It is easy to get lost in tracking day to day and month to month statistics but you actually ought to be looking at the larger picture and seeing what’s going on year to year.
Google has launched a number of grand traffic-boosting campaign types over the last year, like the product listing ads and dynamic search ads. It’s imperative to evaluate this traffic raise next to Analytics metrics to make certain that the quality of your traffic is also improving. We suggest using the compare dates feature inside AdWords. You’ll come across this beneath the date drop-down and its settings are totally customizable. Once tha's done you can just click on the plus expansion boxes to gaze at your year to year data and check what’s happening in your campaigns.
This will show you statistics as well as information for each of your campaigns, so you can weigh against on a campaign level if traffic has gone positive in general and also observe where you may not be bringing in as much traffic as the prior year.
Here are a couple of data you want to look at:
Traffic Going Up Yearly & growing ROI
This is the ideal scenario but the most likely to be in an aggressive landscape. Work adding fresh campaigns, such as dynamic search ads which bring in a lot of supplementary traffic. Make use of features such as product listing ads, site links and call extensions.
Evaluate whether the quality of this traffic is an improvement on the prior year and if that's the case go all out!
Has Quality Improved?
Good Quality traffic should be on top of your objectives. Inspecting to make out if you have made year to year progress in particular metrics would be a fine place to initiate your decision.
A particularly not so much utilized feature in AdWords is the capacity to draw in Google Analytics metrics. Below are additional facts on the metrics you can observe and what you must be looking for as indications of quality development.
Average Visit Duration
This metric informs you how extensive viewers spend on your site generally and is measured in seconds. If you’ve introduced fresh ad groups or campaigns, you ought to be examining to make sure that your viewers are spending sufficient time on site. Assess how suited you are to your customer. It may well be that you have to modify your targeting or just that you have to make modifications to your landing pages. Updating and invigorating your content can make viewers desire to hang about on your site longer. Aim to see anything you did in a different way the year prior to or if you have made any key modifications to your site.
If you want to go even further than this, you could check the site search functionality within Analytics to see if people are searching for something when they get to your site but not finding it. If you operate in a market which has fast-paced product churn, perhaps you don’t have that top seller that you did last year and this is why time on site is down.
% New Visits
This is an exciting metric as it lets you be acquainted with the proportion of viewers your campaigns are bringing within that are novel to your site. If you’ve been performing a great deal further remarketing bustle this year, then this may be tilting your new visitor numbers. It’s constantly engaging to weigh against these data to distinguish if your market is becoming clogged up or not, and to assist conclude if you require to try a number of fresh approaches or new ad groups to bring in new viewers to the site.
With the astounding lines of attack you can include onto your search campaigns now contiguous to Remarketing Lists for Search Ads, it is trouble-free to only center on getting viewers to come back to your site. However preferably, you still would like to send a profusion of new viewers to your site by means of pay per click marketing. If your new viewers are down for the year, then try recognizing the campaign areas/types that have been doing great in terms of the other metrics and developing those activities to compel more first-rate traffic.
Pages / visits
This item is significant as it lets you know how many pages people are viewing normally when they get to your site. If your site entails buying items where viewers have to go through a small number of pages in order to do the acquisition or get in touch with you, then if at all possible your average should be more than a small number of pages.
If your typical page view figure is down, this could imply one of more than a few possibilities. It could signify that you levied your purchasing funnel or search navigation on the site and completed alterations for the better, allowing viewers to unearth things without difficulty and arrive at conversion goals more rapidly. Otherwise, it could indicate that viewers are not paying attention in the landing pages you are now transferring them to and you have to rejuvenate your site and make some adjustments to your navigation to hearten viewers to examine more than one page of content. There are a lot of things that will weight this metric, so it’s vital to perform a methodical analysis.
Bounce rate is a sign of the proportion of viewers who have come to your site and either went out instantaneously or else did not continue to observe a different page. If your traffic is going up and your bounce rate is high too, then this point toward that viewers who are going to the website this year are not as much engaged in the pages you’re bringing them to.
You would like to observe the campaign-level figures to distinguish which campaign is bringing in the traffic with the elevated bounce rate. This may perhaps be due to an addition in campaigns for instance dynamic search ads, in which you don’t have a great deal of power on the keywords and landing pages that you’re targeting, however you can put on greater than before traffic at a little cost-per-click.
You can still dig deeper into the ad groups that are bringing in higher bounce rates and regulate the keywords and ad copy so as to raise the quality of viewers. Think about sending your ads to special landing pages to figure out which one give up the lower bounce rate, and then you can introduce this to more ad groups.
Every time you analyse your website...
... consider what alterations have to be completed to the targeting or the site in order to decrease bounce rates. It’s imperative to keep monitoring on this metric as it’s almost certainly one of the most excellent pointers of whether you’re sending the correct traffic to the precise landing page, and you can without problems experiment innovative strategies to bring this down again.