Web analytics tips that improve search engine marketing
Clicks, CPC, CTR, CPO–the world of paid search marketing is full of acronyms and numbers. Cutting through the data clutter is key to using analysis to your advantage.
I’ve already talked about ppc analytics when moving data from one agency to another. In this post, I’m sharing 4 quick tips to use web analytics to generate more money from your paid search campaigns.
#4 – Rank Your Results
Benchmarks are a great way to understand whether your campaigns are performing to their full potential. The easiest benchmarks to get come from your own campaigns.
Pick the key performance indicator that matters most to you, say cost-per-order, and rank from best to worst. Now, apply conditional formatting to values. One option is to setup the formula to color according to a particular cut off point. I like to have Excel highlight the top and bottom 10% (this is easiest in Excel 2007)
Now, dig into the data and start asking questions. Why do these campaigns perform best? Why do these campaigns perform worst?
#3 – Check Your Bounce Rate
It’s obvious that your landing pages matter. I heartily recommend you invest in multivariate testing (here are some multivariate testing tools).
Recommended reading for all Web Analytics Professionals – Web Analytics an Hour a Day
read full article here.
