Search Campaign Implementation Guide

Organizations can integrate data from their media-buying activities by implementing the Salesforce DMP tagging infrastructure into their paid search campaigns. This article describes the general process for adding the Salesforce DMP click tracker into paid search ads, followed by the steps involved for adding the Salesforce DMP tags into Google’s AdWords, Bing Ads, and DoubleClick Search, a commonly used search management platform.

Salesforce DMP can collect data from paid search campaigns by having a Salesforce DMP Click Tracker prepended to the destination URLs for the ads. The complete landing page URL, should be encoded to ensure that code exposed in the URL (e.g. gclid) is captured appropriately. 

As a secondary solution, with paid search campaigns, data can also be collected by the Salesforce DMP Control Tag. There's no need to include additional tags if you've already deployed the Control Tag across your site. If you haven't deployed the Control Tag on every page of your site, you should make sure to deploy it on any landing page that you use with your paid search campaigns. Follow the steps in the Control Tag Implementation Guide.

Note: Using this secondary solution (Control Tag only) means the search data will be displayed outside of the Marketing Performance report in Salesforce DMP.

Google's AdWords

There are two networks where you can run AdWords campaigns, the Search Network and the Google Display Network (GDN). Since Paid Search ads only run on the Search Network, this guide focuses on the ad types supported on the Search Network.

AdWords Tracking Templates

In July 2015, Google switched over from using Destination URLs to Upgraded URLs. With Destination URLs, you used to have to enter the tracking parameters into your landing page URL directly. With Upgraded URLs, Google split the Destination URL into two parts: the Landing Page URL and the tracking information. By doing this, Google has made it easier to apply tracking across all of your campaigns, since the tracking can now be applied at the account, campaign, ad group, or ad level. It also means that changing tracking information at the account, campaign or ad group level won't trigger a review by Google, meaning your ads will continue to serve, uninterrupted. If you change the tracking template at the ad level, however, the ad will have to go through Google's approval process again.

To make tracking easier, we suggest creating a tracking template at the Account or Campaign level. To do this at the Account level, click on the Campaigns tab in AdWords. Then click on the Shared library option in the navigation menu on the left hand side of the screen.

  • Then click on the URL options menu item
  • Next to the Tracking template, click the Edit link and you will be presented with the template field.
  • Paste the Salesforce DMP Click Tracker into the tracking template field, and click the Save button and you're done. For more on the Click Tracker, see the Click Tracker Article.

To add a tracking template at the Campaign level, you use the campaign settings. Click on the Campaigns tab in AdWords, and then click on the Settings tab in the main section. Select the campaigns you're interested in, and click on the Edit menu drop down and select URL options.

Paste the Salesforce DMP Click Tracker into the tracking template field, and click the Make changes button. The Salesforce DMP Click tracker will look like: 

https://apiservices.krxd.net/click_tracker/track?kxconfid=Config123&kxbrand=[value]&kxadvertiserid=[value]&kxcampaignid=[value]&kxplacementid=[value]&kxadid=[value]&kxcreativeid=[value]&kxsiteid=[value]&clk={lpurl}

It is possible to also create and use custom parameters with tracking templates at the Campaign, Ad Group, Keyword or Ad level. For more information on custom parameters, see Google's Help Center page at:

http://support.google.com/adwords/answer/6076199?hl=en#params

AdWords and RLSA

Google introduced Remarketing Lists for Search Ads (RLSA) to help you retarget AdWords ads to people who have visited your site before. Using the remarketing lists, you can create audiences in AdWords, and then use those audiences to target AdWords campaigns. This can help you manage your bid prices, as well as let you deliver the customized creative to an appropriate audience.

Salesforce DMP works along side AdWords by allowing you finer control of the audiences you wish to use in AdWords. Salesforce DMP does this by using its SuperTag tag management system. With SuperTag, Salesforce DMP can fire the RLSA pixel in much more diverse scenarios, letting you create more informed and complex audiences for you to use in your AdWords campaigns. This section will walk you through setting up a remarketing list in AdWords, where to find the resulting RLSA tracking pixel code, and then how to implement that pixel in Salesforce DMP's SuperTag module.

