What does the AdWords function {keyword} do? (posted: 8/8/2008)

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The {keyword} function will extract the keyword that you paid for, and replace the string {keyword} with it. It is used to place the keyword you paid for in your website links. Here is an example. Let's say a Google user searched for hiking and your ad came up. Your tagged link might looks like this:

http://www.mysite.com/?utm_campaign=fall_hiking_sale&utm_medium_ppc&utm_source=google&utm_term={keyword}

When the user click on the above link the content of the link will be modified to the following:

http://www.mysite.com/?utm_campaign=fall_hiking_sale&utm_medium=ppc&utm_source=google&utm_term=hiking

It is more important for Google Analytics to receive the term that you paid for rather than the term the user searched for because they need the correct term to reconcile your AdWords cost data.