Most internet users go to Google or a similar search engine to find the information, products, and services that they are looking for online – and offline for that matter. Because of this, anyone who owns an online business knows how important search engines like Google are to their traffic volume. If a high profile physical location is important to the success of a traditional business, then search engine visibility is crucial to the success of an eCommerce operation.

The challenge is attracting a large volume of high-quality traffic to your website, especially in a competitive market that calls for a solid online marketing campaign. However, if your website is navigable and the right traffic is finding its way to your products, then higher traffic will yield higher conversion rates and profit. Here are some tips and pointers on how you can use Google Analytics to monetize your web presence through robust online marketing and increased search visibility.

Reporting in Google Analytics

The reporting functions in Google Analytics comprise various reporting tools that can be vital to your campaign’s success. You can find the reporting functions under “All Web Site Data.” Here, you can set up customizable data views under “Dashboards,” configure alerts under “Intelligence Events” to notify you of significant changes in the data, and gather useful data under “Audience” such as demographic information and visitor interests.

Keep in mind that there is quite a bit of functionality built into Google Analytics, and it isn’t easy to simply glance at the reporting data and make decisions as to what is working and what isn’t. It takes

It takes time to analyze data, parse out significant patterns, and then act effectively on that knowledge. It helps to explore the functionality of the reporting tools on your own and decide for yourself which tools are useful to your project.

Ad and Site Experimentation

At this stage, it is useful to conduct various experiments with your ads and website configurations by utilizing the “Acquisition” and “Behavior” reporting tools. The Acquisition tool allows you to determine where your visitors are coming from. This is a useful tool to determine the effectiveness of your ad campaigns, your landing pages, your email lists, and other traffic generating sources. Try experimenting with your ad and email wording, or considering varied graphics on your landing pages. This is referred to as A/B testing, and this will allow you to pour over data to see which designs and copy are bringing in more traffic.

The Behavior tool allows you to see where the most activity is happening on your site, and whether visitors are staying on certain pages and going where you intend for them to go. This is a useful tool to use in combination with site tweaks and modifications to determine what site designs are working best.

Conversion Analysis

Google Analytics offers many useful tools under “Conversions” to track your customer conversion behavior. To make use of these tools, go to the Admin function and set up certain goals that you want to track.

For example, you can track purchases on the site, effective keywords, email subscriptions, and other essential details. Combine this data with your audience demographics and keyword performance data, which will help you understand the appeal of your products and marketing efforts, and whether you are leveraging your traffic properly for conversions.

Professional Treatment

The ideal online marketing campaign uses a complex combination of web design, ad marketing, email campaigns, content, and reporting tools to optimize traffic and conversions. In the end, everything should be working together to provide an overall seamless and pleasurable experience for your customers, which in turn will affect search engine placing. There are specific firms that specialize in integrated marketing campaigns such as these, like the Los Angeles based SEO company Coalition Technologies, as well as other professionals in the field that handle this on a daily basis. It isn’t a bad idea to get a professional on board, as an expert can effectively harness Google Analytics to maximize your campaign’s success.

While there are several other useful tricks to employ, these basics will get your campaign going in order to benefit your web presence for higher conversions, sales, and engagement. With enough time, effort, and research, your marketing campaign will be a finely tuned vehicle for continued growth.

Best of luck!