Further's analytics platform can help you understand exactly which Google Ads Keywords result in leads and move-ins for your communities. This data is extremely important, as keyword selection drives the majority of your strategy within Google Ads. 

For example, you may get a lot of clicks and even leads from the keyword "low-income senior living". These clicks also might be inexpensive so it looks like your performance is quite good. However, If none of those clicks turn into move-ins then you are wasting money and the sales team's time. On the other hand, you may be willing to invest a huge amount of money in a small number of clicks for a keyword like "Memory care near me", despite the fact that there aren't many leads. The reason you might do this is that if you can connect move-ins back to that keyword, you can understand the ROI of that investment.

Keyword Selection is the most important piece of your Google ads strategy, and it is essential to know what is driving value. 

Follow the instructions below to push your keyword data directly into Further's Analytics platform.

Alternatively, if you already have a "Tracking Template" in place, you can skip the tracking template installation and just set up the current URL parameter that contains the keyword information directly in Further's Dashboard. Scroll down to the Activate Google Ads Tracking Template step to set this up.

Note: Keyword tracking is only viewable on the Regional and Corporate User access levels.

• Install Google Ads Tracking Template
• Activate Google Ads Tracking Template
• View Keyword Performance in Dashboard

Install Google Ads Tracking Template

Open your Google Ads account. In the left navigation, click Settings and then Account Settings.

Locate the Tracking section. Paste the following in the Tracking Template field: 

{lpurl}?GA_network={network}&GA_device={device}&GA_campaign={campaignid}&GA_adgroup={adgroupid}&GA_target={target}&GA_placement={placement}&GA_creative={creative}&GA_extension={feeditemid}&GA_keyword={keyword}&GA_loc_physical_ms={loc_physical_ms}&GA_landingpage={lpurl}

When you're done, click Save in the bottom right. 

Activate the Script

After you have installed the script, you can easily activate the tracking template. First, go to Stats in the left-hand bar, and click on "Keywords" in the analytics section of the dashboard.

Next, click on the small pencil inside the box to edit the URL Parameter added from the tracking template. If you have an existing tracking template in place, you can paste that in here and press save. If you used Further's tracking template, enter in GA_keyword and press save.

View Stats in Dashboard

Once you have added the script to your Google Ads account and activated it within the Further Dashboard, you can start analyzing the data in your Further Dashboard.

You can evaluate how many visitors, leads and move-ins came to the website from that specific keyword in Google Ads.

Further provides two additional "Intermediate Metrics" that are quite helpful. The first is our lead score, which is a prediction of how likely the leads that came from this keyword are to move in. The second metric is "financially unqualified", which are leads who saw pricing, but said it was too expensive. 

The higher the lead score and lower financially unqualified %, the more likely leads are to turn into move-ins. If you see a keyword that has a high lead score with no move-ins, you might want to keep investing as more data or time is needed for that keyword to perform.