A foundational discipline in running a great AdWords account is to kill off underperforming Ad Groups and invest in top performers. Here's how to use Google Analytics to work out which is which.
This is what the resulting table should look like if you're running a lead generation website:
If you are looking at an e-commerce variation of that table it should look something like this:
Look at the conversion rate column (called either Goal Conversion Rate or E-commerce Conversion Rate) depending on which sort of site you're running. Those AdGroups which have a good conversion rate are probably worth additional investment - those which are performing poorly, probably need killing or curing.
In addition to the overall rate of conversion, you need to check how many ACTUAL conversions (or how much ACTUAL revenue) is coming in from each AdGroup. If an AdGroup has only driven two conversions but has a conversion rate of 100%, it probably isn't as interesting, from an ROI perspective, as one that's driven 200 conversions at a 10% conversion rate.
Looks like you need to fire your PPC agency or give your in-house team some better training. Here's how to link your AdWords to your Analytics - https://support.google.com/analytics/answer/1033961?hl=en
Founder and Technical Director of Noisy Little Monkey, Jon blogs about SEO and digital marketing strategy.
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