Learn Analytics Functions For Paid Search


Data is the key to success in many cases – specifically in marketing, and especially in paid search. This is no surprise – we’ve even covered it before – but many of us still get tripped up in exactly how to use data to improve our marketing strategies. What’s one source of data that we should all be using a little more? Google Analytics.

Today, let’s focus on the importance of Google Analytics for paid search success:

Quality Score

Though there’s no exact recipe for success in paid search. Your Quality Score is the closest determinant of how likely you are to succeed. Quality Score is determined at the keyword level. The keyword Quality Score is comprised of different measurements, including: expected click-through rate, ad relevance, and landing page experience. There are important elements of your strategy that can be tested and examined in Google Analytics, all of which tie into your Quality Score. Your QS can determine how your ad ranks and how much you pay for a keyword relative to your competitors, and it can continue to change (so you have to stay on top of your game!).

Important Metrics

Let’s discuss the metrics you should pay close attention to in Google Analytics, as they could be determining or affecting your Quality Scores, and therefore your entire paid search strategy. Check the below out for your campaigns/keywords to get a good idea of where you need to do the most work:

  • The Bounce Rate on Your Landing Page – Your landing page experience affects your Quality Score and your Ad Rank– and therefore the costs of your advertising. Though bounce rate is not a “technical” factor for determining your Quality Score, it is a reflection of the user’s experience on the page which is what really matters. Ensuring your bounce rate hovers somewhere below 40% (according to Search Engine Land) is important for success – and viewing this important metric in Google Analytics will help you to understand what is working and what isn’t. Testing two different landing pages? Each page’s bounce rate should be an important factor.
  • Time Spent on Site – Time spent on site is actually a great indicator of whether your ad was relevant or not. If someone clicks through to your landing page from your ad, it means they are likely interested in your product and what your ad had to say. If they stay awhile, chances are your website is true to your ad’s message. If users spend very little time on your site, you may want to adjust your campaign to be more relevant to what you sell or do to try to capture a more interested audience.
  • Click-Through Rate – Click-through rate is an important element of your Quality Score, according to Search Engine Land, it can be “the second-strongest predictor, accounting for 1.6 to 2.4 Quality Score points.” If your click-through-rate is less than stellar, you could end up paying more for a keyword than your competitors. So, you might want to take a look at what you could be doing better to entice your potential customers.

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