Google Analytics allows Marketers and Analysts to integrate data from other Google products to be viewed and analyzed alongside its standard reports. This means that instead of having to analyze data using multiple tools, it is possible to centralize all information into Google Analytics to make data analysis more powerful. ‘Google Analytics for PPC’ centralizes everything you need to know about integrating and analyzing AdWords with Google Analytics.
Linking Google Analytics to AdWords is essential to online marketers using both tools. It allows Pay Per Click (PPC) optimizers, professionals who manage AdWords accounts, to go beyond success and failure, i.e., to understand not only which campaigns are failing, but also what happens to visitors who do not purchase (or complete any other goal) during their visits. This information can help efforts to improve campaign performance by shedding light on which campaigns are failing as a result of suboptimal targeting, poorly designed landing pages, or poor ads. In addition, by importing AdWords data into GA, marketers can compare campaign traffic to other sources of traffic, understanding how each can be optimized for its strength.
In this eBook, you will learn how to use Google Analytics Content Experiments, a tool to create A/B Tests. While this is not specific to AdWords and technically not an integration, testing campaigns can significantly increase Return On Investment (ROI) by creating a better experience to website visitors.
The eBook also includes a chapter where Daniel provides best practices in order to have data gathered in a clean and accurate way. The chapter discusses code implementation and the settings required for Google Analytics and external campaigns. He also offers tips on how to keep the implementation under control, especially important for large enterprises.
Here is what experts in the field have to say about the eBook and the author:
“Daniel’s an expert in all things Google Analytics. Listen and learn. I do.”
Danny Sullivan – Editor In Chief, Marketing Land & Search Engine Land
“The data you get from Google Analytics is awesome. Google Analytics plus Webmaster Tools plus AdWords plus AdSense equals super awesome! Suddenly you are saving money (optimizing AdWords and AdSense), getting more visits (with deeper SEO insights), and all tied to Macro and Micro Conversions. Did you think a humble eBook could do that? This one can. Buy it!”
Avinash Kaushik – Author, Web Analytics 2.0 & Web Analytics: an Hour A Day
“Daniel does a great job in his book helping users understand how to get up and running with Google Analytics. He cuts through a lot of the noise and offers practical advice about how to get started with Google Analytics. With his book you’ll have the basics covered quickly and be on your way to insights fast.”
Justin Cutroni – Analytics Advocate, Google
“Daniel Waisberg is a definitive authority in the analytics and marketing optimization space. One thing that makes him a consistent “must read” is his ability to articulate ideas in a way that’s accessible to all levels of marketer, tech-savvy or otherwise. His latest eBook on implementation best practices is essential in the library of all web workers responsible for data: from marketing manager to analyst. Useful links, step-by-step instructions and examples from actual sites make it easy for everyone to follow. As marketing measurement becomes more important daily you need to be sure you’re making the best possible use of tools and getting clean, integrated data. This eBook will get you on the right path to doing just that.”
Adam Singer – Product Marketing Manager, Google Analytics