5 Tips to Building an Effective Google Adwords Campaign

2. Take advantage of free analytics and conversion tracking from Google. To identify the performance of each keyword and its cost per conversion within the Adwords interface, set up conversion tracking. This capability is helpful to optimize poorly performing words or make bidding decisions. This is only a start, however. Google doesn’t provide enough information to make informed decisions regarding keeping or removing terms. A full suite analytics program is needed to do this accurately, as well as understand what your Web visitors are doing on the site, the whitepaper advises. Google analytics supports all marketing efforts, including other channels and search engines.