Higher Ed Search Analytics are Simplified with New

Google Adwords Report

Slide 1

Higher Ed Search Analytics are

Simplified with New

Google Adwords Report

Higher Ed Search Analytics are Simplified with New

Google Adwords Report

Slide 2

1) Paid and Organic

2) Past vs. Present

3) Valuable Information

4) In Higher Ed

Overview

Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report

Higher Ed Search Analytics are Simplified with New

Google Adwords Report

Slide 3

Google Adwords’ new report, called the “Paid and Organic ”

report, provides comparative analysis of visitor traffic and

click through behavior on Google search engine results

pages for the following three scenarios:

1) When your PPC ad appears alone on a SERP

2) When your organic listing appears alone on a SERP

3) When your PPC and your organic listing appear together on a SERP

1. Paid and Organic

Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report

Higher Ed Search Analytics are Simplified with New

Google Adwords Report

Slide 4

In the past, info in this report was available separately

through Google Adwords and Google Analytics.

Now they are neatly organized together.

It also provides an additional layer of detail that confirms

whether your PPC ad or organic listing is appearing alone or

together on the SERP, along with the associated visitor click

through outcomes for each scenario.

Activating this Adwords report requires a couple of steps

including

1) Linking your Google Analytics account to Webmaster Tools and then

2) Giving the report permission to collect the data.

2. Past vs. Present

Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report

Higher Ed Search Analytics are Simplified with New

Google Adwords Report

Slide 5

There are a number of ways this report can provide valuable

information.

1) Identify high performing organic search keywords for use in your

PPC campaigns.

Yes, there are other ways to do this but this report makes is really

easy and provides that new insight into what is happening with them

right up next to your PPC stats.

2) Identify high performing PPC keywords that you should be

optimizing you site for with on-page SEO.

It is very easy for your PPC campaigns to get our ahead of your on-

page SEO in terms of keyword priorities.

This report will show you if that’s happening and where to spend

some time and energy to get your on-page SEO current.

3. Valuable Information

Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report

Higher Ed Search Analytics are Simplified with New

Google Adwords Report

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3) Research indicates that “the sum of the parts is greater than the

whole”, when you combine organic and paid search.

Using this report you can manage your organic/paid search

ecosystem more holistically and produce better combined

paid/organic search campaigns.

I think this will be the true test of this report’s merit.

We will get back to you on this with future posts to discuss

our own results on this front once we see them.

3. Valuable Information

Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report

Higher Ed Search Analytics are Simplified with New

Google Adwords Report

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In higher ed, this report will be particularly useful examining

the ROI on program and department level recruitment

campaigns.

For example, think MBA marketing where PPC advertising is used

heavily, often combining branded and department or program related

keywords.

As ad position is also provided on the PPC side of the stats, it will

also be possible to experiment with PPC ad position as a tool to

maximize your lead generation performance vs. your organic

rankings.

With time, this report will help us to understand more about

visitor dynamics on search engine results pages and how to

better integrate PPC campaigns and organic SEO for

maximum marketing ROI.

4. In Higher Ed

Source: Higher Education Marketing – Higher Ed Search Analytics are Simplified with New Google Adwords Report

Higher Ed Search Analytics are Simplified with New

Google Adwords Report

Slide 8

Questions? 1.514.312.3968

info@higher-education-marketing.com

Visit our Website: Higher Education Marketing

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