Today’s customers expect the right message at the right time—even as their journeys become more fast-paced and less linear. How are business responding? With ad experiences that aim to be assistive and personalised. To create these experiences, marketers are turning to integrated analytics and ads.

Here are some of the actionable steps your business can take to deliver the right ad at the right time.

Step 1: Link your accounts

Linking Google Analytics and Google Ads puts insight-gathering and ad creation side by side—so that you can easily create campaigns that are informed by detailed site metrics and conversion data. And linking your accounts only requires a few easy steps.

Step 2: Activate Cross Device capabilities

Cross Device capabilities in Analytics help you understand how your customers are behaving across their different devices so that you can optimise your strategy. For instance, you might find that, based on cross device insights, you want to increase your mobile ad spend to drive more conversions. Activating Google signals makes Cross Device capabilities available to you.

Step 3: Create an Analytics audience and share with Google Ads

When you create an audience in Analytics then share it with Google Ads, you’re able to create ad campaigns that are specifically tailored to specific segments of your audience. For instance, you can create an audience of all your returning customers, then create a Google Ads campaign specifically for this audience.

Step 4: Create and import Goals

Goals in Google Analytics can represent any site metric you find important—such as time spent on your site, a specific action taken on your site, or a conversion. Importing these Goals into Google Ads enables you to access valuable conversion insights and site engagement metrics right in Google Ads.

Step 5: Generate and view reports

When you link Google Analytics and Google Ads, you gain access to a variety of reports about your Google Ads campaigns right in your Analytics account — giving you important campaign performance insights that can be used to improve your digital strategy.

What is the next step? Contact us to start your personalised digital strategy.