5 Google Analytics Reports important of PPC Marketers to Learn
5 Google Analytics Reports important of PPC Marketers to Learn
5 Best Google Analytics Reports for all PPC Marketers
Google Analytics plays a critical role in digital marketing, offering insights into the performance of Google Ads campaigns and determining whether they align with predetermined goals. The relationship marketers build with Google Analytics reports can be either a love affair or a necessary evil. These reports offer detailed information required for optimizing a campaign, but on the other hand, excessive data can sometimes cloud judgement and misdirect campaigns. In this article, we'll spotlight five crucial Google Analytics reports that should be in every digital marketer's arsenal. These reports provide valuable information that aids in the strategic planning of campaigns, expanding target audiences through Google Ads, and broadening keyword selections.
Five Essential Google Analytics Reports for PPC Marketers
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In-Market Segments Report
The In-Market Segments Report is a crucial resource that offers insights into keywords closely related to your target keywords and those synonymous types that have made past campaigns successful. With targeted keywords being loosely regulated, understanding the needs and behaviors of your target audience becomes crucial, dictating which keywords should be prioritized. This report provides a detailed analysis of customer behavior and highlights audience interests. It can be found in the audience section of Google Analytics; navigate to 'Interests' and finally 'In-Market Segments'. Key features of this report include:
a) Provision of historical purchaser data to understand user behavior by In-Market segments. b) Data categorization by highest return or conversion rate. c) Assists in designing innovative campaigns targeting previous users.
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Site Search Report
Not just limited to PPC, the Site Search Report informs you about user searches, what they are seeking on your website, and their exact requirements. This report assists in designing your keyword strategy and expanding your keyword list based on real user behavior. This report provides actual searched keywords from your website, aiding your marketing team to analyze and strategize accordingly. This report can be found under the 'Behavior' section of Google Analytics, then 'Site Search' and finally 'Search Terms'.
- Referrals Report
The Referrals Report, often overlooked, showcases the top websites that have directed traffic to your website and indicates whether a user ends up purchasing a product. This report can be found under the 'Acquisition' section of Google Analytics and then 'All Traffic' to find 'Referrals'. This report offers valuable feedback on your product, helping you understand how users discover your brand and the top referral websites. It provides an effective way to increase PPC aims, as these referral websites can help draw relevant traffic to your website.
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Top Conversion Paths
The Top Conversion Paths report helps analyze and understand the behavior of users who generate maximum revenue and convert, known in marketing as 'Top of Funnel'. Unlike Search Ad campaigns, YouTube Ads and Display Ad campaigns focus on the full duration in which a customer will ultimately purchase a product, making their conversion process simpler. This report is found in the 'Conversions' section, then 'Multi-Channel Funnels' and finally 'Top Conversion Paths'.
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Geo-Location Report
The Geo-Location Report is a highly effective tool that can significantly improve Google Ads' performance. It analyzes user behavior based on location, allowing marketers to focus their ad efforts on specific locations that yield maximum conversion. Considering the cost of running Google Ads, this report helps formulate an optimal strategy to invest money in locations that promise the highest returns.
