Google Analytics

Analytics Dashboards – The Widgets of Success!

As a PPC account manager it is important to monitor and track the success of your AdWords campaigns, and I find one of the most efficient and effective ways of doing this is through using a customised analytics dashboard. The first thing you need is an analytics account – if you don’t already have one, why not?! Google Analytics is one of the most powerful tools at your disposal when it comes to online marketing and it’s free! The analytics dashboard is a place where you can set out up to 12 different widgets to include various different metrics. For example: 1) AdWords Spend   2) AdWord Cost per Conversion   3) AdWords Conversion Value   4) Top revenue Generating Keywords   5) Top revenue Generating AdGroups   In this blog I will talk you through setting up your first dashboard and some key metrics you should be including…I hope you’re as excited as I am! 🙂 First of all, open up your analytics account and select “Dashboards” in the top left corner. Select “New dashboard”, then “Blank canvas”.

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  The Blank Canvas will give you free run to have whatever widgets you like in your new Dashboard. I am going to give you my top 5 widgets to include as a good basis to start you off – this will leave you 7 widgets to conjure up yourself, so click the “+widget” button to begin your journey.   Widget 1: AdWords Spend! The first thing I include in my analytics Dashboard is AdWords spend – as you know, it’s important to monitor your spend and this widget enables you to do that.
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  As you can see, I have filtered this data to only show stats from Google/CPC – make sure you filter this as analytics will pick up all paid advertising forms and with this Dashboard we are just trying to track adwords progress. Once you’ve got the hang of dashboards you can explore different filters to track different channels like Yahoo/Bing, Facebook PPC, LinkedIn PPC and so on, but for now let’s just concentrate on AdWords. Once you click save, it will look something like this:
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  Widget 2: AdWords Revenue AdWords revenue is important to include so you know exactly how much money you are making through adwords. Click “+new widget” and set it up as follows:
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  Once you’ve selected the relevant metric and filtered by Google/CPC it will look like this:
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  Widget 3: AdWords Cost Per Conversion Tracking your cost-per-conversion is important for determining ROI, as I’m sure you have a target CPA in order to make a profit. Click “+new widget” and set it up as follows:
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  When you’ve selected the relevant metric and filtered by Google/CPC, it will look like this:   Widget 4: Top revenue Generating Keywords Knowing which keywords are generating you the most revenue is important – if you know something is working you can expand and generate even more revenue! Click “+new widget” and set it up as follows:
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  When you’ve selected the relevant metric and filtered by Google/CPC it will look like this:
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  Widget 5: Highest revenue campaigns For the same reason as the keywords, you’re going to want to know which campaigns are performing well for you. Click “+new widget” and set it up as follows:
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  Once you’ve selected the relevant metric and filtered by Google/CPC it will look like this:
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  Now you have a good base to create any other custom widgets you like. Just add anything else you think that’s relevant to the account you have, and hey presto! You’ll have an easy-to-read account performance Dashboard to help you monitor and measure success!   Written by Richard Heelas