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The most Important Factors for Success are Keywords and Tracking


The most Important Factors for Success are Keywords and Tracking


You may not readily know if you have built the right keywords for your campaign, but with time you can tell how your keywords performing. As the campaign progresses, it will become more apparent, which keywords are generating the type of traffic that you need.

In order to determine how the keywords are performing, the process will involve measuring the performance and much of the measurements involve tracking.

Integrating Analytic packages such as Google Analytics  can tell you the amount of revenue that the keyword has generated, the amount of time visitors spend on the site, how and when they leave, and the number of page views.




Proper use of keywords should always include match types. To reach a wide range of customers, you can begin with broad match, but as time progresses and you tell which how keywords perform, it will be better switch to other match types such as exact or phrase matches, and at that time you can also include negative keywords.


The Keyword Planner can be used to get an estimate of the traffic available for specific keywords in your campaign.

It is easy to find keywords for a new campaign or to add keywords to an existing campaign. Remember to keep the keywords specific to each ad group.


Before adding the keywords, you can use the estimates for the amount of clicks that can be expected for each bid according to your budget. The estimates can also be used as a guide to help set the budgets.


  Screen-shot impressions.jpg


  To further refine the keyword selection you can look at the quality score for each keyword.

Find in the Quality Score is not too difficult, and it is important as it is used to determine your CPC.

  • On the campaigns tab, you open the Ad group, and the keyword list.
  • Click the Columns button and select Customize Columns from the menu.
  • Click Add next to Qual Score in the Attribute section
  • Save



Now when you look at the keyword for campaigns on the Search network, you should find a column denoting the Quality Score.

When you consider your Quality Score, you should focus on the relevancy to the landing page. To increase QS, you can delete the poor-performing keywords.

Quality Scores are not everything, but in addition to higher PCs, poor Quality scores means that you ads may not show as often as you like.



Adwords offer several valuable tools to help track the performance of your keywords and  campaigns.

Value Tracking is different from Conversing tracking, and serves slightly different purposes.


Value Tracking

Depending on  the goals of your advertising campaign, the URL tagging feature known as Value Track, can provide detailed  information on the performance of each ad. Together with Google Analytics, and Value Track, you can add special tags to each URL to find out which keywords get the most clicks, or traffic, and where the clicks are coming from. You can even find out which keywords are receiving traffic and clicks from different devices.

To institute ValueTrack,  parameters are added to the destination URL. Each parameter is enclosed in {braces}.

Some of the popular and useful parameters are {device} which indicates whether the click originates from a mobile, tablet, or desktop computer

With Http://mywebsite.com/?device={device } as the destination URL, a click from a mobile device will return  http://www.mywebsite.com/?device=m , while a click from a desktop returns



  • The {matchtype} parameter returns the type of keyword whether broad, Phrase, or exact.
  • The {adposition } parameter returns the position of the ad on the pages, with 1t3 denoting the ad appeared in the third position on the top of page one.
  • The {placement}  parameter is used to indicate where in the Display Network your ad appears.
  • {ifmobile:[iphone]} can tell you whether the customer clicked the ad with an iPhone.
  • The {ifsearch:[value]}  and {ifcontent:[value]} will return if clicks came from the search or Display networks and replacing the value will indicate exactly from where they originated.


You able to combine parameters in destination urls to get even more granular details.

If you wish to see which keyword triggered an ad, and the match type of the keyword, you can insert the parameters and combine them with the & ampersand




The data return from  ValueTrack will include the actual keywords and matchtype




Value track offers a lot of power and flexibility to help determine how and where your ads are shown and clicked.

Conversion tracking shows what happens after the ad is clicked.

To set-up Conversion tracking, you ad a snippet of HTML and Java script to your page where the action is tracked. This can be a thank-you page, that follows a purchase or sign-up. A cookie is placed on the customer's computer after the ad is clicked, so that event is recorded when the conversion page is reached. The cookie lasts for a limited time, and you have the option to notify the customers that cookies have been set.    


You can set how the Conversions are tracked, with the 1-click for each conversion option, which are suitable for sign-ups or the many-per click, which records a conversion every time a purchase is made.

Conversion tracking can also be used to record offline conversions.


It is also possible to set up Cross conversion tracking if you have multiple Accounts that are linked by a MCC account. This will allow you to easily switch between accounts and create reports from the MCC. It is simple to install, simply by adding the code snippet to the MCC.


You can put even more power at your fingertips, with the combination of Analytics Goals and Conversion Tracking.

The analytics shows how the customer traffic flows through your site, while the conversions are tracked from the ads.

The data is imported from the Analytics as the two accounts are linked. In your Analytics account, Data sharing must be enabled, and auto tagging must be turned on in the Awords account.


After linking, you may need to wait for an hour, you sign into your Adwords account, select Conversions from the Tools tab, and click the Import from Analytics button, and select the desired goals or transactions from the list that is displayed.

To begin the import, select the option at the bottom of the page.



 Proper selection of your keywords can ensure that the right types of customers are seeing and responding to your ads, but with tracking you can see even greater details and adjust your ads, so that they can be better positioned for even better responses and more accurate targets.

about Trevor Stewart

Here to improve user experience through Google products! Helping Businesses achieve a positive R.O.I in their Marketing efforts. Google Adwords Certified, Google Analytics Certified.

Jignesh G
January 2014

Trevor, you included very important and un-explored peace of content that is hardly covered by any website. Especially about value tracking ! 


I pesonally used value tracking for various clients and it really helpful in different ways. 


Nice article !