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Deeper Reporting

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Digital Marketing - Study Notes:

Deep-dive in to Google Ads with Google Analytics

For deep-dive reporting into Google Analytics, consider website engagement metrics to determine the quality of your Google Ads and traffic, not just the click. So engagement metrics will show how long they spent on the site. Did they bounce? How many pages did they visit? It’s not just that conversion-based actions.

So look at a whole suite of metrics in Google Analytics to understand the value of your Google Ads traffic. And this type of analysis and recording of trends can really help uncover the why. This will help you understand why people are doing certain things, and what are the steps you can take to correct or improve the performance of your campaigns based on that way.

In the previous section, we imported Google Ads data into Google Analytics. Now, we’re going to bring Google Analytics data into Google Ads. It allows us to bring in things like bounce rate, average time on site, those engagement metrics from Google Analytics. We can pull them into the Google Ads interface and view them directly in the Google Ads interface.

Import Google Analytics data into Google Ads

It’s always best practice, not only to link Analytics to Google Ads, but to link Google Ads to Analytics, too, so we can see the data back and forth. And you can link your Google Analytics at your Google Ads and your Search Console to your Google Ads, your Firebase, YouTube, Merchant Center, your sales, Salesforce CRM itself, if that’s what you’re using, or your Google Play account to Google Ads. You can do this by clicking on the main menu and choosing Link Accounts. Then you can navigate to whatever table you want to bring in.

If you’re logged into Google Merchant Center and you choose to link this here, the linking will happen automatically. If you’re logged in to YouTube and you choose to link here, it will happen automatically. Likewise, with Google Analytics, Play, and Firebase.

Doing things like linking your Analytics means that you just get a little bit more post-click data into Google Ads. This is useful. Rather than always jumping between the two reporting platforms, we can do it directly in Google Ads and make the optimization there and then.

And likewise, with Search Console because search in the eyes of the consumer is just search. As a marketer, we see it as paid search and organic search, but they just see search. So it’s important to understand how Search Console and your organic activations can work in line and how they stack up against your paid search. So this is something that could be done in the reporting sections of Google Ads. But before we do any of this, we need to link Search Console.

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Cathal Melinn

Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition.  Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Paid Search
    Cathal Melinn
    Skills Expert

    This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.