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How to get the most out of Google Analytics to improve Adwords campaigns

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How to get the most out of Google Analytics to improve Adwords campaigns

Google Analytics is the great ally of Google Ads (previously called Google Adwords) and in fact your Google Ads strategy should work in coordination with Google Analytics . If you link both platforms you will have much more and more detailed information that will help you improve and optimize your campaigns.

The reports and metrics of your Google Ads campaigns seen from Google Analytics, offer you important information about the behavior of users before, during and after they visit your website . It also offers you detailed information on the steps, times and channels (organic and paid) that participated in the conversion and transaction process of your campaigns.

A good interpretation of this data will help you improve the conversion (CRO) of your Adwords campaigns , since Google Analytics measures the sessions and the links of users with your website, from their first contact to the conversion.

Although the Google Adwords reports are mainly based on the performance of the campaigns through the number of Impressions, Clicks and CTR; Google Analytics reports are based on sessions and types of behavior across different channels and devices.

The confluence and comparison of the reports from both platforms will allow you to evaluate and improve the performance of your Germany Business Phone List campaigns . I will explain how to do it before, during and after the process.

Germany Business Phone List


What to do in Google Analytics before creating a campaign in Google Ads
In this section I make a compilation of tips that you should apply before making a campaign in Google Adwords and apply them according to the type of campaign you develop.

Google Analytics offers you a series of reports that you must activate to obtain better information with more detailed metrics about users and about the behavior within your website after clicking on your ads. This way you will be able to better understand the conversion process and routes, which allows you to better monitor and interpret the Adwords campaigns you carry out.


Link Google Analytics with Google Ads
Linking accounts allows you to see in more detail the conversions and the achievement of the objectives, including the microconversions and in this way, optimize your Google Analytics objectives in AdWords.

It allows you to know which campaigns, which ad groups and which Ads keywords generate the most interactions with your website , since Google Analytics informs you in more detail how users interact with your website.

By linking Google Adwords and Google Analytics you can also import goals and transactions and create and import remarketing audiences from Analytics to Google Ads .

To link your Google analytics account with Google Adwords you must have administrator permission with the option to edit. They can be linked from both platforms, but it is only necessary to do it from one.

From Google Analytics it is linked in the Administration section> Property> Adwords link. There you must place the number of your Adwords account and finish the process. You must also be an administrator and have editing permissions in the Google Adwords account.

By having the accounts linked, you will see that in the Acquisition reports section all the Adwords campaign reports will appear and you will be able to see in detail the ad groups, the performance of the campaigns, the keywords, the conversions, etc.

Activate Demographic Reports
The post I wrote about the latest Google Analytics news explained that it is vitally important to enable demographic and interest reporting to improve your Ads campaigns . This option will allow you to obtain relevant information about your Target audience and improve the segmentation of your campaigns.

For example, they provide you with information about the age and sex of the users who visit your website, in addition to informing you in detail about the interests that these users manifest with their online activities on and off your website, which will allow you to be more assertive in the places where to place your Display ads, for example, according to the browsing interests of the users who visit your website.

The demographic reports enable and complement the Active Users and Cohort Analysis reports , also relevant when it comes to understanding the behavior of users who have visited your website and the interaction they have made on and off it in certain periods of time.

To enable demographic reports you must do it from the Administration> Property> Property configuration section. In that place you must activate the reports and save changes.

Reports can sometimes take 24 hours to enable.

Enable Re Forex Email List reporting and advertising reporting features
You must also enable the advertising and Remarketing reports in Administration> Property> Tracking Information> Data collection.

These reports will allow you to know many details about the type of activity of the users who visit your website, allowing you to know everything related to their behavior on your website: time of permanence, pages visited, number of visits, etc.

With this information you can create personalized ad campaigns according to their activity, interests and interaction with your website. If he is a recurring user, you will be able to impact him correctly the days after his visit, with display ads, a well-developed strategy that can positively affect the purchase decision on your website.

