How to Use Google Analytics Filters to Increase Your AdWords ROI
It’s one thing to have access to data.
It’s another one to know how to make the data usable.
You can use Google Analytics custom reports to segment data in many ways. But how to do you take that segmentation and actually improve your AdWords account?
Here’s one example.
- Create a custom filter by city (watch the video below for instructions)
- In the metrics, instead of using bounce rates, use ‘Total goal completions’,‘Goal conversion rate’, and ‘New visitors’.
- Save the custom report.
- When you’re viewing the report, under ‘Segments at the top of the screen’ (see picture below) choose ‘Paid Traffic’
- You will now be viewing conversion rate and visitor information from paid traffic in each city.
- Look for cities with low conversion rates and high traffic.
- For those cities, you should consider creating a geo-targeted campaign to help reach that audience.
- If you can’t make those geographies convert, you can also block those regions in your campaign’s location settings.
You can do a lot of analytics of the data in Google Analytics and Google AdWords. However, analysis paralysis is common. Before you start the analysis, think about the actions you can take from what you learn. If you can’t take any action – should you even bother to do the analysis?
Google Analytics Advanced Segments:
How to create Custom Reports in Google Analytics