AdWords and Analytics

With so many businesses using Google’s free Analytics service many must wonder, as we do, if they will ever charge for it. We’ve given this some thought. Here’s our view:

Most of Google’s revenue comes from AdWords. Google, realising the importance of this revenue stream, were the first to introduce a ‘quality score‘. This basically meant price wasn’t the sole determinant of position. To determine the quality of the advertiser Google could look at things like click-through-rate. If, for example, you were searching for ‘NZ wine’ and got served an ad for ‘mobile phones’ you wouldn’t expect a high click-through rate for ‘mobile phones’. Google will see this and will adjust the quality score accordingly. Now, what else can Google to to improve the quality of advertisements? How about monitor activity once the user has clicked through to a website? That’s exactly right! But how can it get visibility? Offer a free analytics package which syncs up with AdWords. There’s your answer. Analytics is key to improving AdWords and protecting this vital revenue stream so we predict it will remain free.

The other benefit of analytics visibility is for the natural listings. People use Google because it is the best search engine and by gaining further insight into the user journey they can continue to improve their natural listings.

Need help with AdWords? Call Steer – AdWords Agency, Auckland