How can I control the zoom level and page an embedded PDF opens with?
Thank you for the update, Richard!
My personal favourite tool for embeding documents is http://embedit.in . although i've never looked in to controling zoom level, it does make it look good
You will have to look into the documentation of the plugin/tool/software you are using for embedding.
If it is just a link to the PDF (like http://www.youdomain.com/myfile.pdf) you can't controle it because the file is downloaded to the clients computer and viewing options are controlled by his/her PDF viewer.