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Google AdWords is an excellent online advertising toolthat allows you to create ads in which you can determine the real cost you must pay for each click, in addition to the number of conversions you receive in each campaign, but what happens between the click and the Conversion becomes a mystery unless you include Google Analytics in the equation.

It is likely that some of the keywords you have bid on will produce a high percentage of visits, a longer stay on the website or high bounce rates, but this information cannot be visualized only with the data it provides.

That is why, the integration of your Google AdWords and Analytics accounts opens a new world of opportunities for the management, execution and analysis of your PPC campaigns, improving your conversion rate and thus maximizing the return on your marketing investment. .

Google AdWords and Analytics: better together

Google Analytics has been integrating new AdWords features in order to give you more information about the performance of your pay-per-click campaigns. Here are some of them.

Treemaps Report

Treemaps allows you to create reports on the performance of your Adwords campaigns with a more visual aspect, by using nested rectangles and a red to green scale. The purpose is to help you detect the strong and weak areas of your accounts and thus promote the establishment of improvement actions in the right places.

Search Queries Report

The second feature present in the integration of Google AdWords and Analytics are the Search Queries Report. This report provides insight into the keywords that drive conversion through your PPC ads and includes only AdWords data.

The data obtained from this report is compared with that obtained through the Search Term Report in AdWords, in order to visualize in more detail the behavior of the keywords and terms configured in your campaigns.

Query Match Type

This type of query is extremely useful when you want to obtain comprehensive data on the performance of your Match Types or matches.

A Match Type indicates to Google how restrictive the correspondence of your ads must be with the keywords searched by users.

So there are 4 types of Match Type that you can choose from when advertising with Google AdWords: broad match, modified broad match, phrase match, or exact match. Each of these types of data is important to success in your PPC campaigns.

Google Shopping

Another relatively new feature provided by the integration between Google AdWords and Analytics is the reporting of your campaigns on Google Shopping.

This functionality allows you to obtain more information about the global performance of your products and categories, as well as the performance of your brand within your Google adwords account for sale campaigns.

Custom attribution models

Custom attribution models help you understand, illustrate, and create reports regarding sales cycles in an eCommerce.

Each of the metrics allow you to configure the attribution percentage according to your needs up to 100%, as well as the establishment of the period of time before conversion between 1 and 90 days.

Adjustment of offers

Another important feature of the integration of Google AdWords and Analytics is the adjustment of offers. Here Google Analytics allows you to analyze and compare the percentage that will be assigned to each ad based on factors such as: devices, location and ad scheduling.

Conclusion

With the integration of Google AdWords and Analytics, analyzing your PPC campaigns will no longer be a headache. Now you can get a complete report on the performance of your campaigns, optimize your resources and improve the return on your investment.