Some organizations use Google Grants AdWords as a tool to drive potentially interested users to their Web site. Google Analytics is a free Web analytics program that helps organization evaluate their site. Use them together and your organization can maximize your Web site’s performance, according to Kristie Ferketich, Google Grants senior strategist.

Ferketich explained how the two programs working together might give you more insight into your site’s appeal at NTEN’s recent 2009 Nonprofit Technology Conference:

• Link the accounts. If you link your AdWords and Analytics accounts, you can then track landing pages and view your highest performing ads.
• Keep your eyes on the exit. Edit Web pages where you are seeing a substantial user drop off. Get rid of low performers. Delete keywords that aren’t getting the bang for their buck. Test similar words or phrases that may perform better.
• Cream of the crop. Determine what site pages are driving the most page views and try to make that the landing page for your AdWord links.
• Location, location, location. See if any geographic region stands out for visits, page views and conversion rates. Then you can customize your campaign for those users.