PPC Agency - Using Analytics

As a PPC agency using all the tools at our disposal to improve our client's campaigns is integral.

Google Analytics has so many uses you could write a dissertation on it. For example, you can use Analytics to run a Map Overlay report to determine where your ads are converting the best even down to a city level. If you have been running your PPC campaign for a while and it has never converted in certain areas you may want to exclude these areas. On the flip side if you have had great success in other locations you may want to break them out and focus more on key areas with location specific campaigns.

If you are using the content network and if you are a PPC agency you probably should be. Analytics can also tell you which sites are driving the most conversions. Pulling a Referring Site report and looking at the conversion rates of certain placements can greatly enhance your campaign. You can then import this report into your Adwords campaign.

Analytics is predominantly concerned with how and what people do on websites. However it can also be used to discover poor performing keywords in your Adwords campaign. In Google Analytics you can pull Adwords reports to look at campaign performance. You can look a graph called Compare Site Average visualisation. You can sort this information by visits and segment by bounce rate %. Bounce rate shows how many people left your site after only viewing one page.

If a campaign has a high bounce rate you can delve deeper and find out, which particular ad groups and keywords have a high bounce, which could be costing you money. I must caveat this by saying that if your landing page is primed for conversions then maybe visitors have all the information they require to convert using only one page. Please take into account the conversion rates of your campaigns.

There's so much more that can be done with analytics the best thing to do is have a look around and play.

If you would like know more about BDR's PPC agency service please contact Louise today!