Lecture notes
Google Ads and Google Analytics_Digital Commerce_ GS International Trade
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Notes on “Google Ads and Google Analytics” from the course “Digital Commerce” of the GS for International Trade.
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Google Ads.Google Ads is a Pay-Per-Click (PPC) system that allows your brand to appear in search results
when people look up information relevant to your products or services.
We love SEO, but it's a slower process. Think of Google Ads as your way to go for more
immediate results.
In summer 2018, Google renamed its AdWords platform to be Google Ads. They chose the new
name to spread out over more features than just text ads on Google searches. So while many
people are more familiar with "Google AdWords," we will use the new name Google Ads from
here out.
How Does Google Ads Work?
Google's advertising system is like an auction, with a few small differences. As an advertiser,
you choose any search terms you'd like your ad to appear on, and you set a maximum bid of
how much you're willing to pay when someone clicks through on your ad. That's where the
term "cost per click" (CPC) comes in.
The amount of that bid (compared to others bidding on the same term) will help determine
how high up on the page Google places your ad.
In most auctions, the highest bidder wins the prize and everyone else goes home. With Google
Ads, the bids are mostly secret, and the highest bidder doesn't always get the top spot. Other
factors like quality score determine which advertiser gets the edge. If your quality score is high
enough for a certain keyword, Google might not even charge you the full amount of your
maximum bid.
Your quality score is a combination of how well your landing page matches the search term
you're bidding on and how well you can deliver on what the user was searching for. The more
relevant your ad and landing page are to the search, the more likely you are to pay less for the
ad and get the click.
What happens if someone clicks on Ad
When I click the Ad then I can land on the website of any product or service. Suppose if I like it,
then I can buy or use their service. But for the advertiser who put the Ad here they will have to
pay for my click.
For each click they have to pay some amount which was fixed previously in Google ad
campaign. The amount depends on what they are bidding and also depends on Google
requirements.
Advantages of Google Ads
With the help of Google Ads we can reach our potential customers whenever they are
searching for relevant keywords. By doing this our ad is visible to them based on the keyword.
, According to the buyer’s intent of the specific keyword the ad displayed.
It targets the people with the right ad at the right place at the right time.
You can analyse the campaign by pause and play option and make changes in budget and other
settings.
What is Google Analytics?
Google Analytics is a free website tracking tool and platform that collects data on how users
interact with your website. Once the data is collected, Google Analytics sorts the data into
easy-to-read interactive reports, which is what we see in the platform.
Example:
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