Before you begin, you should check to see if your account currently has access to SuperTag. You can do this by logging in to the Salesforce DMP Platform. If you don't see SuperTag listed as one of the available navigation menu items, then contact either your Administrator or Salesforce DMP at kruxhelp@krux.com for more help.

See the SuperTag and Remarketing Tags section below for more about what SuperTag can do.

Setting Up a Remarketing List in AdWords

To set up a remarketing list in AdWords, visit the Campaigns section in AdWords, and click on the Shared Library link in the navigation menu on the left-hand side of the page. You should find it under your list of campaigns. Once you have clicked on Shared Library, you will see a sub-menu item for Audiences. Click on that, and you'll be presented with your current audience or remarketing lists. To create a new one, click on the + Remarketing List button.

This will bring up the New Remarketing List page. To create a remarketing list to use with Salesforce DMP, enter a name for the list, and leave Websites chosen for the Web or App field. For the "Who to add to your list" drop down field, select the "Visitors to a page with a specific tag" option. Click on the + New Tag button, and when you save this new list, you will be given a remarketing tag that is specific to this new list or audience

In the Membership duration field, you enter the number of days of you want to keep a visitor's cookie on the list before they are removed for inactivity. The default value is 30 days, but you should select a period that is appropriate for your marketing initiatives.

There are a few things to know about membership on the remarketing lists. The first is that the maximum number of days you can keep cookies on a list is 180 days for the Search Network, and 540 days for the Display Network. If you enter a value greater than 180 for the Membership duration, cookies that are inactive after 180 days will still be removed. The next is that if you adjust the Membership duration field for an existing list, that will impact all current and future cookies, but it won't retrieve any cookies that had been previously removed. Finally, for a list to be actionable for Search ads, AdWords also requires at least 1,000 cookies on it.

When you click the Save button, you will be presented with the remarketing tag for this new list. You can copy and save the tag locally now, or retrieve it later from AdWords as well. To retrieve a tag at any time, log back into AdWords and revisit the Audience Shared Library. Lists that were set up with specific tags have a [Tag] link listed for them in the remarketing list table. Click on that link, and you'll be presented with the code for the tag again.

The code for your remarketing tag will look something like:


<!-- Google Code for Your Remarketing List -->
<!-- Remarketing tags may not be associated with personally identifiable information or placed on pages related to sensitive categories. For instructions on adding this tag and more information on the above requirements, read the setup guide: google.com/ads/remarketingsetup --> 
<script type="text/javascript">
/* <![CDATA[ */
var google_conversion_id = YourConversionID;
var google_conversion_label = "m8vSCKKIn1kQt6Ps9Xx";
var google_custom_params = window.google_tag_params;
var google_remarketing_only = true;
/* ]]> */
</script>
<script type="text/javascript" src="//www.googleadservices.com/pagead/conversion.js">
</script>
<noscript>
<div style="display:inline;">
<img height="1" width="1" style="border-style:none;" alt="" src="//googleads.g.doubleclick.net/pagead/viewthroughconversion/YourConversionID/?value=1.00&amp;currency_code=USD&amp;label=m8vSCKKIn1kQt6Ps9Xx&amp;guid=ON&amp;script=0"/>
</div>
</noscript>

Salesforce DMP SuperTag and Remarketing Tags

Salesforce DMP can fire this remarketing tag in a variety of different scenarios, giving you greater flexibility with your remarketing lists in AdWords. This is done via Salesforce DMP's SuperTag tag management system. To add an AdWords remarketing tag to the system, log in to the Salesforce DMP Platform. If you don't see SuperTag listed as one of the available navigation menu items, then please email kruxhelp@krux.com for more help.

To add a new tag, choose Manage Tags from under the SuperTag navigation menu. This will show you the list of current tags set up for your account.

Click on the Create SuperTag button, and you will be shown the Tag Template screen.

