A. Import Analytics Goals and transactions into Google Ads as conversions
B. Adjust keyword bids in Google Ads from Google Analytics
C. View Google Ads click and cost data next to site engagement data in Analytics
D. Create remarketing lists in Analytics to use in Google Ads campaigns
Correct Answer: B. Adjust keyword bids in Google Ads from Google Analytics
If you are creating advertising campaigns for your website, you’ll want to identify and track visitors to your site to compare the success of your marketing campaigns. Google has a great feature to help with this: AdWords Ad Matching.
This feature allows Google ads Account to link to Google Analytics and achieve any goal. Well, certain things can’t be possible yet. For example, we can’t adjust keyword bids in Google Ads from the Google Analytics dashboard. Pretty confident that Google is working on that functionality and might enable it on its very next update.
Why Link Google Ads Account to Google Analytics Metrics?
First, to understand how the advertising tools built into Google Analytics function, you need to know how to use them. For that reason, it is good to look at the same time frame from Google AdWords and Google Analytics Metrics. Google AdWords can be used to place ads and boost them with remarketing features. On the other hand, the Google Analytics user interface makes it possible to see who people are on Google Sites (similar to the people on Facebook), the length of time that people stay on a website, and how long people spend.
Google Analytics or GA also provides the option to view your ads by country and in different languages and change the country where ads are placed. The ads can be customized and viewed in various settings.
For example, if you see a spike in conversions in Google Analytics, it may mean you have already seen an increase in conversions, which may have been caused by your ad or the banner ads in Google AdWords. In Google Analytics, you can see click-through rates (CTR) and conversion rates. CTR is the rate at which a user clicks on the ad, while the conversion rate is the number of people that click on the ad and then click on something else.
How to Link Google Ads to Google Analytics
- First, go to your Google Analytics account in Google Webmasters. Click “Settings.”
- Under the “Display” section, click the link “Link Google Ads.”
- You will then be able to set up a few options that will show your advertisers which visitors are from Google AdWords and which visitors are from Google Analytics.
- Set up your display categories, which are general categories of visitors to your site. You can also show the results as a graph.
- Set up both categories and shows as graphs. For example, you can set the display of your “Free Portfolio Review” ad to the two graphs — one showing your real visitor numbers and one showing your estimated conversions.
- Enable a drop-down option to show all visitors as a graph, or set your graph to show only visitors from Google AdWords.
- Set up custom rules. Here are a few of the possible rules I’ve set up for my account:
More settings to link google ads to google analytics
Consider setting the following configuration for optimum and accurate report:
- Directed click: no – Google ads will not be shown on this page
- Geo-Targeted: yes – Google ads will be shown on this page in
- Regions and countries: yes – Google ads will be shown on this page in selected regions and countries
- Multi-channel campaigns: yes – Google ads will be shown on this page in both the ad channels
- Ad channels: yes – Google ads will be shown on this page in both my ad channels
- Multi-channel campaign: no – Google ads will not be displayed on this page
That was easy, right! Hopefully, this will help you track your ads’ progress and also give you a good idea of how to evaluate successful ad campaigns. It will automatically show traffic to your site, the search terms that led to your site, the pages users land on, and more.
A more in-depth guide on Google ads and a few tips on what to do with your budget, check out SEO services pages.