Paid search and Google Analytics work hand in hand in so many ways (including right there in the AdWords interface). This month’s series week is all about how you can make the most of Analytics in your account, whether that’s with content experiments, event tracking or custom reporting. We’re going to find all of the ways that you can get even more insight into the clicks that you’re paying to get. Read Here.
Hopefully it comes as no surprise that Google AdWords and Bing Ads interface data are not the end-all-be-all of PPC analysis. To kick off this month’s series on Google Analytics, I thought it might be a solid start to review a handful of the standard reports available in GA that you can (read: had better be) using to optimize your paid search campaigns.
The one thing I will say is that for the purpose of this post, I’ll mostly be looking at data for paid search traffic. To filter down to this layer and be sure you’re only looking at Analytics numbers for what you’ve sent through via PPC, you’ll need to go to the Advanced Segments tab at the top of the Analytics interface. From here, simply select the ‘Paid Search Traffic’ check box, hit Apply and you’re set.
When I’m looking at all traffic data, I’ll be sure to mention it in that section.
Now that we have that settled, here are the Analytics reports I recommend you take a look at to further optimize your PPC strategy:
This one we can keep kind of short and sweet. When filtered down to only PPC data, the heat map report that comes up to show what countries are coming through your paid search ads is really helpful. It lets you see what areas you may not be targeting or optimizing for already and come up with a new strategy for those regions. Yup, that’s it!
Traffic Sources – Sources (**ALL TRAFFIC ANALYSIS**)
I periodically dig in to the All Sources report to see which of my traffic sources has the highest bounce rate, or the highest percentage of new visitors. From these two reports you can get some ideas of which sources may need more specific remarketing strategies set up to target and bring back in to the site/funnel. You combine the bounce rate with new visitors and you can narrow your focus to those sources with the biggest total traffic impact.
Further, you can see referral sources in this report, which can help you see where traffic may be coming in to the funnel from new(er) places that you may need to begin strategizing around more directly (i.e. LinkedIn, etc.). Read More.