How Google AdWords and Analytics Help Track Marketing Efforts for Small Businesses



    The influence Google AdWords and Google Analytics provide each other might seem foreign to newcomers dabbling into the vast world of digital marketing. However, the services have been available for over 15 years. Google acquired Urchin Software in 2005, rolling out the latest version of Google Analytics in October 2012. The service tracks and reports website traffic, in turn offering companies the advantage of understanding what is appealing to users. Google Analytics is the top performing and most used traffic analysis tool, according to Web Technology Surveys, providing services to 54% of all websites.


    Google Analytics by itself is extremely helpful. When Google AdWords is used in conjunction, the duo creates a technological dynamo. Combined, they provide the advertising capabilities of AdWords with the analysis of Google Analytics. Thus, allowing companies a view at what captivates the user and presenting advertisements best suited for them. Google AdWords uses mostly keywords and cookies to provide interactive advertisements in their search results. Then companies can review their advertising campaigns by tracking the results of the landing page quality and goals when used with Google Analytics. Below are a few of the benefits small business owners will encounter when using Google AdWords and Google Analytics.


    Both Accounts Strive for the Same Goal

    Google Analytics allows companies to track their progress and input marketing goals into the program. Companies then can import the goals they create in Google Analytics into AdWords. Thus, requiring the advertisements to meet the conversion standards of other advertisers and the search engine optimization. The reports shown by Google Analytics directly show how the leads are performing and working together.

    Just as a team of athletes works together to score a goal, each program aids the other to accomplish what the small business owner requires. Each adjustment the company makes into Analytics creates a different tactic in Google AdWords.


    Pinpoint Problematic Areas

    Bounce rates, Pages per session, and time on the site are all sent from Google Analytics to Google AdWords. This allows you to see exactly what traffic is good and what traffic is bad. Therefore, allocating your resources elsewhere or directing more towards the higher performing sources. 

    Google Analytics works as a type undercover agent, deciphering what needs to go and what needs to stay. This is beneficial to the small business owner who does not have a large marketing department doing constant research on their audience. Google Analytics does this for them.


    Target Advertising

    Measuring who sees your ads and how many times they view it will help target advertising and get the most return on investment. Selecting demographics, keywords, domains, and topics will contribute to placing your ads on relevant sites. Cue Google Analytics to transfer its target audience data back to Google AdWords, enabling it to place the advertisements in front of the most relevant users and/or remarketing.

    If small businesses have a good measure of who their target market is, they can input the data into Google Analytics, so it has a better base point. Staying on track and not wasting advertising efforts on the wrong audience is key to any marketing strategy.


    CPC Results and Performance Analysis

    After users click on your ad, what happens to their activity is unknown without Google Analytics. Google Analytics provides reports on the performance across the board from how well your keywords are doing, to the cost of your AdWords by the campaign. Funneling your audience down to more precise advertising is helpful and more achievable with the duo.

    When used in synergy, these tools will help companies take their business to the next level. The digital marketing era has opened up a world of new data for users to obtain information on the things that are most important to them. Companies now have a way of displaying this to the user without needing to have direct contact or interaction. These benefits are substantial and easily integrate into any small business marketing model.


    To learn more about how to improve your marketing strategies, give us a call at 661-702-1310!


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