Measurement

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Matters.

One of my favourite things AdWords does is measure and quantify the results of your campaign. AdWords combines really well with Analytics to give you a complete breakdown of what people do on your site and where they come from. Analytics measures all traffic sources, not just paid search results.

I like this is because it can tell you what to do with your AdWords campaign to optimise it for better results by noticing keywords which are more effective at converting visits to sales then implementing ad copy and keyword changes.

An example of how this works; one of my clients is a small business receiving around 550 unique visitors per month, mostly from organic search. Analytics includes a tool called site overlay which shows where people click on the page. Using site overlay to measure which links and pages are more popular has enabled the client to adjust the location of links on her site and resulted in a 250% increase in conversions with no extra spend and minimal increase in visitors.

Measurement matters because it can be interpreted, without interpretation and optimisation measurement means nothing.

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