Adwords + Analytics = Campaign Optimisation + Return on Investment

How utilising Adwords with Google Analytics can help you track ROI

It’s all well-and-good using Adwords to drive traffic to your site, but how do you know if that traffic is beneficial? Is that traffic leading to sales or enquiries, or is the traffic just ‘bouncing’ off?

Google Adwords (pay-per-click ads) helps in getting traffic to your site quickly. The Adwords interface allows for a platform where the campaign is setup, providing essential data on the overall spend, clicks and conversions. However, whilst this is valuable information for your Adwords campaign, the MCC (My Client Center) dashboard does not give the webmaster insight into what happens on your site after your ads have been clicked on.

So where can I find further data on what happens to traffic once it’s been driven to the website? Google Analytics helps to fill-in in the remaining picture by giving you an insight into the user journey of your site, as well as user engagement with the content.

Why is it important to link Adwords and Analytics together?

Linking AdWords with Analytics makes it much easier to view complete user engagement data on the keywords and Ads that have brought in traffic. By linking these products to each other, you will be able to see more complete information about impressions, clicks and user engagement on the site, along with conversions. This data helps to optimise the PPC campaigns and aids in making vital business decisions.

For example, in Adwords you can see data on the average cost-per-click, and clicks for keyword and Ad groups that have generated traffic through your AdWords campaign.

However in Google Analytics you can see more useful user engagement metrics such as the bounce rate, pages visited per session and average duration of time spent on the site as well as the metrics listed above. This further data can help you to measure whether qualified traffic is being received and gain further insight into the return on investment.

Having all this data in a single platform allows you to view and create important reports on a single page that can give you a clear understanding of where Adwords is producing business for you alongside all your other marketing objectives.

In Short, Adwords can give you an indication of the traffic, analytics can complete the picture by including sales data.

Analytics can give you more insight into Goals and Conversions when the Accounts are linked

Whilst you can set-up basic goals and conversion tracking in Adwords, you can setup more in-depth goals and conversions with funnels in Analytics. This gives far more insight into the path that was taken by the user to complete the goal or sale and not just give the end result.

Funnels are an important feature of goal tracking in Analytics that you can’t do in Adwords, and they allow you to begin to isolate any problems or issues with the steps that a user goes through to complete a goal. For example if you have ecommerce tracking setup with funnels, you can see if users are ‘dropping off’ at a particular step (such as a login section) and amend the shopping cart process to eliminate or decrease this drop-off.

If you only have goals setup in Adwords, you would not be able to pin-point any issues that you can with funnels. So you would be seeing the final conversion, but not any other potential ones that may have fallen through.

Need help?

Overall, unlocking more analytical information by linking both Analytics and AdWords to make informed, data-driven decisions. Please get in touch with Results First team by calling our toll-free number 0800 878 833, to start your AdWords campaign and kick-start your business success.

Article by Ravi Vallakati -Marketing Support Administrator at Results First