Create goals and conversion funnels
Goals are obviously the main reason for Google Analytics. Creating goals allows you to measure conversions and the steps leading up to them. It allows you to measure and analyze all aspects of the behavior and purchase process, of your users, the quality of visits to your website, conversion routes, possible failures in the sales and transaction process.

Beyond vanity metrics (we call the number of visits that way), they allow you to see and evaluate if your marketing objectives are working according to your strategy.

You must remember that not all objectives are transactional (sales) or leads (subscriptions and databases). There are many other non-commercial goals that allow you to see which pages or products perform better, which generate the most traffic, or what are the conversion processes and abandonment point in the purchase process.

Remember that you can create up to a maximum of 20 different objectives for each view, create and activate, edit or activate them whenever you want. Also that the objectives are different depending on the sector and the configuration of your Analytics account.

Something very important is that when setting your goals, you can include the value (real or symbolic) of the goal. You can also include a conversion funnel with the necessary steps for conversion. In this way you can have better information on the conversion and abandonment routes in the sales or conversion process.

Use Advanced Segments strategically
Segmentation is one of the keys to success in any marketing campaign. Reaching the specific audience means optimizing efforts and investment in Ads.

The advanced segments of Google Analytics allow you to have a broad knowledge of your audience and your Target Audience according to the type of behavior and interaction with your website.

If you have enabled the advertising and remarketing reports, plus the demographic reports, you will have data mining that will allow you to segment your entire audience by age, gender, interests and type of interaction.

You will be able to segment your audience and easily see the differences in behavior, according to age and gender. In a single graphical report you will be able to compare the quality of users by type of behavior, whether they are unique or recurring visits (loyalty and degree of interest); the age and gender of users who make the most conversions and transactions, the type of device they use according to their age, etc.

The advanced segments will allow you to optimize your campaigns to impact your loyal audience or to find new audiences according to your products and services.

Create Audiences for Dynamic Remarketing
If you make good use of the Advanced Segments, you already have a lot of information on your side. But in addition, Google Analytics allows you to create specific Dynamic Remarketing audiences to impact very specific audiences with display ads, loyal users or those who have started the purchase process but left before completing the conversion.

Google Analytics allows you to create tailored audiences to generate personalized ads in Google Ads. These ads are created so that in the days immediately after visiting your website, they can strategically see the ads.

You can segment by age, by location, by gender, by interest type and create personalized ads with special offers or with the appropriate language according to age and interests.

This process is called Dynamic Remarketing and allows you to show remarketing ads for content or products that may interest users based on their behavior, the content or products they have seen on your website and related products, so that in the following days they remember the purchase process or abandoned or the product or service from which you requested information. With this, you will undoubtedly be able to significantly improve the conversion rate.

You can include in the conditions of your audience that the ad stops showing once the conversion is made, with which, your campaign is more assertive and cheaper and you avoid saturating your user.

If you want to know more about this Segments and Audiences for Remarketing , I invite you to read 2 articles that I wrote about it: How to improve the CTR of remarketing campaigns with Google Analytics and Advanced Segments for Remarketing in the Marketing Magazine of Aula CM (pages 21 -2. 3).

Do an exhaustive keyword search – Keywords Research
Obviously, before starting any marketing campaign, it is necessary to do a market and competition study. You must make a study of the most frequent terms around your brand, services and products. Make a selection of Keywords – Keywords- that are relevant to Google.

Ideally, you should do that market and Keyword research with different Keyword Research tools , such as Sistrix , Keyword.io , Kwfinder , Semrush or the Google Ad s keyword planner , which gives you more accurate results as you go. developing paid campaigns.

Google Analytics is also a good source for keywords . It offers you reports that can help you optimize your Adwords ads. In the Acquisition section, within Search Console (from Google Analytics itself) you have a section called Queries.

In the Queries report you can see in detail the keywords that users have written in the browser and if they have generated traffic, which ones generate more impressions, more clicks and which ones have better positioned in Google. In the following image I point them out in blue.

