Posted by Andrew Sandoval, Associate Account Manager Google Analytics is a powerful tool for paid search advertisers and any webmaster looking to dig a little deeper into their site’s traffic. Linking your paid search accounts in AdWords to Google Analytics will provide additional details about the behavior of your paid search traffic. It can provide valuable insight into the paid search click, allowing marketers to see the bigger picture of customer web experience and optimize programs accordingly. The following metrics become available through a linked Google Analytics account. Let’s dig into a few specific stats and see how simply scratching the surface of the data Analytics provides can help focus search programs for increased productivity and efficiency:
The interpretations of this stat and resulting recommendations will differ on different sites and types of landing pages, but a high bounce rate should always be addressed. Sometimes a landing page might have a significant bounce rate simply because the landing page gives the user two choices: convert or leave. It’s important to remember that landing page strategy is different for all types of accounts, and it must be taken into consideration before reading too much (or too little) into the bounce rate stat. The opportunities available through linking AdWords accounts to Google Analytics go far beyond what I’ve described here, but this simple introduction to new stats should provide a good jumping off point to explore the tool. The Analytics interface is extremely similar to AdWords so users should feel comfortable quickly. With the ability to create custom reports, establish goals, and quickly place stats against site averages, the Analytics suite is a very powerful tool when linked with paid search programs. To learn even more about your traffic, ClickStream and ChannelStream attribution models (offered by Performics) provide behavioral tracking of your paid search and display programs and further analysis on how these efforts interact.