My name's Sean Quadlin, I'm a product marketing manager here at Google

focusing specifically on SEM best practices. Now, when your accounts are linked, you can add

GA metrics directly to your AdWords reports. In this video, we'll talk about

what you can do with that. Specifically, how you can understand which AdWords

campaigns, ads and keywords drive

on-site engagement. And second, how you should monitor '% new sessions' to

learn which keywords attract new customers.

Let's start by understanding which stats add to your reports for deeper

understanding. Now, the sad fact is most clicks don't turn into conversions, but

when you add GA metrics like bounce rate, pages per session and average

session duration to your reports, you can see what's happening even on those none-converting

clicks. Some things that you can evaluate with these metrics include:

Calls to action in your ads – does the user engage with your site differently when

there's a different call to action? New keywords in targeting – is a new area that

your advertising on delivering on users expectations?

How did the bounce rates look for a new keywords set? And finally, new landing pages – are

people going deeper into your site now that they're going to a new page? How was

your average session duration changing? Now, continue to focus on the metrics

that matter the most to your account, then use GA when the primary metrics

don't give enough insight for you to make good decisions. Second, monitor

'% new sessions' to learn which keywords attract new users. Use this

metric to understand where your campaigns reach customers in their

journey. Think of it as a proxy for new customers. You may have an idea about

which keywords are introducing new customers to your company, but you can

use this metric to prove or disprove that hypothesis. You can set goals and gauge

success better when you know how many new sessions are coming in as a result of

that keyword. As you learn more about which users are more likely to have been

to your site before, you can improve your strategy for your account.

It's really insightful stuff. So when you're using GA metrics right in AdWords reporting, you

can understand which AdWords campaigns, ads and keywords drive on-site engagement.

And you can also monitor '% new session' to learn which keywords attract new customers.

Thanks for watching this video and please check out the rest of our series all about using GA with AdWords.