Utilizing AdWords and Analytics to Help Grow Your Business

Part of any good online ROI strategy includes some form of web analytics data. Because Google Analytics is a free service, most businesses use it to track their website’s usage. The data can be very detailed, and goals can be set to see how traffic is funneled to your website, as well as where users go and what they see on your site while they’re there. Say you want to know how many people go from your "homepage" to the "contact us" page and fill out your "make an appointment" form.You can track that with Google Analytics.

You’re also able to track the time visitors spend on your site, the average pages viewed per site visit, what keyword searches were performed to find your site, and what search engines people are using…the data possibilities are endless. You can also create a graphical representation of any of your web stats – for a month, a week or across a six-month period of time.

Once the data and statistics are collected, you may wonder what you do with them. First and foremost, the information can significantly help you improve your website. For example, if you find out 64% of your web traffic is driven to your site by searching for the keywords "muscle pain," you may want to consider posting a journal article (or having a business-specific article written for your company) that discusses various aspects of body pain. If you discover 25% of users are searching for contact information on Dr. Patrick Jones, perhaps you may want to consider posting "Five Questions with Dr. Jones" on your website. These are the type of tactics that help to increase your visibility when individuals search for your business or practice online. And once they arrive at your site, perception of your practice based on content available to them is an influencing factor.

Another way to increase the analytics data is to create a Google AdWords campaign. Google ads are the listing you see off to the right-hand side once you’ve performed a Google search, or perhaps highlighted in yellow at the top of the page. These are paid advertisements (per click) generated by a string of key words or phrases chosen specifically to drive traffic to your website. It’s important to develop a comprehensive Google AdWords strategy. A company like Tschetter & Associates can help you maximize your ROI and reach consumers online. If your business has two main audiences – pregnant women and women seeking menopause options – ad words trigger a specific key message to each of those audiences. The goal is to increase web traffic to your site. Tschetter & Associates has helped its clients by creating  AdWords campaigns, can they help you too?