Whether you’re running pay-per-click campaigns as an agency professional or as an in-house marketer, Google Analytics offers invaluable insight to show you how people are engaging with your site after the all-important ad click. By analyzing this data, you can identify places for improvement, determining ways to edit campaigns to reduce costs, improve performance on your site from ad visitors, and, ultimately, increase conversions.
Below we will focus primarily on Google AdWords, as it is the most popular PPC platform for many marketing professionals. Thankfully, to begin working with this data, Google makes the process of integrating Adwords and Analytics data fairly simple.
Let’s dig in!