Trap PPC Keywords for Landing Pages

Salesforce B2C Commerce provides an easy way to manage Pay Per Click (PPC) URLs. You don't have to specify a separate URL for each query made by Google or other search engines. Instead, you can map the query generated by Google to a relevant landing page in B2C Commerce automatically.

The URL-mapping feature enables you to pass the keyword in the Google query to the Search-Show pipeline, which directs the customer to a page with search results based on the query. The Search-Show pipeline also detects if you have created a search redirect for the term and shows the related landing page for that redirect.

Google AdWords Example

This example assumes that you are managing PPC URLs in Google, through the keyword insertion feature in AdWords, part of Google's "ValueTrack" system. Although this example is specific to Google, the same principles apply for Yahoo or any other search engine This means that you are passing the keyword parameter as part of the URL.

Trapping Keywords in AdWords with Destination URLs That Use Pipelines

You can define your AdWords PPC ad with a destination URL that includes the search term, using the Google AdWords keyword parameter to insert the keyword.

For example, to create a destination URL in AdWords that always goes to an on-site search of the same term that the Google user searched for, the destination URL looks like this:
www.domain.com/on/demandware.store/Sites-SiteGenesis-Site/en_GB/Search-Show?q={keyword} 

Trapping keywords with B2C Commerce mapping Rules

Instead of specifying a B2C Commerce URL as your AdWords destination URL, you can manage AdWords URLs with finer control using B2C Commerce mapping rules. You can specify mapping rules to trap certain keywords and direct them to explicit landing pages or a catch-all for unmerchandised search terms.

In the example below, when customers search for Sony Bravia they are sent to the Search-Show pipeline, which shows the search results for a keyword search of sony bravia. When customer searches for lcd they are sent to the category page for flat screen TVs. The last mapping rule is a catch-all that identifies any incoming AdWords URLs that don't have a specific mapping rule and redirects it to the Search-Show pipeline so that customers see the search results for the search term they entered.

  1. Create an AdWords destination URL like this:
    www.domain.com/adwords?q={keyword} 
  2. Create mapping rules that identify an incoming AdWord URL and map it to a specific category or search in B2C Commerce like this:
    /adwords?sony%20bravia p,,,Search-Show?q=sony%20bravia
    /adwords?lcd p,,,Search-Show?cgid=electronics-televisions-flat-screen 
    /adwords?** p,,,Search-Show,q,{q}
Note: The order in which rules are created determines the order in which they are applied. Add specific rules before general rules.

For more information about Google AdWords, see:
  • http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996
  • http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=178482.

Related Links

Mapping Rules