Google has done a great job creating many tools for business owners to understand websites and grow their businesses online. Google Ads and Google Analytics are two of the many digital marketing platforms offered by Google. However, both digital marketing platforms serve very different purposes.
What is Google Ads? (AdWords)
Google Ads is a pay-per-click (PPC) platform offered by Google that enables businesses to increase their visibility across Google’s properties. Usually, marketers run search ads through this platform to advertise their products or services on the search engine results page (SERPs). However, you can also use Google Adwords to run different ads, such as YouTube, display, and shopping ads.
Google Ads was created to promote your business online; its purpose is to help you increase sales, raise brand awareness, and direct traffic to your website. With Google Adwords, marketers can create and change ad campaigns anytime, including their settings, budget, and ad text.
In this platform, Google gives you the control to establish and manage your budget since it has no minimum spending commitment. As a result, you have control over your advertisement’s placement and budget and easy access to measuring its effectiveness.
What is Google Analytics?
Google Analytics is a platform that tracks your website or app performance; ​​It gathers a considerable amount of data and intelligently analyses it. This platform helps markets and business owners understand how their site is performing.
Google Analytics provides complete data reports that help you gain essential customer insights, anticipate their actions, and learn from valuable data. By helping you understand the customer journey, Google Analytics also enables you to improve your ROI.
Using Google Ads and Google Analytics Together
Your customers’ journey will usually follow a more complex path. The truth is: the customer journey is constantly evolving, following a non-linear and diverse pattern.
In today’s digital world, customers use the internet to research products and services across multiple platforms, and marketers need to find ways to meet rising customer expectations. Using Google Ads and Google Analytics together can help you meet these evolving expectations by granting you a deeper understanding of your customer’s journey.
Linking Google Analytics and AdWords results in a powerful alliance for more intelligent digital marketing, deeper insights, and superior business outcomes.
Linking Google Analytics to Your Google Ads Account
Connecting Google Analytics with your Google AdWords account allows you to analyze customer behavior on your business website or app. The data provided by both platforms can show you how much of the traffic and sales from your website are generated by Google Advertisements, and it can also help you make your website and ads more effective.
By connecting your accounts, you can:
• Import Google Analytics conversions into Google Ads
• Access Google Analytics data through your Google Ads reports
• Import Analytics to create, edit and remarket audiences
• Measure website or application conversions from Google Analytics 4 properties
Benefits of Linking Google AdWords and Google Analytics
Optimize Your Bidding
Once your accounts are connected, you will gain access to new data sets and reports about your Google Ads campaigns directly from your Analytics account, which will help you understand what occurs after customers click an ad.
You can discover that some keywords are generating more conversions; as a result, you can now concentrate your bidding efforts on those effective keywords.
Tailored Messaging
When Google Analytics and Google Ads are integrated, you may connect Analytics audiences with Google Ads to send tailored messages to different customer demographics.
For example, you could create an audience of website visitors who added items to their carts but left the page without checking out. Then, you can develop a campaign on Google Ads and target these cart abandoners, increasing conversion rates.
Advanced Machine Learning
Analytics features enabled by machine learning provide crucial information about your audience. For example, you can instantly receive an answer when you ask an Analytics question like “How long do mobile users spend on the homepage of my site on average?” With Smart Lists, you may also utilize machine learning to compile a list of your most valuable clients. Afterward, you can dynamically modify your Google Ads campaigns to target them.
Insights-Driven Digital Marketing
When you link Google Analytics and Advertisements, your insights and ad creation are side by side, making it easier to see how well your ads generate conversions. These findings can then be used to modify ad material, resulting in intelligent marketing that increases conversions.
Conclusion
It is safe to say that Google Ads and Google Analytics are not the same.
Google Ads is an advertising platform that focuses on helping your business increase its visibility, brand awareness, and, ultimately, sales. Google Analytics, on the other hand, is a platform that provides website analytics by tracking and reporting on your business website traffic.
Both platforms offered by Google serve very different purposes in digital marketing. However, if used together, they can form a very powerful partnership. For example, connecting Google Analytics with your Google AdWords account allows you to analyze customer behavior and fully understand the customer journey.
If you want to optimize your website and increase traffic and online conversions, connecting your Analytics and AdWords accounts might be the perfect solution!
