subject: Why Google Analytics is the Best Tool for Managing Google Adwords Budgets [print this page] Why Google Analytics is the Best Tool for Managing Google Adwords Budgets
Most Small to Midsize companies have tried using Google Adwords at some point in their marketing efforts. This is because of the high brand familiarity of Google, the widely distributed trial coupons, and the extremely high search market that Google enjoys in most countries including Australia.
But there is a wide difference in how successful these companies have been and whether they continue to advertise on Google for the longterm. This can be a matter of luck as some industries are easier than others but a key way for most marketing departments to really understand what is happening in their Google Adwords account is to create a Google Analytics account and install the tracking code into their website.
In fact this is probably the single best way for most Adwords advertisers to lower their costs and to increase the amount of leads and sales they are getting from Google Adwords.
This is for 3 main reasons:
1) Analytics integrates quite easily with Google Adwords and it has developed and is constantly tweaked to help companies manage their Adwords spend. Even in the last month there have been changes that give Adwords advertisers even more information and granularity to understand their spend better. Both of these solutions come from the same company and it shows.
2) Adwords Cost can be directly inputted into your Google Analytics and this data can be pulled into the reports at a keyword level. You can see the different prices that each word is costing you per click and even more importantly how likely that traffic is to convert to a lead or sale. This is all part of the system and is called linking you cost data. We recommend it to all companies that are spending much at all on Adwords.
3) Easy and quick implementation. Google Analytics can be setup, linked to your Adwords account; the code installed, and be tracking data in less than an hour even for non tech people. Analytics itself is free for all but the largest websites and as soon as you spend some money on Adwords it gets free for everyone. It also has an option called "auto-tagging" that allows very easy detailed reports much easier than any other implementation. It is just a matter of adding it to the company account that has Adwords and asking for the code. Add that to the site or have someone do that, and you are collecting data. Check back tomorrow and it should have more data than you have been getting on your Adwords account.