But if you click on the question mark button (I point it out in red) you will see exactly what question your users write in Google related to your page and your keywords. You will be surprised to see the complete sentences.

These Keywords will help you generate new campaigns, new ad groups and new content to generate traffic and conversions on your website.

Keywords Report with Search Console
Google Search Console or Google Web Master Tools is also a great ally of Google Analytics and Google Ads in the achievement of Keywords and the performance they produce on your website in terms of traffic and impressions.

In the Search Traffic section in Search Console, you will find a report with 1000 search terms that Google associates with your web site.

Although these keywords are of organic origin, they allow you to know which search terms are the most frequent and those used by users in the Google search engine and which are related to your website.

If you have linked your Google Analytics account with Google Search Console, you have a huge amount of data that includes impressions, clicks, CTR and the positioning of those words in the Google search engine. And best of all, you can view and download keyword reports from your website.

You can see all this in the Search Traffic section within your Search Console property. You also have the advantage that with Google Search console you can obtain all the keywords that within Analytics often come out with a high Not Provided percentage.

Also in this report you can see the impressions clicks, CTR and positioning of these keywords within a certain period of time from 28 to 90 days.

Activate Custom Alerts (Intelligence Events)
Intelligence Alerts or Intelligence Events can help you measure the percentage or number of visits increasing once you run an Ads campaign. You can configure and customize to the maximum to know if the campaigns you carry out in Ads are generating a significant increase in your campaigns.

It is important that you establish an average of visits before your campaigns, so that you can see the increase once you publish your ads. You can create several high or low traffic alerts and on different dates and campaigns.

Once the alerts have been configured, Google Analytics will notify you by email if the percentage or number of visits you have established has been exceeded, or if there are significant changes.

It will also inform you which are the factors that have contributed to the increase in visitor traffic, what type of users, from what places and which Landing page of your website has increased the number of visits to your website. This report is a good turning point to see if you are meeting your goals.

Activate and implement Enhanced Electronic Commerce
The enhanced e-commerce feature will be of great help to you when interpreting the performance of your campaigns in relation to your products. If you have made ads in Google Ads, you will be able to see the entire process of buying your products or services.

Enhanced Electronic Commerce allows you to view and measure with a very high degree of detail the number of transactions, sales and products and the income generated on your web site.

To activate Enhanced E-Commerce in Google Analytics you must go to Administration> View> E-Commerce Configuration and enable the enhanced e-commerce reporting function.

Enhanced Electronic Commerce allows you to measure in greater detail the steps and interactions of the user throughout their purchase process, including the number of impressions of the product, clicks on the product, the display of product details, the products added to the cart, transactions and even refunds.

Once activated, you must activate the Enhanced Electronic Commerce function by means of a code> see the Improved Electronic Commerce Implementation Guide or with the implementation of the Woocommerce plugin , if your website is made with WordPress.

If you want to know more about Woocommerce, you can learn it in our Aula CM WordPress course , in which apart from learning how to make a custom website, you learn how to configure Woocommerce and many other design and positioning plugins.

I also leave you this complete Woocommerce Guide , by Ernesto G Bustamante, Aula CM teacher and WordPress expert.

With both the code and the plugin, you must do all the implementation to track the functions you want to enable. These are the main functions it offers you: And you can organize it according to category:

Print data categoryProduct dataPromotion dataAction dataProduct and promotional actionsCombination of impressions and actionsTransaction measurementReturns MeasurementMeasurement of the payment processMeasurement of payment optionsPayment funnel measurementMeasurement of internal promotions
Within each category you can organize in detail the information you want to obtain : product ID, product position (on your website), brand (if you handle several recognized brands), list (of products), marketing details: discount coupon, creativity, internal promotion, etc.

You can also include and track the expenses derived from fees and taxes, transportation expenses (if included), currency changes if they are purchases abroad and with other currencies, the number of steps in the purchase process and the start of the process. You can also know exactly the number of products added or removed from the cart, the payment systems (debit card, transaction, Paypal, etc.), as well as returns.

