Many lawyers are using Google Adwords to drive traffic to their website in order to generate new leads or clients.
But driving traffic to your site is only one step in the overall campaign because we want to generate new leads or ideally clients. Google Adwords needs to be used in conjunction with Google Analytics to determine which keywords are delivering the most value. The objective is to remove the poor performing keywords from your Adwords campaigns and concentrate on the keywords that are delivering you new leads and clients.
Google Analytics provides you with advanced marketing data that was previously only available to the largest of companies conducting advertising and marketing campaigns across the country or worldwide.
With Google Adwords, you need to be continuously split testing your ads, trying to beat the control plus adding and removing keywords that do not deliver you your return on investment.
If you have full control of your website, you can set up detailed goal tracking and funnel visualisation to determine exactly where visitors to your site are going which pages they are visiting. Tools such as CrazyEgg and Visual Website Optimizer combined with Google Analytics enable this.
But there is a very simple report using Google Analytics that can help you with understand the effectiveness of your Google Adwords Campaign.
Look at the Bounce Rate – bounce rate is the percentage of people who only visit one page on your site and then leave.
This video from Google shows you how: