Optimizing a Google Ads campaign can be done in many ways; You can do it from the tool itself, attending to conversion criteria, average position, CTR, adjusting CPC... through the use of competition analysis tools and the search for new keywords to attack or ads to write. By doing all this, the results of your campaigns will improve, but without a doubt they will do so much more if you support your optimization in the use of web analytics tools that provide you with all the necessary data to measure and improve everything that happens on the landings or landing pages. where your ads are directed to users. index of contents “Web analytics is the perfect complement to a Google Ads campaign” In this post we are going to see what are the main indicators of web analytics to take into account when carrying out a landings analysis, how to analyze user behavior to improve your Ads campaigns, and some useful tips to keep in mind to any web analyst. 1.
Main indicators of Web Analytics that you should know There are 4 basic Google Analytics metrics or indicators that you should pay attention to when analyzing a landing page (in order of importance): 1.1. Conversions/Conversion Rate As I always say in my articles, the epicenter of web analytics. It is the indicator that will tell you if you are doing things well or not , if you are meeting or not the objective that you have established as a conversion. It is almost always number list chosen as one of the KPI's or key performance indicators in any measurement plan. There are two types, “micro conversion” and “macro conversion”; The micro conversion is simply the conversion that does not directly lead to income, that is, an example of a micro conversion would be a form submission, a subscription... and the macro conversion, therefore, a sale or transaction, or the agreement and closing of a budget. As you can imagine, it is the indicator with the most weight and on which all your actions should revolve. It is the most important optimization criteria that you should keep in mind. 1.2. Bounce Rate The indicator to go to if for whatever reason we could not measure the achievement of objectives.
The number 2 of web analytics. The bounce rate is simply “of all the users that reach the landing page, how many say -I don't like this page, I'm leaving ”, and therefore do not navigate through it. Taken to the physical ground, it would be like a person who sets foot in a store and immediately leaves. Up to 50% approx is generally considered good, although it depends a lot on the sector, the type of business, and the website itself, among other factors. A web page with an appointment for the doctor will obviously tend to have a very low bounce, within the health sector it is likely that 50% is considered an unfavorable result (it should be analyzed). In terms of web analytics, this indicator should be reduced as much as possible . Can your landing page convert despite having a high bounce? -Yes, but the lower the value of this indicator, it means that the first impression that users have of your landing is good and the browsing experience will improve for Google Ads. “You only get one chance to make a good first impression” 1.3. Length of stay, or average duration of session This indicator makes up "the trinity" of basic analytics as far as Google Ads is concerned. We already know if the objectives are met or not and how many users access to browse, scan and interact within it, but how long are they there.