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Building a Centralized Digital Marketing Platform With Google Analytics

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Building a Centralized Digital Marketing Platform With Google Analytics

Google Analytics can be compared to a locomotive that pulls several wagons like Google AdSense, Webmaster tools, AdWords and others. All these key wagons are so integrated that it makes a smooth running train. Where it is not integrated there exist a possibility of derailment. To help you integrate all these wagons with the locomotive there is a new e-book by the name Google Analytics Integrations. This book details how all the different elements can be integrated thus providing marketers with valuable information to boost their marketing efforts.

The book has step by step instructions that will help you link all these tools. Let us assume you are new to digital marketing and are presently using Google Analytics and AdWords, however, your accounts are not linked. In this case you will be able to see how effective your campaign is running but will not have the benefit of the overall picture of your websites behavior. If given this overall picture your campaign will stand a better chance of improving as you get an idea of which campaign is not working or why there is sub-optimal targeting; or get information on sub-standard landing pages, bad advertisements and will therefore be able to understand why your campaigns are not meeting with success.

For example one such aspect, The Day Parts report, gives you details about the hour of the day or day of the week. This report helps you in scheduling your campaign within AdWords. Say for example the report tells you that peak traffic to your website is between 5.30 pm and 8.00 pm. However, what this report does not tell you is the value of this traffic. But when you add another dimension to this report which tells you the time period when the value of visits is best, you realize that although the traffic is highest during 5.30 pm to 8.00 pm the value of traffic that you get between 8 am and 10.30 am is the highest. With this report in hand you will now be able to schedule your ads in such a way that they address the best value scenario and your campaign will shift from evening hours to morning hours. Isn’t this great?

Here is how you can do this

  1. Go to a specific campaign in the AdWords interface
  2. Select a campaign
  3. Under the Advanced setting click plus box next to the schedule. Now input the start date and end date and then click Ad scheduling.
  4. In Ad scheduling click edit
  5. Make a change from Basic to Bid adjustments
  6. In the time period select the period
  7. Click OK and save the change

Now all these elements are integrated into your Google Analytics

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