Back to the basics Learn how to use conversion tracking in AdWords to see how effectively your ads with call extensions lead to phone calls. You’ve completed the AdWords tutorial from Google. Way to go! Learn how conversion tracking can help you measure the value AdWords is bringing to your business by tracking actions taken on your website after someone clicks your ad. Learn how conversion tracking can tell you how many clicks on your ad turned into actual customers. Then, choose the best conversion tracking option for you, based on your business goals. Get familiar with the essential AdWords statistics that can tell you which ads and keywords are — or aren’t — working for you, and find them in your account. Learn how billing works for AdWords accounts on automatic payments and how to view and make changes to your billing settings. Find out how to use negative keywords to make sure that your ad doesn’t show when someone searches for terms that might be similar to your keywords, but aren’t related to the product or services you offer. Find out how to use exact match keywords so your ads will be able to show only when someone searches for your exact keyword, without any other terms in the search. Find out how using phrase match keywords can help make sure that your ad only shows when someone’s search includes the keyword as you’ve entered it in AdWords. Find out how using broad match keywords can give your ads the broadest reach.