Drill down to search query level in Google Analytics
In our second Google Analytics post focusing on paid search, we illustrate the use of very useful reporting tools in Google Analytics for gaining some quick and actionable insights into into your paid search campaigns. A useful three-tier strategy is to
- Focus on the major performance shifts at a campaign-level
- Identify the keywords in the campaigns that are driving those shifts in performance
- Zero in on the actual search queries to look for opportunities
Lets consider the above strategy at the hand of an example from a multi-product retail site.
Step 1 – Identify major shifts in Campaign-level performance
Below we show quarter-on-quarter shifts in campaign revenue for all paid search campaigns for the first 2 quarters of 2010, from the Campaigns Report under Traffic Sources. We include filters to focus on the higher traffic non-brand campaigns. Predominantly there has been strong growth in revenue across most campaigns. We can now drill down to a keyword-level to understand which keywords are driving the strong growth in some of the categories.
Step 1: Identify major shifts in campaign performance
