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As we all know, the main goal of any successful online marketing campaign is to generate results. Whether that means increasing brand awareness, generating leads, or growing sales. The good news is, if you’re using Google AdWords then you’re already ahead of the game. This means you’ve taken the necessary steps before setting up your Google AdWords campaign–preplanning and taking time to think about all of the important details; the message, keywords, budget, and target audience. Nevertheless, if you aren’t using web analytics to measure your results then you’re losing out on maximizing your campaigns effectiveness and optimizing your ROI. It’s essential for the success of a campaign to measure your goals against your results. This will help to determine whether any of these goals were met and what areas need to be improved.

So, now that you have gotten this far, let’s take the next step to improve your campaign through web analytics.

What is Web Analytics?

adwordsWeb analytics is the process of obtaining and measuring optimal results based on existing data. The use of web analytics as a tool can be profoundly beneficial to your Google AdWords campaign. It can offer you valuable information such as; who your current audience is, what browser they are using to view your website, how they landed on your page, and in what ways they are using your website. Moreover, the great benefit of using analytics in your campaign is that you are not only able to track your results, but you can also measure how these results came about. A pronounced advantage for using analytics is that you can also identify which pages your visitors viewed the most. This information can help you determine what pages are the most popular among your viewership and which pages might need to be revised to help bring in more unique visitors. This will in turn help you measure whether your optimization efforts are directing traffic to the right pages.

With regards to this, analytics can aid you with visitor segmentation, meaning you will be able to determine the amount of new or unique visitors your SEO company was able to generate for your campaign. This information should be used to improve your campaign efforts. Most importantly, the use of analytics in your campaign optimization is the result of the desired amount of traffic directed to your page with the right kinds of viewers.

Advertising and Campaign Performance

This part of web analytics will allow you to understand what is happening with your campaign. For instance–is your budget working? Which campaign is generating optimized results? Are your keywords bringing in the traffic you expected?
Once you’ve added your keywords you can add or subtract them from your analytics measurements and they can help you further determine what words or what series of words best match your conversion rate. In knowing this information you can readjust your campaign as needed.

Analysis and Testing

Analysis and testing will allow you to customize reports and measure your results in terms of what features are effective on your website. Meaning you can isolate and cross analyze data, such as which page visits lead to conversion. To get even more detailed, this can allow you to compare segments side by side and potentially delve in further by cross analyzing them to historical data. If you would like to know which of two potential website designs are giving enhanced results, this would be where you would find this data.

For instance, with analytics you can determine whether or not your visitors are unique as well as where they’re being directed from–either through paid traffic or another source. Another valuable feature to consider is the real-time report option in analysis. This feature gives you a real-time glimpse of what your users are viewing and when they are viewing them in real-time. With real-time reporting you are able to observe which new content is most popular with viewers.

Audience Characteristics and Behaviour

Perhaps the most important part of your Google AdWords campaign is determining your audience. Knowing who your desired audience will make creating the message easier. However, simply knowing who you would like to target doesn’t always mean your campaign is any more effective in reaching them.

An audience analysis breaks down the general public into segments to make people easier to place into groups of similar individuals. This portion of the analysis also permits you to identify which browser your segments are using to view your website. Whether that be from Google Chrome, Internet Explorer, Safari, or Firefox – allowing you to design your website to correspond to this information. This feature is a great asset to give you a detailed background of your viewer, in terms of who they are, their interest, and how loyal or engaged they are to your campaign.

An important factor to consider is whether your audience is using a mobile device to view your website. If the majority of your visitors is using a mobile device when browsing your website, it might be in your best interest to create an app or a mobile version of your website.

All this data is readily available to you with the use of the correct web analytics tools to help improve and optimize your Google AdWords campaign. This information should be used to measure what is effective and what needs to be adjusted to reach the desired results.

Now that you’re a web analytics and Google AdWords pro, don’t lose sight after the success of one campaign. Success is best measured when it is maintained. Keep track of your analytics and study your audience–with this information at your fingertips you won’t need to ask your audience what they want anymore, because you’ll already know.