When I was a Google conversion event in Dublin over a month ago, Justin Cutroni did a great talk on Google Analytics and some of the new features and benefits, one of which was quite new to me – Google Adwords. This reporting feature of Google Analytics has somewhat moved on in recent months.
In order to firstly benefit from the reports in Analytics you need to ensure that
your Google Adwords account is linked to your Google Analytics account. You can find out how to do that here. On top of this, you’ll also want to make sure you’re tracking your conversions either through eCommerce tracking or specified goals you’ve defined. If you’re not sure on how to do this, contact me or Phil for help.
To actually navigate to the report within Google Analytics, head to: Acquisitions > Adwords.
Please note: I’m only going to mention the areas of this report that are of interest to me – I’m not going to touch on every feature of this report!
Key Features of the Google Adwords report in Google Analytics
This report pulls all your Adwords campaigns into one view and cross references them with standard Google Analytics data including: visits, pages per visit, visit duration, bounce rate%, number of goal completions (conversions) and Revenue (if you have eCommerce tracking enabled). For PPC guru’s such as our very own Filipa Soares, having this website insight with your inbound paid activity is ideal. In most scenarios you can start to look at your bounce rates to prioritise your landing pages in terms of areas for improvement. The ‘Clicks’ option in this report is also
a very useful feature which pulls in your revenue per clicks, ROI and margins – the margin feature is very useful in determining profitability of campaigns.
Bid Adjustments Report
The bid adjustments report enables you to tweak your Adwords campaigns by certain percentage levels on particular days. The default view within this report is a large matrix split by PPC campaign in the rows section with your chosen metrics in the columns. I’m a fan of the default view when you access the report as by default you’re able to expand each campaign and see a device breakdown, with the cpc’s, revenue and other conversion metrics by device type.
Once you’ve had enough of this select ‘Secondary Dimension’ > ‘Adwords’ > ‘Ad Schedule and Bid Adj’ – this gives you a insight into how you should adjust your bids by time of day and day of week. This data, to my knowledge is pulled from conversion info and tells you how you can influence your Adwords position to maximise your conversions on particular times of day per campaign. Increases and decreases in bid are suggested across the account. I have yet to act on this data, but would be great to see some actual results!
Matched Search Query Report
This report has been around in Adwords for some time, allowing you to see all the user-based queries that would trigger an impression and/or click – from here you’re able to see full user search queries that are sending actual visits to your site via PPC. This gives you an eyes-on profile of the long-tail search queries that Adwords are picking up. Here you can look at your conversion data and look for investment opportunities, or expose new potential keywords you should be targeting, for either your PPC campaigns, or your SEO, or you could of course just find negatives you should be adding which have high bounce rate and don’t drive any value.
For SEO’s this makes life easier, as you can just login to Analytics as opposed to Adwords to find this data.
Another useful report; Keyword positions lets you segment your paid keywords by different dimensions to see what positions these keywords produce in terms of conversions. If you have a dedicated body looking at your PPC account all the time, then you’re probably not going to worry using this report, but if you’re plate spinning, this report helps you visualise how your various keyword positions are performing.
So in the above example, we can see this particular keyword is actually driving more conversions from being in position 3 of the search results. Applying this information back into your paid search account could save you some good money whilst still driving good conversions, improving your efficiency. In many cases, having position 1 in the paid keyword rankings is going to be driving the most conversions based on sheer CTR and traffic, but you could certainly uncover a few insights here at the same time.
There you have it! A quick snapshot of the Google Adwords report in Google Analytics and how you can benefit from using it! Enable it today if you haven’t already and get cracking! If you have any positive or negative experiences of using this report, or simply think i’m missing some key elements please feel free to add a comment below!