With Enhanced Electronic Commerce you will have access to a quantity of valuable data that will allow you to know in detail the performance of your sales, of your products and in which of them the marketing works best or in which you should reinforce the ads.

Google Analytics reports to optimize Ads campaigns
Campaign performance report
Within Google Analytics, in the Acquisition section, you will be able to see in detail all the performance metrics of your Google Ads campaigns . Analytics offers you complete information once users have clicked on your ads and accessed your website from any mobile or fixed device.

Google Analytics reports let you know what type of ads convert best (video display, remarketing, etc.); what type of ads perform best and the cost per click and conversion for each ad group

As with all Analytics reports, you have the advantage that you can sort the tables and reports and the data according to the most important metrics . Or view the information as a pivot table or as a graph. (I recommend the two versions so that you can better see the comparison.

You can know at a global level or in detail what type of users you have impacted, from which cities they visit you, with what type of devices, in what period of time conversions are generated.

You can also know which channels were involved in the purchase process and in what order. Whether it is a transactional conversion or an intermediate goal that you have configured in Google Analytics.

This detailed information, ordered according to your priorities, will allow you to make important decisions about optimizing the campaigns or ad groups that convert the least, or reinforce the marketing of the campaigns that produce better results.

Keywords performance report
This report will help you to see and analyze in detail the results of your Ads campaigns, segmented by type of ads and keywords, to know more precisely which ones are giving better results and are meeting your conversion goals.

From Google Analytics you can measure your campaigns from various perspectives . But keep in mind that in Analytics not all goals are sales and transactions (also called Macro conversions). You should also look at which keywords provide quality visits to your website, either by the number of sessions they generate, by the bounce rate they have or by the number or percentage of pages visited.

That is, in Google Analytics you can calculate the degree of interest generated by the keywords of your ads by the quality of the visits they generate on your website, even if they do not produce immediate results.

Remember that in Google Ads reports we mainly see the price of the campaigns, the number of clicks, the CPC cost per click, and the CTR of the ads. But in the Ads keyword reports, within Analytics, you can see and compare the number of clicks versus the number of sessions your ads generated. And in fact it is important that you make a comparison.

It is also important that you look at the bounce rate generated by the keywords of your ads and the average number of pages visited on your website after clicking on the ad. Comparing these metrics will allow you to know which keywords and what content in your ads generate greater interest in users who visit your website through your paid campaigns.

These reports let you know which keywords in your ads have the best performance and the best actual conversion rate ; or on the contrary the keywords that are not working properly.

You can make a report of both the transactional objectives, which are the final ones; as well as intermediate objectives (reservation, leads or request for information, view of details, etc.), and measure the interest generated by your keywords in your ads.

To better illustrate this information, I am attaching this report in which I indicate in yellow the relevant data of the Keywords of the Ads campaigns (Clicks, CPC and CTR) and in blue the complementary data of Analytics (sessions, bounce rate and pages per session). The difference between clicks and sessions is relevant (they are two different metrics). In a darker color, I also indicate relevant data from certain campaigns that have fewer conversions, but with a higher percentage between sessions and objectives met.

Days of the Week and Hours Report: Clicks and Conversions
If you sell your products or services in a specific region or country, this report will allow you to evaluate and select the best days and preferred hours in which you will pay Google to show your ads.

You can select the time period and make it coincide with your Ads campaigns, in this way, you will be able to see in detail what are the days and hours when users click on your ads the most and on what days of the week and what hours favor conversions.

The report also gives you details on the number of users visiting your website from your ad campaigns and how many of them visit you for the first time (new users). It also offers you data on the behavior according to the sessions, the average time of the visit after the ad, the number of pages visited and of course the number of conversions.

Remember that in Google Analytics reports you can sort each of the columns of the pivot tables from highest to lowest. This allows you to make a very detailed comparison of the most relevant metrics according to your interests and your Marketing objectives.

For example, you can know if your website produces more conversions at the beginning or end of the week and what is the time slot in which there are more conversions and redirect your ads. If, for example, there are more conversions in the morning, at noon or in the afternoon. With this you can optimize your ads by creating campaigns that preferably show those hours and days, to generate more conversions and save unnecessary expenses.

