Sebastian Perrier

AdWords Report (in Google Analytics page)

• This report is UNIQUE because it adds a new tab “Clicks” that allows you to optimize AdWords spending.
• Hierarchy: Campaing -> AdWord Groups -> Keywords
• Keyword Search -> Impression -> Click Through -> Cost -> Visit -> Goal -> ROI
• Visits > Clicks (because 1 click can generate + than 1 visits through its cookie)
• If Visits < Clicks (you might have error in tracking code or visitors have cookie disabled)

Main Indicators

• Impressions: measures how good is your keyword.
• CTR (click through rate) -> measures how good your Ad is.
• ROI (return on investment) -> relates the cost of that click for a certain keyword search to your goal; ROI=0% means brea-keven, ROI of 100% means that your income is twice your cost.

Keyword Position

• This report is good to understand for each keyword how the AdPosition performed (1st place, 3rd place, etc).

TV Campaigns

• This report is useful to compare TV impressions with traffic in your site.

Ad Versions

• This report show you info differentiated by the “heading” of each of your ads (it is not very good report).