Google has been busy the last month, releasing new AdWords features on a regular basis. The latest, AdWords reports viewable in Google Analytics.
Per a recent Inside AdWords post, with helpful accompanying video:
The new AdWords reports in Google Analytics give you more insight into what happens after the click. For example, suppose you wanted to see if potential customers searching for your exact matched keywords were more engaged with your site’s content than those who were searching on broader terms. Using the new reports, you can view all the visits from clicks on exact matched ads for any keyword, ad group, or campaign in your account. You can also see how many pages that group visited and the average time spent on site. If you use the funnel reports in Google Analytics, you can even see the specific step where visitors tend to drop off when trying to make a purchase.
It’s not available for all advertisers yet, and I haven’t seen it for my clients – but I’m excited for the additional reporting features!