Combining AdWords with Analytics

Google AdWords provides advertisers with various and plentiful statistics on how their campaigns, ad groups, ads and keywords are performing. These include metrics such as amount of clicks by time, date, location and user search terms as well as information on how users interacted with any ad extensions.

What all this information doesn’t tell us is what happened after the ads were clicked on. AdWords responsibility towards driving qualified users to a website ends abruptly once the click contract has been fulfilled and provides no functionality towards tracking users afterwards, with one exception.

Conversion tracking is an immensely useful tool to implement, despite some difficulty in setting it up initially. While most AdWords tools are either immediately available or need some minor work in setting up (such as the location ad extension) conversion tracking requires some coding knowledge and website access to get going. The returns however are immense and can not be overlooked. Conversion data can be combined with other metrics to identify the most lucrative advertising periods, keywords and audiences. AdWords’ Enhanced Cost Per Click bidding strategy uses information from known conversions to better target new users and has been shown to improve average CPA.

We won’t be covering conversion tracking in its entirety because I’d like to advocate the use of another far more powerful user tracking platform, Google Analytics.

Analytics can be used independently from whether AdWords is set up or not but can be linked with a PPC account for data to be shared between both. This means that setting up Goals in Analytics, the equivalent of conversions, will reflect in AdWords and allow conversion tracking functionality. Linking Analytics with an account that already has conversion tracking set up can however lead to some problems, such as conversions being double counted. Since the process of setting up Analytics on a website is almost identical to setting up conversion tracking it’s recommended to set up the former.

So what additional benefits does Analytics offer Pay Per Click accounts besides all the information already present and available in AdWords?

User behaviour once and after they have landed on a website that is tracked includes the following:


Bounce rate

The percentage of users left the website without viewing another page or completing a valuable action.

New users

The percentage and amount of users that have not visited the website before.

Pages / session

The amount of pages viewed within a session.

Average session duration

How long a user spent time on the website.

Page view behaviour

User page views are recorded and can be analysed to see which page views tend to lead to others.

The above figures can be combined with various date ranges as well as particular PPC campaigns and keywords to examine their respective performance.

The enriched after-click data that Analytics offers existing AdWords accounts can be very valuable and should not be overlooked.

Five Ways To Gain Edge In Small Business By Using Linkedin

LinkedIn has made its reputation as a hardcore professional social networking site. People around the world use this platform to stay connected with their professional contacts. Their existing features of this platform has made it immense popular among the professionals from all over the world. If use correctly, this platform can also be used as a perfect arena to promote your small business.

Make a good impression

Your company’s LinkedIn profile will be its face in the virtual world. That is why you need to ensure that the face value of the page it kept attractive. Use those pictures and content which protects a smart and professional image of your business in front of the viewers. Make sure that the information in the profile is about the company.

Increase you reach

There is no point in creating an account and not exerting the means to enhance its visibility. If you really want to Gain edge in small business by using LinkedIn then you have to make sure that your profile is visible to people. You need to join various discussion and groups. This will make your presence known. Be active and comment on the post of a fellow follower or join the discussions groups regularly. However, remember not to promote your company directly in that forum. You need to make subtle ways to make your presence known by being interactive.

Make connection

Well, when you have created a comfortable position in this platform then the next step is to put your focus towards the aspect of generation of lead. You need to identify the key players in your industry and then you have to ask your connection to introduce your company’s profile to them. You can also approach them directly. This may take, time but this method is one of the best ways to get new leads for your business.

Portray an energetic profile

Developing the habit of regular posting in your profile is one of the most important steps to take if you want to Gain edge in small business by using LinkedIn. Your regular posting indicates that you are active and that also ensures your visibility. Also, make sure to reply to the comments which are given on your post.

Be engaging

You can easily make use of the feature of Q&A in LinkedIn. This feature helps you in asking question to your connection and in turn gets a feedback. This is an engaging option and can help you in understanding the trend of the customer behavior.

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