One of the best kept secrets of the Web is the fact that about 50% of search queries on any given day have never been entered into a search engine before. People type all kinds of crazy stuff into search engines. Often, the more specific and unique the keyword, the better it converts.

This means that the keyword data that shows up in Google Analytics should be a gold mine of opportunity to find new keywords as well as negative keywords. Google AdWords’ broad matching option includes an “expanded matching” feature that pulls in all kind of related keyword strings. Expanded matching captures the good, the bad, and the ugly keywords that you may or may not want in your campaign.

The problem is that Google Analytics does not give the data on the keywords that you need to build out your campaigns and target them better. It’s strange, but true. If you look in your paid keywords reports in Google Analytics for AdWords, you will only see the keywords in your campaigns that pulled the visitor to your site - you will not see the actual search query. For example, if your keyword in

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Below Are the First Items We Check When We Analyze a Prospective Client’s Marketing Campaign.

Quality Score Problems:

• You are using keywords that are too broad, and this is killing your quality score and conversion rates.
• Your Adgroups have too many unrelated keywords, and the ads are not relevant.
• Your landing pages do not have important keywords on them, or they are not specific enough for your Adgroups.
• You have no negative keywords, and you don’t use phrase and exact-match keywords enough.

Campaign Setting Errors:

• You are day parting based on your office hours and are missing out on great sales that come in after hours.
• You have the search network turned on, and you are in a B2B market.
• You are inadvertently rationing your ads with standard distribution instead of accelerated distribution.
• You have the content network turned on, and you have never run a site-performance report to block bad sites that do not convert.
• You never split your content ad prices to even out your conversion costs.
• Your campaign budget is set too low, and your keyword bids are too high. You are not engaging the algorithm to “pull” your ads to optimize your click costs.

Geo-targeting Errors:

• Your geo-targeting is set to show your ads

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There is little doubt that Web analytics is the key to effective Internet advertising. Are you getting the most out of the time you spend looking at all the charts, graphs, and endless tables of data that Google gives you?

Most of our customers fall into two categories of Web analytics users: “hit and run” and “obsessive compulsive.” The hit and run user looks at the number of clicks, checks for conversion rates on some top campaigns, and never looks below the surface. This approach can leave behind the most useful information that is often buried deep in the data.

The other user is the obsessor who spends too much time scrolling through tables of data and pondering over why one word is converting more than another, or why a referrer gets lots of time on the site but no conversions. While hunting through the data for nuggets of information can be fun (like looking for a ruby in a mine shaft), it is not the most productive use of your most precious resource, time. The obsessive compulsive method can also lead to a common Web advertising ailment we call “data insanity” (staring

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