How Google Analytics Can Boost Your AdWords Performance
Google Analytics has been around since marketers demanded for a tool that they can use to
measure the success of their internet marketing. A search engine marketing company
commonly uses it to improve pay per click initiatives. Recently, Google left Internet
marketers a buzz when it incorporated statistics directly into AdWords.
Setting Analytics and AdWords
Setting up Analytics in AdWords is a breeze. You can ask an SEO agency to do this for you or
you can do it yourself. Just follow these simple steps:
1. Log in with an account that is admin for both AdWords and Analytics. From your
AdWords account, go to Analytics using the link provided. Proceed to the Admin
2. Access the account on the breadcrumb to ensure that you are in the account level
and not on the profile or web property.
3. Proceed to “Data Sources” and connect your AdWords and Analytics accounts.
4. Select “Customize Columns” and go to the Google Analytics tab.
5. Add the three columns namely bounce rate, pages per visit and average visit duration
(seconds). Add these columns for keywords, ads, ad groups and campaigns.
6. The columns or the data may not be available immediately and you need to wait for
a few days to get this rolled out in your account.
Making Sense of Analytics to Enhance Your AdWords Performance
After the columns and data appeared, it’s now time for you or your partner Internet
marketing agency to interpret the numbers to help you enhance your AdWords performance.
As mentioned above, there are three key things to look out for: bounce rate, pages per visit
and average visit duration. Let’s go through them one by one.
This is a pretty simple measurement. Bounce rate is basically when your site visitors only
view one page, either your home page or landing page, and don’t bother exploring other
pages. The higher the bounce rate, the lower the level of engagement. You want to bring
down this number down. If you have two keywords leading towards the same page but
having two extreme bounce rates, then you have to rethink your strategy with your search
engine marketing company on the keyword that is giving a high bounce rate. This is
indicative that you are not able to target the right audience using this keyword.
Pages per Visit
Take note that the number showing under this column is a mean average which means it is
computed by adding up the total pages visit then dividing it by the number of internet users
who visited the site. So, if the mean average is 3, you cannot say that a person visits at least
What you can do is to ask the help of an SEO agency to interpret this for you as it can be
tricky and it can give you a bloated sense of success.
Again, this is another tricky component because Analytics does not take into consideration
the last page visited. What if you have an information heavy site and the behavior of your
visitors is to read a page extensively – which could happen to be the last page – and then
leave. It won’t be counted and can bring down your numbers easily. Don’t go blaming your
search engine marketing company. This is really just how things work.
The Relation between AdWords Performance and Analytics
Looking at these numbers will have a real impact on long tail campaigns for which
conversion data might not be available. For example, while the exact correlation between
bounce rate and conversion is not established, it is safe to say that a high bounce rate will
lead to little or no conversion. At the end of the day, this will help you in bid management
and effectively allocate resources.
Author is an Internet marketing expert and wants to share his knowledge with people who
are about to hire an SEO company for their business. He has also given words to many
articles where one can find the latest trends popular in SEO agencies.