Step-by-Step Guide: Adding UTM Parameters to Google Ads Campaigns

Step 1: Access Your Google Ads Campaign

1. Log into your Google Ads account.
2. Navigate to the specific campaign you want to add UTM parameters to.

Step 2: Configure URL Settings

1. Within the campaign, click on the "Settings" tab.
2. Scroll down to the "Additional settings" section.
3. Expand the "Campaign URL options" dropdown.

This is where you'll input your UTM parameters to track the performance of your ads across different sources, mediums, and campaigns.

Step 3: Insert UTM Parameters

UTM parameters are tags added to the end of your URL that help you track the source, medium, and campaign of your ad traffic. Here's a breakdown of each UTM component:

• {lpurl}: This represents the landing page URL where you want to direct your ad traffic.
• utm_source: Identifies the traffic source, such as "google" for Google Ads.
• utm_medium: Specifies the marketing medium, like "cpc" for cost-per-click ads.
• utm_campaign: Indicates the specific campaign name, such as "summer_sale".
• utm_content: Differentiates ads or links that point to the same URL (e.g., "textlink" or "bannerlink").
• utm_term: Identifies paid keywords for search campaigns.

In the "Tracking template" field, input your UTM parameters following this format:

‍{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}&utm_term={keyword}‍

Replace the values after each "=" with your specific tracking information.

Step 4: Save UTM Parameters

1. After inputting your UTM parameters, click "Save" to apply the changes to your campaign.
2. Google Ads will automatically append these parameters to your ads' URLs.

Step 5: Example of a UTM-Tagged URL

Here's what a final URL with UTM parameters might look like:

‍https://www.example.com/landing-page?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale&utm_content=textlink&utm_term=buy_now‍

This URL indicates that the ad traffic came from Google Ads, using a cost-per-click medium, for the "summer_sale" campaign. The ad was a text link containing the keyword "buy now".Automating UTM Parameter Addition in Google AdsStep 1: Set Up AutomationTo save time and ensure consistency across all your campaigns, you can automate the addition of UTM parameters using the "Final URL suffix" feature:

1. In your Google Ads account, go to "Settings" and then "Account settings".
2. Click on "Tracking" and find the "Final URL suffix" field.
3. Input your UTM parameters here, following the same format as in the manual setup.

Step 6: Enjoy the Benefits of Automation

With automation in place, Google Ads will automatically append the UTM parameters to all your ads' URLs across the account. This saves you the time and effort of manually tagging each URL and ensures tracking consistency for more reliable analytics.Using Custom Parameters for Advanced TrackingStep 1: Set Custom ParametersIn addition to standard UTM parameters, you can also set custom parameters in Google Ads for more advanced tracking:

1. Follow the same steps to access the "Campaign URL options" in your campaign settings.
2. In the "Custom parameters" section, click "+ New custom parameter".
3. Input a name and value for your custom parameter, such as "product_id=1234".

How to Optimize Your Final URL for Google Ads Success

1. Ensure URL Relevance and Accuracy

Why? The final URL should closely match the ad's content and keywords to meet user expectations and improve Quality Score.

How?

1. Review ad groups and identify the most relevant landing page for each one.
2. Ensure the final URL leads directly to the promised product, service, or information.
3. Avoid using generic or irrelevant URLs that could confuse or frustrate users.

Example: For an ad group focused on "organic facial serum," link directly to the facial serum product page rather than a generic "skincare products" page.

2. Optimize Landing Pages for Conversions

Why? The landing page design and content significantly impact conversion rates and overall campaign success.

How?

1. Ensure the landing page headline and content align with the ad's message.
2. Prominently display the main product, service, or offer mentioned in the ad.
3. Streamline the page design and include clear calls-to-action (CTAs) to guide users towards conversion.
4. Optimize page load speed and ensure mobile-responsiveness for a smooth user experience.

According to a Google Ads Tracking Guide, reducing landing page load time from 15 seconds to 2 seconds can increase conversions by 27%.

3. Incorporate Tracking Parameters

Why? Adding UTM parameters to the final URL enables detailed tracking and reporting for data-driven optimizations.

How?

1. Use the Google Analytics Campaign URL Builder to generate custom tracking parameters.
2. Append the generated parameters to the end of the final URL.
3. Monitor campaign performance in Google Analytics using the custom parameters.

Example: A final URL with tracking parameters: www.example.com/facial-serum?utm_source=google&utm_medium=cpc&utm_campaign=serum_launch

4. Conduct Regular Testing and Optimization

Why? Continuous testing and refinement of final URLs and landing pages are essential for maximizing campaign performance.

How?

1. Monitor key metrics like bounce rates, time on page, and conversion rates for each final URL.
2. Conduct A/B tests on landing pages to identify top-performing designs and content.
3. Regularly review and update final URLs based on performance data and business goals.

Pro Tip: Use Google Optimize to easily set up and manage landing page experiments directly within Google Ads.

5. Maintain URL Consistency and Compliance

Why? Consistent and compliant URLs help maintain ad relevance, avoid policy violations, and improve user trust.

How?

1. Ensure all final URLs follow a consistent structure and formatting.
2. Regularly audit URLs to identify and fix any broken links or outdated pages.
3. Comply with Google Ads policies regarding URL redirects, cloaking, and misrepresentation.