Advantages of Adwords and Analytics

The Google Adwords and Analytics tools are both great ways for businesses to reach a larger audience and increase their presence online. Analytics can provide a closer look as to who the primary audience is for a business, and it can give insight into the demographics and behavioral aspect of the consumer. The targeting tools provided by Google Adwords help businesses reach the perfect audience that will be more likely to engage with their products or complete the desired action. To begin working in adwords, the user must set up an account with adwords, then start with the keyword planner to discover what words would be useful for reaching their audience. The keyword planner is a tool that is unique to google that is very beneficial to starting a campaign. It provides words similar to what your audience will be searching for based off of your suggestions and provides the bid amount and how often that word in particular is getting searched. Then when a keyword is chosen the keyword planner shows how much that particular campaign may cost when it is live, based on a time frame of the users choice. During an actual campaign ad groups can be set up, which is when related keywords are grouped together so that different aspects of your business can have different ads and keywords. When a small business creates a campaign, monitoring it’s success is vital to see where money is being spent effectively and where it is being wasted. Users can select a maximum bid, which is the highest amount they would be willing to pay on a click for a particular keyword. For some businesses with a low selling price a high bid is probably not worth it, but when the conversion is much higher a larger bid would be beneficial despite the cost, it just depends on return on investment and how much a business is willing to spend to get potential customers to click. For each keyword that is searched, google adwords puts forth an “auction” between users trying to get that keyword. The auction happens automatically and very quickly, based on a number of factors. Adwords takes into consideration things like relevance, bid amount, and quality score. Quality score is a combination of things like the site’s landing page and user experience on it. If a site’s landing page is not related to what the customer is searching for, google will not show it. Adwords chooses the best ad for this particular keyword, and the highest bid will only be as one cent higher than the second highest bid, not the number of the highest bid placed. This saves adwords users money and shows them that they are not just wasting money getting their ads out there. Benefits of google adwords described by business.com include things like its ability to be customizable, as well as its high return on investment. Businesses can use these tools effectively by only paying for what is successful and what people actually click on. There is no minimum on spending on adwords, so businesses don’t risk much when setting up a campaign on adwords. Another tactic in google adwords that small businesses should be more aware about is remarketing. Businesses can use remarking to reach people that have already viewed their website or ad, but have not completed a purchase or conversion. Remarketing helps customers close on an action they that had nearly completed previously but had not gone all the way through with. If someone is on the fence about a purchase or conversion, remarketing is a great way to get them there. Google adwords provides insights and data about each campaign, such as impressions, click through rate, conversions, and more. 

This video below is a helpful way to learn how to use adwords for your business.

Google Analytics another useful program by google to increase the success of a business or website online. Analytics is the ideal way for business to track how users are viewing their site and the actions they take. With information provided by google by placing a piece of code on the backend of the site, google can tell businesses the demographics of their viewers, their behavior on the site, their general location, and much more information that is vital to understanding how to better appeal to your target audience on your website. Users of analytics can understand how their website is performing by seeing the statistics on how their website is being viewed. Analytics shares how many users visited your page, revenue, the conversion rate, as well as sessions. A business can learn how many people are returning to their site, how many pages people are visiting, and more to understand the actions people make on their website. Rather than just seeing hits or simple data, analytics provides a customizable way for businesses to understand their consumer. Knowing things like bounce rate, which is how often people leave your site without making any interactions is very helpful. A high bounce rate can show you that you need to make adjustments to your landing page to appeal more effectively to the consumer. Analytics also shows where users are coming from and how they found out about your site. This is helpful for understanding how effective your adwords campaigns are and if things like social media or organic searches are performing better. Analytics and adwords accounts can be linked for fluidity and more effective use of each tool. The google adwords dashboard is customizable for each user, so that the correct and necessary information is shown quickly and effectively. 

The google adwords and analytics tools are a great and user friendly way for businesses to reach their target audiences better, and to understand more about them. Google provides helpful tutorials and certifications courses on The Academy for Ads to make the process easy and simple for any business regardless of it’s size or prior knowledge with these tools. Google adwords and analytics are easy to start and a beneficial way for businesses to market themselves better and to provide an overall more successful user experience. With the prevalence of technology in today's business world, using these tools can excel the way a business markets.