Another valuable tool you can use to analyze the actions of your customers is Google Analytics. When you link Google Analytics with AdWords, you can discover where people who click on your ads are going after they reach your website. This information can help you make smarter decisions about your ads and website.
Google Analytics is a tool that tracks all of the traffic a website receives. It can give you the following information: the number of visitors your site receives, how many pages they viewed, how long they stayed on your site and what series of pages they viewed. This information is incredibly valuable, and can show you just how much of your website traffic or sales is driven by AdWords. In addition, it can also tell you where people decided to leave your site, and which parts of your site are the most attractive to your customers.
In addition to the above information, Google Analytics can also help you create better content, as well as better, more relevant landing pages if you see that people who land on a certain webpage from your AdWords ad are bouncing from the page. This can help increase your conversion rates.
Goal Tracking is another useful feature in Google Analytics, and is similar to Conversion Tracking. It can measure goals, like the number of people who visit a “Thank You” page after they contact you or opt into your newsletter, complete a purchase or any other desired conversion. Goal Tracking also tracks visits to your site that did not come from AdWords. It will measure these visitors from both referral and direct traffic.
You can also see the search terms people used to find your website from referral and direct traffic, as well as AdWords traffic. This information is valuable, as you may find keyword data that you did not include in your AdWords campaign.
How to link Google Analytics and AdWords:
- From the Google Analytics tab within AdWords click Admin.
- In the Account column, select the Analytics account you want to link with your AdWords account.
- Click AdWords Linking.
- Click the + New link button.
- Select the AdWords account you want to link with your Analytics account.
- In the Link configuration section, select the Analytics views in which you want the AdWords data to be available.
- Click the Link accounts button.
- Lastly, head over to My Account > Linked Accounts > Google Analytics to select the newly available Analytics profile.
If you run into any trouble, please leave a comment or contact us directly – we know how frustrating this process can be. Now that your accounts are linked, you can customize your performance data. It’s very simple to customize columns, and you now have the option to choose which Analytics metrics you would like to see:
Navigating Google Analytics might be difficult and confusing at first. Contact PPC Professionals today to learn more, and read more about Alternative Analytics Tracking (Adobe Omniture, Webtrends, Ifbyphone) next.