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Analytics Training: Using Google Analytics and AdWords Together

by Natalie Morgan, Marketing Specialist – ASPE, Inc.

Google Analytics provides information that can help you soar to success and often times save your behind (and dollars). Using Analytics with your AdWords account is no exception. Training yourself to use the two together can lead to decisions that can drastically improve your ROI.

If you’re the type of person who feels like your many skills are being thwarted by being limited to one type of work then there’s good new for you. Pay-per-click marketing (AdWords) involves heavy use of both creative and analytical skills.

Creativity is obvious; it takes an ad that stands out to cause people to click on your link over the plethora of other choices in front of them. Analytics however, can be easily forgotten. You can design the most interesting, creative and persuading AdWords campaign in the world but if you don’t understand and track certain analytics, your efforts can only go so far.

Image provided by Braid Creative & Consulting

In other words, the creativity you use in Google AdWords should be centered around analytical data you find through Google Analytics. Many people believe that analytics provided in Google AdWords is enough, but that information is only the beginning.

AdWords can tell you click information but tells you very little about what occurs after someone clicks on your ad. This information is incredibly important because certain keywords that you bid on will create longer site visits, greater interest, or higher bounce rates. Without Google Analytics you won’t be able to track what keywords spike certain activities other than conversion rates.

Here are a few examples of what Google Analytics can provide for your AdWords account:

  • Amount of new visits vs. returning visits
  • Unique tracking parameters (UTM) to track anything clickable you have
  • Call tracking that finds which keywords are generating phone calls
  • Metrics such as average visit duration, pages per visit, and bounce rate
  • Find best keywords for your particular goal

Any marketing professional understands that marketing is both a creative art and a science that needs strong data to back up creative efforts. Linking Google Analytics and Google AdWords will create a bridge between these two gaps.

ASPE believes strong and extensive Google Analytics training is vital for anyone involved in internet marketing. Because today’s technology provides the resources we need to find good data, it is essential for an internet marketer to be confident and competent with these tools.

The Mastering Google Analytics training course will provide 3 days of extensive Google Analytics training taught by the most knowledgeable and experienced instructors. Some skills students will walk away with include but are not limited to:

  • Incorporating Google Analytics into your current marketing efforts
  • Setting up and enhance your Google Analytics account and profile
  • Researching keywords that visitors are using to find your site
  • Understanding data points and their impact on your business
  • Interpreting visitor behavior on your site
  • Analyzing Trends
  • Quantifying the success of your campaigns


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