Electronic Commerce Reports
If you have enabled the Enhanced Electronic Commerce function, as I explained at the beginning of the post, in this section you can see in great detail the performance of your campaigns and your products.

This report allows you to see:

The buying behavior of your users (progression, process steps, abandonments, and the number of sessions vs conversions in each step).The payment behavior of your users (billing and shipping, payment, review and transactions).Product performance (of all your products: revenue, unique purchases, quantities sold, average price, refunds, etc.).Sales performance (transactions and amounts, income, taxes, shipments, refunds, amount of income per transaction, etc.).Performance of the list of products (if you have them classified by categories or according to the order they occupy on your website).Marketing (internal promotions, coupons, discounts and affiliate codes, with all the metrics and details of performance and conversions.
Multichannel Funnel Reports
This report is very enlightening because it allows you to see in a global and detailed way all the steps and channels that participate in the conversion process of your campaigns. This report allows you to see graphically and numerically the influence of your paid campaigns on the global Marketing of your brand.

Google Analytics allows you to know in detail the behavior of users and routes during the conversion process . You can know, for example, if after seeing the ad and visiting your website, the user returns through another channel (direct, social networks, organic search, etc.); and how much time (in days) elapses between the initial session and the purchase or conversion. Or how many interactions your conversions have in general.

It is normal that after seeing an ad, users look for opinions and references of the brand and its products on other websites, on Google or Social Networks. Once informed, it is possible that they return to your website and access through a channel other than payment: direct traffic (thanks to the cookie installed in their browser, or organic traffic if they search for your brand or your product on Google.

If the conversion is finally made, several channels will have been involved in the process. And these are relevant data to know if, in addition to your Ads campaigns, the Branding of your brand, your references and your Social Networks, favor the conversion processes.

In this section you can see in detail the metrics and reports of:

Assisted Conversions : if the channel in which the conversion occurs is not the original of the first click.Time Lapse: the number of days between the initial session and the conversion, which allows you to know if your customers buy impulsively (if they are loyal, for example), or if they buy more thoughtfully.Conversion Paths: All channels that participate in the conversion process.Conversion Path Length: number of interactions during the purchase process.

Attribution model comparison tool
It is necessary to know that by default Google Analytics gives you 100% of the conversion to the last interaction . But it would be unfair and unreliable to rely solely on this attribution model. Because many times paid ad campaigns are the first interaction, that is, the origin of the visit and not the last interaction.

To better evaluate the conversion process, Google Analytics has developed the Attribution Model Comparison Tool, in which we can grant, combine or compare with each other, seven attribution models of conversions or even customize or import them from the common gallery.

You can give the conversion attribution reversed (on the first click), or equally (linear model) to all channels that participated in the conversion. These are the Attribution possibilities offered by Google Analytics:

Last interaction Last indirect clickLast click of Ads (Adwords)First interactionLinearDecline in time (if it is a promotion, for example).According to the position

As you will see, Google Analytics offers you many possibilities to optimize your Google Ads campaigns and in general all your Marketing strategies. It is the great ally and a fundamental part of your strategy, because if you don’t measure, you can’t improve your campaigns.

If you want to delve into Google Ads, I recommend the Aula CM Google Adwords course in which two specialists: Elena Charameli, Javier Balcázar and David Campos will teach you everything you need to know about how to create and optimize your Google Adwords campaigns.

I also recommend this post with 20 SEM tricks for your ad campaigns in Google Adwords

If you want to deepen your knowledge about Google Analytics, I recommend the Google Analytics Online Course and the Google Analytics classroom course that I teach at Aula CM, together with Álex Serrano, specialist in SEO and Web Analytics.

In the Google Analytics course, in addition to explaining how to get the official Google Analytics certification, we explain in a practical way the operation of the platform, the link with Google Adwords and how to get the most out of your reports and metrics to optimize your campaigns. marketing .

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