You work hard to track, analyze and optimize ad campaigns to keep your clients ahead of the curve. To help you efficiently and effectively collect and analyze these metrics, we headed out to the street (ok, it was a quick trip through the office) to hear what the Agency Team's Analytics experts had to say. Here are some recommended reports and best practices straight from the experts' mouths:
- I love creating keyword clusters in Advanced Segmentation. I choose "Keyword" as the segment and then type in a keyword fragment that captures the essence of a cluster. For example, if I wanted branded keywords for a Google property, I would do "Keyword" "contains" "goog" (just in case there are misspellings), and for non-branded it would be "Keyword" "does not contain" "goog". Here's a video to learn more. Pretty powerful stuff. - Jesse N.
- My advice is to set up Site Search. It's simple to do, gives you a finger on the pulse of your audience, and can guide optimization and testing strategies. Learn what users are looking for and identify good keywords for your accounts. See what users have or have not found, and use the information for ad text optimizations, A/B inventory tests, or internal site search improvements. - Eddie H.
- I often create an Advanced Segment that only shows Google AdWords data. You can then look into any report and see what's working well and what can be improved with campaigns, specific landing pages, or geographic targeting. - Cassie P.
- Check the Referring Sites report for your own domain name. If it looks like you're your own top referrer, you're doing something wrong. Check for badly tagged/untagged pages. Make sure redirects aren't causing your PPC traffic to get miscategorized. Ensure you're set up for subdomain tracking if applicable. - Brian K.
- My vote would be for Custom Reporting. You create your own report and see data the way you want to. You can also save custom reports, add them to your dashboard or schedule them to be emailed to you. - Kelley C.
For additional resources and answers to your frequently asked questions, visit the
Google Analytics Help Center or check out the Google Analytics learning resources on
YouTube. For more posts on how to get the most from Google Analytics, check out the
Google Analytics Blog.
Posted by Agency Ad Solutions blog team
