Search engine marketing and Google Analytics

Google Analytics provides you with Search Engine Marketing tools to help you figure out which keywords attract visitors and which keywords require more effort to get better rankings and more traffic. The next level, however, is provided by Google Analytics also in that it tells you which keywords provide you with the best quality traffic, which is information that will help you get the most out of your SEM efforts.

Google AdWords

Google Analytics was essentially added to the list of Google tools to help AdWords users get more out of their PPC investment (and get more users to use AdWords) and the tool also plugs in directly to AdWords to retrieve information on keyword positioning, CPC data and adgroup campaign tracking.

Google Website Optimizer

Google Website Optimizer is the latest of Google’s tools that will be a valuable add on for Google Analytics users as well. This tool basically allows you to run conversion optimization tests and uses common testing methods. Website Optimizer can be set up to track data of your landing pages, providing you with a before and after view and therefore offers a great A/B/C/x testing tool for landing page optimization.

If you have an AdWords account I would definitely have a look and try out Google Website Optimizer.

Google Analytics reports

Google Analytics has a dedicated group of Search engine marketing reports for this purpose, which can be found within the Traffic Sources reports group.