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Top analytics tips for improving your google adwords activity
- 1. Becky Hopkin
- 2. A Little About Me - Becky Hopkin - Head of Customer Strategy at Digital Gearbox - Google Adwords Certified
- 3. Screenshot taken from https://www.google.co.uk/analytics/standard/
- 4. Image sourced via GIPHY - http://giphy.com/gifs/disney-pixar-disney-toy-story-4-pqxXb287TfNtu A beautiful relationship...
- 5. My Top Tips For Using Google Analytics To Improve Your Google Adwords Activity
- 6. Link Your Google Analytics and Google Adwords Accounts Up To Get More Data Tip #1
- 7. Adgroup A Adgroup B Adgroup C Adgroup D Adgroup E Analytics Data Into Adwords
- 8. Campaign A Campaign B Campaign D Campaign E Campaign C Campaign F Adwords Data Into Analytics
- 9. Use Google Analytics Data To Understand How Your Google Adwords Audiences Are Engaging With Your Website Tip #2 Image sourced via GIPHY - http://giphy.com/gifs/JIX9t2j0ZTN9S
- 10. Your Engagement Data Once your Google Adwords and Analytics accounts are all linked up you are able to import the following data columns into your Google Adwords data views, from campaign to keyword level. • Avg. Bounce Rate • Avg. Pages / Session • Avg. Session Duration • % New Sessions
- 11. Avg. Bounce Rate
- 12. Avg. Pages / Session
- 14. % New Sessions
- 15. Use Google Analytics To Compare Your Google Adwords Traffic Performance With Other Traffic Sources Tip #3 Image sourced via GIPHY - http://giphy.com/gifs/mr-robot-idk-how-much-these-baboons-were-paid-but-it-isnt-enough-garbage-post- jR8EDxMbqi1QQ
- 16. Comparing against other traffic sources
- 17. Image sourced via GIPHY - http://giphy.com/gifs/party-excited-birthday-YTbZzCkRQCEJa
- 18. Tel: 01865 980630 Email: Info@DigitalGearbox.co.uk Visit: DigitalGearbox.co.uk
- 19. Further Resources Search “Digital Gearbox” on youTube Digital Gearbox Blog Digitalgearbox.co.uk/blog/ Follow @DigitalGearbox on Twitter
Editor's Notes
- Hi everyone and welcome to today’s vlog where we are celebrating Google Analytics 10th Birthday by giving you our top analytics tips for improving your Google Adwords activity
- Very quickly before we dive in, just a tiny bit about myself…. My name is Becky Hopkin, and Head of Customer Strategy at Digital Gearbox, a certified Google Partner business. Been in the world of Digital Marketing for the last 7 years, working with a variety of businesses in different industries and using a whole host of different traffic driving tools, including Email, LinkedIn and Facebook Ads, and the Google Adwords suite of tools. Talking of my Google experience I am fully Google Adwords Certified and to keep this status I take exams every year on Adwords to ensure I’m kept up to the expert level required by Google. So today we are looking at the how you can utilise the Google Analytics platform to improve your Google Adwords activity...
- Now for those who haven’t heard of Google Analytics, Google Analytics is a Google Analytics a free tool to help you analyse visitor traffic in order to paint a complete picture of your audience and their needs. We decided to run a vlog about the ways you can Google Analytics to improve your Google Adwords, as the Google Analytics platform just hit an special milestone it is existence. Last month the tool turned 10 years old. Personally I was astounded that Google Analytics was just 10 years old, as Google Adwords turned 15 last month, and it’s hard to fathom there was ever a period when Google Adwords could have existed without it. With Google Analytics in place we are be able to easily see how many visitors during a specified period that an associated website gets, and what traffic source they’ve come from.We can also gather insights about what they do when they are on the website; including how long they hung around for, what pages they looked at, or where they dropped off. We can even see real time data in Analytics including the live visitor numbers and through which marketing medium they have come from!
- Ok, so there are other Analytics options out there, but Google Analytics really is the Buzz Lightyear to Google Adwords’ Woody; the easily assimilated best friend that brings new whole new levels of excitement to Google Adwords that we could no longer do without. Plus it’s a free tool – allowing us to tap into this data without fees! I’m amazed to still see many businesses who do not have a Google Analytics account set up but contact me to discuss opportunities to market their site. Without having a form of Analytics in place, they have no idea of the volume of visitors they are currently getting to their site, and how they are engaging with the site. Without understanding this, it is incredibly risky to pay to send more people to a site as you don’t have a baseline to see if there is any uplift or not, nor do you know that your website is optimised for conversions and ready for more traffic to come its way.
- Linking the two platforms up is fairly straightforward, but does involve a bit of setting twiddling within both platforms. You will also need to make sure that you have the “Edit” level permission for the Analytics property and the Administrative access for the Google Adwords accounts for the linking process to be possible.
- Whilst you can independently see a whole bunch of data from Google Analytics on how a new Adwords campaign has affected your traffic, the benefit of linking your Analytics and Adwords accounts together is that you can then bring the Analytics engagement data into Adwords, to view at a Campaign, adgroup and keyword level. We’ll be covering what juicy data is available as a result shortly...
