Dissect of Eloqua own AdWords Landing Page and URL with query string parameters, please!

I presume that for AdWords landing pages are one of the most common types in use. I'm at a new company and try to create an approach that uses the latest methods. HAFS is gradually, and a large part of the information contained in the Topliners is old (2011) as these popular posts

What is the best way to track Google adwords through Sales Force?
How to capture Sources referring to forms and Landing Pages using query strings

and the references using javascript to analyze the parameters in the screens that is 2009 and is not exactly what Eloqua uses today.

I started to look at what Eloqua uses in its own marketing efforts and saw the potentially useful parts and parts that are confusing. I thought it would be useful if someone could dissect the code of the landing page and explain how each part of the code is. I'm OK with short descriptions and references to other articles or messages to explain the different parts that have not changed.

Here's a page url to use. I added 'x' before each additional parameter then click top ruin the campaign stats.

http://demand.Eloqua.com/LP=3461?elqoffer=xGartnerMQ & GoogleCampaign = xEloqua & SLS = xPPC_Google_Eloqua_2012 & gclid = xCKGFzcHyh7YCFQThQgod7lMAyg

Here are some specific questions that I hope can be answered:

  • What you rely on Google to deliver you in their reports vs. what you capture discrete parameters: elqoffer, GoogleCampaign and sls
  • You use the gclid itself? How?
  • Is there a new better method for parsing of URLS and using hidden fields settings?
  • How do you use Eloqua cookies at the same time to send the form of Adwords?
  • You dynamically change the landing page?

Thank you!

Hi Mike,.

I'm on the Ops of Eloqua Marketing team and can shed light on some of your questions.  I hope this helps!

  • What you rely on Google to deliver you in their reports vs. what you capture discrete parameters: elqoffer, GoogleCampaign and sls

  • elqoffer - we use elqoffer to indicate that the offer is valid for adword.  The value we deliver is used for many things.  Of course, we use it for reporting purposes, but we also set up our steps to use this value in a hidden field to redirect to the appropriate page supply once the form and also send the appropriate autoresponder of form processing.  We set up a dropdown list (aka select list) cards offer URL values (for the page of the offer) and another list of choices cards offer values to email ID (for the answering machine).
  • elqchannel - we also usually include a query string for the elqchannel who tells us the General source of the Contact (e.g. Google, Bing, etc.).
  • SLS - is essentially the Source of lead (sls = source of specific lead).  We use it to fill a hidden fields that reach "lead Source - Original" and 'Lead Source - the most recent'.  For us, the source of the specific lead is a very granular (and non-General, such as 'research') but includes a lot of information based on a strict naming convention.
  • That's what we use Eloqua to adwords, but we also use an SEO company to help us optimize our search spend.  To do this, they provide their own tracking code we put on the landing page initial as well as the page of the offer (ie. confirmation page).  To get the code on our LP, we use the cloud "Static content" component that allows you to place any custom code you want in the body of the HTML code.  Unfortunately, I don't have details on what exactly is captured with this code, or how it is used.
  • You use the gclid itself? How?
    • I don't know the answer to this one.  It's someone else on our team that works closely with an SEO company, so I think they know.
  • Is there a new better method for parsing of URLS and using hidden fields settings?
    • YES!  You may have noticed, we have some Javascript on our landing page that does a few things.  First of all, he did a Web data search in Eloqua to see if you are a known visitor and if so, we can pre-fill the form with information we already know the visitor.  The other thing is the JS is populate our hidden fields with the values of query string.  We started to do this before I had a cloud component that eliminates the need for JS custom.  You can use Form Population App to do all that for you.
  • How do you use Eloqua cookies at the same time to send the form of Adwords?
    • I'm not 100% sure I know what you're asking here, but my answer to the previous question can also respond to this one.  Data search Web first checks the Eloqua cookie to retrieve your email address, and then it uses this email address to search for your Contact field values and pre-fill the form.
  • You dynamically change the landing page?
    • We're not changing dynamically the landing page.  Usually, a visitor to click through to an Eloqua email or visit a page PURL.  Dynamically present the offer page based on the value of the query string for "elqoffer."  Looking for an application Cloud released in the coming days that will allow you to place the dynamic content on this initial landing page based on your cookie.
  • The way we structure our campaigns is based on the balance between reporting requirements while maintaining their operational efficiency.  For example, we do want to create a new campaign for each offer that we have.  That would quickly overwhelm our team.  For 2013, we have created 3 campaigns:

    1 research

    2. 3rd party Emails

    3 display ads

    Each of these campaigns have only 1 formula on it (one for research, one for email and display ads).  Each offer has its own landing page (see screenshot below).  The campaign of the report combined with the data of the form layout give us the requirements we need to understand what is working and what is not.

    TIP: If you have custom data objects, you can also consider creating one that seizes all shipments form for each of your forms in 1 place.  This way, you need only 1 set of data instead of individual export for each form of export.

    Example of a search campaign:

    Tags: Marketers

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