How to use Analytics with Google Ads (6:30)
How to use Analytics with Google Ads (6:30)
This video from the Analytics Academy demonstrates how Google Ads integrates with Google Analytics. To view the whole course, visit: https://analytics.google.com/analytic…
Content
5.5 -> AdWords is Google’s advertising system that
allows businesses to generate text and display ads.
12.76 -> Text ads show up next to Google search
results by matching keywords you can bid on
18.39 -> with users’ search queries. Display ads
are advertisements consisting of text, images,
25.559 -> animation, or video that show up on a vast
collection of websites called the Google Display
31.149 -> Network. Since the Google Store wants to sell
t-shirts, they could bid on keywords such
36.89 -> as “Google t-shirt” and “Google clothing.”
When people search Google for a particular
42.71 -> product like “a really cool Google t-shirt,”
AdWords will show a relevant text ad for the
48.76 -> Google Store if the ad meets AdWord’s quality
guidelines. This type of advertising can help
56.71 -> attract customers from the millions that use
Google Search and the Display Network every day.
63.36 -> When you link your Google Analytics account
to your Google AdWords account, you can:
68.939 -> view AdWords click and cost data alongside
your site engagement data in Google Analytics;
75.58 -> create remarketing lists in Analytics to use
in AdWords campaigns; import Analytics goals
83 -> and transactions into AdWords as conversions;
and view Analytics site engagement data in AdWords.
90.98 -> To set up an AdWords account, navigate to
94.08 -> the link at the end of this lesson and follow
the instructions to create an account. It
99.42 -> should take less than twenty minutes. To link
Google Analytics with AdWords, first make
105.57 -> sure you are logged into Analytics using the
same email as your AdWords account. You can
111.15 -> find the email you’re signed in with in
the upper right-hand corner. Note that you
115.77 -> must be an administrator on both accounts.
Next, click the Admin tab. Then make sure
123.27 -> you’ve selected the account and the property
you wish to link to your AdWords account.
128.31 -> Under the Property section, select “AdWords
linking.”
132.45 -> Any AdWords accounts you have linked to your
Google account will automatically appear.
138.66 -> Check which account you wish to link and click
“continue.” Next, type in a “Link Group Title."
145.46 -> This could be your AdWords account
ID. Now select the view in which you want
150.89 -> the AdWords data to appear and select “Link
accounts.” The linked account will show
157.23 -> in your Link group list with the title you
entered. When you link your Google Analytics
162.47 -> and AdWords accounts, campaign data is shared
between the two systems, but it still requires
168.47 -> campaign tracking. Although you can manually
add campaign tracking tags to AdWords URLs
175.12 -> using the URL Builder as we did earlier, there
is a better option. AdWords can automatically
181.03 -> add a special campaign tag to your AdWords
URLs through a feature called auto-tagging.
187.31 -> Auto tagging is required to get specific AdWords
dimensions into Google Analytics. Once we
194.7 -> have linked AdWords with Analytics, we can
find AdWords reports under the “Acquisition” section
200.84 -> in the left-hand navigation. If we click on
the “Campaigns” report, we can see how
206.33 -> well our various AdWords campaigns are performing.
Notice that this report organizes AdWords
212.59 -> campaigns using the same names assigned in AdWords. This is one of the benefits of linking AdWords
218.95 -> with Analytics. Note at the top of the report
you can switch between desktop, mobile, and
225.97 -> tablet metrics to view the performance of
campaigns across different devices. In the
232.06 -> data table below, you can use the Acquisition
metrics to see the clicks for each campaign
237.569 -> and the total amount paid for those clicks.
CPC shows the average cost for each click.
244.669 -> Under Behavior, you can see user engagement
for each campaign. And under Conversions,
251.32 -> you can see the conversion rate, the number
of actual goal completions, and how much these
256.329 -> conversions were ultimately worth to your
business for each AdWords campaign. You can use the
262.5 -> pulldown menu under 'Conversions' to show data for each of your goals.
268 -> Now let’s look at the “Keywords” report. This can help you understand how well keywords and
274.12 -> individual ads are performing. For example,
277.26 -> if a keyword is bringing in a lot of traffic
but has a high bounce rate, it might indicate
282.72 -> a disconnect between the ad and landing page
content. If you have a keyword with a high
288.82 -> conversion rate but low number of impressions
(or number of times an ad was shown), you
294.58 -> may want to raise your bid for that keyword,
so the ad is shown more often and reaches
298.7 -> a larger audience. You could also add “Device
Category” as a secondary dimension to break
305.6 -> out these keywords by the kinds of devices
that users were on when they clicked your
310.82 -> ad and visited your site. Finally, let’s
look at the “Bid adjustments” report.
315.9 -> Bid adjustments are an AdWords feature used
to automatically adjust keyword bids based
321.48 -> on a user’s device, location, or time of
day. For example, if the Google Store opens
327.48 -> a temporary location during the holidays to
sell merchandise, they might want to add a
332.9 -> bid adjustment to increase ad visibility on
mobile devices within three miles of the store
338.36 -> during the hours of operation. The Bid Adjustment
report in Analytics lets you analyze AdWords
345.52 -> performance for the bid adjustments you've
set for your campaigns. You can use the selector
351.54 -> at the top of the table to evaluate campaign
performance by the device, location, time
356.7 -> of day, and remarketing list bid adjustments.
We’ll cover remarketing in an advanced course.
363.6 -> To see all of your bid adjustments and metrics
for a specific campaign, you can click on
369 -> that campaign name in the list. You can see
how powerful AdWords can be for you business
375.22 -> when paired with Google Analytics. It allows
you to really understand the value of your
379.66 -> marketing and make adjustments to improve
your return on investment.
Source: https://www.youtube.com/watch?v=q8RLUH4vJXA