Friday, October 10, 2008

Use Google Analytics to get the most from your Google AdWords budget

There’s a report in Google Analytics that can be very useful in optimizing your pay per click campaign.

In order to get to the keyword report, in the left navigation select “Traffic Sources” and then “Keywords”.
Once the report loads, towards the bottom of your screen you will see something like this:

Search sent 2,218 paid visits via 288 keywords

Directly below it you will see Show: total | paid | non-paid. Click on “paid” (see red box below):

The top search terms/ keywords that people have used to arrive at your website from your pay per click campaign will be listed. The third and fourth columns are named “Pages/Visit” and “Avg. Time on Site”.

In our example we have highlighted the term that had the highest and lowest numbers in these columns. Not surprisingly – the search term (overseas adventure travel) with the lowest number in column three also has the lowest in column four and the highest bounce rate (column six). In other words of the 159 visitors who came to the site by typing that search term into Google, and then clicking on our client’s ad, most did not click through to any other pages. The average time spent on the website was seven seconds.

On the other hand, the search term “all inclusive honeymoons” had the highest number in columns three and four, and the lowest bounce rate. So of the 58 visitors who clicked on our client’s ad, only 15.5% did not click through to other pages. The average time spent on the website was about 2 ½ minutes, and the average pages viewed was about 5.

It’s clear which search term is more valuable. Although many more people arrived at the site searching for “overseas adventure travel” than for “all inclusive honeymoons”, we don’t want to pay for clicks if people are going to be quickly exiting.

As a result of this data, we paused the first search term and plan to create and test a new landing page for it. We also increased the bid on the second search term in order to try and increase our position in Google. In addition, we will optimize the landing page for “all inclusive honeymoons” so that we may benefit from free Google traffic as well.

Please, contact us for more information regarding our Google Analytics Consulting services.

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