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Intergage is impressed by the power of Google Analytics in helping to make search engine optimisation and AdWords campaign decisions
 Founded by Gareth Tansey, and now managed by his brother Paul, Intergage.co.uk offers its clients a comprehensive service in the areas of website construction and development. Focusing on small and medium sized enterprises, Intergage is able to offer fully built, customised and developed websites which give their owners total control, continuous support and marketing assistance.
For Paul Tansey, when a client begins a relationship with Intergage "they are doing more than just buying a Web site". Intergage tailors its services to fit the needs of each client to ensure that each site and marketing package gives each individual customer the "best possible return on investment". Google AdWords and Google Analytics fit well with this mission, helping
to assist Intergage to maximise the visibility of its clients' websites from the day of their launch onwards.
Tansey believes that pay-per-click marketing is "an essential part of the modern marketing mix, it has to be there." AdWords takes up the largest portion of Intergage's pay-per-click management activities. Tansey is an avowed AdWords advocate. He notes that "AdWords brings results for a cross section of industries and business models" Intergage makes sure that whilst managing AdWords campaigns it also takes the time to educate its clients on each aspect of the AdWords programme. Customers know that from the moment they become involved with Intergage that how we will get them a return on investment" from both their website and their online marketing activities. Monitoring both website and AdWords performance through Google Analytics enables Intergage to make this promise a measurable fact.
Intergage makes extensive use of Google Analytics, Google's powerful, free web analysis tool. For Tansey, Google Analytics is "an outstanding analytics product." In his view Google Analytics offers "a dazzling array of reports." Intergage proactively set up Google Analytics accounts for all of their customers. This allows the company to identify where both a website and an AdWords campaign have performed well and where improvements can be made. This capability is crucial to Intergage's commitment to its customers. In-depth reports and data that refer to both natural and pay-per-click visitor traffic and trends allow Intergage to make decisions on search engine optimisation for its clients.
Mike Finn, part of the Intergage team and an enthusiastic Analytics user, finds reports for pay-per-click traffic and organic conversions particularly insightful and accurate. By ensuring that each customer's Analytics account has relevant funnels and goals set up Intergage is able to track the performance of an AdWords campaign from the moment a user clicks on an ad to when they leave the site before or after making a defined action that is called a goal. Data referring to user exit points gives Intergage information that assists it in making improvements to specific web pages and to improve the overall performance of both a site and an AdWords campaign. Finn finds that Analytics reports can be particularly useful for making improvements to e-commerce sites. From high-level overview reports to detailed statistical information Intergage has found that Analytics helps it in "gathering a lot of long tail information on the performance of specific AdWords keywords".
As Intergage aims to grow from a company focused in the south of England to the whole of the United Kingdom, both Google Analytics and Google AdWords will continue to form a large proportion of its online marketing and website optimisation activities.
Copyright 2007 Google - Reference: 0834700-uk-case-intergage
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