1. Higher Ed Search Analytics are Simplified with New
Google Adwords Report
Slide 1
Higher Ed Search Analytics are
Simplified with New
Google Adwords Report

2. 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

3. 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

4. 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

5. 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

6. Higher Ed Search Analytics are Simplified with New
Google Adwords Report
Slide 6
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

7. Higher Ed Search Analytics are Simplified with New
Google Adwords Report
Slide 7
 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

8. Higher Ed Search Analytics are Simplified with New
Google Adwords Report
Slide 8
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