FIGURE 10-4
An overview of reports allows you to see current reports and what reports are set to run automatically.These reports can be customized to include specialized dates or date ranges, level of detail viewed,
and several other options. Filters let you further customize the reports, so that the information you
receive is the information you need.Finally, you can download and print reports and even have reports run automatically on a specific
day of the week or month and sent directly to your e-mail inbox. This ensures that the report you
need is there on the same day, even if you’re too busy to stop and think about it.Analytics
Analytics reports measure different aspects of your PPC campaigns, such as keywords used to find
your site, entry path, exit path, conversions, and even the amount of time spent on the site. Instead
of just supplying the basic analytics with AdWords, Google takes it one step further and allows you
to connect your AdWords campaigns with your metrics in Google Analytics. The result is a much
clearer picture of how your campaigns are running in the context of how other SEO efforts are
affecting your site.If you don’t have Google Analytics, it’s no problem and it is free. AdWords will walk you through
the process of setting up your Analytics account; then within a few days you should begin seeing
metrics from your web-site traffic. You will, of course, need to tag your PPC campaigns so that you156
Part II SEO Strategies
75002c10.qxd:Layout 1 11/7/07 9:40 AM Page 156