The payoff for learning three of Google's most popular and successful programs is finally here! You've read through 13 chapters covering everything you need to know (and then some) about Google AdWords, Google Analytics, and Google Website Optimizer. For the next few chapters I'll write about using the combined power of these products for your continued success in all things online.
The first of the three chapters in this part of Your Google Game Plan for Success talks about using Google AdWords and Google Analytics together. Luckily, Google makes this easy for advertisers by allowing you to use them in tandem — you can log in to Google Analytics and find your AdWords data, which you can analyze and extract insights from. This functionality is unique in the advertising industry, and it's the fulcrum of this particular chapter. I'll also talk about Search Funnels, a Google Analytics style report available in Google AdWords, and about how to import your goals from Google Analytics into Google AdWords.
Let's start by making sure that your AdWords data is being imported into your Google Analytics account.
As I mentioned in the opening of this chapter, the ability to directly import your online marketing statistics into a web-analytics program is something unique in the industry. Some web-analytics vendors allow you to upload a tab-separated file or a spreadsheet that you first download from Yahoo! ...