As a full-service London PPC agency, we know that running a PPC campaign without monitoring Google Analytics is like walking while blindfolded; it is not possible to know if things are going in the right direction.By connecting Google Analytics to Google Adwords you will be able to obtain valuable insights on how your campaign is doing and what needs to be improved. The main things to look at are:
- Keyword engagement
- Landing page engagement
- Keyword conversion rates
- low relevance for the user, or
- poor landing page content and/or design.
Poor engagement is usually caused by low relevance or poor page content/design.If the majority of terms are not performing it is likely that either your keyword research is inaccurate (see our previous article for guidance on this), your ads are misleading, or your landing page is not performing well. Addressing these will improve your campaign. Conversion Look for keywords that are generating sales and think about how to improve their performance:
- reducing the cost per conversion (CPC) by making slight decreases in the maximum CPC until you find the optimum value
- increasing the CPC to generate more impressions of your ads and achieve a higher avg. position.
Look for keywords that are generating sales and think about how to improve their performance.Getting the right keywords and converting them to sales is a fine art. It can also be time consuming - unless you've contacted an Adwords agency UK. If you are new to Adwords then seeking advice and assistance from your PPC management agency London will give your PPC campaign a better chance of success.