Zoho Analytics With Google Ads Data

Solidifying Your Advertising Insights Using A Zoho Analytics And Google Ads Integration

Google Ads is Google’s advertising platform tailored to help you manage your online advertising efforts, data, spends, and results on Google Search, YouTube, Google Maps, among other Google products. The platform operates on a pay-per-click (PPC) advertising structure.

Why You Need Google Ads For Your Business

There are several benefits to using Google Ads for all your search engine advertising efforts. Here are some of them:

Increase leads and customers

Thanks to Google’s market dominance and large customer base, the search giant can drive a lot of traffic to your business – if you master the art of creating highly converting ads. Google Ads lets you focus on the people searching for what your business offers, as Google prides itself on showing relevant content and ads. This has had a positive impact on business advertising through Google Ads.

Measure your ad performance

It’s simple to analyze your campaign’s progress and easily make changes to improve results. The Google Ads dashboard provides you with all the information related to each campaign, such as ads clicked, keywords entered by website visitors, and the cost of a click.

Learn more about your market

It’s important to know your ideal customer and find out what they want. Google Ads provides valuable data on customer habits and requirements to help you understand potential customers. These data include the keywords customers use to find your site, as well as the location of searchers, the devices they use, and the times and dates of their searches.

Pay only for results

Google Ads lets you pay only for the ads people click on. In addition, you have the autonomy to decide how much you want to bid for each keyword to influence how highly your ads will rank. You can bid based on what works best for your business.

Use keywords to target your ads

You can easily customize your campaigns to target people searching for relevant items to target your ads. You can target users by location, the type of device they use, and the Google-owned websites they visit.

Cross-Platform Advertising

With Google Ads, you can connect with your customers anytime, anywhere – on their computer, tablet, phone, or even on apps.
From searching for the right keywords to designing a comprehensive digital marketing strategy, we offer various services to help businesses increase their online visibility.

How Does Google Ads Ranking Work?

It’s essential to know how Google Ads ranking works to determine the best practices for your advertising efforts.
Your ads may show to people when they search for words connected to the product or service you render and when they visit a page with related content to yours. How is this achieved?

Keywords: the bridge between you and your clients

Keywords are chosen words and phrases that you set up for your Google Ads campaign — words that research and data have shown to be what your prospective leads and customers type into search bars when searching for products or services similar to what you offer.

After matching keywords to the ads created, your ads can also show when people search for synonymous words or visit websites with similar content.

For instance, when you offer flower delivery, you can enter “flower delivery” as a keyword and match it to an ad facilitating flower delivery.

If a user searches on Google for the word “flower delivery” or similar terms like “rose flower delivery”, your ad may come up following the search results and on other sites related to flower delivery services.

Actively compete and participate in ad auctions

How does Google Ads decide what ad to show? Whenever a user searches Google for information and enters a website that displays ads, an ad auction takes place very quickly.

Google Ads evaluates a record, called Ad Rank, and each ad being auctioned. Ad Rank specifies your ad position and decides on your ad’s eligibility to rank.

Generally, your ad’s highest Ad Rank will appear first, followed by the second-highest Ad Rank, being the second place (provided the ad meets the relevant threshold ). The following five factors determine how Google ranks ads:

Bids:

If you set a bid, it means that you have set the maximum amount you will be paying Google essentially for each ad click. Usually, your pay might be less than the bid amount you set, and you can change your bid at any time. The more competitive your keywords, the higher you want to set your bids – so as to increase your ad rank.

Quality of Ads and the Landing Pages:

Google Ads analyzes how appropriate and helpful your ads, and the web it relates to, are to users who are about to see them. Our inspection of ad quality is reflected in your Quality Score, where you can manage and find ways to increase your Quality Score in the Google Ads account.

Ads Rank Threshold:

To ensure quality ads, Google sets a minimum threshold before which ads can appear.

Search Context:

Context is very important in ad auctions. When evaluating Ad Rank, Google Ad Rank analyzes user search terms, geographic location, gadget used, another ad, and search outcomes displayed on web pages, and other user properties.

Estimated Impact of Ad Extension and Other Ad Format:

When you develop an ad, you can choose to add more information to the ad, like a user’s number or more connections to identify pages on your site. This type of information is called “ad extensions.” Google calculates the way extensions with other ad formats that you use will affect the performance of the ad.

The following example briefly explains how Ad Rank works. However, this example does not cover all the factors discussed above:

Let’s say five advertisers are competing for up to 4 ad placements above the search results on a Google Search Engine Results Page (SERP). Each of these advertisers has an Ad Rank of 80, 50, 30, 10, and 5.

If the minimum Ad Rank required to show above the search results is 40, only the first two advertisers (with Ad Ranks of 80 and 50) meet the minimum requirement to show ads above search results.

If the minimum Ad Rank required to show below the search results is 8, then two of the remaining three advertisers (with Ad Ranks of 30 and 10) will have their ads shown below the search results. The advertiser with an Ad Rank of 5 does not meet the minimum Ad Rank requirements and will not show at all.

