Here are five things you can look at in five minutes, starting with the Default results:
While Total Visits are listed, we prefer to note the percent of Visitors that PPC campaigns drives to the site. In this example, PPC accounts for just 1.81% of all Visits due to a modest budget. The Visit Percent becomes a benchmark for gauging overall Adword campaign performance.
Our Average Duration is 2:46 vs. 3:18 for the site. While it is not unusual for Paid Traffic to have lower Average Visit Durations – especially when using dedicated Landing Pages – we normally want to see a minimum of three minutes/visit. Improving Visit Duration becomes a Goal.
In this case, we see campaign Bounce Rates ranging from 28% to 68%; we’re in good shape here, although we will check the Device Tabs at upper left (All, Desktop, Mobile, and Tablet) to determine if we need to work on results by device type. Again, our results appear quite good regardless of device.
Next, we examine by Ad Group, and again find no red flags.
While our campaigns account for 1.81% of Visits they only generate 1.72% of Total Goal Completions (Leads + Transactions). We would want this ratio to at least approximate Percent of Visits, which we can accomplish with a 10.2% improvement in Goal Completions. Improving the ratio of Goal Completions to Visits becomes another Goal.
Perhaps it’s time for a Budget increase?
Not so fast. First we’ll want to evaluate performance in by ROI and Margin. Determining if a Budget increase is desirable becomes another goal.
Alas, that’s another post.
In just five minutes, we have identified three Goals that we should execute on:
1. Increase Visit Duration
2. Improve the Ratio of Goal Completions to Visits (because Ecommerce metrics appear to be strong, results indicate that Conversion Optimization for our Lead Gen program is where we should start)
3. Analyze ROI and Margin metrics to determine if a Budget increase is desirable
Keep in mind that your business/web presence is unique, and your results will vary.