Google Ads, the top traffic source for many website owners out there and Google
Analytics, the widely used analytics solution many of you have installed to
get a grasp on your user's behavior.
Although these tools alone already provide so much value, putting them
together actually can be quite powerful.
That's why I've invited Ads Expert Ilana Wechsler from Teach Traffic her channel
is right over there onto the channel to show us how we can use both of these
tools together and use them effectively.
Now we've got lots to cover.
So Ilana, take it away.
Thank you, Julian.
Hi there.
Ilana here from Teach Traffic.com and in today's video, I'm going to be walking
you through how to link your Google Ads account to your Google Analytics account.
And what you'll see is just how easy it is to do now, before I show you exactly how
you do it you might be wondering why would you bother, why would you bother going
the extra step to link your Google Ads account to your Google Analytics account?
And really there's two main reasons why you would do this.
The first reason is so that you can observe the behavior of the traffic that
has come from Google Ads so when you start running Google Ads campaigns and
sending traffic to your website, when you log into your Google Ad account, what
you'll find is they will tell you all about the amount of impressions your ad
has, has, um, has had and how many clicks it's had and the click through rate, etc
but it doesn't tell you any information about when somebody
does click to your website.
What happens in, do they view other pages on your site?
Do they leave straight away and have therefore bounced?
You don't have any idea actually what they do once they get to your site.
And as somebody who manages traffic campaigns, you want to really
identify the quality of that traffic.
If so, if you're paying for someone to come to your website
and they leave straight away.
Well, then it's not very good quality.
And personally I'm a believer in quality over quantity any day of the week.
Okay.
So by linking those two accounts, when you log into your Google Analytics account,
and I'm going to show you in a sec, what it looks like you will be able to observe
the behavior of that Google Ad traffic.
You'll be able to see how many pages they've viewed on your
site, how long they spent on your site, the bounce rate, uh, etc.
You get a whole bunch of information about that Google Ad traffic.
And it's a really good way to identify of are you buying quality traffic?
So that's the first and probably the most important and main reason.
The second reason why you'd want to link your two accounts.
Is so that you can create some what's called Google
Analytics, retargeting audiences.
Now this is a little bit of an advanced strategy in Google Ads, but
essentially what you're doing is you're creating an audience of people in
your Google Analytics account based on various type of behavior of which
you choose and create an audience of those people and pushing that audience
into Google ads.
So for example, a classic example of this would be to create an audience of
people who did not bounce on your website.
So perhaps they spent more than three seconds on your site, for example.
So create a subset audience of that, of those people.
Obviously you'll get less people.
In that audience, but you, you know, that they're going to be more engaged and more
adept to respond well to your retargeting campaign and create that audience
in Analytics and push that audience into Google Ads and show those people
a retargeting ad yeah through Google Ads.
And you can obviously do, you know, it's really limited by your imagination,
what type of audience you can create.
And, you know, I sort of take lots of different methods to create
audiences based in Google Analytics.
The classic example is the one that I mentioned of filtering
out the people who've bounced.
I also sometimes filter out people who have spent maybe less than
even 10 to 15 seconds on your site.
And yes, we get a significant drop in users, but at least the users
that I am showing a retargeting audience to are really engaged.
And, um, they respond well to our retargeting ads and the retargeting
campaigns, and actually do much better.
Anyway.
So they're the two main reasons why you're going to link your Google Ad account.
Now this video is going to assume that you already have a Google Analytics
account installed on your website and that you already have a Google Ads account.
Not necessarily running ads at the moment and actually we recommend you do this
step before you even run any campaigns.
So let's dive into a Google Ad account and as you can see here, this account
is completely empty and brand new.
I've got no campaigns.
Now there's actually two ways that you can link these two.
These are Google Ads and Google Analytics accounts.
You can do it within Google Ads, or you can do it within Google Analytics.
My personal preference is to do it within Google Analytics.
So I'm going to navigate to the Google Analytics account for this particular
website and what we're going to do is we are going to go to the admin section down
here and then you'll get to this screen.
So you'll see that there's three main panels account, property, and view.
Now it is worth mentioning that you , you do need to be logged in, um, with the
same email address that you've used for your Google Ad account to Analytics.
So those two, um, they need to match those email addresses.
So if you've got a different email address for your Google Ad account
to your Analytics account for that property, then you're gonna have some
prompts for some linking problems.
So the email address needs to be the same.
Okay.
So then we go to the, as I said, the admin section here, and you're going to
look in this middle panel here and you're going to click on Google Ads, linking.
Now, obviously I run a number of, uh, Google Ad campaigns and I help a
number of people so I've got access to a lot of Google Ad accounts, uh, and
I've got a manager account so I could potentially link this Analytics property
to a number of Google Ad accounts.
So I have to choose the right account.
When you are doing this, um, in your own.
Analytics account.
You might find that there's only one account there.
So don't worry if you see something a little bit different to me,
it's just because I have access to so many different Ad accounts.
So I'm just going to scroll down to find the exact Google Ad account
that I want to link to and here
we have it down here.
I'm going to click that checkbox and click continue.
Gonna give it a name, just, that's just the name.
It doesn't really matter.
I'm going to toggle this to be on all website data and I'm going to click link
accounts and we've linked the accounts.
And then we click done.
That's how easy it is.
And we have linked our accounts.
Now you might be wondering, what is it going to, what's the data going to look
like once I've linked my accounts and once I've got some campaigns running,
so the good news, I'm going to show you exactly what that looks like.
So here I am in a live account, unfortunately I've blurred out the
sensitive information, but what we can see here is when we go on the
left-hand side to acquisition, you'll see there's a Google Ads section.
And then we go to campaigns.
I'm gonna minimize that, and I'm going to scroll down here.
First of all, we can see, uh, for this particular timeframe, uh, the users
versus transactions, so the sales.
Okay.
And we can see here that our campaigns, we spent two and a half thousand dollars.
If I just.
Toggle across, along here, that's a bit better.
Uh, we spent about two and a half thousand dollars.
We made almost 12 and we can see the different conversion rate
e-commerce conversion rate, uh, for each of the specific campaigns.
And we can also see the bounce rate, right?
So for this smart campaign, we can see it had an 80% bounce rate, which is
kind of typical for a smart campaign.
Uh, but for a classic, uh, shopping campaign, uh, we had less than 2%
bounce rate, which is excellent.
So once again, you can really gauge the performance.
Obviously we're never going to get our bounce rate to be zero.
We can say the number of pages per session, that e-commerce conversion rate
and importantly, the revenue, right.
Which you can kind of get through Google Ads anyway.
Uh, but we can obviously get a whole bunch of this type of information and we
can make more informed decisions about.
Really the effectiveness of our Google Ads campaign.
So there you have it.
If you've liked this video, be sure to hit the thumbs up icon and stay
tuned for more tutorials on Google Ads.
Cheers.
All right.
Thanks Ilana for this great explanation, hit that like button if you found
this video helpful and if you want to learn more about everything, Google
Ads, Facebook Ads, check out Ilana's YouTube channel right over there,
where she has more tips, tricks, and tutorials on everything paid traffic.
In fact, many other videos are out there just like this one on YouTube Ad
targeting, which you should check out.
For now, my name is Julian.
Happy measuring.