A widely accepted truth in the world of Internet Marketing is that PPC = Google Adwords. Since its launch in October 2000, it’s captivated the minds of advertisers around the globe with its brilliant features and its overall impact on businesses.

Whilst Adwords ensures that the PPC account manager gets a high level of reporting to ensure that the campaign performance can be bettered over time, it is of course limited to the data it has collected. A client’s website gets visits from a wide variety of sources and understanding these interactions can go a long way in improving the client website and marketing efforts to rake in more leads / revenue for them.

This is where Google Analytics comes in!

Google Analytics is a free web analytics tool that gives you a 360 degree view of your website. From which sources the visits to your website have originated from to what keywords have been used across the various search engines to the location of the visitor and even to the browser and connection speed!

Google Analytics tracks everything there is to know about a website from all sources, How does it help with PPC?

From a PPC perspective, Google Analytics gives us the ability to analyze the user experience once he/she has clicked on an ad and landed on the website. A page with a particularly high bounce rate tells us that this page isn’t giving the user exactly what they’re looking for when they clicked on the ad. In Page Analytics shows us exactly where a user has clicked on the page.

Combinations of such reports are used regularly by our team to analyze the performance of the website from a PPC perspective and recommendations are given to improve the usability of the website.

The team uses Goals, Filters to ensure that we are tracking everything is needed to make GA an effective tool for PPC campaign analysis

If you have an E-Commerce website, implementing E-Commerce tracking can give us detailed information on the products that are sold on the website, including precise revenue numbers, from all sources.

Google Analytics has a separate Adwords section that provides us with in depth statistics and trends for all our Adwords keywords, ads, landing pages and even the search queries that a user enters to interact with our website. Some of this information is present in Adwords as well, but with Analytics, these metrics are combined with elements like ‘Bounce Rates’, ‘Exit Rates’, ‘Average Time on Site’ can give us a complete picture and goes a long way in helping us optimize the PPC account.

Google Analytics: The PPC Impact

With all the various Analytics reports, we can make drastic changes to the PPC campaigns after analyzing the data. For example, GA reports enable us to understand the seasonality that can affect a clients business and we can be better prepared to control our costs during that the time of the year where the client historically performs poorly.

Similarly, the team regularly analyzes the E-Commerce reports to identify top selling products for our clients. This helps us target these products more aggressively and the team ensures maximum visibility for such products. We also make recommendations to clients about specific offers that we feel might help boost sales further.

Have PPC campaigns on Bing?

No worries, we can help you set up tracking in a way that your Bing Adcenter traffic gets tracked in Analytics and we can use GA to optimize those campaigns as well.

Worried that you don’t have Analytics setup for your website?

Our PPC team consists of qualified Google Analytics professionals who will help you setup your Google Analytics account and provide you with the necessary codes that would be required to be added on your website to allow Google Analytics to track all visits made.

For clients who have existing Google Analytics accounts, we do a thorough check of the entire account to confirm if tracking has been setup correctly.

Analytics Reports aren’t the only thing we customize, we’ve had a history of helping clients overcome tricky issues by creating out of the box solutions for the same.

Analytics is an essential cog in our PPC wheel and the combination of Adwords + Google Analytics puts you on a firm footing for SEM success.