To create a tag without using a template, click on the Custom Tag option. This brings you to the configuration screen for the tag. Enter a Name for the tag and in the Code field paste the Remarketing tag from AdWords. Leave Script as the Delivery Method, and select Immediately for the Delivery Timing.

Screen_Shot_2017-05-25_at_2.35.47_PM.png

Click on the Continue button, and you'll be presented with the Set Rules screen. A rule is a condition for when you would like the tag to be fired. If you would like the tag fired for all users all of the time, you don't need to add a rule and can just click the Continue button again.

Click on the Save button and you're done! Depending on your account permissions, tags may need to be approved by an Administrator before they can go live. Once they are approved, it can take up to 20 minutes before you see the tags on the site (because it can take that long to saturate the Content Delivery Network). 

If you'd like more in-depth information about SuperTag, there is a SuperTag User Guide available in the Salesforce DMP Customer Support portal here. You can also submit questions through the Support portal, or email kruxhelp@krux.com for more help.

Bing Ads

Bing supports two networks: the search network which is available globally, and the content network which is only available in the United States. The search network includes the sites owned and operated by Bing, such as Bing.com, MSN.com, and Bing.co.uk. It also includes Yahoo.com, and all of the sites owned and operated by Microsoft's and Yahoo's syndicated search partners.

The content network, on the other hand, is the ad distribution network for the Bing ads running in Windows apps. In this scenario, the keywords match the type of app it is. For instance, if the app is for pet owners, an ad targeted to the keyword "dogs" could be shown in it.

In either network, the ads shown are text ads, and you collect data from the ads by using the Salesforce DMP Click Tracker in the click-through URL for an ad.

Adding the Salesforce DMP Click Tracker

Bing is in the process of upgrading its system to use Landing Pages and Tracking Templates to create the click-through URLs, instead of using the original Destination URLs. If you don't see the Landing Page and Tracking Template fields in your account, it just means your account hasn't been upgraded to the new system as of yet.

It is possible to include the Salesforce DMP Click Tracker as part of the Destination URL, but it's not something that Bing supports directly. Instead, Bing created the Tracking Template feature to support this use case. If it's not available in your account yet, you can include the Salesforce DMP Click Tracker in the Destination URL - or you can ask Bing to upgrade your account by emailing bingads-pilots@microsoft.com. You can also read more about this change in Bing's Help Center:

https://help.bingads.microsoft.com/#apex/3/en/52097/-1

This guide will walk you through the steps for including the Salesforce DMP Click Tracker in both the Destination URL and the Tracking Template. It will also give you an overview of the available Bing Parameters; the equivalent to ValueTrack Parameters in AdWords.

Destination URL

  • To add the Salesforce DMP Click Tracker to a new campaign, log in to the Bing ads site at bingads.microsoft.com. Then click on the Campaigns menu item along the top of the page.
  • To add a new campaign, click on Create campaign and select Search & content campaign
  • Fill out the campaign settings section as you normally would
  • Scroll down the page, and you will see the Create an ad section. Fill out the Ad type, Ad title, and Ad text fields as you normally would.
  • If you see the Display URL and Destination URL fields, you should fill out the Display URL field with the URL you want displayed in the ad. In the Destination URL field, you want to prepend the Salesforce DMP Click Tracker to the final URL that you want to send visitors to.

For example, if the final URL where you want to send people to is:

http://www.example.com/william_blake/

and the Salesforce DMP Click Tracker was:

https://apiservices.krxd.net/click_tracker/track?kxconfid=Config123&kxbrand=[value]&kxadvertiserid=[value]&kxcampaignid=[value]&kxplacementid=[value]&kxadid=[value]&kxcreativeid=[value]&kxsiteid=[value]&clk=

The URL you would enter into the Destination URL field would be:
https://apiservices.krxd.net/click_tracker/track?kxconfid=Config123&kxbrand=[value]&kxadvertiserid=[value]&kxcampaignid=[value]&kxplacementid=[value]&kxadid=[value]&kxcreativeid=[value]&kxsiteid=[value]&clk=http://www.example.com/william_blake/

It is important that you use a real Salesforce DMP Click Tracker, and not the example tracker above. You also want to make sure that there aren't any spaces included in the URL.

