If your PPC management expert is managing several PPC campaigns across different search engines, it is a must to add unique identifiers to your URLs. Also known as URL tracking, this will help you generate separate organized data for each of your online marketing endeavors as well as help you avoid being labeled as ‘organic’ in Google Analytics. If you’re running an untagged keyword campaign outside of AdWords, Google Analytics will record your data in the Organic category. PPC management knowledge considers organic data as no data at all because you will not be able to get valuable information from it.
About any type of advertising can benefit from URL tagging. Try it on your banners or email marketing campaigns as well. Another way to improve your PPC management is to employ a search query filter. It is a little known fact that it not only works for Adwords, but for Yahoo! and Microsoft campaigns as well. Combining URL tagging with a search query filter will provide you with a sea of relevant data. Use this new found knowledge to further understand your users, to find better performing keywords and finally rid yourself of negative keywords that cause unnecessary traffic.
If it’s your first time configuring your URL tracking system, just remember to be consistent (and ask your PPC management expert for help) especially if you have several people working for one account. Do not be afraid to mix and match the tracking methods mentioned above to fit your needs. Go with what works and stick with it!
