Putting Your Google Analytics to Work Within AdWords

If you missed our report in November, you'll be happy to hear that Google Analytics data is now available right within your Google AdWords interface. If you haven't yet taken the leap and imported your Analytics information, we wanted to give you a few reasons why it's a good idea.

The Analytics information helps you understand how AdWords visitors interact with your site. That's some valuable information! To best understand how this information can be utilized let's check out what's available and what each metric means.

Bounce Rate

Your bounce rate is determined by the number of visitors that reach your site and never travel beyond the first page that they land on. This particular piece of information can be invaluable while helping you determine what you may need to work on within your AdWords ads themselves and also on your site.

A high bounce rate could mean that your site isn't delivering the information the searcher is expecting which means maybe you're targeting the wrong keywords. Perhaps your site doesn't look trustworthy or has too many ads, maybe it's really slow to load. These are all factors to consider and having all of that information on the same report means you can see the big picture without having to draw all the lines yourself.

Keep in mind that having a high bounce rate is also a bad indicator to Google, telling them that your site isn't very helpful to its visitors. Not to mention that it's an extremely common trait amongst sites that have experienced a penalty after the Penguin update. For tips on how to improve your bounce rate check out these resources.

• 8 Traffic Boosting Tips that Take 15 min or Less
• 5 Site Audit Tips to Recover from a Penguin Algorithmic Slap!

Average Visit Duration

The second metric available within the Ad...