Marketing on Internet Road 

Google are rolling out new set of Adwords reports on Google Analytics. Still carries the indication of “Beta” but it seems it was worth waiting.

For Adwords advertisers, this seems to make the difference in analysis. A lot of data we were struggling to find on Adwords reporting center should now be available where it belongs – on Google Analytics.

Running an Adwords campaign is not only on reading the CTR of a keyword or an ad. In order to improve those conversions of ours we need to dive deep and understand what were the next steps of the campaign *on our website*. According to the announcement of Google, this is exactly the intention with the new reports.

So, if you have connected your Analytics and Adwords account correctly, signing in to your Analytics account will show you the new AdWords section, under the “Traffic Source” menu.

A click on the link will open the sub-menu with 7 reports, some of them as they appear on the previous Adwords reports and some new ones.

The real beauty – and this is new in Analytics – is in the Overview report: the guys from Google took a real effort to speak in a very simple language and to put links to very (and again – very) interesting reports by placing questions that any advertiser should ask him.
I will aim to put much more details on the various reports and options in future posts, but one that I couldn’t hold myself back from is the Search Queries report (“what do users search for to access my site?”). This highly useful report is now made available on Analytics and shows you a step further from only the keywords that drove traffic: the actual search queries used by the visitors that triggered the keywords you are using that brought traffic to your website. All of this, along with visits data such as bounce rate, time on site, goal conversions and more. Talking about valuable insightful data!

There is no doubt this is a great enhancement to the usage of Google Analytics on a holistic approach of a website owner and surely for Adwords advertisers. Enjoy!