There are many useful tools within the Google Adwords platform that can help you to optimize your Adwords campaigns, especially if you track your conversion rates. However, Adwords is not much help in analysing what happens to the visitors who do not convert. For that, Google Analytics can shine a much needed spotlight on your visitor behaviour.
Link your Adwords and Analytics accounts
In order for Google Analytics to give you information about your Adwords traffic, you need to link the two accounts. Once your Adwords account has been listed as a source for your Analytics account, Google can add an invisible tag to all traffic sent from Adwords allowing it to be monitored and analysed by Google Analytics.
Analyse your campaigns
Once the two accounts are linked, you can analyse the behaviour of your visitors based on the specific Adwords campaign that sent the traffic to your site. By looking at the behaviour of specific campaigns, you can determine if your website is delivering the products or services people expected from your ads. Do you have a high overall bounce rate? Perhaps your website does not clearly show people the product or service shown in your ad, so they leave and go elsewhere. Placing the featured product or service prominently on the landing page may help your conversions. Are most of your bounce rates good, however a few campaigns have unusually high bounce rates? In those cases, examine the times at which the ads are served, and the regional limitations for your ads. You may be able to fine tune your ad appearances to better target your market.
Analyse your keywords
By reviewing your metrics for each keyword, you will be able to tell not only which keywords are sending the most traffic to your site, but how that traffic is performing. High traffic with low engagement is not as good as lower traffic with higher engagement. Breaking out your Google Analytics information by the keyword that generated the traffic will help you to spot which keywords are accurately targeting your potential customers, and which may be too broad or picking up unanticipated matches. You can adjust your negative keywords to screen out these unwanted visitors to lower your costs and improve your overall return on advertising investment.
Analyse your landing pages
Your various offers should be directing traffic to specific landing pages fine-tuned for each offer. By analysing the performance of the landing pages, you can address issues of fine tuning. Perhaps it is not clear to the visitor how the product or service featured on the landing page addresses the promise of the ad. Or perhaps there is a problem with the coding of the landing page, so that it is not displaying correctly or taking too long to load. By analysing performance by landing page, you can determine if an issue is site-wide, or specific to a particular offer.
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