Saturday, 23 August 2014

Employ Analytics To Enhance Your AdWords Results

Published by Jimmy Simond on Saturday, 23 August 2014  | 1 comment

Given the speed at which brand new features get added, it is not uncommon to overlook some of the cool capabilites that could help you in enhancing your Google AdWords results. Check out some of the favourite ways in which you can employ Analytics to improve the performance of AdWords. While some of the below mentioned reports are old ones, some are certainly few weeks old but no matter what, they all deserve to be mentioned in the SEM toolkits.

AdWords and Analytics go better hand in hand: Although AdWords is great at informing you how much money your ads cost and the number of conversions you’re getting, yet what happens between the click and the conversion will remain a mystery if you don’t employ GA into the equation. It is only through GA that you can know what people are doing on your site. If they don’t convert, you will get to know the reason behind this. If you can fix these issues, AdWords will perform better.

Stop deleting 0 conversion keywords: No, don’t do this unless you ask yourself few questions. If you have a couple of 0 conversion keywords, you may be thinking of deleting them but keep in mind that the AdWords conversions are last-click conversions and hence only the last keyword that receives a click gets the credit.

Find out the bad landing pages: When you see ads that aren’t converting or engaging the viewers, make sure you use the columns “avg. time site” and “bounce rate”. Then you have to analyze the worst offenders and list them based on some possible solutions like, fix the relevance of the keyword, fix the misleading ads, and pick a better landing page. Address the elements that affect the trustworthy nature of your website.

GA tracks complex conversions too: There are advertisers who wish to track more than only views of a page. They want to track for example for an order confirmation page, how many people called after visiting your site and how many people watched all the demo product videos. Tracking such complex conversions is possible only through Google AdWords.

Look at micro-conversions: A common issue in AdWords is that it’s tough to track different types of conversions. However, you can choose to count unique conversions if you don’t want to double-count leads. You can also assign a value of 0 to conversions which you don’t want to factor into an ROAS based bid strategy. So, when you can’t see many macro-conversions, concentrate on micro-conversions.

Being No.1 isn’t always applaudable: If you’re managing your company’s Google AdWords, don’t think you’re the boss of the company. Instead, check the ad positions and make sure that if the top slot is not worth the cost, the conversion rates might be better even on the right side of the page. The best way to get all date is through the Analytics Keyword Positions report.

Comprehend your segments: When you’re managing an account with 10 keywords or 1 keyword, you’re really managing them across potentially hundreds of segments. Understanding how each segment performs is important to make right optimizations in your account. It has been studied that while AdWords does an okay job in making the different segments accessible, GA anytime does a better job with their advanced technologies.

Hence, after going through the above mentioned reports, we conclude why we require Google Analytics to make better and informed decisions in AdWords.

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About Author

Amit Singh is a founder of he share his immense knowledge of Search Engine Optimization in this blog.

1 comment:

  1. Thank you very much for your post adwords.Its pretty interesting. I appreciate your blogs and look forward for your next blog.


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