22 Apr Google Analytics and AdWords: Linking Together To Enhance Your Campaign
Starting up a new AdWords account is kind of like getting your first puppy. Will this little bundle of cuteness make a positive impact on my life? Will it cause me sleepless nights from anxiety? The excitement is definitely there, but the event can also elicit some pretty scary prospects regarding the development of your business’ online presence. Like a puppy, your AdWords account needs to be encouraged and developed in the proper way in order to achieve the best experience possible. One of the best ways to accomplish this is by linking your AdWords account to Google Analytics. After all, knowledge is power, right?
Google Analytics complements AdWords like chocolate does peanut butter, each is fine on its own but is enhanced quite a bit when combined with the other. Analytics lives up to its name, providing you with the capacity to analyze which parts of your AdWords campaign are effective and which are not. Once you are armed with this information, you can easily adjust your AdWords campaigns to produce better results.
On its own, AdWords does provide some analytic capabilities; however, for true, full understanding, you need more than what it can provide. In essence, the analytic tools in AdWords stop once your prospective customer clicks on your ad. Where they go from there is one of the areas that Analytics shines, providing you information on which pages were visited, which keywords provided the longest and most effective browsing length by customers on your site and even if the guest is a first or repeat visitor.
Setting up the link between Analytics and AdWords is a fairly simple process. First, verify that you have the correct permissions to do the adjustments. In AdWords, you will need Administrator access at the Account level, while in Analytics the Manage Users/Edit access at the Property level is required for success.
Once you have verified that you have the correct permissions, the next step is to focus on the sharing of data between the two services. Showing AdWords data in Analytics can be accomplished by logging into your Analytics account and selecting the tab labeled Admin at the top of the page. Select the appropriate account and the site location under the Property tab. Under Product Linking, choose the AdWords Linking option, click on it and verify your AdWords account access. Select a name for the account link, decide which views you want to make AdWords data available in and finally click on the blue button titled Link accounts.
Analytics data can also be shown in AdWords and requires a similar setup action to enable. First log into your AdWords account, select the gear icon at the top/right of the page and click on Account Settings. Under the Linked accounts option on the left side of the page you will find Google Analytics, which you will click on. In the main body of the page, locate the site you want to link and click Add. AdWords provides a selection of different customizations you can make to tailor things to how you like them.
Using the link possible between AdWords and Analytics is one of the premier ways to find the data needed to enhance your campaigns by an order of magnitude. Remember, just like your new puppy cannot thrive without proper attention, your AdWords can easily tank if you are not attentive enough.