Posted June 27, 2006 4:39 pm by with 8 comments

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Google just added two new reports to Google Analytics – AdWords Analysis report and the AdWords Keyword Positions report. The new reports expand on previous GA reporting and provide automatic tracking of AdWords campaigns by importing the data directly to Google Analytics.

What do the new reports provide? Here’s what Google’s telling us…

AdWords Analysis report

The AdWords Analysis report displays the return on investment for every Campaign, Ad Group, and keyword in an AdWords account. The report is useful for advertisers as they monitor and optimize their Ad Groups and keywords. ROI is calculated using AdWords keyword costs and goal or e-commerce values specified by the advertiser within Analytics.

AdWords Keyword Positions report

For each keyword that an advertiser has purchased, the AdWords Keyword Positions report displays conversion information correlated by paid search result position. The report can be useful for advertisers in determining the value of keywords and their bid amounts in relation to their actual position on Google search results pages. It can be used in conjunction with the Position Preference feature within AdWords to actually optimize around ad position: the AdWords Keyword Positions report in Google Analytics shows which position works best for a keyword and then, with Position Preference in AdWords, that position can actually be selected as a target.

With Google also improving the wait time for requested GA invites (now just a few days), it looks as though Google’s looking to beef up its analytics arm. We’ll test out the reporting and let you know what we think.

  • Al Scillitani

    The new ROI report will take account performance to a new level. You will be able to track the adcost vs the revenue on an individual keyword level.
    Finding out how some individual high volume keywords are performing, can have a dramatic effect on your account.
    A few of these keywords can be using up your spend and not converting at all.
    You can use this report to test positioning cahnges as well. Number one position is not always best. You can lower/increase your position and see how your ROI changes. Testing is key!

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  • Steve

    Great article. Here’s a question you should be asking yourself about your PPC: Are the correct negatives being added to your account based on empirical analysis, and are precautions being made to make sure these negatives do not conflict with active keywords? As in, are you blocking the bad traffic with negative keywords based on real data? If not, consider what that’s probably costing you in wasted ad spend. Just note that you don’t want to throw in just any variation of keywords into the negative space because you don’t want to create conflicts with the good working keywords. I had Simon help me out with this before. I’m sure he’d be willing to talk to you too if you just give him a ring at 302-401-4478 and tell him you need some help with your PPC campaigns.

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