I recently came across another way to use Google Analytics and your own internal site search (if your website has one) to increase AdWords ROI. By checking the top landing pages from AdWords campaigns, then seeing what users search for on your internal site search, you can get a better idea of how to further tweak and optimize your landing pages (you can also use this to find the least converting landing pages and see what needs to be done there–but in this example we’ll simply address the landing page with the highest volume).
First create an Advanced Segment where you select Medium=CPC (click here to import the segment automatically).
* While I’m only referring to AdWords in this post, this really works for any CPC source (like Yahoo!) assuming CPC is tagged as the Medium. If for some reason you really want to apply your segment to only to Google AdWords, then in addition to filtering for CPC as your Medium, filter for Google as your Source.
Once you’ve created/saved the segment, select it and check your top landing pages (Content > Top Landing Pages). Google Analytics will now display the pages on your website receiving the most traffic from your AdWords campaigns.
The next step is to create a segment that filters for visits from Adwords this landing page. You can either create a new Advanced segment for this OR modify the one you have by adding the Landing Page filter for the one you just created. Have CPC selected as your Medium AND your selected landing page URL (in our case, we are taking the page with the highest volume from AdWords, but you can just as easily use the landing page with the lowest revenue, the highest bounce rate, etc) as your selected Landing Page.
Select this new segment and see what people are searching on your website (Content > Site Search > Search Terms). Are people searching for items not on this page? Do their searches reflect a different train of thought than what you’re presenting them with (ie, part numbers, sizes/metrics, colors, brand names, etc)? This may clue you in on changes you can make (adding new links, rearranging content, using a different page altogether for certain phrases). You may even find some new ideas for low volume but high converting keywords.