Google Analytics’ Power to Improve Your AdWords Campaigns

This past week, Fred Vallaeys, a Google AdWords evangelist held a Hangout discussing how to use Google Analytics (GA) and AdWords together to improve AdWords performance and reporting. If you are currently investing in AdWords and are responsible for reporting, I encourage you to watch the video. It’s a little over thirty minutes and covers the following topics:

  • How to link GA and AdWords
  • Viewing GA data in AdWords
  • Three ways to optimize your AdWords campaigns based on GA data
  • Tracking offline activities such as phone calls and offline sales
  • Importing Goals from GA into AdWords
  • Using GA to see how AdWords campaigns are impacting each of your conversions
  • How to use filtering parameters to see the behavior of users acquired by specific keywords
  • How to interpret the keyword position report
  • Attributing revenue evenly to conversion sources using the Conversion Attribution Models tool
  • Using segments to view the behaviors of users from segmented AdWords campaigns / keywords
  • Building highly targeted remarketing lists

This presentation provides a great guide to anyone managing AdWords campaigns. The reporting recommendations Vallaeys offers are a great starting point if you want to dig deep into the performance of your ads and the behaviors and value of the users driven to your site through paid promotion.

Enjoy!