By Claire Whitehair

Making the decision of which ad position to aim for has never been easier with Google Analytics’ Keyword Positions tool. By completing three simple steps, you can find your optimum ad position for each keyword in your account.

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Acquisition -> Adwords -> Keyword Positions.

The Keyword Positions Tool can be found in your Google Analytics account under the Acquisitions menu on the left hand side.

You will only see data in this section if you have linked your Google Analytics and AdWords accounts, and you’re tagging your PPC adverts correctly.

To start with, the tool displays your keywords, by default, in order of visits. However, you can change this using the drop down menu above the keywords to sort them by a number of different metrics.

Once you have decided how to sort your keywords, clicking on any one of them will provide data about each of its ad positions on the right hand side.

Best Practice: Have a look at your high spending keywords from each adgroup in Google AdWords and ensure that they are performing well by analysing them in Google Analytics.

Sorting your keywords by a number of metrics in Analytics, it’s really easy to see your high volume, keywords which provide you with the best rate of return. Likewise, understanding which keywords do not provide you with the results you need is just as simple.

The list below shows all the useful metrics, which can be used to sort keywords with the highest pages per visit, highest conversion rate or even the lowest bounce rate.

For the purposes of this example, I have chosen to sort my keywords by the number of visits generated.

As you can see keyword 1 is the highest volume keyword, it’s therefore also a high spender and contributes to a large proportion of conversions.

We can then explore which position generates the best results for this keyword by taking a look at the right hand side, this provides us with the metrics for each position.

In this instance, I have decided to in investigate the bounce rate. Of course, the metric used for analysis can be changed depending on what is most important for your campaign.

It’s position three that actually supplies us with the lowest bounce rate, followed by top 4 and 2.

With this information, we can adjust our bids to target the position that we now know generates the optimum results.

Creativity is really important whilst using this keyword position tool. Analysing different keywords using a range of metrics can provide us with many angles to approach analysis and make decisions a lot easier to make!


One last thing to note is that this data includes both Google Search and Search Partners.
In order to separate these out and analyse them independently, you will need to create a custom report.
This report will need to include dimensions of Keywords and Ad Slot Positions, as well as a Metric of Visits, filtering on the Ad Distribution Network you will then be able to filter on either Search Partners OR Google Search, and analyse separately.

So to sum up, there are three things to remember; where to find the tool, how to use it and not forgetting to be creative with the different ways to analyse the data that you can find!

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