitors to be doing, and until now, Google Analytics has limited the number of configurable goals per profile to just four.  Sure, you can create 50 profiles and thus track up to 200 goals, but having to switch back and forth in your reports can be a bit cumbersome.  Well, here’s some very welcome news:

Comprehensive site performance measurement just got easier.  A newly released feature in Google Analytics now lets you create up to 20 conversion goals per profile, including new threshold goals!

Each profile now can be configured with up to four “Goal Sets”, each capable of housing five individual goals.  In your Traffic Sources reports, each goal set appears as its own tab (see screen shot below) and the goals associated with the set are listed out in plain text, just as before, to show you how your visitors are accomplishing the objectives of your site.

Goal configuration has a new look which follows the goal set organization.  For each goal set, you can add up to five individual goals (the remaining number of goals in each set are conveniently noted for you).  To add a new goal, just click on the “Add goal” link for the goal set you wish to add a goal to.

With all of these new goals to configure, it’s a good practice to use your goal sets to group your goals strategically.  For example, you might use Goal Set 1 to track a set of e-commerce related goals such as Successful Purchase, Added Item to Shopping Cart, Deleted Item from Shopping Cart, and things of that nature.  For your next set, you might want to track interaction goals such as Newsletter Signup, Followed us on Twitter, Logged In, etc…  The sky’s the limit, but make sure to consider how you’ll want to use your reports when configuring your new goals.

Another change you’ll notice is the addition of two new goal types: Time on Site and Pages/Visit.  Previously goals could only be counted when a particular page URL was visited, but threshold goals will allow a conversion to be recorded for engagement metrics as well.  Have an ad-serving site and want to record a conversion when someone as seen 10 pages?  Now you can.  Serving up audio/ video or longer content pieces and want get an idea of how long people are listening, viewing or reading?  Thresholds can help!

Expanded Mobile Reporting

Google Analytics can now provide tracking for mobile applications build for iPhone and Android devices. With over 40 million iPhone users and almost 18 Android devices by year’s end, measure user engagement across mobile applications is becoming increasingly important.

In addition, Google Analytics will now be able to track traffic to mobile sites from all web-enabled mobile devices, regardless of whether JavaScript is enabled or not. By using a clever snippet of server side code (Available in PHP, Perl, JSP and ASPX), Google Analytics will provide expanded reporting on mobile devices and carriers.

Advanced Analysis Features (including Advanced Table Filtering)

Google Analytics is offering a variety of advanced reporting features that will slightly take the load off of our spreadsheet programs. Secondary Dimensions will allow you to view multiple levels and combinations of data in a single view without having to drill down to each level. The Pivoting feature will let you cross-tabulate two difference metrics with two different dimensions. Finally, Advanced Table Filtering will enable you to filter the rows in a table based on different metric conditions and combinations.

Unique Visitors as a new metric in Custom Reports

Now when you create a Custom Report, you can select ‘Unique Visitors’ as a metric against any dimension in Google Analytics! This new metric will allow marketers to see how many actual visitors make up any user-defined segment of your Custom Report.  An actual visitor is defined as a unique cookie.

Multiple Custom Variables

Over the next few months, Google will be releasing Multiple Custom Variables (MCV), giving power-users the flexibility to customize Google Analytics tracking and collect the unique site data most important to their business.  With this feature, users can classify any number of interactions on the site into trackable segments. Multiple custom user segments can now be collected at the page, session and visitor-level concurrently.

For example, you can now define and track visitors according to:

* Visitor attributes (e.g. member vs. non-member)
* Session attributes (e.g. logged-in or not)
* Page-level attributes (e.g. viewed Sports section)

NOTE: The initial rollout (Phase 1) of this feature does not include segment creation based on MCV and there is an initial limit of five simultaneous variables per page.

Syntax:
_setCustomVar(index, name, value, opt_scope)

Share Segments and Custom Report Templates

In addition to the ability to create Custom Reports and Advanced Segments, you now have greater control over administering and sharing your customizations. Simply share the URL link for a custom report to anyone who has an Analytics account and a pre-formatted template will automatically be imported into their account. You can also select which profiles you want to share or hide your Advanced Segments and Custom Reports with.

Analytics Intelligence

New “Intelligence” reports provide automatic alerts of significant changes in the data patterns of your site metrics and dimensions over daily, weekly and monthly periods. It is a part of the initial release of an algorithmic driven intelligence engine. If your website experienced a 300% increase in referral traffic from Digg on a single day, Google Analytics will now automatically alert you of this event, without needing to mine through the data yourself to find that out. The Intelligence reports will already be configured with predefined alerts.

Custom Alerts

Customers can create custom alerts to tell Google Analytics what to watch out for. They can set daily, weekly, and monthly triggers on different dimensions and metrics, and be notified by email or in the user interface when the changes occur. There will be 11 dimensions and 18 metrics to choose from when configuring a custom alert.

Stay tuned to the blog as we provide an in-depth analysis of each of the new features and how you can better leverage these tools to gain more insight to user activity on your website.

Google recently announced the availability of an additional metric to determine the success of your content network display ads in driving conversions.  In simple terms, view-through conversion metrics are going to show you the number of online conversions that happened within 30 days after a user saw your content display ad but did not click on it.   (Note this new feature is for content display ads only, no search ads or text ads.)

So how does this work?  Say I am reading my favorite website and I see a display ad for a 50% off sale on running shoes. My son needs new shoes but I can’t remember his shoe size.  So I make a mental note to confirm his size and come back later to order.  Three days later I type in the URL of the site I saw in the ad and order a new pair of shoes.   The original view was tracked through the AdSense cookie so Google knows a particular ad was displayed.  When I return later (within 30 days) and go to the website that cookie determines that an ad was displayed previously and attributes my purchase to the display of the ad.

