Optimizing a pay per click account without conversion tracking is a mistake. Because after the click: Adwords leaves you in the dark, making it nearly impossible to improve. This is why it is invaluable to have both conversion tracking set up and to assess paid traffic in Google Analytics. It gives the data dimension, enabling advertisers to make optimizations based on favorable user interactions.
PPC enthusiasts should be excited to know that Google has released a beta that imports a few Google Analytics metrics directly into the Adwords interface. Giving a piece of the Google Analytics perspective right inside the Adwords interface.
New Metric Columns for Adwords
This will make the job of PPC specialists easier by enabling quick analysis in Adwords. The beta allows Adwords to import three new metrics as columns: Bounce Rate, Pages /Visit, and Avg. visit Duration (seconds). These columns are available for the Campaign, Ad Group, Ad and Keyword level. Advertisers will be able to compare the PPC performance metrics directly to important post-click metrics. This change offers advertisers a more holistic perspective from within the Adwords interface.
New Rule Automation Opportunities
Another exciting aspect of this beta is rule automation. Google Analytics metrics in Adwords opens up opportunities for automated rules. For example: Perhaps you want to add a rule that pauses keywords that have had a comparatively high bounce rate over the last testing period. Now you can easily do that, right from Adwords.
I’m hopeful that this beta will be rolled out to more users soon, as it’s a great update for advertisers.