Better Together: How To Best Pair Google AdWords and Analytics

While both Google Analytics and AdWords give you a plethora of reporting capabilities and insights that you can use to optimize your campaigns and website, it’s even better when you pair the already stellar tools. Link up your accounts and optimize them for more insight on your bidding strategy, campaign performance, and more. Here are some quick tips to get you started; for more information, check out Google’s handy guides on sharing metrics and analyzing your performance.


Linking Analytics and AdWords

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Improve User Experience with Exceptional Microcopy

Good website design is always about words, especially when there aren’t many of them. Brevity is of vital importance when engaging readers, because, as we know, Hell hath no fury like an inpatient user scorned. That’s where microcopy comes into play.


What is microcopy, you ask? It can take on a variety of definitions, though its simplest breakdown is as such: The snippets of text that answer questions and nudge your readers toward conversion. Everything from navigation to ad to button text could be considered as microcopy.

Of course, it’s more than just that. Microcopy is as much an educational tool as it is a pathway toward improving User Experience (UX). It should set expectations, promise to meet those expectations, then exceed those expectations. Most importantly, good microcopy should be so unobtrusive in its use that your readers won’t be consciously aware that they needed it. All in as few words as possible.

What may seem like a task so daunting it borders on impossible, writing your site’s microcopy is certainly doable. When done correctly, you’ll enhance your users’ experience with functional text so fluid it’ll feel like a swimming pool—in a good way.

This is but a single, simple method to really get the most out of your user experience designing capabilities. When you have numerous examples of amazing ux design, you should consider creating a portfolio, especially if you’re looking to make this your full time career! See here to learn how to create a ux portfolio.

Let’s swim through ways you can expertly craft delightful microcopy that stays in step with your company’s voice and establishes a rapport with your readers.

Reading & Understanding the Fine Print

It might not be a sexy topic, but microcopy is like the knob to your site design’s front door. So, how welcoming is your entrance? If the answer is “not very,” then you may be in need of some word beautification.

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Link Building: How Long Should It Take To See Your ROI?

Link building has long been considered an SEO tactic largely based on patience. Like that of a long con, link-building strategies require that short-term sacrifices be made for the greater good—that is, permanent ROI—which could take weeks if not months to bear fruit. Recently, however, debates have surfaced regarding the average length of time one should expect to wait before their efforts visibly affect rankings and traffic.

Link Building

Below you’ll find both positions as presented by some SEO and link-building experts in the industry.

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Paid Search How-To: Using Segments and Widgets to Filter Unique Campaign Traffic

Reporting on Paid Traffic in Google Analytics can be a bit tricky. With many dealerships having multiple paid search vendors, ranging from Tier 1 brand level down to Tier 3 dealer level, it can be difficult to parse out what traffic is truly yours in Google Analytics.

Rather than being confined to the “AdWords” tab under “Acquisition,” many digital marketing analysts have come up with unique segments and widgets to view valuable paid website traffic data in other sections of Google Analytics.

One of the easiest ways is to accomplish this is by adding a unique string of text to all AdWords Accounts and Campaigns. For the following example, I have used “OppMax.” Using the filter set-up below, we can all but guarantee the traffic that will be filtered using the segment is from our paid traffic campaigns. Of course, we could be extra safe and add a more unique identifier, like “OppMax19648xyBT,” but that might not be necessary.

Take a look at the process on how to add this filter style to widgets and segments. It is always important to compare numbers once the segment is complete to make sure data is being filtered accurately.

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Digital Marketing in 2015: A Year in Review

2015 is now officially over. That sentence is hard to write. It has been an exciting year, full of good things – the return of Adele, selfie sticks – and terrible things – turns out there’s more than just one direction. While it’s tough to believe that another year is over, before we move on to the bigger and better things to come in 2016, we thought it would be a wise practice to look back at some of our top performing blogs in 2015. Covering a range of topics, these blogs provided helpful information for our followers at the time; whether that information is still relevant, now that’s up to you. For your viewing pleasure, here are some of our top blogs of 2015, in no particular order:

What is the Google+ Rel=Publisher Tag, and Why Is It Important?

Having trouble getting Google to recognize your page? Unsure of what a publisher tag does and why you even need one? In addition to introducing you to the nifty Google Tag Manager, our post from February really clarified all the confusion around the publisher tag and explained in simple terms why exactly you need one. In one simple sentence: The publisher tag allows Google to recognize your page and display page content and information within their search results. How neat is that!?

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Using Google Analytics Segments for Better Data Analysis

Looking at data within Google Analytics can be a very daunting task. Thousands, sometimes millions, of data points explain hundreds of types of attributes. Combing through the data can turn even the greatest of minds into mush. Luckily Google feels our pain and offers advanced segmentation to help organize the data, and make it easier to analyze.


