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Tracking URLs will help you to maximize your Pay Per Click Return on Investment. Place a code that includes your keyword and the PPC search engine you've used at the end of your URL so that you can track results of your campaign with your web statistics program. This will help you track which keywords and which search engines are generating traffic and sales, information that you can use to drop ineffective keywords or poorly performing engines, allowing you to better allocate your marketing resources and maximize ROI.