As a follow up to our recent post on getting detailed PPC keyword data from Google Analytics, we’ve been looking at more ways to improve the granularity of the referral data from PPC campaigns. For example, if your Google AdWords campaign is being served out over the Google content network, your ads may be showing on many different sites, but these won’t show in the GA reports by default – your referrer in these cases will be ‘Google’. This makes it difficult to assess the profitability of search and content network advertising on all the major PPC engines.
Our Show Referral Data filter displays this information by taking the referral data from the URL and adding it to the PPC referrer reports. With this filter in place, your PPC referrals will look like these examples:
Once you have this data, you can exclude selected sites from the Google Content Network (instructions on how to do this for Google are here) if they are not providing a good ROI. Unfortunately, you can’t exclude individual sites from the Google Search Network or from YSM’s Content Match system, but this data can still allow you identify whether or not these network are profitable. If not, you can exclude your ads from the whole of the Google Search Network or YSM Content match.
To implement this filter:
1) Create a new profile that is a copy of your existing one.
IMPORTANT: This filter should be ringfenced in its own profile, as you only want this filter applied to PPC referrals.
2) Add a filter to show only PPC referrals in this profile. This screenshot shows how.
3) Add the filter that shows the Search & Content Network referrer, as per this screenshot.
3) Wait for the data. All referral reports will now show the exact PPC referrer.
Let us know your comments or feedback.