Christopher Whalen

How Google Ad Grants,

AdWords & Analytics can help

you achieve your

organization’s objectives

Organizational objectives

Organizational objectives

KPIs

Organizational objectives

KPIs

Google Analytics goals

Google Ad Grants

Google Ad Grants

Link AdWords to Analytics

Google Ad Grants

Track at least one

conversion goal

Google Ad Grants

Set all bids to $2

Google Ad Grants

Create a shared budget

Google Ad Grants

Create automated rule:

Pause keywords with

CTR < 1%

and > 200 impressions

Google Ad Grants

Build a campaign for each

keyword territory

Google Ad Grants

Create tightly-themed

ad groups

Google Ad Grants

Remove duplicate

keywords

Google Ad Grants

Write 3 ads per ad group

Google Ad Grants

Use

+broad +match +modifier

and [exact match]

keywords

Google Ad Grants

Add negative keywords

Google Ad Grants

Use ad extensions

Google Ad Grants

Use {KeyWord:Insertion}

in

ad headlines

Google Ad Grants

Write Ads in Title Case

Google Ad Grants

End first line of ad

description with a

punctuation mark.

Google Ad Grants

Location targeting:

UK or worldwide?

Google Ad Grants

Ad rotation:

optimize for conversions

Google Analytics

Google Analytics

Set up goals

Google Analytics

Create an unfiltered view

Google Analytics

Create a filter to exclude

internal IP addresses

Google Analytics

Review which users have

access to the account

Google Analytics

Set time zone and

currency

Google Analytics

Track (internal) site

search

Google Analytics

Set up ecommerce

tracking

Google Analytics

Revise the

default channel grouping

Google Analytics: default channel grouping

Google Analytics: revised channel grouping

Google Analytics

Use multi-channel funnels

Google Analytics: multi-channel funnels

Google Analytics: multi-channel funnels

Google Analytics

Tag your links with

campaign parameters

Google Analytics: tag your links

Google Analytics

Name your account,

properties and views

clearly

Google Analytics

Own your data

Google Analytics

Use Universal Analytics

tracking snippet

Google Analytics

Use Google Tag Manager

Google Analytics

Add annotations

Google Analytics

Create custom

dashboards and reports

for specific audiences

Google Analytics

Set up alerts

Any questions?

Get in touch

Christopher WhalenSearch and Analytics Manager

T: 01608 811 942

E: christopher.whalen@torchbox.com

F: facebook.com/christopher.whalen

T: twitter.com/domeheid