Want better information about where visitors to your site go, after they’ve clicked on your AdWords ads and reached your site? Google is now offering the ability to link your Google Analytics account to your AdWords account. 

The free Analytics tool is used to track website traffic. By integrating it with AdWords, a site will have access to Bounce Rate, Pages Per Visit and Average Visit Duration columns right in the AdWords interface.

Disappointing Conversions?

Google notes that, even if you’re doing everything correctly -- “you’re writing amazing ads, making just the right bids, and even honing in on your customers through location targeting or other advanced techniques” -- and you’re getting a great clickthrough rate, you could be getting a disappointing number of purchases.

The technology giant points out that Analytics’ information can help a site owner determine at what point in the site customers are leaving, and what pages are helping to convert visitors into buying or take some other desired action.

Once Analytics is set to work with AdWords, Google suggests several ways to use the information. For instance, you can sort ad groups to find out which ones help deliver visitors who stay longer on the site -- and then buy more ads like those. A site could also discover that certain ads or keywords have great engagement results but low conversion rates, and could compensate by adding coupons or discount codes or take other steps to increase the emphasis on calls-to-action.

Example Use Case

The Analytics data could also indicate which ads have badly matched landing pages for a specific ad or keyword, and a user could set up a filter to monitor that path and set up A/B testing for an alternative landing page.

To show the value of the Analytics/AdWords integration, Google gives the example use case of an online flower seller. One of his AdWords campaigns is built around birthday flowers, with one group of ads and keywords using the theme of “birthday bouquets,” and the other using “birthday flower arrangements.”

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An analysis of clickthrough rates (CTR) shows that “bouquets” gets more clicks than “arrangements,” but, once the Bounce Rate column is added to the ad group report, it turns out that “bouquets” also has a higher Bounce Rate. In other words, the visitors through “bouquets” are not staying on the site to explore or buy. It turns out that “arrangements,” although its CTR is less, results in visitors who stay on the site longer.

Check out the new integration to see how it works for your company.