AdWords Express has introduced a new feature for publishers that enables them to access the “power of Google Analytics” from the main dashboard. The new update will make it easier for enterprises to see exactly how each of their ads are converting without having to set up tracking.
Google claims that the feature will be especially useful for SMEs, as they often don’t have the time to delve deeper into analytics functions, and setting them up can be complex. Users will now be able to see how ads are contributing to their most important website goals with figures relating to behaviour metrics such as new visits, average number of page views, average time spent on the website and more.
To make use of the accessible tracking feature, advertisers can connect an existing Analytics account or set up a new one from the AdWords Express dashboard. They can then set the goals for a website and see how customers are engaging with web pages after they have clicked through from an ad.
“Google Analytics has been an invaluable resource for small business owners looking to understand these key interactions,” AdWords Express Product Manager Zhouzhou He said in a blog post. “For Carrie Sullivan, co-owner of Telaya Wine Co. in Idaho, understanding how visitors interact with her website has been key to her company’s success online. ‘Being a small business, we wear many different hats and we have a small staff, so we don’t have someone to just focus on our website. Google Analytics does that for us.’”
Adwords concluded by urging advertises to visit its help centre and Express web pages to find out more about online spending and how it can impact on important website goals. He added: “With the introduction of this feature, we’re excited to bring all these benefits to AdWords Express advertisers.”
Meanwhile, Google has been testing a new black colour for hyperlinks in place of the traditional blue in search results. Users spotted the change over the weekend, but the tech giant has not confirmed whether it could be a permanent change or just another means to testing its impact on user experience.