Wednesday, April 29, 2009
Last week we looked at finding your ROI for AdWords and also identifying keywords that aren't performing well. This week, in the last part of our series, the Google Analytics team will take a look at keywords that bring in revenue and also how to use Analytics to improve your ROI overall.
Which keywords drive revenue?
Just like you did with your poor performing keywords, go to the AdWords Campaigns report and click down to the Keyword level. Once you are in the AdWords Keywords report, click in the Revenue column header (you may have to click twice) so that the highest revenue keywords are listed first.
The high revenue keywords may or may not be your highest ROI keywords. If your ROI shows that you are losing or making little money on a high revenue keyword, you might want to adjust your strategy.
Using Analytics to improve overall website ROI
This series has shown you how to use Analytics to identify low and high performing keywords, find your highest revenue keywords, and weed out low performing keywords. Now that you're familiar with Analytics, you might want to explore some of the other ways it can help you improve your website's ROI. Here are some suggestions for getting started:
- Use Analytics to create an optimization plan to improve the conversion rate on your site
- Track your email marketing campaigns with Analytics
- Expand your keyword lists using Analytics with Insights for Search and the Search Based Keyword Tool
- Follow the 9 steps to becoming an Analytics Emperor
- Hire a Google Analytics Authorized Consultant to handle all your tracking for you
That's it for this series. Happy tracking.