Google Analytics has been around since marketers demanded for a tool that they can use to measure the success of their internet marketing. A search engine marketing company commonly uses it to improve pay per click initiatives. Recently, Google left Internet marketers a buzz when it incorporated statistics directly into AdWords.
Setting Analytics and AdWords
Setting up Analytics in AdWords is a breeze. You can ask an SEO agency to do this for you or you can do it yourself. Just follow these simple steps:
1. Log in with an account that is admin for both AdWords and Analytics. From your AdWords account, go to Analytics using the link provided. Proceed to the Admin portion. 2. Access the account on the breadcrumb to ensure that you are in the account level and not on the profile or web property. 3. Proceed to "Data Sources" and connect your AdWords and Analytics accounts. 4. Select "Customize Columns" and go to the Google Analytics tab. 5. Add the three columns namely bounce rate, pages per visit and average visit duration (seconds). Add these columns for keywords, ads, ad groups and campaigns. 6. The columns or the data may not be available immediately and you need to wait for a few days to get this rolled out in your account.
Making Sense of Analytics to Enhance Your AdWords Performance
After the columns and data appeared, it's now time for you or your partner Internet marketing agency to interpret the numbers to help you enhance your AdWords performance. As mentioned above, there are three key things to look out for: bounce rate, pages per visit and average visit duration. Let's go through them one by one.
Bounce Rate
This is a pretty simple measurement. Bounce rate is basically when your site visitors only view one page, either your home page or landing page, and don't bother exploring other pages. The higher the bounce rate, the lower the level of engagement. You want to bring down this number down. If you have two keywords leading towards the same page but having two extreme bounce rates, then you have to rethink your strategy with your search engine marketing company on the keyword that is giving a high bounce rate. This is indicative that you are not able to target the right audience using this keyword.
Pages per Visit
Take note that the number showing under this column is a mean average which means it is computed by adding up the total pages visit then dividing it by the number of internet users who visited the site. So, if the mean average is 3, you cannot say that a person visits at least three pages.
What you can do is to ask the help of an SEO agency to interpret this for you as it can be tricky and it can give you a bloated sense of success.
Visit Duration
Again, this is another tricky component because Analytics does not take into consideration the last page visited. What if you have an information heavy site and the behavior of your visitors is to read a page extensively - which could happen to be the last page - and then leave. It won't be counted and can bring down your numbers easily. Don't go blaming your search engine marketing company. This is really just how things work.
The Relation between AdWords Performance and Analytics
Looking at these numbers will have a real impact on long tail campaigns for which conversion data might not be available. For example, while the exact correlation between bounce rate and conversion is not established, it is safe to say that a high bounce rate will lead to little or no conversion. At the end of the day, this will help you in bid management and effectively allocate resources.
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