Tip #1: Target Geographic Markets with AdWords Campaigns:
Your AdWords account comprises one or more Campaigns. You always have at least one Campaign, which, by default, is named something like "Campaign #1" unless you change it (from the Edit Campaign Settings link). By customizing a Campaign's settings, you can target the ads and keywords within it to a specific geographic region and to speakers of a particular language.
Tip #2: Track ROI By Geographic Market:
Separating your geographic markets into AdWords Campaigns makes it easy to track each region's ROI in Google Analytics. This can be helpful as you tailor your keyword buying for each market. The Campaign ROI report (in the Marketing Optimization: Marketing Campaign Results section) shows your total advertising cost, revenue, and ROI for each AdWords Campaign. For Campaign conversion rates, look at the Campaign Conversion report. Note that all of the Google Analytics advice in this article assumes that you've linked your Google Analytics account with your AdWords account and that you've enabled autotagging. If you are unsure about this or you'd like a complete discussion of how interpret AdWords ROI, read Optimizing your AdWords ROI with Google Analytics.
Even if you don't break out your AdWords Campaigns by geography, you can still split out each keyword in Google Analytics and see where your visitors for that keyword came from. From the All CPC Analysis report (in the Marketing Optimization: Search Engine Marketing section), drill down on the google[cpc] line item. Click the red button at the left of any keyword, click Cross Segment Performance and select Country, Region, or City. You'll see the number of visits, the pages viewed per visit, and the conversion rates for the keyword, broken down by country, region, or city.
Tip #3: Target And Track "Search" and "Content" Networks:
You can set up your AdWords Campaigns to target Search search engine results exclusively, the Google content network, or a combination of Search and Content. If you select Content, your ads may sometimes appear on partner sites such as The New York Times and MarthaStewart, as well as many smaller niche sites covering thousands of topics.
The All CPC Analysis report shows both keyword ROI and Content network ROI. And, the Overall Keyword Conversion report shows conversion rates. You can find both of these reports in the Marketing Optimization: Search Engine Marketing section.
In the All CPC Analysis report, drill down on the "google CPC" line item. You'll see a line item for each of your keywords. If you received any clicks from the Content network, you'll see a line item labeled "content". If you are unsure how to interpret this report, read Optimizing your AdWords ROI with Google Analytics.
The Overall Keyword Conversion report lists all of the keywords you buy whether on AdWords or not. As with the CPC Program Analysis report, your clicks from the content network will show up in the "content" line item.
Tip #4: Use AdGroups To Target Your Ads:
Instead of putting all of your keywords into a single AdGroup, group them into "themes", and create an Ad Group for each theme. For example, let's say you are a professional seo and sem firm. In this case, you might create two AdGroups, one for seo firm and another for sem firm. Then, within each AdGroup, you can write one or more ads targeted to the appropriate audience.
In your seo AdGroup, you might create the following ad:
SEO Firm
100% Ethical SEO Strategy To Drive
Profitability. Contact Us Today!
While, in your SEM AdGroup, you might create this ad:
Search Engine Marketing
Increase Your Visibility On Search
With SEM Firm Today
In the SEO, you'd buy keywords such as "SEO Firm" and in the SEM AdGroup, you'd buy keywords such as "SEM Firm". This way, when someone searches for "SEO Firm", they'll see an ad that specifically addresses their needs.
Tip #5: Track Each Ad's Conversion Rates:
You can monitor conversion rates for each AdWords ad you run, regardless of which AdGroup or Campaign it's in. As long as the headline (the first line of text in each ad) is unique for each ad, you'll see a line item for each ad in the Overall Ad A/B Testing report (in the Content Optimization: Ad Version Testing section).
Look in the first column (the Content column) of the report. The headline of each ad that received clicks will appear. This report shows you the number of visits generated by each ad, the average number of pages viewed per visit, and the conversion rates for each of your goals. Putting AdWords and Analytics to work.
By doing a little bit of organizing up front, you can make the most of the synergy between AdWords and Google Analytics. Now, think about how putting these ideas into action with your ads can help you target – and track – your markets.
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