Google Analytics is perhaps one of the best webmaster tools on the planet. Besides tracking traffic, you can use it to help you optimize your landing pages and your pay per click ads.
Key metrics to look at are Entrance Sources and Entrance Keywords. The keywords used to find your site is extremely useful because if you know the most popular keywords that people use to find your website then you can focus on those keywords in developing your content and your ad copy.
For instance, if you don’t have a web page associated with one of your top 10 entrance keywords then you should probably think about building a landing page optimized for that keyword. Then start an ad campaign group targeted for that landing page and using the same keyword. By using Google Analytics to help you optimize your website you can improve your overall optimization and pay per click advertising initiatives and convert more sales.
