How do I actually use Analytics to optimize AdWords?

Monday, October 13, 2008 | 1:29 PM

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Google Analytics is full of insights that can benefit your AdWords account, and your business. To help you make the most of this information, we've started an introductory video series called “Google Analytics in 60 Seconds.” The first two videos explain two easy ways to refine your targeting. You can find them below and as part of the Google Analytics Conversion University playlist.

Location, Location, Location
Now, you no longer are flying blind when you target your campaign by location in AdWords. Use the Map Overlay report and location data within Analytics to see, geographically, where your visitors are coming from – or where they aren’t coming from. You can then use this information to refine your AdWords marketing with location-targeted campaigns to build your business.




Note: You can also use the recently launched Geographic Performance report within AdWords to see similar information, but it currently does not have a visual component nor includes some of the metrics available in Analytics, such as time on site and bounce rate.


Improve Your Placement Targeting
The Google content network is the largest contextual advertising network in the world, comprised of high-quality websites, news pages, and blogs that partner with Google to display targeted AdWords ads. And within AdWords, you can hand-pick which sites you'd like your ads to run on by creating a placement-targeted campaign. But how do you know which sites to pick? If you knew which sites were already sending you high value traffic, why not run your ads on these sites? This video will show you how to use Google Analytics to identify the best sites by using the Referring Sites report.




More to come!
There are a number of easy and effective ways to use Google Analytics with AdWords – whether you want to identify the best keywords, save money on bidding, expand your business or refine your campaigns – and we’ll post more of these videos soon!