After a week-long intensive Google Analytics and AdWords seminar, I can say that I definitely learned more than 5 things. For instance, I learned that you can only navigate around DC on foot if you want to get anywhere on time and that DC drivers have a penchant for their horns. I also discovered that this training class was home to a few of our very own CallTrackingMetrics customers!
All of that wisdom aside, there were far too many valuable nuggets for a single post, so we will be sharing the highlights on our blog over the next few weeks.
To kick things off, here are 5 basic things that every marketer should know:
- Link your Google AdWords and Google Analytics accounts: If you want a complete picture of how all of your channels are performing, you need to connect these 2 tools. They report slightly different data and having a holistic view into campaign performance is critical. Here is a quick tutorial on how to link your Google Accounts. Once you’ve linked Analytics and AdWords, you can use the insights to refine and optimize your AdWords campaigns.
- In Google Analytics, always have one View that is unfiltered: It’s important to have at least one View on each Web Property that contains all of your raw data to make sure if anything unexpected happens to the data, you have a backup saved. Name this view “Unfiltered View – Do Not Delete” or something similar, and never add any filters to this view. It is considered best practice to create all filters at the Account level, then assign them to different Views. Refer to Google Analytics documentation to learn more about creating and managing filters at different levels. By default, you can have up to 25 Views per Property, and 50 Properties per Account. If you are an agency, consider tracking each client in a separate Account to avoid running out of Views and to give admin access to clients, if requested.
- In Google AdWords, use Labels to group related items: Use Labels to help categorize account components and make sense of your campaigns. You can organize the items in your account into meaningful groups so you can quickly and easily filter and report on the data that is of most interest to you. You can apply labels to keywords, campaigns, ad groups, and ads, which enables you to see how the custom categories you create are performing. For example, you can label a set of brand awareness display ads as “Branding” or you can label a set of ads as “Washington DC” to view performance in a particular target market. Learn more about using Labels in AdWords.
- In Google Analytics, automate custom reports for team members: This little gem has been around for awhile, but it’s still amazing how few marketers take advantage of it. Ever been asked to pull specific data out of Analytics and email it to individuals within the company? Analytics provides a quick and easy way to create, save and schedule any report for email delivery. Refer to Google’s documentation on how to setup automated reports.
- In Google AdWords, pause old ads: Instead of writing over existing/old ad copy or removing an ad, just hit pause. That way, you retain all of the historical data and can even use it to compare against new ads. When you edit existing ad copy, AdWords treats it as a new ad, and you will lose existing data as a result. Just pause any outdated campaigns and create new ones for optimal archiving.