Do you know how to measure the performance your Adwords ads? Two reports from Google Analytics that show detailed Adwords data.

Last time, you saw how Google Analytics is the best way to track the performance of your ad groups and keywords. Google authored both Adwords and Analytics and can quickly integrate the two together. You learned about auto-tagging and cost data

Now let's take a look at the Adwords data you get inside Analytics.

Adwords Campaign Report
The site usage tab shows the visits per campaign and the bounce rate. The bounce rate is useful for determining what keywords are worth expanding, and which are worth dropping. The Clicks report displays impressions, clicks, total costs, CTRs, CPC, and ROI. The ROI is extremely useful and is something you can't get inside Adwords alone. With this information you are not limited to measuring just CTR.

Keywords Position
The position report is extremely interesting because it tells you what ad position on the Google Search page is generating the most clicks. It's generally assumed that the top Adwords position will generate the most the clicks. You may find that this is not the case for your campaign. You may decide that you can lower your CPC if your ads perform well in lower positions.