• PPC Hero, Tuesday, June 10, 2008 1:30 PM

Amber Benedict extols the virtues of a few, less-well-known Google Analytics (GA) tools to add to your campaign management repertoire, starting with the site overlay report. This tool, which is found under the "Content" section in GA shows you precisely where users are clicking on a given landing page.

The report sheds some light on what visitors may find most popular or intriguing--be it a product, a headline, or even a video clip or link back to a blog. "If you find that a particular product is getting a majority of clicks then perhaps you should increase bids on that keyword or ad an ad group for that product in particular if you don't have one already," Benedict says.

Another unsung report lets you see which part of the country, region or city the searches for a particular keyword are coming from. It's under the "all traffic sources" tab. "If a majority of your traffic is coming from one or two locations, you can easily create a new landing page and direct people just from these locations to a more targeted and specific landing page that will cater more to their needs," Benedict says.

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