If you have an account with both Google Analytics and Google AdWords, we highly recommend linking your accounts in order to get the biggest benefit from both. While both Analytics and AdWords are powerful tools by themselves, linking them can provide vital clues about a potential customer’s decision-making process once they clicked your ad and pondered whether or not to complete a conversion.

Two powerful metrics that you gain access to when you link your accounts are the Bounce Rate and Pages/Session for each AdWords Campaign. If you have a Campaign that has a high click rate coupled with a high bounce rate (meaning that customers frequently left your website after viewing only one webpage), you may want to evaluate the page site visitors are landing on when they click the ad, and see if you can make the page simpler, more easy to navigate, and more relevant to the ad. Alternatively, you might want to reinvest your AdWords budget in campaigns that have a lower bounce rate.

To learn how to link your Analytics and AdWords accounts, and more about the advantages of linking, please visit Google’s instructions titled “Link Google Analytics and AdWords.”

Marketing Bites are short actionable tips to help you market your business. Each Bite contains a marketing idea and an easy to complete action. The Marketing Bite is emailed weekly to subscribers.