Adwords & Analytics: A Match Made in Heaven… or Cyberspace

Beau here, blogging live from the Orange Room.

For the last week I have been working on a PCC campaign for an eBoost client. I had some great instruction from the man, the myth, the legend, Nick Urbani – and let me tell you that I couldn’t have done it without his help.

After a little instruction I was given the task to “trim the fat” from an existing PPC campaign. Of course the first thing that popped into my head was, “Ok I got it… but how do I do that efficiently?”

That my friends, is where Google Analytics came into play. There is a feature under ‘Traffic Sources’ that lets you evaluate the strength of a keyword or keyword modifier. I was evaluating modifiers based on a “Per Visit Value.” Basically, how much revenue did this modifier help bring to the site. I chose to evaluate “Search Engine” traffic sources under the “E-Commerce” tab, while only analyzing “keywords” under the “Dimensions” tab. This way, I would only evaluate search results that drove revenue to the client website using PPC (Pay-Per-Click) ads.

Let’s just say that I would be blogging about this next week or next month had it not been for this keyword evaluator. Evaluations can be made of the traffic sources from a variety of areas through Google Analytics such as: Direct Traffic, Referring Sites, Search Engines, Keywords, Adwords, etc.

I gathered my information from Search Engines, and then further narrowed it to analyze only e-commerce traffic.

In a nutshell I realized exactly how powerful Google Analytics can be. The more information I think is going to be hard to find, the more Google seems to have an easy solution.

Thanks for tuning in to another edition of the eBoost Interns blog. See you next time!

-Beau