When determining how successful a campaign is it is necessary to look at the following elements within your Ad Words Account:

1. Quality Score
2. Tracking and Conversions
3. Keywords
4. Keyword Matching Options and Search Query Report
5. Ad Group Structures and Landing Pages
The Main Elements of Google Ad Words
? `Ad Groups?
? `Keywords?
? `Descriptions?
An `Ad? Front end (what the consumer/your customer will see) is made up of a keyword, description and a link.

1. Quality Score
Google gives each keyword in your account a `Quality Score?.
Keywords with a higher Quality Score will be eligible to enter the auction more easily and at a lower cost. Google?s goal is to encourage relevant ads for their users, so their pricing system is designed to favour more relevant ads and keywords (i.e. ads that get a high click-through and therefore make Google more money).
The following factors determine a keywords quality score; your keyword's click-through rate (CTR), the relevance of the keyword and ad text to its ad group and the keywords landing page.
Here?s how you can see a keywords quality score:
1. Sign in to your AdWords account at https://adwords.google.com.
2. Select the campaign, then select the ad group for which you'd like to see keyword Quality Scores.
3. Click `Customize columns? at the top of `Keywords? tab in the ad group table.
4. Select `Show Quality Score? from the drop-down menu.
5. Click `Done? when you're finished.
It is important to be aware of the quality score because a good quality score can save you money!
Recommendation
Keep an eye on your keywords quality score, be aware that it exists and that maintaining it will help you keep your CPC down. I recommend that you go through all keywords quality scores and pause completely ineffective keywords which are achieving a low quality score and low conversions. Remember to keep an eye on your quality score when you make any updates.
Remember, Google makes money from ads that receive a higher click-through. You have a unique advantage: The more you optimize and refine your ad campaigns (i.e. descriptions, ad groups, landing pages) the more you can reduce your costs and improve your return on investment.

2. Tracking
It is vital to constantly track how well your campaign is performing so that you can make improvements and seek to increase click to sale conversions.
Recommendation
Track all orders. Only then can you truly understand the effectiveness of your campaign.
Set up a goal conversion funnel in your Google account so that you will be able to see how many people get to the following pages and the % drop off rate between these pages.
3. Keywords
The number of keywords in your account can be massively increased by adding `long-tail? keywords. `Long-tail? keywords is the industry term given is the hundreds to thousands of keywords and key phrases that a site can be found for, yet rarely noticed or exploited. Long-tail keywords are much cheaper and much, much more targeted and less competitive than some of the more obvious keywords.

You can research these keywords using the Google or Wordtracker keyword tool:
https://adwords.google.com/select/KeywordTool
http://freekeywords.wordtracker.com/

To maximise the effectiveness of this process you could carry out a monthly subscription to http://www.wordze.com/ (which is $47 per month or $7.95 for a one day trial). Wordze will gather competitor keywords that could help your optimise your campaign. Wordze can also give you a report showing your keyword density.

?The keyword density report is useful for helping you achieve optimum keyword density for a set of keywords. This tool will analyze your chosen website address and return a table of keyword density values for single, double, and triple keyword terms. The density tool will also attempt to remove stop words, as well as, provide quick links to our keyword database, and other tools like the WordRank report and the Dig Tool to help optimize the page or find related keywords.? www.wordze.com
Recommendation
When building your keyword list think like a customer. What terms would your customers use to describe your products or services? Expand your list to include as many relevant variations as possible.
I recommend using keyword tools to increase and build the number of long-tail keywords in your account. Add all keywords that you think are relevent.
Pause any low performing keywords and concentrate on the keywords that are the most relevant to your business (i.e. make you the most money).
4. Keyword Matching Options
You can use keyword matching options to better target your ads. There are four different keyword matching options. Here are the options:
Broad Match - This is the default option. If your ad group contained the keyword online dating, your ad would be eligible to appear when a user's search query contained online and dating, in any order and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms and other relevant variations.

Phrase Match - If you enter your keyword in quotation marks, ?dating online for women? your ad would be eligible to appear when a user searches on a certain phrase, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query ?dating online for women? but not for ?women for online dating?. Phrase match is more targeted than broad match, but more flexible than exact match?

Exact Match - If you surround your keywords in brackets - such as [dating online for women] - your ad would be eligible to appear when a user searches for the specific phrase dating online for women, in this order, and without any other terms in the query. For example, your ad would not show for the query women, dating, or online. Exact match is the most targeted option. Although you will not receive as many impressions with exact match, you will likely enjoy the most targeted clicks - users searching for your exact keyword typically want precisely what your business has to offer.

Negative Keyword - If your keyword is dating and you add the negative keyword -speed, your ad will not appear when a user searches for speed dating. Negative keywords are especially useful if your account contains lots of broad-matched keywords. It is a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword.

Keyword Matching Options and Formulas
keyword = broad match
"keyword" = match exact phrase
[keyword] = match exact term only
-keyword = don't match this term

Recommendations
I recommend watching the 'Negative Keywords' video at https://adwords.google.com/support/bin/answ...py?answer=89262 (this explains matching options very well) to learn about choosing the right broad matching options and why they're important to your AdWords account.
Also, take some time to look at the `search query report? which will tell you what searches your ads are being shown for, enabling you to use the keyword matching options most effectively. The video also, explains how you can access your search query report.
When you have looked at your search query report and are clear how broad matching works I recommend that you go through your account and add the relevant keyword matching options.
Make sure you take some time to ensure you learn this thoroughly before making any changes, it is quite complex and doing it incorrectly could cost you time and money.
Always be careful with keyword matching options, it can be confusing so keep referring back to Google?s help guides.

5. Ad Group Structures, Landing Pages and Descriptions

Ads are important to you and Google, if an Ad achieves a good CTR it will not only be shown more often than one with a low CTR but it will also cost less.

It?s good to break keywords down into groups so that you can show the most specific ads.

Descriptions that include the keyword have a higher CTR than those that don?t. If you can include the keyword then great but this is not always possible.

Recommendation
Create additional and more specific ad groups, like the one detailed below. Create ad groups for people who are looking to actually buy a product.

Add more descriptions into your ad groups, Google will auto-optimise and show the one that generates the highest click-through rate. You have a limited amount of space for your description so use it wisely with accurate, sales driven copy. It should be seen as a filter; you want to entice relevant people to click through to your website but you don?t want people who are not interested in your product to click through to your website.

I saw something on here about Facebook, who is your contact there? Not sure who posted the info here

Hi Patsy I have a contact at Facebook, but he is with in the UK team, Im sure if you pass me your questions I can get him to pass them on.

Thanks

Dan

I will send you a private email if that is o.k. Thanks for your help.

How exactly do I do this?

Don't I need the ability to add the Google Analyitics code on the "Thank-You" page? (The required Thank-You page is the page the user is sent to after making a purchase or registering for Free.)



I think I know what you mean but how can I do this without adding tracking code into the HTML?

Else ..

Do I just make a unique tracking URL for *each* Keyword?

Many thanks

Just added by Google in the webmaster stats area


Hope this answers the discrepancy between WDP stats and Google stats

Am not sure if this reply is relevant to this thread.