- By linking the 2 accounts together you will also be able to pass through your Adwords data into your Analytics to view alongside your other website data. By linking the two Analytics is able to correctly report back on the traffic source coming from your paid search activity, and drill down into the specific keyword level data. You can also then take advantage of a whole host of other reporting views available in Google Analytics, such as treemaps and multichannel funnels to view the assisted conversion paths.
- Once your Google Adwords and Analytics accounts are all linked up you are able to import the following data columns into your Google Adwords data views, from campaign to keyword level Whilst direct responses from Google Adwords are important (which we measure through Conversion tracking), these metrics can tell us whether people are actively engaging with your website after clicking through on your ads. This is highly beneficial with these additional insights we can make decisions as to whether certain campaigns, keywords and ads are performing well or not, and helps us to make better informed decisions when optimising the campaign. Previously if we saw a campaign that had generated lots of clicks, but no conversions we might have paused it. However if we were to see high levels of engagement on the site through these statistics, we might reconsider pausing, and instead keep this campaign due to the positive effects it has on raising the brand profile and awareness of the company. Let’s look more closely at what these metrics mean and what we can infer from the data to help make deicisions like these.
- Bounce Rate tells us the percentage of visitors who navigate away from the site after viewing only the entrance page. So if they look at the one page, and then click away onto a new site or close their browser that is classed by Google as a bounced visit. It is therefore a useful indicator of whether your Adwords traffic is pointing to a landing page that is turning people off and not enticing them to interact with you further, or whether specific Keywords are not directing the right kind of traffic to your business.
- Average pages per session is another metric that can be used to measure engagement. If they are viewing a higher number of pages per session then this indicates they are going deeper into the website and are showing a greater level of interest in your business than someone who just views 1 or 2 pages. To some extent this will be influenced by the organisational structure of your website and how easy it is to navigate. However, it is a good indicator to seeing which of your campaigns, ads and keywords are directing most interested parties.
- If you are offering a more technical product, or something that requires a fair bit of explanation then using average session duration might be of more interest. It tells us (in seconds) how long people have stayed on the site for. If your Adwords activity is pointing to a landing page with a video on or even just a lot of copy to read through, you will be able to get an indication if people are spending the time to digest it all with this metric which can be useful for your ongoing optimisation.
- % New Sessions is generated by people who have never visited your site before. This is particularly interesting to view at a campaign level. Hopefully your Adwords campaigns are segmented to target people at different levels of the buying process, and we can see how successfully they are doing their jobs with this metric. At one end there is your brand campaign, where we would expect a lower % of new sessions; if someone’s searching for you by your brand name they have already heard of you and are therefore more likely to have been on your site before. At the other end there are your research terms, where you are using keywords to target those at the beginning of their buying journey and might not yet know you offer the solution to their problem! Here you would expect the % of new sessions to be higher as this campaign is focused on driving new potential customers towards you. Bear in mind whether the campaign is focused on acquisition or retention, and use this metric to see whether it’s working as you would expect.
- We often get asked for industry benchmarks from our customers to help them in determine whether their Adwords performance is positive or not. Whilst it is useful to compare against your competition, the first place you should be looking is within your Google Analytics account to see how it compares to your other traffic sources. By other traffic sources, this generally includes: Your paid search - those who am coming in from your paid advertising sources (including your Google Adwords activity) Your organic traffic – those who are coming in from the natural search engine results Your referral traffic – those who are coming in from other people’s websites Your social traffic – those who are coming in from your social networking Your direct traffic – those people who are inputting your website domain directly into their browser to visit you Plus any other traffic sources that you might have set up – such as email marketing generated traffic and display advertising traffic. You can find this data within Google Analytics under the Acquisition > Overview view. It really helps for quickly getting a comparison across the different sources of how they are performing across a number of Acquisition, Behaviour and Conversion metrics. With this you can then create your own performance benchmarks specific to your website and business. This really helps for making decisions about whether your Google Adwords activity on a whole is working for you business. If you found your Adwords activity has a higher conversion rate than your other traffic sources, as in this example. It suggests that Adwords is a really successful tool for generating conversions for your business. Take a look at your stats and you might find some surprising data in there. Generally you would expect those who are coming to your site directly to be further down the sales funnel and more likely to convert, however I have seen instances of paid search outperforming both the organic and direct traffic before. This just shows the power of paid search and the benefits of having control of the ad copy and where you direct the visitor – but that’s another vlog for another time!
- So go ahead, celebrate Google Analytics 10th birthday with us by getting your Google Analytics and Google Adwords accounts linked up and start to exploring a whole new level of data that you can use to better understand your Google Adwords performance!
- I hope that you have enjoyed today’s vlog. Of course, to get the best results with Google Adwords getting expert help is always recommended and that’s where companies like Digital Gearbox, come in. We’re Qualified Google Partners Which is great for our customers as they have the confidence to know they are dealing with Google recognised experts It’s great for us as we have better access for ongoing training and updates with our partner relations. So if you want to have a chat with our expect team you can