How Bid Management Tools Affect Marketo Measure

Learn how bid management platforms affect Marketo Measure’s ability to track AdWords and BingAds, along with how to set up tracking templates with our parameters to ensure everything tracks correctly.

Kenshoo and Marin are great tools that allow marketers to track, manage and optimize their ad campaigns with different search engines. In order for Marketo Measure parameters to be appended to these ad URLs, you will need to set up a tracking template with our Marketo Measure parameters. It is not possible to connect your ad platforms to your Marketo Measure account and enable autotagging as it causes Marketo Measure’s tagging system to compete with Kenshoo/Marin’s tagging system. This results in our parameters to be altered and incorrectly appended. To circumvent this, tracking templates with Marketo Measure parameters need to be set up within Kenshoo and Marin.

For Adwords Accounts

Setup a tracking template as follows:

• Click the Campaigns tab.

• Click the Shared library link in the side navigation bar.

• Click URL options.

• Next to “Tracking template,” click Edit.

• Fill in the URL:

  • If ALL of your ad URLs have a “?” in them, use this URL:

    • {lpurl}&_bk={keyword}&_bt={creative}&_bm={matchtype}&_bn={network}&_bg={adgroupid}

  • If NONE of your ad URLs have a “?” in them, use this URL:

    • {lpurl}?_bk={keyword}&_bt={creative}&_bm={matchtype}&_bn={network}&_bg={adgroupid}

For Bing Ads Accounts

Setup a tracking template as follows:

• Click the Campaigns tab.

• Click the Shared library link in the side navigation bar.

• Click URL options.

• Next to “Tracking template,” click Edit.

• Fill in the URL:

  • If ALL of your ad URLs have a “?” in them, use this URL:

    • {lpurl}&_bt={adid}&utm_term={keyword}&utm_source=Bing_Yahoo&utm_medium=CPC

  • If NONE of your ad URLs have a “?” in them, use this URL:

    • {lpurl}?_bt={adid}&utm_term={keyword}&utm_source=Bing_Yahoo&utm_medium=CPC