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Worksmart AdWords and Analytics

Written by Joanna Marshall, March 2016

AdWords and Analytics

Summary:

Worksmart Systems, a client of eProcess Development, provides solutions for lean manufacturing and assembly and is currently using Google AdWords and Google Analytics as an advertising strategy and measuring tool to grow their business.

ePD can partner with you to maximize your AdWords and Analytics practices to keep costs down and provide transparency to your website traffic

ePD provides strategies to help your business meet their website objectives by implementing Analytics tools to track your key performance indicators (KPIs)

Challenges:

Worksmart Systems, like many other advertisers, are looking to keep their pay-per-click (PPC) advertising costs down. When first taking over this account, campaigns, ad groups, keywords, and ad text were reviewed in Google AdWords, and view settings were reviewed in Google Analytics. Ad landing pages were reviewed as well in the attempt to increase keyword quality score and find opportunities for Analytics tracking and goals.

Solutions:

Google AdWords – Upon reviewing Worksmart Systems account, one ad group was paused and aWorksmart AdWords and Analytics Case Study Image #1 majority of broad match keywords were paused, including duplicates across campaigns to avoid competition against one another. New keywords were added with broad match modifiers to match terminology on the landing page and new ad text was created to include keywords and terminology on the landing page.

Google Analytics – Upon reviewing Worksmart Systems property, a new test view was added to include filters that exclude internal traffic, a goal was added to track destination URL to Thank You page once form fill was submitted, search query parameters were added for Site Search to identify potential keywords, and Event code was added to Google Tag Manager for video tracking. Once all goals, events, and filters were set up correctly a new view was created to track this data moving forward.

Results:

Google Ad Words – Once the above optimizations were implemented traffic decreased to their site; their audience, however, is considered higher quality due to the modified search results. A majority of theirWorksmart AdWords and Analytics Case Study Image #2 keywords are now eligible to show more frequently due to increased quality score, which is based on expected click through rate (CTR), ad text relevance to landing page, and landing page experience.

Google Analytics – Parameters in Worksmart Systems ePD Goals view will track form fills via Thank You page destination goal, video views via Events, and search queries via Site Search reports against traffic that comes from AdWords campaigns to measure their success and determine potential new keywords and other optimizations based on website activity.

Conclusions:

eProcess Development will continue to make optimizations in Google AdWords to keep costs down and drive high quality traffic. They will also continue to make optimizations to Worksmart’s website to improve landing page rating. Aligning Google AdWords activity with Google Analytics via goals, events, and search queries will allow ePD to track conversions, video success, and potential new keywords to maximize search in Google AdWords.

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