This information also applies to the Organic Search Traffic and Paid Search Traffic reports. Paid search includes AdWords traffic, as well as paid traffic from other search engines.
While organic search may drive many times more traffic to your site than paid search, you can use this report to see the quality of traffic driven by each method. For example, if you look at Site Usage statistics, you may see that organic search delivers 20 to 30 times the number of visitors, but those visitors view only half as many pages and have twice the bounce rate. And when you look at Ecommerce statistics, you may see that visitors from paid search have a much higher rate of transactions, along with a higher average value per transaction, and a higher dollar value per visit. If you find that your visitors who arrive via paid search represent a significantly higher value customer that may be an argument to invest more in paid search.
You can test whether paid search contributes to the level and type of traffic you want by gathering data from periods when you run paid-search ads and comparing that to data from periods when you don’t run those ads. You can also experiment with turning AdWords keywords on and off to see whether there’s a resulting change in traffic.
Look at the different search engines (sources) that drive traffic to your site to determine where you want to invest your resources. For example, if you’re getting an overwhelming amount of visitors and revenue from a particular search engine, that’s an obvious source of profitable traffic and an area in which you might want to make further investment; but you might also find another search engine that delivers only a few visitors, but ones who represent a very high Per Visit Value. In this latter case, you might want to increase your spend in that area to drive more of those high-value visitors to your site.
Digital marketing is an evolving field and has a lot of potential as a profession. With proper training and a positive attitude, you can build a good career. If you are serious about building a career in the lucrative field of digital marketing, then enrol into an digital marketing courses and equip yourself with requisite skills.
Our goal is to reduce the rising skill gap and make digital marketers which can assist brands and businesses drive exponential growth. Learn Digital Marketing Courses From The Digital Sandbox (TDSB)