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How to Make the Most of Google Adwords: the Tools You Should Know About

You’ve set up a Google AdWords account. Maybe you’ve used it to set up a few campaigns. You might be wondering how to make this new tool better. At Lunar Logic we’ve taken the time to study and explore the Googleverse, and we know how to make AdWords as productive as you are. There are many useful Google products that can be linked to AdWords to enhance your ads and reporting. By linking them to AdWords you can unlock powerful benefits and features. With these features working in conjunction, you can conquer the Internet Mountain, or at least an Internet Hill. In this blog we are going to explore the tools we consider a must to link to any AdWords account.

Google Analytics

If you’re using AdWords, it’s very likely that you already have Analytics set up as well. If you don’t, you should. Analytics gives you the data you need to figure out who your customer is and what they want from your site. What happens when your AdWords and Analytics are linked to each other? Linking Analytics and AdWords brings with it a host of fantastic benefits, like being able to import goals and website conversions from Analytics into AdWords, which in turn gives AdWords more data on which campaigns are working to help you get better-qualified traffic. You can set up remarketing lists using Analytics data that can then be used in AdWords, getting you laser-focused results. Coolest of all, you can get detailed cost and return-on-investment information about your AdWords efforts. This is especially important if you sell things on your website and have set up ecommerce tracking.

Keep in mind that linking these products together is a two-step process which requires action on both the AdWords and Analytics sides—often people think they’ve done it by setting up one half, but not the other, so your tools remain unlinked.

Google Webmaster Tools

Webmaster Tools is a product that is significantly underused. It can give you a lot of information about how Google sees your site, and how it performs in organic search. You can link Webmaster Tools to AdWords as well, and you should. When you do, you gain access to the “Paid & Organic Report.” It tells you how your website is getting to the top of the search results and which search queries are the most effective. This allows you to make decisions about where to focus your AdWords. Webmaster Tools should also be linked to Analytics. Doing so allows you to get the complete picture: what Google sees and what the customer sees, all in one place!

Google My Business (Formerly Google Places)

A well-set-up Google My Business Page provides enough benefits that we could write a whole blog on that alone. By linking your page to your AdWords account, you unlock location extensions for your ads. Location extensions show business info alongside your ad when it’s relevant to the searcher—meaning they show your phone number, address and a map of where you are. Extensions are not only helpful to searchers—they provide your ad with more screen real estate, edging out your competitors and making your ad appear more prominent. Location extensions also provide you with data on how often people clicked on directions to your business from an ad, showing you a possible conversion you might otherwise have missed. According to Google, ads with a location extension have a 10% higher average click through rate than those without them. Location extensions also make it much more likely that your text ads will appear in Google Maps results.


Yes, you can link your YouTube channel to AdWords. You only need to do this if you want to run video ads. It makes setting up video campaigns a relative snap, and once linked, you’ll be able to add Call-To-Action (CTA) overlays to any video you’ve ever run as an ad, even if the video is no longer being promoted. CTA overlays show up along the bottom of the video with an image, some text and a link to your website. The overlay will show anytime your video is shown, even when someone stumbles upon your video organically instead of viewing it via a YouTube ad. And best of all, these clicks are absolutely free! YouTube linking also lets you create YouTube-specific remarketing lists based on viewers’ past interactions on linked channels.

Google Tag Manager

While the last tool on our list isn’t one that is linked to AdWords in the traditional way we’ve talked about with the other four, it is one that should be paired with all AdWords and Analytics accounts. What is Google Tag Manager? Pure magic. Tag Manager lets you or your marketing agency test, add and update website tracking tags without changes to underlying website code. With Tag Manager, our marketing team can make tracking code updates to websites in a matter of minutes, with no website development needed. Want to start gathering data on visitors in order to remarket to them? Want to know how many visitors on mobile devices are clicking the phone number links on your website? Want Google Analytics to tell you when someone watches an embedded video on your site? Without Tag Manager, these are all updates that would require changes to your website code. Traditionally, this takes a developer to test, implement, check and post the code. It’s not a quick process. But with Tag Manager it can be done very quickly. Again, Tag Manager doesn’t strictly link with AdWords, but we’re including it here because it’s such a powerful tool that we recommend it for all clients who use AdWords or Analytics. It’s just that magical.

With all of these products linked, AdWords can become the most powerful tool in your Google arsenal. They will help your better understand search behavior so you can tailor your ads to your most valuable keywords, and they will enrich your search and video ads with extensions and call-to-action overlays, helping you drive better-qualified traffic to your site. If you have any questions about these tools, or if you need help setting up or managing an AdWords campaign, please us.
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