Google Analytics also gauges which AdWords keryowds deliver the best results, as well as providing information on cost per click on the SurePoint website. Agency.com absorbs this information and makes changes to AdWords campaigns and the SurePoint site to maximize effectiveness.With the help of Google Analytics, Agency.com concentrated search keyword buys on the most effective family of keryowds and fine-tuned the copy in both search-based and banner ads to focus on the most return-intensive concepts. The agency adjusted landing pages, depending on which keyword users clicked on. Agency.com also revised the copy throughout the site, primarily on the landing pages, to better communicate specific goals for each page. After making adjustments, the average bounce rate on the top five entry pages decreased 17 percent, and the conversion rate for the landing pages focused on search keyword buys increased more than 25 percent.