Your Google Analytics account comes with 22 system (pre-defined) segments to help get you started. Ranging from Organic Traffic to Traffic with Conversions, these system segments can help parse out the data into comprehensible, actionable views.

It’s in the advanced, customizable, segments that an analytics user can get granular. Below is a list of the top 5 customizable advanced segments that can be built by even the most novice of GA users.

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Google Analytics Search Engine Optimization Report

Show Me the Queries! (not provided) Get Out of Here!

We’ve all been there, looking at the Organic Keywords report in Google Analytics. Trying to gather as much information about what keywords are really driving traffic to the site. After the realization that 80%-95% of the keyword data is (not provided), we throw the computer out the window and yell mercilessly at the Google gods, “Why, Why? Why, tease me with this useless data!?”

not provided keyword from google analytics

Well maybe that’s just me. Either way, there is a great report that many website are not fully utilizing. This report is the stab in the heart to (not provided) data, it is the “Search Engine Optimization” report. Only a few small steps are in the way of you and a screen full of good ‘ole fashion juicy search data.

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Accelerated Google Analytics Checklist for Digital Marketing Pros

Get It Done Check List

If you don’t know where you are going you’ll end up somewhere else. – Yogi Berra

It doesn’t matter if you are setting up a new Google Analytics account, or taking one over – it’s important to make sure everything is set up correctly from the beginning.

During the hustle and bustle of the holidays, we know everyone is crunched for time. We created a checklist to help any digital marketing professional quickly set up a Google Analytics account without missing any vital steps.

This isn’t meant to be an exhaustive checklist of everything that can be done in Google Analytics, but it should give you a rundown of the basics. These are steps that every business needs to take in order to set up an account.

There is one important step you need to take before checking items off the list. Review and define the business goals of your website. They may seem obvious; but it’s better to be safe than sorry.

Define What Kind of Site You Have

  • A lead generation site has a goal of collecting user information for the sales team to follow up on.
  • An ecommerce site is all about selling immediately.
  • A content publisher site, such as Huffington Post, wants people to both engage by commenting on stories and return again and again to read new content.
  • A support site wants to ensure that users can quickly and easily find the information they need.
  • Branding sites are all about gaining awareness and loyalty.

Most sites are a combination of two or three of those goals. However, it could be argued that Amazon is all of these things, but some may say the main two drivers of the site are ecommerce and branding. Defining what the top business drivers are before creating a Google Analytics account will help inform you about what kind of campaign goals to set up and the kind of data to follow.

Now that you’ve defined the high level goals, it’s time to set-up or review your new account!

Step-by-Step Checklist to Set Up a Google Analytics Account

—Sign up for Google Analytics. If you don’t already have a Gmail account you’ll need to create one now.

—Check the code. You can do this in Google Analytics, but if you have a complex site, it might be a good idea to use something that will monitor and alert you to broken links.

—       Set up your Goals. There are four types of goals.

  • Destination: A goal that tracks a specific landing page such as a campaign landing page
  • Duration: A goal that tracks minutes spent on a specific page.
  • Pages Screens Per Session: A goal can be set up to track when a user views multiple pages in a single session.
  • Event Action: A goal is set to track when an event, such as a video being viewed or an ad is clicked, occurs.

—Set up your data view. Google sets up a standard view for every account when it’s created. You can create your own specific view(s) in order to quickly review the most important data on your site. This is also a good time to set up custom email reports. Email reports are a great way to keep track of what is happening on your site. —

Connect, set up or review your Google Adwords account, if you have it. If you have a paid search vendor running SEM for your business, you can ask them to assist you in this process if they use the Google AdWords platform.

The beauty of Google Analytics for the digital marketer is that there are so many ways to track information. We hope this post helps speed the process up for you. If you like posts like this, check out the Opportunity Max Digital Marketing Checklist.

Is there a universal step in the checklist that you think is missing? If so, comment below and let us know.

Rookie Mistakes to Avoid When Measuring SEO Success

If you’re new to the world of search engine optimization (SEO), or are in the early stages of optimizing your website, it’s tempting to latch on to metrics that are either misleading, or don’t carry the same weight they once did. SEO is a constantly evolving process, and requires consistent effort and focus on what’s truly important in order to succeed. Let’s take a look at some of the most commonly used, yet misleading performance metrics that you should avoid obsessing over, and delve into what you should be paying attention to instead.

Rookie SEO mistakes

Looking at Month-Over-Month Traffic vs. Year-Over-Year

Unless your business is completely free of seasonal fluctuations (and the majority are not), looking at month-over-month organic traffic numbers rather than year-over-year data can be very misleading. If you’ve had Google Analytics installed on your site for over a year, comparing your organic traffic over the last month vs. the same month a year ago is a more reliable way to remove seasonality from the equation and get a more accurate picture of how your SEO is affecting your traffic.

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