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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
Keywords are obviously an important thing to analyze when we are talking about AdWords strategy, and we have a dedicated report here in the Advertising section under AdWords. Depending on the question we are trying to answer, there are a number of legitimate ways to analyze this. Certainly I want to see which keywords I am bidding on that are triggering the most ads and bring in the most visits. Now keep in mind what we're seeing here is the bid term, not necessarily the actual keywords typed in by the searcher. One of the most important questions to answer in regarding our bidding strategy is, how much should I be bidding on a particular term? Obviously much that will depend on how much the term is worth to us and Per Visit Value is designed to answer just that question of how much is an individual visit worth to us in terms of value.
You can find that here under the Ecommerce tab. Now google store is one word, and android notebook are two obviously very different terms. They both bring about the same amount of visits. So if we were simply ranking these on visits, we might think that they are similar. But look at the difference in swing between values that they represent. And this is certainly not an AdWords course, but suffice it to say that no two keywords will perform exactly alike and the subtle difference is in connotation and motivation can have wildly different values to me as a web site owner.
In this case, we know that the person looking for a specific product is far more likely to make that high-value purchase. There's actionability everywhere in these reports: adjusting individual bid prices, adjusting ad text, negative keywords, the list goes on. Utilize this report and the other reports in the section to see if you have any bid terms that are underperforming or overperforming.
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