When recording data for the Top of Page and Absolute Top of Page metrics, an ad with an Ad Rank of 80 (showing the ad in the first position above the search results) counts one top impression and one absolute top impression; an ad with an Ad Rank of 50 (showing their ad in the second position above the search results) will count one top impression; an ad with an Ad Rank of 30 (showing their ad in the first position below the search results) and an ad with an Ad Rank of 10 (showing the ad in the second position below the search results) counts 0 top impressions or absolute top impressions.

To increase your ad’s share of impressions in the top and absolute top positions of search results pages, you can:

The higher the quality of the ad, the higher the Ad Rank

Ad Rank is calculated each time a user’s search triggers an ad to enter an auction. This calculation considers your bid, the measurement of metrics such as estimated clickthrough rate, ad relevance and landing page experience during the auction, and other factors.

There are several factors that determine ad quality. Thus, you can improve the quality elements of your Ad Rank by improving:

Your ad's estimated clickthrough rate:

This metric is based in part on the number of previous clicks and impressions your ad has received (adjusted for ad position, ad extensions, and possible exposure to an ad previously clicked by a user other formats affected).

Ad-Search Relevance:

How relevant is your ad to what a user is searching for? The relevance of your ad will greatly affect how well your ad will rank.

Landing page quality:

Your landing page matters too. Is your Ad Rank low? Consider making your landing page more relevant, transparent, and easy to navigate.

How Important Is Ad Quality To Your Ad Rank?

The quality element of Ad Rank works in some different ways and can affect the following factors:

Ad auction eligibility: Google measures the quality of your ads, which helps determine your ad's Ad Rank threshold, which in turn determines whether your ad is eligible to show.
Actual CPC: High-quality ads tend to have lower Cost-PerClick. The higher the quality of the ad, the less you will pay per click.
Ad Rank: The higher the quality of the ad, the higher the ad rank, which means the ad can appear higher on the page.
Eligibility for ad extensions and other ad formats: Ad Rank determines whether your ad is eligible to show with ad extensions and other ad formats, such as sitelinks.

In general, the higher the quality of the ad, the lower the cost, the higher the ad position, and the better the ad performance. The Google Ads system works best when your ads are relevant and closely aligned with the information users are looking for, benefiting everyone, including advertisers, users, publishers, and Google.

Solidifying Your Advertising Insights With A Zoho Analytics And Google Integration

Zoho CRM provides an advanced reporting and insights-gathering tool called Zoho Analytics. You can connect this tool to your Google Ads account to gain more solid insights into your Google Ads data and campaign stats, and strengthen your marketing strategy based on the deep insights provided to you.

There are several benefits to having a Zoho Analytics-Google Ads integration. They include:

A wider range of report templates

By default, Google Ads shows you reports on your customers’ Acquisition-Behavior-Conversion cycle. However, you can do so much more when you connect your Google Ads to Zoho Analytics.

A Google Ads-Zoho Analytics integration offers you over 80 ready-to-use reports. This gives you significantly deeper insights into your customer behavior, acquisition model, triggers, ads performance, and how you can optimize your ads to generate better results.

Automated data syncing features

A Google Ads-Zoho Analytics integration automatically syncs your data to give you real-time reports and analysis. Also, with a Google Ads-Zoho Analytics integration, you can easily import your data into your Zoho CRM to better manage your data and sync your advertising efforts with other aspects of your marketing and customer acquisition processes.

Multi-channel data collection

Zoho Analytics is a powerful tool that allows you to collect data from several sources. This would be useful in creating cross-functional reports for deeper insights and a better chance at experimenting with your ads to generate optimal results.

Although Google has its own analytic tool, migrating your Google data to Zoho Analytics allows you to manage your Google data in both new and existing executive dashboards. Zoho Analytics executive dashboards give you the liberty to manage tons of data, share deep analysis with your team, and collaborate on available data.

Thus, migrating your Google data to Zoho allows you to blend several data sources and create data mashups, e.g., blending your Bing Ads and Google Ads data, or your Google data with your Zoho CRM data.

All good investments take a while to pay off, which goes for Google Ads

Managing a business is already a full-time job. A Google Ads-Zoho Analytics integration helps you get the most value out of your budget by automatically managing your online advertising, giving you the time to do just that.

As powerful and life-changing as a Google Ads-Zoho Analytics integration could be for your business and advertising efforts, taking full charge of the integration and the benefits it offers could be a Herculean task for you. In addition, you may not have the luxury of time to dedicate to learning how it works and the practices for getting the best out of the integration.

Finding A Certified Professional To Manage Your Account

That’s where we come in. Our team of certified Zoho experts can help you make the most of your Google Ads-Zoho Analytics integration and maximize the profits you make off your marketing spend.

While it’s true that every genuine business takes time to yield returns, hiring a team of professionals will ensure that you do not take longer than is necessary to earn the returns of your investment. Beyond that, they will also ensure that you sustainably make returns off your Google Ads efforts.

Want to take that needed step today?

Contact our Google Ads – Zoho Analytics integration expert today and start your journey to sustainably generating optimal advertising results for your business.