This gives one more level of data to determine the effectiveness of your ads.  Previously you never knew if an ad displayed, but not clicked on, got the user to remember your name and come to your site later.  It also provides another tool to determine if a particular site on the content network is beneficial to your goals.  Maybe it does not convert on the first display but users come back later and convert.  Those sites might have been blocked in the past as non-converting.

You will find the view-through conversion data in your campaign, adgroup, ad and keyword reports as long as you have conversion tracking implemented.

If you missed the Google Analytics blog post a couple weeks ago, you missed a big announcement on how Event Tracking and two other features are now available through the API.  We are positively thrilled about this announcement as it gives us more power to customize data!

We are constantly asked how to measure user interactions on a client’s website. Our typical recommendation is via Event Tracking but the problem with that is users still have to log into Google Analytics to see the data. These days we are finding more and more clients are looking for custom reporting/dashboards and want to see data all in one nicely wrapped package (we even add a bow).  Using the API you can make that happen and now with Event Tracking the data available to those reports just increased in value.

Another feature that was announced was the ability to extract website navigation information that is provided in the current Google Analytics web interface. This again helps us as consultants address other common questions from clients: “How can I find out where visitors go on my website? What are the common paths people take?”  Like all things with the API, allowing you to pull this data enables you to be able to manipulate and customize it.  We find that some of our clients aren’t impressed with the web interface’s visualization of site navigation so now we can impress them with their own customized version.  The last feature announced was a simple upgrade that won’t impact a ton of API users but is still helpful moving forward.  The length of filter expressions was increased to 128 characters.  <sarcasm> Whoopie, yee ha, YES! </sarcasm>. Ok, so we’re not bouncing off the walls on this one but this change does allow for more complex queries for all you nerds out there. You know who you are.

Google and WebShare’s David Booth are teaming up to offer a free webinar on Thursday, September 24, 2009 at 10:00 am (PDT):
Planning and Running your First Website Optimizer Experiment.

Sign up for this webinar!

This 90 minute webinar is targeted at anyone who’s ready to get started with A/B and Multivariate testing using Google’s free Website Optimizer tool.  The topics we’ll cover are based on trainings we’ve delivered at Google offices across the country and as part of the live Google Seminars for Success training series that continues to hit cities across North America.  Join us for this live webinar and learn:

• Landing page testing basics – what is it?
• Identifying test pages and planning for your first experiment
• How to set up and run A/B and Multivariate tests
• Live demos of both A/B and MVT experiments
• Reading the reports and understanding the test results

There will be 30 minutes of questions and answers with Google’s Trevor Claiborne and Andrew Gomez.

Hope to see you there!

Dynamic Keyword Insertion (DKI) is an advanced feature of AdWords that can potentially improve the relevance of your ad by dynamically inserting keywords directly into your ad copy. More relevance in your ad can lead to better CTR (click through rate), which means better quality scores, lower costs per click, and paves the way for more conversions. So how can this be set up in AdWords? What keyword will be inserted? And what will the ad look like in the search results?

How can this be set up in AdWords?

DKI is considered an advanced feature of AdWords because it requires a small amount of “code” be added into the ad text. But the word “code” should not scare anyone off. The ad set up using dynamic keyword insertion would simply look something like this:

Buy {Keyword:Purple Shoes}
Free Shipping On All Styles.
Satisfaction Guaranteed!
www.ExampleShoeStore.com

As the above example shows, the “coding” is very simple. It basically involves preceding the keyword with “Keyword:” and placing a text string between brackets { } that will be used as the default (more on that in the “What”). That’s all there is to it. Note that an upper or lower case K in keyword will determine the capitalization of the actual word in the ad that is displayed. For example, type it as Keyword and the word in the ad displays as Word; type it as keyword and the as shows as word. In addition, this code can be placed in the header, description lines or display URL (but make sure you follow display URL guidelines!).

What keyword will be inserted?

Now that the ad is set up, what keyword is actually dynamically inserted when the ad is shown? The keyword that appears in the ad replacing the code is the one you’re bidding on that’s closest to what the user typed in to trigger the ad, at the adgroup level. If that keyword exceeds the character limit of the line that the code is placed on, then the default (in this case “Purple Shoes”) will be used instead. Note it is not the exact keyword the user searched on that populates the ad unless you happen to be bidding on it within the adgroup that triggered the ad.

What will the ad look like in the search results?

Let’s take a simple example. A user types in “purple tennis shoes” into Google. You’ve got an adgroup dedicated to sneakers, and in it you’re bidding on the term “purple sneakers.” In this, case, here’s what the example ad above would look like to the user:

Searched Term: “purple tennis shoes”

Matched Bid Term: “purple sneakers”

Resulting Ad: Buy Purple sneakers
Free Shipping On All Styles.
Satisfaction Guaranteed!
www.ExampleShoeStore.com

Here’s another example:

Searched Term: “where to buy purple high heel shoes”

Matched Bid Term: “purple high heel shoes”

Resulting Ad: Buy Purple shoes
Free Shipping On All Styles.
Satisfaction Guaranteed!
www.ExampleShoeStore.com

In this case, the closest matched keyword you’re bidding on is over 25 characters, so the default that you defined (“Purple Shoes”) is used instead.

Remember, generally speaking, the more relevant you can make your ads to the searcher, the higher the likelihood that they’ll attract the click, and DKI can be a powerful tool to accomplish just that – there’s not much that’s more relevant than what you just typed in!