In this Google Analytics Workshop, discover five ways analytics make paid search campaigns better by providing a comprehensive view of their performance from start to finish so that you can understand which ones are converting prospects into customers.

1. Google Analytics
Workshop:
Five Ways Analytics Make Paid
Search Campaigns Better
Presented by KeywordFirst

2. Google AdWords Metrics
• Google AdWords quantifies the basic performance of your digital
marketing program and allows you to see conversion rates, opens,
clicks, impressions and more.
• These valuable metrics reveal the effectiveness of your digital
marketing efforts – i.e., showing how you are driving traffic to your
website or landing pages.
• But, what happens after those visitors arrive? How do you know if
your campaigns have converted prospects to customers?

3. Why Use Analytics?
Discover the True Performance
of Your Paid Search Campaigns
Analytics packages allow you to track visitor behaviors
throughout their visit on your site to understand how well
your paid search campaigns are working and which ones
are turning browsers into buyers.

4. Why Should You Use Google Analytics?
•Why should you use Google Analytics?
• It’s the only free tool.
• It’s tightly integrated with Google AdWords, so it can easily provide
a comprehensive view into the performance of your campaign(s)
from start to finish.
• Having the Google brand behind your campaign analysis lends
instant credibility.

5. Important Google Analytics Metrics
• Google Analytics provides a lot of information, making it important to
focus on some of the most valuable metrics, which include:
 Bounce Rate
 Average Session Duration
 Number of Pages Visited Per Session
 Individual Page Performance
 Cross-Platform Performance

6. Important Google Analytics Metrics
Metric 1: Bounce Rate
•The number of visitors who hit your landing page and then left without
going anywhere else.
•A high rate is an indicator that you’re either attracting the wrong people
with your ad or there is a problem with messaging on your landing page.

7. Important Google Analytics Metrics
Metric 2: Average Session Duration
•The amount of time someone spends on your site is another good
indication of the effectiveness of your campaign, especially if you’re
selling a more complex or considered purchase.
•Higher average session durations usually indicate that you’re attracting
the right visitors with your ad(s), and they’re engaged with your content.

8. Important Google Analytics Metrics
Metric 3: Number of Pages Visited Per Session
•Another good measure of how your content or company engages
visitors to your site.
•People who are taken to a landing page and then begin looking at other
pages on your site are high-value prospects worth pursuing heavily.

9. Important Google Analytics Metrics
Metric 4: Individual Page Performance
•Google Analytics allows you to track conversion events, such as the
number of times visitors download a white paper or click a button to go
to a third-party partner’s site.
•This helps you to put a dollar value on each page, so that you can
understand which ones should receive more attention (i.e., be the target
of more campaigns) and which ones you should eliminate or change.

10. Important Google Analytics Metrics
Metric 5: Cross-Platform Performance
•Important for businesses involved in omnichannel marketing.
•Google’s Universal Analytics allow you to measure performance across
devices to provide a more accurate measure of total campaign
performance, especially in the critical conversion phase.
•Allows you to see how well your entire digital marketing campaign is
performing and avoid the trap of last-click attribution.

11. Get a Little Branding Insight Too
• Information gleaned from Google Analytics can also help you
improve your branding campaigns all of the way down to the page
level.
• Use this data to make more-informed decisions about your budgets,
bids, landing pages, ad copy and other program elements.

12. Maximizing Google Analytics Data
• Google Analytics can provide an overwhelming amount of data.
• It’s important to understand exactly which key performance
indicators are driving your business and set up dashboards for
tracking and focusing on those metrics.
• The Google Analytics site has a number of great tutorials to help
you understand how to best implement it.

13. Summing Up
• Analytics packages allow you to track visitor behaviors throughout
their visit on your site, understand how well your paid search
campaigns are working, and discover which ones are turning
browsers into buyers.
• Google Analytics is a great choice because it’s free and tightly
integrated with Google AdWords, so it can easily provide a
comprehensive view into the performance of your campaign(s) from
start to finish.

14. Summing Up (continued)
• Five of the most-valuable Google Analytics metrics include:
 Bounce Rate
 Average Session Duration
 Number of Pages Visited per Session
 Individual Page Performance
 Cross-Platform Performance
• It’s imperative to set up dashboards to track the key performance
indicators important to your business so that you don’t get
overwhelmed by the amount of data available.

15. Resources:
Google Analytics article on MarketingProfs
http://bit.ly/PaidSearchSherlock
See “Last-Click” Clutch post on our FirstWord blog:
http://bit.ly/LastClickCrutch
Google Analytics tutorials
http://bit.ly/GoogleAnalyticsTutorials
Contact:
Mark Smith
http://keywordfirst.com/about-us/our-team/
Co-Founder, KeywordFirst
Mark@KeywordFirst.com