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Friday, August 01, 2008

AdWords Tracking Tip: Use Keyword Insertion in Destination URL

The (Ad)Word of the Day is Keyword Insertion:
Keyword insertion is an advanced feature used to dynamically update your ad text with your chosen keywords. You insert a special modification tag into your ad text to enable this feature for your ads.
The {keyword} tag can also be used in the destination URL to see which actual keyword searches are being triggered by broad matches. For more details, see this answer I gave in an AdWords Help group. Here's an excerpt:
destination URL tracking: ?kw=purple%20flowers
referring search URL:

IOW, it's necessary to examine *both* the destination URL and the referring URL in order to understand how broad matches are working. BTW, this example is based on the following AdWords help page:

I should also point out that if the search query performance report had complete data, there'd be less of a need to track via other means.
For more commentary on that AdWords help page and the way broad match is implemented in the AdWords system, read Purple Flowers Are Not Pink Despite What Google Might Think. Also, those AdWords Help groups are a great resource. Look for my answers (and questions):

AdWords Help

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Blogger snekse said...

I know this post is kind of old, so I'm wondering if you still feel a need for this given the integration with Google Analytics.

Wed Dec 02, 02:01:00 PM EST  
Blogger Richard said...

Great question! Yes, I still use this technique for a variety of reasons. For example:

1) Sometimes I need this data in near real-time.
2) Not all clients want to use Analytics.
3) Not all clients have Analytics configured correctly.

Fri Dec 04, 09:14:00 AM EST  

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