MKTG 345 week 8 AdWords and Google Analytics

Using AdWords to run paid ads can help increase your website traffic, but making sure it is maximizing benefit is important, so using Google Analytics to help keep track of these things is beneficial in the long run. There are some benefits to linking these two as well. Using Google Analytics can be paired with Google AdWords, and a dashboard can be made. So being able to link all of these things, makes it easier to track your website activity, and relate it to how well your AdWords Campaign is doing.

Analytics gives you the opportunity to track the conversions that occur just from being on your website, without clicking on a paid add. AdWords can tell if they clicked the add, and whether or not that generated a conversion. By linking the two accounts you can see the path the consumer follows from the add to get the conversion. Or if they did not convert. This way you can paint a picture of what gets people to purchase the product, or leave the sight without purchasing. By having more information you can make better marketing decisions and make sure everything is optimizing performance.

Knowing whether or not users are engaging with your content before converting is important. If people are spending a lot of time on one webpage then not how visitors are engaging, or not engaging, with your content and factors that influence conversions. You can optimize the most successful path to conversions throughout your website content. Being able to observe more of the consumers behavior on your website it helps you understand what their search is like and how they found the product they were looking for.

Using Google Analytics increases the amount of engagement metrics you can observe. These include bounce rate, pages per visit, and visit duration, ad groups keywords. This linking can also provide information about returns on investment and how much you are paying for different aspects of your AdWords campaign. You can also include goals you have for your campaigns through Analytics and link them. It will automatically gear your AdWords towards your goal once it is imported.

By pairing these you can also keep track of the people who have visited your site before, and give them adds based on what their interests were.

Using multiple Google tools to track your website at once is the most beneficial. Not everyone needs both, but if you are using AdWords it does not hurt to pair it with analytics. More information is better when you are paying money as an investment, maximizing investment become easier by using tracking on both of those websites.