I recommend watching this introduction video by Google about AdWords Analytics:
Google Analytics is a free service that Google offers that allows website owners to track very detailed visitor information about their website. You can view the Google Analytics section by clicking on the “Analytics” tab near the top of your Google Account.
In order to use Google Analytics, you are required to place a small code on each webpage you wish to be tracked.
This is a great tool to use for optimizing your website. Unfortunately, this tool is only available for website owners.
Analytics has so many features that it’s hard to mention them all. Here are some of the best features (in my opinion):
- Tells the location of your visitors
- What screen resolution, browser, color, and processors your visitors are using
- Number of returning visitors
- Webpages the visitors came from
- Conversion summaries
- Campaign performance
- Cost Per Click Analysis
For more information, you can always visit the Analytics webpage:
http://www.google.com/analytics/.
I recommend watching this video by Google that tells you how to set up your AdWords analytics for your account:
Unfortunately, this tool has not been extremely useful in targeting my accounts. It has only been handy one or two times for optimizing your website. If your website offers products where it would be nice to know locations and other visitor information, then I recommend this tool. I also recommend this tool to the website owners who don’t have tracking information from their web hosts. Otherwise I recommend staying with Google’s current Conversion Tracker tool.
Keyword Selection Tool
What makes this tool so great? This tool uses Google’s Quality Score and displays your best performing keywords based on their Quality Score. Then if you select a certain keyword Google will search for other key phrases that are related to that keyword and then allows you to add them to your campaign. Even if you think there is no possible way that you could be missing a keyword I would still highly recommend that you use this tool. You will be amazed at how many keywords you have overlooked.
This tool also allows you to type in keywords that Google didn’t find on your website. This way you will be able to find thousands of extra relevant keywords that you didn’t even think of.
Have you ever wondered how many advertisers were advertising for a certain key phrase or how many people were searching for a keyword? We all have, but now thanks to Google’s new Keyword Tool we can finally find this valuable information.
Google will display two different types of keyword lists.
- More Specific Keywords: This list is the list where you will find the largest amount of keywords that are most related to your campaign. You will probably select most if not all of these keywords to add to your AdGroup.
- Additional Keywords to Consider: This is the list that will contain more broad keywords. I would recommend reading over this keyword list, but you will probably not select as many keywords as you did in the More Specific Keywords list.
Keyword Tool Selection Options
Currently Google offers many different selection options for the keyword tool. These options are all very important to take advantage of because they will give you valuable information which can help you to generate more profit.
You can access the keyword selection options by clicking on the keyword tool button, entering a keyword or phrase (in the examples below I used the keyword “laptop”), and then click on the “Get More Keywords” button.
Keywords Only / Default Selection
This is the default keyword selection. It allows you to:
- View the keywords in alphabetical order
- Add the keyword to your list
- Remove the keyword from the list
- Notifies you if you already have the keyword in the same AdGroup or Campaign.
- Displays Search Volumes and Advertiser Competition levels.
I would only recommend using the “Keyword Only” selection if you are an absolute beginner and are feeling overwhelmed with the keyword selection process.
Cost / Ad Position Estimates Selection
The Cost and Ad Position Estimates selection gives you a rough estimate of your Average CPC and/or your Ad Position. Notice I said a rough estimate. Google’s ad cost and position estimates are usually very far from accurate. Look at the above screen shot for an example of what I mean. It would be very difficult to receive a first page ad position for the keyword laptop and notebook, while only paying $0.05 per click.
I would only recommend using this tool to find which keyword will be inactive for search before you add them to your list.
Global Search Volume Trends Selection
The “Global Search Volume Trends” selection is an extremely helpful selection. This tool allows you to view the popularity of a keyword and it shows you when that keyword is searched the most.
Why is this tool so great?
This keyword option allows you to know exactly when a product will sell the best. Look at the screenshot above. According to this data, people are more interested in purchasing laptops online from December to March. This means that I should focus on advertising for laptops more during those months. By giving you this information you can take full advantage of sales trends, by letting you know when and how long to advertise a product at its full potential.
I definitely recommend using this option, especially if you are advertising for seasonal products (sports, clothing, etc.).
Possible Negative Keywords Selection
The “Possible Negative Keywords” selection gives you the option to make the keywords listed a negative keyword match (-keyword). If you don’t know or remember what a negative keyword is, look in the “Keyword Matching Options” section of this guide. I wouldn’t recommend using this tool unless you find a large amount of keywords in the Keyword Tool which are irrelevant to your product. An example of an irrelevant keyword for your product would be if you were advertising for Pepsi Cola and one of your keywords was “cola”. If this was the case then you would not expect many sales from people who searched for Coca-Cola, so to keep your advertisement from being viewed by anyone who was searching for Coca-Cola products, you would add the negative keyword –coca to their keyword list. When you do this your advertisement will show anytime someone searched for Pepsi or Cola, but it will not show if anyone typed the word “cola” into their search phrase.
For more information about Google’s Keyword Tool, I recommend that you watch the following video from Google.
Google Video - The Keyword Tool
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