Revenue, Sales, ROAS, etc. by keyword in Search Report

The same metrics that are shown in the Campaign report will also be shown in the Search report once revenue tracking has been configured.  Here you can get an extremely granular look at exactly which keywords perform the best in terms of generating revenue.

Go straight to ROAS

Again, you will probably want to go straight to the bottom line by clicking on the ROAS icon in the report header and sort this report on ROAS.  In this mode, the report is still sorted by the number of clicks, so chances are you'll see most of the search terms showing no ROAS, with a random pattern of search terms showing various ROAS figures.

Focus on a search engine

In order to sort on the ROAS figure, you'll need to focus on a given search engine.  Chances are this will be Google.  Click on the small pivot icon next to the Google icon in the column head to pivot to the metrics mode for Google. Now you can see all the metrics associated with a given keyword listed on the same screen.

Sort by ROAS

In the metrics mode, you can sort by specific metrics.  Sort the report by ROAS and you will see exactly which key phrases are your best bottom line performers.

Note the other metrics

Are your highest ROAS keywords generating the most traffic?  If not, you might want to better optimize your site for those keywords.  Do you have a great conversion rate but the ROAS is low?  Maybe you need to increase your prices for the products to which these keywords refer.

Factor in segments

You can add another dimension to the search report by applying a segment to the report.  For example, you could create a segment for visitors who viewed at least 10 pages.  Now you can identify the customers who not only bought something but who seemed really interested in exploring your site.  You can either view this segment of users separately, or combine the tables and see how 'high interest' visitors' buying behavior contrasts with all visitors' behavior.

Look for clues

Hidden within the columns and rows of this report are myriad nuggets of valuable information.  Dig around through this report by pivoting  to search engine and metric modes, sorting on columns, and combining and separating segments.  The more you look, the more you'll learn.