How Ugandans can increase RIO using Google Analytics and Google Ads.

Nick Sakwa
March 10, 2020

Many Ugandan businesses and marketers still find it difficult to identify and relate to their audience, especially for new markets. They buy ads on Google only to be disappointed by the low return on investment. They are not sure who their target customers are or what they like most about their products. With Google Analytics, it’s possible to fill the information Gap and Increase RIO in new, old and emerging markets.

How to create winning ads for Ugandan markets.

Using Google analytics as the campus driving your ads is the way to go for new markets. Combine it with the power of Google ads and you will get a power couple that will make you dominate emerging markets.

Google Analytics enables advertisers and businesses to gain a deeper understanding of their online customers. Furthermore, it enables them to understand how customers engage with your business website, its content, and its products. Analytics gives business marketing teams powerful insights. In addition, these insights create an ability for businesses to launch and run smart data-driven campaigns through google ads. 

google analytics
Google analytics audiences

Google Ads help advertisers to create ads and promotion of business products or services. Furthermore, it places ads in front of consumers likely to buy a brand’s product when they are browsing Google Search, YouTube, and Google partner websites.

Google ads
Google shopping ad

Thanks to analytics integration with Google Ads, businesses can relate how their adverts are converting potential customers into purchasing consumers.

In addition, these two platforms enables advertisers to easily pinpoint a business’s most valuable customers and customer segments.

How to Link Google Analytics With Google ads?

Link Google Analytics and Google ads with the following steps.

  • Sign in Google Analytics with your Google account by clicking the link https://analytics.google.com/analytics.
  • In the Google, Analytics dashboard click on the Admin tab.
  • After the drop-down click on the Google Ads linking option.
  • Select New link group.
  • Choose the Google account that you want to link your Google Analytics account to.
  • Turn on linking for every Google ads property you want your analytics linked to.
  • Enable auto-tagging for your Google ads account.
Google analytics in google ads
Linking Google ads to google analytics

Linking Google Analytics account to your Google ads gives your business the ability to analyze campaign data in real-time.

How Google ads and analytics can help you dominate the market.

1. Optimizing your bids

Link Google ads and Google analytics by optimizing your Google keyword search bids. Get access to ad reports of previous campaigns on your analytics account. This will give your business a proper understanding of a potential client’s path to conversion. Emerging markets are new and heavily rely on lots of market research. The reports accessed enable marketing teams to measure user clicks and behavior on your business ads. This enables advertisers to understand what brand message works or doesn’t work within that emerging market.

For example “anonymity” and “transaction privacy” is a selling point for bitcoin technology. These keywords are more certain to drive potential customers into purchasing clients of your business.

Spending more money on statistically performing keywords gives you a competitive edge over your competition in an emerging market.

Linking google ads with analytics also allows marketing teams to reassess campaigns that didn’t perform well and establish why. Eventually, this contributes to your business marketing research in the emerging market since business owners will be able to understand what their customers want and don’t want.

2. Tailoring campaigns to your audience

Insight of your audience and the audience category of individuals seeking digital marketing services are important. This is in order for advertisers to come up with the perfect tailored message for their different audience groups. Audience Insights and groups are generated from Google analytics. These audience groups are then targeted with tailored messages, specific to their interests, age category, gender, and location.

3. Building and understanding your audience

Audiences are segments of users with common attributes at a particular time frame. An example of an audience is a group of current shoppers that have viewed a particular product. A similar audience can view a particular product page or be willing to purchase the product but stop on the items cart.

Google Analytics and Google ads are a great way for digital marketing firms to understand their audience and gain clients. With Google analytics you gain insights into audiences and build your audience base through Google advertising. After the audience lists are generated, the potential clients are targeted with Google ads.

There are three ways to create audiences in Analytics

Analytics Pre-configured

Segment all users that have interacted with your website before using Analytics pre-configured audiences. For example, new users, users who have purchased goods before and returning users.

Smart Lists

Manage your audience using dozens of dimensions provided by smart lists. These dimensions include the time users spend on your website, the number of webpages they have visited. Smart lists ensure advertisers are used to build audience lists of users that are most likely to convert.

Custom Audiences

Build your own custom audiences by using specific parameters to classify your audiences using analytics. An example of a custom audience is a segment of users that are always searching about education. Imagine you are an advertiser doing a campaign for an online university. Creating a custom audience of users interested in education, scholarships, tuition, and educational research will help you grow an audience.

Custom audiences with audience builder

Developing an audience list with google analytics and sharing with Google ads enables businesses focus their campaigns on users likely to convert.



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