If you use Google pay per click advertising (Google AdWords) as part of your marketing strategy, you may not be aware that you can see data about your campaigns in your Google Analytics account. Linking your Google AdWords account to your Google Analytics account takes only a minute and can tell you which of your keywords are driving quality traffic to your site.
Start by reading the Google support article on how to make the link. The article is here http://support.google.com/adwords/bin/answer.py?hl=en&answer=1704341
Once that is done, wait a day or so and navigate to the Advertising section of your Google Analytics account. There you will be able to see a lot of valuable information…
Of particular interest is which keywords drive visits that don’t bounce (i.e. don’t view one page and leave) and that have a significant duration. Below we can see that visits we receive from the keyword +dynamics +crm + 2011 +email +marketing have an extremely low bounce rate and spend a lot of time on our site. This insight may not be surprising but it is validating and encourages us to optimize even more heavily around this search term.
By the way, if you are wondering what the + signs are doing in front of the key word terms, think of them as ‘lock’ icons. By adding them in place we are ensuring that those words, or their close cousins, must be included in the visitors’ search query (i.e. what the visitor searched on) in order to trigger our ad to be shown. This is called the ‘modified broad match’ option. Without these ‘locks’ a visitor could have searched on ‘crm email’ and potentially triggered our ad. Since the term ‘crm email’ is way too broad for our tastes we do not want to spend money on those clicks.