The user who carries out campaigns in Google AdWords studies the CTR, impressions, costs, clicks ... but if we want to improve the optimization of advertising, Google Analytics is our tool.
Let's start from the basics, Google AdWords is a method based on a cost per click (CPC) system, it consists in that the advertiser pays when the user clicks on the ad, no matter how many times it is shown in the search engine (impressions). These ads are called SEM (Search Engine Marketing), they appear in the search engine at the top, within a yellow box, or also on the right in the form of a column.
In order to study the results of the AdWords campaign, the account must be integrated into Google Analytics, but be careful, we can only investigate data from the date on which we have linked the two accounts.
Let's see 7 utilities:
1. Fulfillment of objectives: in the "campaigns" section it is possible to study the traffic by campaigns (visits, bounce rate, income, achievement of objectives ...)
2. Attract more public to the web: Studying the keywords with the highest profitability, with the lowest bounce rate and eliminating the keywords with the lowest income, will cause more visits to the website. Within the keywords module we can investigate everything related to them.
3. Find out if users saw our ad: In the "matching search query" section, it will help us to obtain specific keywords, have effective advertisements and expand the audience that visits us.
4. Time slot with the most visits: within “time slots” it will help us to target the advertising to a specific time to increase the effectiveness of the ads ”.
5. URL attractive to the public: "Destination url" studies the most effective pages to redirect the user to them, and thus achieve greater profitability.
6. Locations where the user concentrates: In "locations" we can compare the automatic locations and those managed on the Google Display Network, the
domains where ads are served and URLs where ads are served.
This section will also help us to know if a specific design is more effective in one place or another.
7. Know the position of the keywords: In the section on "keyword positions" we will study how to achieve a higher level of quality and optimization of the account.
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