Use placeholder keywords to report on unsupported features

Use placeholder keywords in "Other" engine accounts

To track conversions for engines that aren't supported by Search Ads 360, create placeholder keywords in an engine account of type "Other."  For example, you can use Search Ads 360 placeholder keywords to track conversions on social networks.

You can use URL templates in "Other" engine accounts just as you can in supported engine accounts. For example, instead of manually adding the same parameters to each landing page URL, you can create a URL template and apply the parameters automatically.

To track conversions on other engines:

  1. Create an "Other engines" account.
    Note, only an agency manager or advertiser manager can create an engine account.

  2. Create a campaign in the new engine account.

  3. Create an ad group in the new campaign.

    If your other engine doesn't have ad groups, you can still use them as a way to organize keywords. They won't affect reporting. In Search Ads 360, placeholder keywords can only be created inside an ad group.
  4. Create a placeholder keyword:

    1. Navigate to the ad group you created in the "Other" engine account.

    2. Click + Keyword, which appears above the reporting table.

    3. In the table that appears, enter keyword text and a landing page URL for each keyword.

      Here's what to enter in each column:

      • Keyword text: Specify something to help you identify the purpose of the placeholder keyword. Because this keyword won't traffic to the engine, the keyword text will never be used to match a customer search.

      • Landing page URL: Specify the URL you want Search Ads 360 to redirect users to. This could be a page on the advertiser's site or the address of another tracking service that will eventually redirect to the advertiser's site.

      For example:

      Keyword Match type Max CPC Landing page
      mortgage interest rates   (inherited) https://www.example.com/mortgage
      home loan   (inherited) https://www.example.com/loan

      Note that Match type and Max CPC are irrelevant for a placeholder keyword in an "Other" account, so you can leave the columns set to their default values.

    4. Click Save.
      The new keywords appear in the reporting table.

  5. Copy the keyword's clickserver URLs:

    1. Click the Columns button above the performance summary graph.

    2. Type clicksever URL in the search box.

    3. Click + next to the column name in the Available columns list.

    4. Click Apply.

    5. Copy the URL from the Clickserver URL column.

  6. On the search engine, paste the clickserver URLs as the destination URLs for the items you'd like to track (ads, keywords, etc.).

 

Next steps

To report on placeholder keywords, add any of the following columns to the reporting table:

You can then save the report view that includes your selected columns so that you can quickly display the report the next time you want it.

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