If you’re already a seasoned user of Google Analytics, you’re going to be more than aware of how useful it can be when analysing your online marketing campaigns. Now, Google have thankfully incorporated some features of Analytics into their AdWords system.
After pulling in your Analytics data you’ll now have access to Bounce Rate, Pages per Visit and Average Visit Duration built directly into your AdWords interface. With more data available you’ll be able to see how your ads have affected your website traffic and conversions. This means you’ll be able to make a more educated decision when it comes to your online marketing campaigns.
With Google Analytics you can find insights that really make a difference for example; how traffic arrives on your site, what they use the site for and most importantly how you can keep this traffic coming back. Here are just a couple of ways you can make the most of this new data:
- Attract Users which Engage– If it’s important to your conversions to have high user engagement, then you can sort your ad groups to find out which ones deliver traffic, which stays on your site longer, and then you can consider bidding more for these clicks.
- Discover prospects to convert more visitors– You may find certain ads or keywords have particularly good or bad conversion rates, but strong engagement metrics. This is a great opportunity to convert high engagement rates into conversions, so seize the opportunity! Adjust your offer slightly by incentivising with special deals, discounts or prizes and see if these engaging customers begin to convert. To find these opportunities, try creating a data filter and sorting it by Average Visit Duration, Pages per Visit and Bounce Rate, then take a look at the data shown.
- Identify ads with poorly chosen landing pages or bad targeting– Pages with both poor conversion rates and bad engagement statistics could identify a poorly chosen landing page for a specific keyword or ad. To troubleshoot these, set up a filter sorted by low conversions and engagement and monitor it regularly. Also be aware that because you’re using Google Analytics it’s easy to set up A/B testing page, using a Content Experiment.
So, if you are already using Google AdWords then these beneficial updates will surely help your campaigns, not only will you find it useful but it’ll also improve your understanding of the dynamics of your ads. It’s quick and simple to use and means you can have essential information all in one place, saving you from jumping from page to page much.
If you haven’t yet gotten into Google AdWords and you’re interested, you can visit our PPC Management web page to find out more or give us a call (0116 298 7720).