Whether you’re running pay-per-click campaigns as an agency professional or as an in-house marketer, Google Analytics offers invaluable insight to show you how people are engaging with your site after the all-important ad click. By analyzing this data, you can identify places for improvement, determining ways to edit campaigns to reduce costs, improve performance on your site from ad visitors, and, ultimately, increase conversions.
Below we will focus primarily on Google AdWords, as it is the most popular PPC platform for many marketing professionals. Thankfully, to begin working with this data, Google makes the process of integrating Adwords and Analytics data fairly simple.
Let’s dig in!
Where do your best leads come from?
That’s a critical question for every marketer, agency and business owner. And as the resident analytics guru, it usually falls to you to answer that question.
Unfortunately, it can be a frustratingly difficult one, particularly when our customers don’t convert on their first visit. For example, a new customer may have visited your site via organic search when he made a purchase. However, his first visit to your site came yesterday via a PPC ad. Reporting on only the last click means not reporting the correct story.
How can you properly credit the PPC ad as the source of this customer and not attribute him to organic search? In Google Analytics, the multi-channel funnel reports can be a big help.
Among all the ways people reach your site, organic search traffic sends many of the most valuable visitors to your business. That’s because organic search attracts people who are specifically looking for the products or services you offer, and gives you the opportunity to show yourself as “the best answer” through targeted content and messaging. This opportunity means that, of all your visitors, those attracted from organic search may be the most likely to become customers, so it is important to have a strategy in place for reaching them.
An effective organic search strategy begins with a thorough understanding of how people are finding your site in the first place, and discovering where you can make improvements to further engage them. Thankfully, there are a number of useful Google Analytics reports and segments to help you gain insight into organic visitors.
If your organization uses both Google AdWords and Google Analytics, you’ve probably noticed differences in the data they report. We’ve all struggled to reconcile the clicks reported by AdWords with the traffic stats we see in Analytics. We’ve all wondered why the PPC team reports higher conversion rates from AdWords than we are seeing in Google Analytics.
It’s not quite like comparing apples and oranges, but AdWords and Analytics do report data differently. As the resident data guru in our organizations, we need to dig into the meaning of the statistics reported by each to understand these differences. With a little investigation, we can resolve the differences in the data these tools report, explain those differences to our organizations and ensure that business decisions are made based on a proper understanding of the data.
Whether you’re an in-house analytics expert or a web marketing professional working for an agency, it is your job to help your team understand how the website and/or their marketing is performing. That means fielding questions from people who care about what’s happening, but who don’t know what data to look at themselves or even that the data exists in the first place.
For example, your internal sales leader may be knowledgeable in forecasting revenue and building out a quarterly plan, but he or she may not know how to find the most applicable stats in Google Analytics or that there is even information in Google Analytics that could help create that plan.
Below are a few questions your CEO or marketing manager may ask to learn how a website is performing. As an analytics professional, it’s your job to translate their request and point him or her in the direction of stats that matter.