Why you should always link Google Analytics to your Google Ads campaign


You have an Adwords campaign to promote your products or services and you have a Google analytics account, but you have not linked this? Then you miss out on a lot of valuable insights into the behavior of your visitors. 

Google Adwords gives you a lot of information about the keywords that your visitors use and how you are searched and found online. Furthermore, you also get a whole series of statistics such as the number of clicks, the number of impressions, the cost per click, the amount of conversions, etc. Unfortunately, this data remains too limited and you get no insight at all into what the user does on your website after he clicked on your ad and before it converts . By linking Google Analytics to your AdWords campaign, you also have access to this extremely valuable information and you can go from a purely quantitative strategy to a qualitative strategy.

In addition to measuring the quality of a click, there are many other advantages.

1: Insight into the origin of results

The most important reason for linking your AdWords campaign and Google Analytics is to gain insight into the origin of your results. Through which channel (organic traffic, direct traffic, social traffic, AdWords traffic, etc.) do your sales or leads come? Via Google Analytics you can map that accurately to the euro, which means you will be able to calculate and analyze the ROI of your total marketing strategy . Perhaps every euro that you spend through Google Adwords earns more than through another marketing channel and you can therefore decide to shift some budgets.


2: Import goals and conversions

Every website has of course a few business objectives. A web shop naturally wants to sell as much as possible while the website of an NGO has an informative goal in mind. You can make these goals measurable through Google Analytics by setting ‘goals’ or ‘conversions’. For example, a webshop will measure the number of visitors who reach the confirmation page of a purchase (and therefore made a purchase) while the NGO will rather measure how many people stayed on their website for longer than two minutes or subscribed to the newsletter.

You can then import these goals into your AdWords campaign as a conversion. Now you will be able to optimize your campaigns, ad texts, keyword bids, … based on the conversions. In other words: Google Analytics will enable you to use the media budget for AdWords in the most efficient way possible to achieve a maximum number of conversions and thus contribute to achieving your business objectives.


3: Performance up to keyword level

As mentioned earlier, you can gain insight through Google Analytics into what the surfer does on your website after he has clicked on your advertisement. The average time he spends on your website, the number of pages the visitor views, the number of conversions he performs, etc. Because you have linked Google Analytics with Adwords, you can then measure what the visitor is doing on your website up to the keyword level .

This allows you to optimize your bid strategies based on qualitative data. You can then pause expensive keywords with a high cost per click that provide a lot of traffic (clicks) but do not contribute to conversions (eg: purchases on your website). Conversely, you can provide keywords with low positions, few clicks but a high conversion rate than with a higher bid.


4: High level remarketing strategies

A very useful function with Google Analytics is that you can easily create remarketing lists with cookies based on various parameters. These parameters can, for example, concern the gender of your visitors: all men in one list and all women in another. After that you will be able to show other advertisements to men than to women in your AdWords remarketing campaign. But you can also go much further and divide all cookies based on the pages that were visited, the products that were viewed, the visitors who convert or not convert at all.

With these segmented cookie lists you can then get started with your remarketing strategy via AdWords. You can then increase keyword bids for people who have not converted yet or show them another ad to persuade them to make a purchase on your website.

You can also easily import these cookie lists to your YouTube, Google Display or Gmail campaigns. This way you can reach the visitors of your website again with a customized message or advertising format depending on the Google channel on which they are currently located.


5: Profiles of your visitors

Finally, Google Analytics also gives you some interesting insights into the profiles of your website visitors. Socio-demographic data such as gender and age, areas of interest, the subjects of the websites he or she visits and through which device he / she ended up on your website (laptop, tablet, Iphone, Android smartphone, etc.). It is very interesting to analyze who is visiting your website and to map it per channel.Which profile does the visitor to your website have and does that match your marketing (communication) target group ? You may be targeting your communication to women between 18 and 45 years old, but you see, for example, that men between 25 and 44 years of age generate more revenue.


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