10 Google Analytics Strategies To Double Adwords Profits

This article is part of the series AdWords Management: How To Optimize Like a Pro.

I’m always amazed how few marketers use the full potential of Google Analytics to optimize their Adwords campaigns.

Google Analytics can take your Adwords strategy to a whole new level if you know how to use it.

This article describes 10 ways to increase your Adwords profits using Google Analytics strategies.

1. Basic Setup Requirements

There are three setup requirements to be able to use all of the strategies outlined in this article.

Make sure you implement these first, otherwise you won’t be able to use the optimisation techniques in this article.

Requirement 1: Link Google Analytics to Adwords

If you haven’t linked Adwords and Analytics yet, you need to do this now.

How to Link Google Analytics and AdWords (instructions)

Note: The email address you are using to access Analytics also needs to have access to Adwords to be able to link them

Requirement 2: Import Analytics Views into Adwords

By importing Google Analytics metrics into Adwords, you have access to additional data in all of your campaigns.

How to import Google Analytics views (instructions)

Note: Importing Analytics views into Adwords is not the same as importing Google Analytics transactions.

Requirement 3: Enable Advertiser and Demographics Features

By enabling advertiser features and demographics and interest reports in Google Analytics you get access to a wide range of additional data.

Demographics performance (age, gender and interest), custom remarketing lists (age, gender, devices, browsing behavior etc.), Analytics segments based demographics and more.

How to enable Advertiser Features in Google Analytics (instructions)

How to enable Demographics Reports in Google Analytics (instructions)

2. Google Analytics Shortcuts

Many of the Google Analytics shortcuts explained below require multiple steps to set them up.

For frequently used reports, it’s time-consuming and annoying to do it manually over and over again.

You need to navigate to the right reports, add additional dimensions, setup filters and so on.

The solution: Google Analytics shortcuts.

– Create a custom report in Google Analytics

– Click “Shortcut” at the top and choose a name for it

– Go back to your reports with just one click from the “Shortcuts” menu (left-hand side)

How to setup Google Analytics shortcuts

3. Google Analytics Metrics in Adwords

Let’s say you are running a new display campaign and trying to analyse which ad group performs best. Typically, you would look at the cost per conversion in each ad group.

The problem is that you often need hundreds of clicks in each ad group in order to accumulate enough conversion data.

The solution: add bounce rate and average visit duration as columns in Google Adwords.

Both of these metrics are excellent performance indicators for advertising campaigns.

How to add bounce rate and visit duration columns in Google Adwords

4. Remarketing Lists in Google Analytics

Google Analytics takes remarketing audiences to a whole new level.

It allows you to create custom remarketing lists based on user demographics, devices, location, behavior, traffic sources and much more.

How to create remarketing audiences in Google Analytics

Here are some examples for custom remarketing audiences:

– The best performing browser (Analytics -> Audience -> Technology -> Browser & OS)

– The best performing screen resolution (Analytics -> Audience -> Technology -> Browser & OS -> Primary Dimension: Screen Resolution)

– The best performing operating system (Analytics -> Audience -> Technology -> Browser & OS -> Primary Dimension: Operating System)

5. Display Placement Performance in Analytics

Using Google Analytics you can find low performing placements faster and easier. Here’s how..

This following report shows all placements that generated visitors with a visit duration of less than 30 seconds (low quality traffic):

– Go to: Google Analytics -> Acquisition -> Campaigns -> Add Secondary Dimension: Placement Domain (or Placement URL for more details)

– Click on the tab “Site Usage” instead of “Summary”

– Click on advanced (next to the search box) and setup the following filter: “Include -> Avg. Session Duration -> Less than -> 30”

– Sort by sessions

Now you can analyse the list of low-performing placements and exclude them in Adwords based on conversion performance.

6. Search Query Performance in Analytics

The analyses outlined above works for search campaigns as well.

– Go to: Google Analytics -> Acquisition -> Adwords -> Search Queries

– Click on advanced (next to the search box) and setup the following filter: “Include -> Avg. Session Duration -> Less than -> 30”

– Sort by sessions

Now you can analyse the list of low-performing search queries and exclude them in Adwords based on conversion performance.

7. Page Speed Analysis

Your average page load time has a direct effect on conversion rates.

Slow site speed = higher bounce rate (and visitors who bounce can’t convert into customers).

Google Analytics offers a feature to track your page load time along with suggestions on how to improve it.

How to check site speed in Google Analytics

– By default, Google Analytics only measures site speed on 1% of total website traffic. Here’s how to change the site speed sample rate.

– Use PageSpeed Insights to check speed recommendations for any URL

8. Google Analytics Attribution Models

Most visitors don’t just land on your website and convert into buyers immediately.

A visitor might click on an Adwords and read about your products (but not buy). The same person could come back through an organic search two weeks later to buy from you.

In this case, Google Adwords would attribute the conversion to the last ad click (two weeks ago). Google Analytics would attribute the conversion to the last source and at the actual time when it happens (in this case organic search).

Analytics offers a great tool called Attribution Model Comparison that allows you to play with different attribution models.

Google Analytics Attribution Modeling Overview

Analytics and Adwords conversion metrics compared

9. Google Analytics Content Experiments

Content experiments is Google’s free A/B website split tool.

It’s a great way to start optimising your website content because it’s free and fully integrated with Google Analytics.

Pick a landing page to split test, for example your homepage or the landing page that you sent most Adwords traffic to.

Pick one item to split test (e.g. the headline) on the page and create an alternative design based on this item.

If you change multiple items (headline, images, testimonials etc.) and your new page wins the split test, then how do you know which item caused the improvement?

How to setup content experiments

Important note: Always run your content experiments until Analytics shows that a winner has been determined. I know it’s tempting to stop an experiment early because you think (i.e. wish) that your new design is outperforming the original. If you stop a content experiments early, you might as well flip a coin.

10. Google Analytics Segments

Google Analytics segments are a powerful feature that allows you to analyse subsets of your total website traffic.

You can create custom Analytics segments based on a wide range of variables including traffic source, device, demographics and more.

For example, your might want to compare your A/B split test performance (point 9 above) on desktop, tablet and mobile traffic.

Or you might want analyse how the behavior of Android vs iOS users differs on your website.

Once you have defined an Analytics segment you view the segment in all Google Analytics reports.

About Google Analytics Segments

How to build custom Analytics segments

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