How To Monitor the Results of Google Ads
There are two main platforms to monitor the results of your Google Ads.
Google Analytics
This is an easy and efficient way to track performance.
If you link your Google Ads and Google Analytics accounts, you can easily track the performance of your ad campaigns on your Analytics dashboard.
You can monitor the performance of your campaigns by selecting Acquisition > Google Ads in the Analytics menu.
Analytics system also provides a secondary menu which you can monitor the performance of keywords, search queries, hour of the day, display, video or shopping campaigns.
The advantage of Analytics platform over Google Ads is that Analytics provides additional value by reporting the performance of the visitors on your website.
Here, you can see the basic site metrics such as number of users / sessions, bounce rate, pages / session, or average session duration.
Ecommerce stores can also see the ecommerce performance of ads campaigns. You can directly see the sales performance and compare this to the cost of your campaigns.
If your website is not an ecommerce store, you can still monitor the conversion rates of your goals.
Using these metrics, you can clearly see the performance of keywords and search queries. You can see which hours of the day produce good conversion. You can monitor the performance of mobile devices, computers, and tablets separately.
This is valuable information.
In the following chapters I will talk about campaign types and strategies.
With this tracking capability in Analytics, you can decide on the success of campaigns and perform tests to achieve the best conversion.
By selecting Acquisition > All Traffic > Source / Medium, you can compare the performance of Google Ads campaigns to other channels.
Google Ads
In addition to Google Analytics, you can monitor the performance of your campaigns directly on Google Ads.
After selecting Tools > Conversions from the menu, you may start tracking conversions.
As the first step, Google Ads system will ask you to select the kind of conversions you want to track.
You may track conversions on your website or app, track calls, or import data from another source.
In most Google Ads campaigns, the target is to achieve conversion on the website, so let’s continue with that option.
The first thing is to select a conversion category. You may select the relevant category among the following options.
Sales categories: Purchase, Add to Cart, Begin Checkout, Subscribe
Leads categories: Contact, Submit Lead Form, Book Appointment, Sign-up, Request Quote, Get Directions, Outbound Click
More Categories: Page View, Other
Ecommerce stores may focus on sales categories, websites having affiliate purpose may focus on outbound clicks, real estate companies may focus on lead forms.
You should enter a name for the conversion, determine a value to measure the impact, and select count.
After creating your conversion action, Google Ads system will provide a global site tag and an event snippet.
The global site tag adds visitors to your basic remarketing lists and sets new
cookies on your domain. You must install this tag on every page of your website.
The event snippet works with the global site tag to track actions that should be counted as conversions.
You need to add these codes in the <head> section of your website codes.
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