How Web Marketing Search Engine Optimization Can Use Analytics to Improve AdWords Performance

Staff Writer: Carolyn Johnson


Date: 7.27.2012




It’s pretty common place for web marketing search engine optimization professionals to use analytics in order to improve PPC performance. What Google has done in adding the analytic PPC stats straight into Adwords simplifies the process exponentially. As a guide for those just getting started, here’s how improve your Adwords performance thanks to analytics.


Google Analytics has now begun to put in stats into Adwords for more convenience. However, you’ll have to link the two accounts together yourself.


To Adwords and Google Analytics, log in either with your admin address for Google Analytics or for Adwords. You can go to Google Analytics via a link in your Adwords account. Once you’re in the Admin section, click on the account level of your site link. Through the data sources tab, choose the option of linking your Adwords and Google Analytics accounts.


You can also customize your columns in Adwords for even more convenience when looking up analytics for your web marketing search engine optimization. This option can be found in the Google Analytics section. Because these columns aren’t already present by default, adding new columns for ad groups, campaigns, and keywords will save a lot of time. Keep in mind that it may take a few days to add the columns, as this is a fairly new system as of 2012. Even when the columns do show up in your account, it may take even longer for data to show up in said columns.


The bounce rate column that shows up in your linked Adwords account will show the metrics of the proportion of visitors who viewed only one page. The bounce rate shows the amount of viewers who left after seeing the landing page. The reason for a user leaving the page is, of course, unknown, yet what is a definite possibility is that the bounced users were less engaged with the site. This may not be the case for every visit – after all, perhaps a user accidentally clicked on your link, as opposed to what he or she was actually looking for.


If your bounce rate is rather high, then you can assume it must be something about your site or landing page that isn’t keeping your audience there. It could be that either need to optimize your page with better content, or you need to target another audience altogether.


It could very well be that one of your keywords causes a higher bounce rate than others. If a another keyword going to the same landing page has a lower bounce rate, then chances are the high-bouncing keyword is not as effective in bringing in the audience that is interested in your site.


The Pages Per Visit metric is self-explanatory, as allows you to see the mean average of the amount of pages viewed per visit. This option will also measure your most popular pages.


Visit duration can also be measured here. In this system, however, it’s worthy to note that the last page visited isn’t counted in the visit duration.


Once you get these metrics and analytics into your Adwords profile, you can start measuring many of the factors that influence conversion rates.

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