Google Marketing

Gathering Insights In Google Analytics Can Be As Easy As A-B-C

April 15, 2019 by

Today’s customers are deeply curious, searching high and low for information about a product before making a purchase. And this curiosity applies to purchases big and small—just consider the fact that mobile searches for “best earbuds” have grown by over 130 percent over the last two years. (Google Data, US, Oct 2015 – Sep 2016 vs. Oct 2017 – Sep 2018. ) To keep up with this curious customer, marketers are putting insights at the center of the strategy so that they can understand customers’ intentions and deliver a helpful, timely experience.

In our new guide about linking Google Analytics and Google Ads, we explore the broad range of reports available in Analytics. These reports give you crucial insights about the customer journey that can then be used to inform your campaigns in Google Ads. Here’s what you should know about the A-B-Cs of reporting.

Acquisition reports

How did your customers end up on your site in the first place? Acquisition reports answer this question, offering insights about how effectively your ads drive users to your site, which keywords and search queries are bringing new users to your site, and much more. This video gives you a quick overview of how Acquisition reports work.  

Behavior reports

How do you users engage with your site once they visit? Behavior reports give you valuable insights about how users respond to the content on your site. You can learn how each page is performing, what actions users are taking on your site, and much more about the site experience. Learn more about behavior reporting here.

Conversion reports

What path are users taking towards conversion? Conversion reporting in Analytics gathers valuable insights about those actions that are important to the success of your business—such as a purchase or completed sign-up for your email newsletter. Goal Flow reports help you see how a user engages as they move toward a conversion while Ecommerce reports are specifically designed to deliver insights for sites centered around purchases.

Reports open up a world of actionable insights that help you deeply understand and then quickly enhance a customer journey that is more complex than ever.

Missed the other posts in this series? Catch up now to read how creating effective campaigns for the modern customer journey can be achieved by bringing Google Analytics and Google Ads together.

And, download our new guide and learn how getting started with these reports is easy as A-B-C.

Source: Official Google Webmasters Blog

Google Marketing

Google Analytics And Google Ads: A Powerful Pairing

April 2, 2019 by

Today’s customer journey doesn’t follow a standard path—it’s diverse, non-linear, and always evolving. Consumers conduct research about products across a variety of devices—and marketers are looking for ways to deliver experiences that meet consumers’ rising expectations. For many marketers, the solution lies in gaining a deeper understanding of the customer journey. The integration between Google Analytics and Google Ads helps you accomplish this.
Once linked together, Google Analytics and Google Ads form a powerful partnership—and our new guide explores the ways this integrated solution can help you unlock deeper insights, create smarter marketing, and drive better business outcomes.

Insights-driven marketing

Linking Google Analytics and Google Ads put your insights and ad creation side by side, helping you better understand how effectively your ads are leading to conversions. You can then adjust ad creative based on these insights, delivering informed marketing that leads to more conversions.

Optimized bidding

Once you link Google Analytics and Google Ads, you can access a new set of reports about your Google Ads campaigns right in your Analytics account, helping you better understand what happens after a customer clicks an ad. For instance, you might find that certain keywords are leading to more conversions—and now you can focus your bidding on those high-performing keywords.

Customized messaging

When Google Analytics and Google Ads are working together, you can share Analytics audiences with Google Ads to deliver messaging tailored to different groups of customers. For instance, you can make an audience of users who filled a cart on your website but abandoned their cart before completing a purchase. You can then create a campaign in Google Ads and focus it on these cart abandoners—driving more conversions in the process.

Advanced machine learning

Machine learning-powered capabilities in Analytics answer important questions about your audience. For instance, you can ask Analytics questions in a plain language such as “How much time on average are mobile users spending on my site’s homepage?” and get an answer back quickly. You can also use machine learning to find a list of your most valuable customers with Smart Lists—then dynamically adjust your Google Ads campaigns to reach these customers.

Source: Official Google Webmasters Blog