Applying Salesforce DMP Click Tracker to an Ad

If you want to add the Salesforce DMP Click Tracker to an existing ad,

  • Click on the Ads tab in the Campaign navigation. Find the ad you want to work with, hover over it, and a pencil icon appears in the top right corner of the ad. Click on that pencil icon to edit that ad.
  • When you click on the pencil, you will be shown the form to edit the ad. Simply paste the Salesforce DMP Click Tracker at the beginning of the Destination URL field, and click Save.

Tracking Template

Bing is in the process of switching over to using what they call Upgraded URLs. With this change, you will see Landing Page and Tracking Template options in the Bing user interface. If you see these fields, you want to select Final URL for the Landing Page option. Then enter the URL you want people to visit into the Landing Page field. For instance, using the previous example, you would enter:

http://www.example.com/william_blake/

into the Landing Page field. Then you would enter the Salesforce DMP Click Tracker into Tracking template field. In this case, it is important that the Salesforce DMP Click Tracker end with: clk={lpurl}. The {lpurl} string is a Bing supported Parameter which stands for landing page URL. When the ad is delivered, Bing will replace the clk={lpurl} string with the URL you entered in to the Landing Page field. Using the example Salesforce DMP Click Tracker from before, what you would be entering into the Tracking template field is:

https://apiservices.krxd.net/click_tracker/track?kxconfid=Config123&kxbrand=[value]&kxadvertiserid=[value]&kxcampaignid=[value]&kxplacementid=[value]&kxadid=[value]&kxcreativeid=[value]&kxsiteid=[value]&clk={lpurl}
Bing Parameters

The Bing Parameters we suggest you use are:      

 clk

{TargetId}

{lpurl} - supported a tracking template

For more information on the available Bing Parameters, visit their Help Center page:

http://help.bingads.microsoft.com/apex/index/3/en-us/51091

Remarketing Lists

Bing has started to offer remarketing list functionality to its clients, but it isn't universally available. Also referred to as Bing UET, please contact your Salesforce DMP Solutions account team to help you implement Bing UET if this feature is available to you. 

Similar to Google RLSA, the integration involves the Salesforce DMP Supertag Tag Management system to selectively fire your Bing UET tag. 

Search Management Platforms

Salesforce DMP also works with PPC Management Systems, such as DoubleClick Search, Marin Software, and Kenshoo. The Search Management Platforms use the APIs published by the Search Advertising Platforms to create and manage ad campaigns. Often this means that when you create ads in the Management Systems, you can use the parameters supported by the Advertising Platform directly in the URLs. The Management Systems might also have settings which tell it how to handle parameters. You should make certain that those options are set correctly. For instance, with DoubleClick Search, there is a setting for how it should handle parameters. For the Salesforce DMP Click Tracker to work properly, this setting needs to be set to either Include All Parameters or Include Full URL.

DoubleClick Search

With DoubleClick Search, the default option for how it should handle parameters is Include Only Dynamic Parameters. This would break the Salesforce DMP Click Tracker, which requires the static kxconfid parameter. You should change this setting to either the Include All Parameters or the Include Full URL option.

DoubleClick Search also has its own set of parameters that you could also use:

Salesforce DMP Field Possible DoubleClick Search Parameters
kxadvertiserid [*EngineAccountID*]
kxcampaignid [*CampaignID*]
kxadid [*AdgroupID*]
kxplacementid

kxcreativeid
[*searchterm*]

[*EngineAccountType*]


Validating Your Implementation

For more details on validating for: 

Need Help?

The Salesforce DMP Solutions team can provide a Tagging Workbook to help you generate tags appropriate for your media campaigns.

If you need help with implementing Salesforce DMP with search campaigns, don't hesitate to contact the Salesforce DMP Solutions team at kruxhelp@krux.com.

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