If you do any pay-per-click advertising, you would do yourself well to track your performance in Google Analytics. This can be easily done. Click on Acquisitions then on AdWords then in Keyword Positions.
From this report you can determine a number of useful metrics, such as:
- Conversion rate by PPC ad position – Does your ad perform better in position #3 than it does in position #2? If so, you can adjust your PPC bid appropriately.
- Raw visitor count – How much traffic is your ad sending you and how much are you getting from each ad position?
- Pages per visit – How many pages do visitors who come to your site through PPC visit while there? This is an important indication of engagement.
- Average visit duration – How long are people staying on your website after clicking over from PPC ads?
It’s important to determine which metric is more important to you and bid accordingly. Once you figure out the optimal position for your PPC ad, then you just need to watch it. You can also use this information to improve your landing page optimization for organic search. If you want to increase your visitor engagement, for instance, find the optimal PPC position then work on your landing page to improve that metric. If necessary, run A/B tests to see if particular elements on your page affect the metric you want to measure.