Welcome to our free Introduction to Google AdWords tutorial. This tutorial is based on Webucator's Introduction to Google Ads course.
Google Analytics can track visits and conversions coming from your online marketing campaigns in AdWords. It's a two step process: First make the following changes in your AdWords account:
Second, make the following changes in your Analytics account:
See the attached screenshot for complete Google Analytics setup.
All your AdWords data (impressions, clicks, cost) will automatically be imported into your Google Analytics account.
AdWords Reports in Google Analytics convert raw data into presentable information. In addition, Google Analytics provides an interactive segmentation which enables you to reorganize the data on the fly.
AdWords impression cost, position, and click-through data are fetched from your Adwords account once per day.
|AdWords Campaigns||Campaign level information. Helps in analyzing the traffic coming from each campaign.|
|Keyword Positions||Indicates position of your AdWords ad when the visitor clicked it.|
|T.V Campaigns||Allows you to view and compare Google TV Ads campaign metrics with regular Web site metrics.|
|Keywords (Beta)||Allows you to analyze the correlation between bid terms and search terms.|
Organization of data in this report directly reflects your AdWords account structure. This report is fully interactive; i.e., you can use dimensions/subdimensions, etc. for slicing and dicing your data. For each specific campaign you can analyze its performance in number of ways. For example, you can
In the above screen shot, notice that the campaign data is segmented using Visitor Type (i.e., based on New or Returning Visitors). We will discuss other reports during the course.
Google Analytics allows you to filter some portion of your data into separate buckets called profiles. As best practice, it is recommended that you create a separate profile for your AdWords related data. Here is how you can filter only AdWords data into a separate profile: