For those marketers, analyst, or even people who are interested in learning what Google AdWords is all about, you have to check out the Google AdWords Help Center.
Obviously, Google AdWords is a paid per click (PPC) management tool, where you can set your keywords, creatives, links, ad groups, etc.
Although the concept of PPC is pretty simple, when you consider all the factors around costs, creatives, setting up different ad groups, campaigns, and setting up links to different landing pages, it could get pretty confusing for people who are new to this.
I highly recommend going through these learning materials which are offered through multimedia or text. It is totally free, and it only requires your time.
For me, and many other web analytics experts, we’re particularly interested in getting Google Analytics integration with AdWords right. Some of the key things that you’ll benefit from the integrations are:
- Bring in Google Analytics goals into AdWords
- Import remarketing audience that you built in Google Analytics
- Able to get AdWords data into Google Analytics to automatically mark up the traffic driven from AdWords
In this AdWords Help Center, one of the important thing that I think marketers need to walk away knowing is the GCLID “Google Click Identifier”. When Google Analytics enables auto-tagging, what it essentially does is, it adds a bit of additional information, or a parameter called GCLID to the end of the URL people click through. Example: For example, if someone clicks on your ad
Example: For example, if someone clicks on your ad for
www.example.com, the final URL will look like
Sometimes the GCLID is created at the time of an impression, rather than a click. So, multiple clicks would be registered in the performance report.
The topic around data integration between AdWords and Google Analytics is something you cannot avoid. AdWords is something many marketers are investing in, and when you’re reporting from different tools, you’ll occasionally bump into discussions around data quality, integrations, etc.