Why use Google Analytics?

Know what customers are searching on your website

Find out what pages on your website are performing well

Understand what kind of impression you make on your website

Know what customers are searching on your website

Find out what pages on your website are performing well

Understand what kind of impression you make on your website

Setting goals

As with everything in life, it’s important to set goals so that you can effectively measure if you are hitting your targets. Many people who use Google Analytics don’t set goals. To get the best results from your website you should make sure that any goal you set is:

Goals allow Google to track any given action on your site. Usually this is a web page that a user might land on after filling out a form, signing up to a mailing list or completing a purchase.

Goals can also be time-based. For example, a user spending a certain amount of time on a page, viewing a certain number of pages or based on an event like watching a video.

Keywords

You’ll need to ensure that your website is visible to search engines. Google Analytics can help ascertain which keywords are bringing people to your website and to which pages.

Ensure that the words you’re using aren’t too general. For example, if you’re a company that sells health and safety equipment, you’ll want to use terms like ‘high visibility jacket’ rather than just ‘jacket’ which could bring in the wrong kind of customers.

Tip – We’ve put together a handy guide to Google Ads which can help boost your keywords performance. [link to Adwords content to go in here]

The Analytics dashboard

The Analytics dashboard can seem intimidating at first, particularly if you’ve not used it before. All the data shown on your dashboard relates to the date range selected in the top right box. You can change this depending on the timeframe you want to measure.

1. Create an account

Choose your currency and time zone. These can’t be changed once you’re set up so make sure this information is correct.

Next, you’ll need to add your credit card details.

This is how you’ll track which customers have clicked on your ads and purchased your products. Find out how to do this here.

3. Set up conversion tracking

Conversion tracking helps you identify how well your ads are generating sales, downloads, email sign ups or leads – depending on your goals.

In Google Analytics, there are 4 ways to track goals – Destination, duration, pages/session and events. Once your conversion goal is created, you can import this into Google Ads.

4. Set up your campaigns

The easiest and most common way to set up an Ads campaign is to base them around your products and services. Keep in mind
the kind of customer you want to buy your product and how much you’re willing to spend to convert them.

5. Add your keywords into ad groups

Each campaign is divided into groups. This means you can write different ads for different sets of keywords. You’ll want to keep the keywords within your groups similar so that it’s easier for you to write the best ads.

Tip – Group your Ads by theme so that you can advertise to the right people searching for these words.

6. Write your ads

Here are some of our top tips to help you write great ads.

  1. Write at least 3 adverts per group focusing on your unique selling point.
  2. Include your keywords in your headlines. This will help show Google that your adverts are relevant when people search for those terms.
  3. Avoid using exclamation marks, special characters and full caps. Check Google’s guidelines to make sure your ads are approved.
  4. Make the most of the character limit. Use the space to explain why people should buy from you.
  5. Use ad extensions. Using at least 3 different types can help you convert customers. Try adding your phone number, links to relevant pages or additional text.

6. Write your ads

Here are some of our top tips to help you write great ads.

  1. Write at least 3 adverts per group focusing on your unique selling point
  2. Include your keywords in your headlines. This will help show Google that your adverts are relevant when people search for those terms.
  3. Avoid using exclamation marks, special characters and full caps. Check Google’s guidelines to make sure your ads are approved.
  4. Make the most of the character limit. Use the space to explain why people should buy from you.
  5. Use ad extensions. Using at least 3 different types can help you convert customers. Try adding your phone number, links to relevant pages or additional text.

Analyse your performance

Analyse your performance

The number of metrics available in Ads can be overwhelming. Particularly if you’ve not used it before. Think about your goal, and what you’d like to achieve. This will help you choose the right metrics to measure your success. Below are some common goals you could measure.

See if my adverts are compelling

Clicks, impressions, Click through rate

Check that I’m bidding enough to appear higher in search results

Position

Make sure I’m appearing in all relevant searches

Share, lost impression share

Find out if my spending is under control

Find out if my spending is under control

Make sure that I’m targeting the right customers

Conversions, cost per conversion, conversion value, conversion cost

Common problems with
Ads campaigns

Common problems with Ads campaigns

If you’re not getting the results you want from your Ads campaigns, there are a few things you can do to help.

Low impressions

Make sure you’re going after keywords that have a higher search volume. Also, check that you have enough budget to go after the keywords you want. Low impressions aren’t necessarily a bad thing – your product or service could just be niche. Doing some in-depth keyword research could help you here.

Low click through rate

Improving your quality score can be a cost-effective way of boosting your click through rate. This means changing the wording of your ad to make it relevant to the search. If your CTR is still low, a competitor might be making a better offer.

High costs

Once your campaign has been live for a few days, you’ll start to see what customers are searching to find you. This can help you identify negative keywords to stop spending money on irrelevant words. If you don’t make sales after hours or at weekends, you can set your campaign to only serve ads at times you do.

Low quality score

Quality Score is an estimate of how well your keyword is performing. It’s measured on a scale from 1 to 10. Where 1 is the lowest score and 10 is the highest. It has a big impact on the ad position you achieve and the price you’ll pay, so it’s worth getting this right. To generally improve your quality score, you can structure your campaigns into targeted ad groups.

Low conversions

If you’re not getting enough conversions, you can use Google Analytics to work out why. Low time on site and pages/sessions means that your content of your web page isn’t what the customer was expecting. If your time on site analytics are high, and your bounce rate is low, but you still aren’t generating sales, this could indicate a problem with the way you capture sales and leads.

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