This document provides an overview of how Google Analytics can be used to optimize AdWords campaigns. It discusses setting goals in Analytics and linking it to an AdWords account. It then demonstrates how various Analytics reports can be used to identify profitable keywords, locations, referral sites, and opportunities to improve pages. These include the Map Overlay, Traffic Sources, Site Search, and Bounce Rate reports. The document uses a fictional example of a Google Store to illustrate how the owner Sergey can utilize these Analytics insights to expand his business.

1. Google Analytics
Optimizing Adwords Campaigns with Google Analytics
Lianne Mateo and Iris Cheng, Google Analytics Specialists
Google Confidential and Proprietary 1

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3. What are your AdWords goals for 2010?
“I want to open my email
every morning and see
at least 3 new orders” “I’d like to increase
sales by 15%”
“At least 40 visits to my
website every day”
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4. Improving Online Campaign
Performance
Google Confidential and Proprietary 4

5. The Google Store Story
SALES
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6. The Google Store Story
Linked AdWords to Analytics & set up his goals.
Enabled E-Commerce and Site Search
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7. Sergey asks...
Where are my visits and sales coming
from?
Should I be running a global campaign or
should I focus my efforts on specific
markets?
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8. Which Markets Are Interested?
Map Overlay Report
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9. Which Markets are Interested?
Singapore Singapore
Total Visits: 7,835
Total Visits: 7,835
0.26% Goal Conversion Goal Value: $0.08
Per Visit
20 visits have completed an Visits: $626.80
Total Value of
order.
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10. Which Markets are Interested?
Singapore:
Total Revenue: $837.41
Thailand:
Total Revenue: $1,308.13
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11. Which Markets are Interested?
Making Sense of Your Data
Thailand If you can optimize your
Total Visits: 2,901 account to double the
Per Visit Goal Value: $0.11 visits from Thailand…
Total Value: $319.11
Total Value of Visits
$638.22
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12. SERGEY’S NEXT STEPS
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13. Sergey’s Next Steps
1 Add Thailand and other profitable countries/cities
to his AdWords location targeting.
2 Create a new campaign in Thai language.
3 Offer special discounts/promotions to further
increase sales.
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14. Sergey asks...
What keywords do customers use to find
me?
Are my keywords profitable?
I need more keyword cash cows!
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15. Expanding Keyword List
Traffic Sources Report >Keywords

16. Expanding Keyword List
Which keywords are profitable?
“google store”
Total Visits: 18,666
Per Visit Goal Value: $0.65
Conversion Rate: 0.84%
Revenue: $12,206.93.

17. Content Report >Site Search
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18. Expanding Keyword List
Site Search Report
“blogger”
“baseball”
“Google Apps Bumper Stickers”
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19. Expanding Keyword List
“10 13101”
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20. Expanding Keyword List
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21. SERGEY’S NEXT STEPS
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22. Sergey’s Next Steps
1 Find profitable non-paid keywords in the Keyword
Report and include these in his keyword list.
2 Include products users are searching for in his
keyword list based on the most searched terms in
the Site Search report.
Google store
Blogger shirt
Android shirt Keyword Bucket
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23. Sergey asks...
Which sites send me the most visits and
quality traffic?
Is Facebook my BFF?
What sites do my users visit before they
get to the Google Store?
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24. Where are my users coming from?
Traffic Sources>Referring Sites
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25. Where are my users coming from?
“sknife.blogspot.com”
Total Visits: 1
Per Visit Goal Value: $0.00
Conversion Rate: 0.00%
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26. Where are my users coming from?
Site Exclusion Tool
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27. Where are my users coming from?
“seopedia.org”
Total Visits: 200
Per Visit Goal Value: $0.24
Conversion Rate: 2.44%
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28. SERGEY’S NEXT STEPS
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29. Sergey’s Next Steps
1 Find websites which bring low-quality visits and
exclude them using the Site Exclusion tool in
AdWords.
2 Placement-target high-performing sites to
increase his ad exposure and potential sales.
Find similar sites by using Google Trends.
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30. Sergey asks...
Are my ads, keywords and landing pages
effective?
Is my website sticky enough?
Users, please don’t go!
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31. Bounces are Single-Page Visits
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32. Are Users Leaving My Site?
Ad Text
Keyword Landing Page
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33. Are Users Leaving My Site?
“google kids”
“google for kids”
Are they relevant to your landing page?
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34. Are Users Leaving My Site?
Is your best keyword linked to
your best ad text?

35. Identify High-Bounce Pages
Does my landing page match the
keyword and the ad?
Did I deliver what the users are
expecting?
Do I need to fix this page?
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36. SERGEY’S NEXT STEPS
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37. Sergey’s Next Steps
1 Analyze the relationship and performance of
keywords, ad text and landing pages. Make sure
all three are in sync.
2 Optimize keywords that have high bounce rates.
3 Experiment with ad text variations for best
performing ads.
4 Choose appropriate landing pages. If landing
page matches keywords and ad text, consider
optimizing the webpage (try Website Optimizer).
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38. It’s A Wrap!
Google Confidential and Proprietary 38

39. Are You Ready?
The 3 Things I Need To Do After This Event…
1 Link Your AdWords to Your Analytics Account.
2 Set your goal page and goal value.
3 Set-up e-commerce.
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40. Are You Ready?
The Five Reports You’ll Love
1 Map Overlay
2 Traffic Sources Report
3 Site Search
4 Bounce Rate
5 Goal & Ecommerce
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41. Thank You!
Google Confidential and Proprietary 41