What is Google Analytics? And How Can it Help Small Businesses Who Run PPC Ads?

If you're running PPC campaigns you know they are an excellent way to generate traffic, but the slightest error can cost you thousands of pounds, potentially stifling your marketing budget.

To get the most out of your paid ads, use data from Google Analytics to help you make data-driven decisions.

Here’s a quick guide on Google Analytics and how it can benefit your PPC campaigns.

What is Google Analytics?

Google Analytics is a web analytics service that helps marketers and business owners analyse website traffic.

It helps businesses track website performance, determine their top sources of user traffic, track the success of their marketing campaigns, obtain user information, and discover new trends on user engagement. This information is crucial for your marketing strategy because it lets you know what methods work and which ones don’t.

How can Google Analytics help your PPC campaigns?

It helps expand audience targeting

You can collect two types of data in Google Analytics:

1. User acquisition data

2. User behaviour data

User acquisition data is especially important for your PPC advertising strategy because it gives you access to your user demographics before their visit your website.

Not only do you get to know their age, gender, location, and interests, you also get data about where they are coming from. This helps you figure out which user group and channels to target for your marketing campaigns.

If most of your traffic consists of young adults between 18 to 26 or comes from social platforms, then you can prioritize Facebook ads and Instagram ads over Google Ads.

It helps you track the behaviour of users that visit your site from a Google ad

Linking your AdWords account to Google Analytics helps you get the most comprehensive AdWords data.

Usually, Google Ads gives you information on the number of impressions on your ads, but when you link to Google Analytics, you can also track the visitors’ behaviour. This way, you’re able to answer questions about your website’s bounce rate and average session duration. It also tells you about the quality of traffic you’re getting from your pay per click adverts.

Landing page performance tracking

Picking the right landing page to go with your paid ads is crucial. After all, this is the first thing visitors will see when they click on your ads. With the help of Google Analytics, you can see which pages are performing well and which ones aren’t.

If a particular landing page has a high bounce rate, then you can use a different landing page or make changes to improve its performance for your next PPC campaigns.

Goal tracking

Google Analytics

Goals feature tracks website conversion and any other activity you want your visitors to do; whether it’s filling a form, signing up for your email list, or downloading an eBook.

This feature is essential for your PPC campaigns because it allows you to see when someone has converted and the traffic source that referred them.

While useful, Google Analytics can be complex to use. Contact me today to find out how I can help you use Google Analytics to improve your PPC campaigns.

Stacey Pledge

About Stacey Pledge

I'm a PPC Specialist helping clients across the UK, Europe and the US get the best from their pay-per-click campaigns and reach their business goals.

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