I often get asked, “Why should I spend money when Google Analytics is Free“.
[Note To Google: I enjoy all the free Google stuff… especially the analytics. Dallas SEO wouldn’t be the same without all that good data! ]
However, there are many things that your Free Google Analytics account will not do. What are they? I’m glad you asked!
Google Analytics Is Just A Reporting Tool
Sure, there are some nice PPC reporting features (i.e. keyword, creative copy, search vs. content network) you can integrate into your analytics reporting. No doubt about it. That’s what makes it such a bargain.
No Bid Management Platform
You need to be able to manage your PPC campaigns efficiently, effectively and profitably. While you can login to your AdWords account and make time-consuming manual updates or use the latest desktop AdWords editor, there are other (read: better) PPC managment options. That will allow you more control over your ROI. You need to have:
- Real-time conversion tracking & reporting
- Bid rules that auto-adjust to meet your ROI requirements
- Portfolio bidding to maximize your profits
You can have the nicest car in the world, but if you don’t know how to drive, that car will just sit in your driveway.
Google Analytics gives you some of the most valuable data you need to manage your PPC campaign, but it won’t tell you what the numbers mean and it won’t do the work for you. That requires professional help.
No Professional Copy Writing
When you combine your AdWords account with your Analytics account, you can see which ad copy performed best for you, but it won’t write the ads. It won’t be able to draw on years of best-practices to help you jump the learning curve and start turning a profit as quickly as possible.
No Keyword Profitability Research
You can use the free Google keyword tool in your AdWords account to find keywords, but Google won’t tell you if that keyword is likely to be profitable. There’s no way to do ad-hoc analysis with Google’s keyword tool. For that, you need someone that has years of conversion tracking keyword research available at their fingertips.
No Easy Integration for 3rd Party PPC Campaigns
Let’s face it, you don’t really want to give Google all of your campaign data for your Yahoo!, MSN, 7Search, SuperPages, etc. data… do you? Even if you wanted to, do you have the time to hack all of those URL’s? My guess is probably not!
I’ve got several more reasons to upgrade to a professional reporting tool, but I’ll stop there and give you my final analysis now.
I would suggest you go sign up for your Free Google Analytics account right now. You’ll find out tons of interesting and potentially helpful information about your SEO and PPC campaigns.
If you want to get serious about your search engine marketing, pay for a professional to manage your campaign. You’ll get professional tools, excellent reporting and creative analysis to help you propel your marketing to the next level.