Here is an absolutely delightful new little (but really huge!) feature in Google Analytics that should make anyone interested in improving their web business results smile from ear to ear. It’s called Weighted Sort.

The problem:

You want to find out how your keywords are performing for a particular metric, say bounce rate, because you want to improve the relevance of the visitors to your site. You jump into analytics to take a look at the Keyword Report, click on the bounce rate heading to sort bounce rates from worst to best, and you find this…

If you manage a PPC account, you know that for several years now AdWords has had three match types: exact, phrase, and broad. You also know what they mean and how your keywords are matched to search queries. Up until a couple of years ago, broad match meant that the keywords in your phrase were matched to queries that had all of your words in any order.

Then, broad match became “expanded broad match” where Google’s algorithm was given free reign to decide if search queries were a close enough match in search intent to show your ad. Many of the results were not even close. Your keyword could be business cards and your ad would show on state ids and business plans.

Man, getting traffic can be so easy…. and dangerous to your bottom line. The truth is, there is an art and science to getting traffic just like any other vocation. It takes skill and knowledge to be successful. So, when it comes to utilizing the Display Network, you need to gather the knowledge that is going to enable you to use the tool correctly to accomplish your goals.