Google’s Dan Friedman recently took to the Google AdWords blog to discuss new integration between AdWords and Google Analytics. As David A. Utter reports for eCommerce Bytes, Friedman also shared a few tips for how users could benefit from the data gleaned from Analytics.
High Engagement Groups
Analytics allows you to discover ad groups that, on average, stay on your site longer and visit more pages per visit. Typically, those numbers would suggest a group with high levels of engagement and one that would give you great returns with an increase in your ad budget.
High Engagement, Low Conversions
You may notice a group or page that seems to have high engagement, but isn’t yielding enough conversions. Use this information to target those users with promotions or any other way to light the fire beneath them and get them to turn into a conversion.
Short Visits and High Bounce Rates
Monitoring for pages that aren’t doing so well is important too. But you can turn a negative into a positive. If you notice a certain page isn’t yielding the results you’d hoped for, use that page for A/B testing. You may discover a way to improve your site as a whole.