Upgrade to remove ads
Only $2.99/month

How to Measure Google Ads campaigns

Terms in this set (38)

Google Ads
AdWords is now (flipped)
AdWords is Google's advertising system that
Allows businesses to generate text and display ads.
Text ads show up next to Google search results by matching keywords you can
Bid on with users' search queries.
Display ads are advertisements consisting of
Text, images, animation, or video that show up on a vast collection of websites called the Google Display Network.
Since the Google store wants to sell t-shirts, they could bid on keywords such as
"Google t-shirt" and "Google clothing"
When people seach Google for a particular product like "a really cool Google t-shirt" AdWords will show a relevant
Text ad for the Google Store if the ad meets AdWord's quality guidelines.
Google AdWords advertising can help attract customers from the millions that use
Google Search and the Display Network every day.
When you link your Google Analytics accoutnt to your Google AdWords account, you can
View AdWords click and cost data alongside your site engagement data in Google Analytics; Create remarketing lists in Analytics to use in AdWords campaigns; import Analytics goals and transactions into AdWords as conversions; and view Analytics site engagement data in AdWords.
To link Google analytics with AdWords, first make sure you are logged into
Analytics using the same email as your AdWords account.
You can find the email you're signed in with in the upper right-hand corner. Note that you must be an administrator
On both accounts in order to link Google Analytics with Adwords.
After you've logged in with the same email on Analytics as Google Adwords, click the
Admin tab, then make sure you've selected the accounta nd the property you wish to link to your AdWords account.
Under the Property section, select "AdWords linking" and any Adwrods accounts you have linked to your Google account will
Automatically appear.
When linking Google Analytics to Googlle Adwords, check which account you wish to link and click
"Continue". next type in a "Link Group Title".
The link group title under selected linked AdWords account could be your
AdWords account ID.
After link group title, select the view in which you want the adWords data to
Appear and select "link accounts"
The linked account will show in your
Link group lists with the title you entered.
When you link your Google Analytics and AdWords accounts, campaign data is shared
Between the two systems, but it still requires campaign tracking.
Although you can manually add campaign tracking tags to AdWords URLs, using the URL Builder there is
A better option. AdWords can automatically add a special campaign tag toyour AdWords URLs through a feature called auto-tagging.
Auto-Tagging is required to get specific
AdWords dimensions into Google Analytics.
Once we have linked AdWords with Analytics, we can find AdWords reports under the
"Acquiisition" section in the left-hand navigation.
If we click on the "Campaigns" report, we can see how well
Our various AdWords campaigns are performing.
The Campaigns report organizes AdWords campaigns using the
Same names assigned in AdWords.
At the top of the campaigns report you can switch between
Desktop, mobile, and tablet metrics to view the performance of campaigns across different devices.
In the data table in campaigns you can use the Acquisition metrics to see the clicks for
Each campaign and the total amount paid for those clicks.
CPC shows the average
Cost for each click.
Under behavior, you can see user engagement for
Each campaign.
Under Conversions, you can see the
Conversion rate, the number of actual goal completions, and how much these conversions were ultimately worth to your business for each AdWords campaign.
You can use the pulldown menu under "conversions" to show
Data for each of your goals.
"Keywords" Report can elp you understand
How well keywords and individual ads are performing.
If a keyword is bringing in a lot of traffic but has a high bounce rate, it might indicate
A disconnect between the ad and landing page content.
If you have a keyword with a high conversion rate but low number of impressions (or number of times an ad was shown), you
May want to raise your bid for that keyword, so the ad is shown more often and reaches a larger audience.
You could add a "Device Category" as a secondary dimension to
Break out these keywords by the kinds of devices that users were on when they clicked your ad and visited your site.
Bid Adjustments Report
Used to automatically adjust keywrods bids based on a user's device, lcoation, or times of day.
If the Google Store opens a temporary location during the holidays to sell merchandise, they may want to
Add a bid adjustment to increase ad visibility on mobile devices within three miles of the store during the hours of operation.
The Bid Adjustment report in Analytics lets you analyze AdWords performance for the
Bid adjustments you've set for your campaigns.
You can use the selector at the top of the table to evaluate campaign performance by the
Device, location, time, of day, and remarketing list bid adjustments.
to see all of your bid adjustments and metrics for a specific campaign, you can click on
That campaign name in the list.
AdWords when paired with Google analytics allows you to
Really understand the value of your marketing and make adjustments to improve your return on investment.
THIS SET IS OFTEN IN FOLDERS WITH...