It’s a good question. A very good question actually. There is unfortunately not a YES or NO response to that. It very much depends on your general strategy and how your paid and non-paid initiatives are set up and work together.

One note though. Focus on the “search phrase” itself and not so much the channel from where you got it (and don’t mix up Search Listings – PPC Keywords – with Search Phrases if you derive insight from from channel to another). For the most parts the intent is aligned from channel to channel.

Cheers and thank you for the heads up on the blog.. Much appreciated :-)
dennis

This is the first time I am reading your blog. And i found it through Google when I was searching for which keywords to chose from Analytics. And I must say I have really learnt a lot from your post.
Still I have a question, i.e while doing SEO which keywords should we focus from our ppc campaign those having most revenue or those having most conversion rate. Kindly share your views, I m little new to Analytics. Thank you

Good input. Thanks! – AND to be very specific, I believe the “Contact us” page for most companies are much more valuable than they actual think it is (just like the “About us” page). The cool think is of course that we can now get a sense of this importance and there is nothing like MONEY as a metric – it clears your mind. :-)

Cheers
d. :-)

As for page level contribution to the funnel, this is a great example of thinking outside of the box. For example our contact us page brought in a sizeable revenue online – partly due to the freephone number to help with quick enquiries and assisting them to go on a purchase online!

I couldn’t agree more. Using this type of optimization on EVENTS brings forth the power even more – whether that be in YWA or GA :)

Thank you for great input, which I should have noted in the original post.

cheers
d.

I’m a big fan of the revenue participation idea, and at Fruugo we’re using it not only as a page-level gauge but (using GA at the moment) we’ve e.g. built event tracking categories so that it’s easy to see how non-pageview interactions are contributing to the bottom line. Essentially, given that you have an ability to group data, you’re able to measure entire concepts the same way.

Gets _very_ exciting when you start segmenting that stuff.

Cheers,

-Leevi

…a little love never hurt anybody :-)
(Thanks!)

cheers
d.