10 Tips To Getting Started With Google AdWords - Selecting your destination...
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7) Selecting your destination URL
The Google AdWords algorithm now reviews the quality of landing pages so it’s more important than ever to ensure your destination URL is relevant to the keyword bid upon. It is also important to make sure that the user is directed to the webpage they expect to see, rather than being taken to the homepage and having to find the right page for themselves.
8) Conversion tracking
In order to monitor the performance of your account it is important to track conversions so that you can review where sales or leads are coming from to help manage the campaigns based upon results. A cost per conversions value will then be displayed within your reports which will help to make key decisions (such as changing bids, dropping keywords or ad variations) easier. If you are running any other, non-AdWords, advertising campaign you can also set-up a cross-channel to track the conversions from these as well, for example Yahoo! Search Marketing. Research has shown that Google users are generally more likely to purchase online and this is normally reflected with a greater conversion rate from AdWords, although there are advantages to advertising using both methods such as exposure to a wider range of websites and lower CPC’s.
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