Insights and ROI from your paid ads by using UTM tags to AdWords campaigns in WOW Analytics.

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1 Insights and ROI from your paid ads by using UTM tags to AdWords campaigns in WOW Analytics.

2 Insights and ROI from your paid ads You could spend thousands of pounds on you paid ads in Google AdWords, Bing Ads or even Facebook ads and never know which ads were providing you with the hottest leads! Sure, Google Analytics will give you details about traffic from your campaigns, but will they tell you exactly which potentially business changing lead came from which ad? No but WOW analytics will! Thanks to our UTM URL builder, you will gain more insights into traffic that is coming from your PPC adverts. WOW will not only identify who your website visitors are and track them. It will also tell you which campaign they have come from, and what keyword was used to display the ad. This will not only give you more insights into your Google AdWords campaigns and that costly traffic that is hitting your website, but will also enable you to optimise the ads to increase your ROI and define where the hot leads are coming from! WOW Analytics URL Builder will allow you to define your own UTM values, which can be included in the Final URL in Google AdWords (formerly destination URL) and on each keyword or campaign you are using. We do recommend setting this at a keyword level, in order to gain as much information as you can. Using our lead generation software, you can easily browse through your leads and find the ones that came through a particular campaign, particular ad copy or particular keyword. 2

3 All this is why WOW Analytics can apply 5 different UTM values to your campaign: Campaign Source: Allows you to identify the referrer, e.g. Google, Bing, Twitter Campaign Medium: The type of marketing medium the link is featured in, e.g. PPC, , social media Campaign Name: Allows you to group all the results from one type of campaign (for example a keywords group or specific ad in Google AdWords) Campaign Content: Used to differentiate between types of content, leading to the same URL, from the same campaign (for example two identical links on the same page or different ad copy) Campaign Term: Allows you to identify the keywords in a PPC ad you ve paid for. It may sound a bit complicated but it s not! The process of adding the UTMs to your campaign destination URL may sound a bit complicated, so we decided to simplify the process. In fact we have created a URL Builder that does everything for you (well almost!) The only thing you need to do is to tag the parameters correctly, hit the button and apply the URL to your campaign simple! You can test it now on our URL Builder page. (LINK) If you are still not sure, let us guide you through the process as an example, we will create UTM values for a Google AdWords Campaign about Visitor Identification Software. Follow this 5 simple steps guide to add UTM tracking with WOW Analytics in your campaigns 1. Head to our URL Builder Page Here you will find simple steps to improve the ROI you get from paid ads by allowing you to identify anonymous visitors coming from your PPC campaigns. 2. Enter the URL of your website Simply copy your website URL (make sure this is the page you want to target in your Ad) For this exercise we will use: 2

4 . Fill the campaign details Remember when we told you about all those campaign sources, mediums and names? Yes? This is where you use them. Make sure you tag the campaign correctly to allow WOW Analytics to filter all your leads using those values. a) Campaign Source: Enter the source of campaign, for Google AdWords we suggest using Google, for Bing Bing or for a social campaign just Social Media) As we are about to setup an AdWords campaign we will use Google b) Campaign Medium: Be a little more specific about your campaign. For example is ita PPC ad? Or a banner, or a video? Your choice, we will set PPC for this example. c) Campaign Name: If you send many campaigns, you don t want to mix them up.that s why WOW use a Campaign Name Tag to help you find the proper ones. It can be also used to differentiate campaigns that you use in your paid advertising. We will name our campaign Visitor Identification (this will be also our specific test campaign in AdWords) d) Campaign Term: if you want to get more insights and optimize your PPC, this may be the key value for you as a marketer. Campaign Term refers to keywords used in you AdWords, that will display your paid ads. You may want to create multiple UTM values if your campaign uses more than 1 keyword. This will tell you which keywords are preforming really well, and bring the hottest leads to your website. You can change the UTM Values in your Final URL settings in the Keywords Tab in your Google AdWords and Bing Ads. As an example we will use Best Visitor Identification Software e) Campaign Content: If you are using multiple ads, this value may help you identify them. This field is the only one that is not mandatory when creating your WOW URL we will skip it for now as we will be using only 1 ad. 4

5 This is how the WOW URL Builder will look like with all the details in the proper fields: 4. Hit the big yellow button and get your Final URL that you can apply to your ad or 5 2

6 This is how our URL looks: m=best+visitor+identification+software As you can see, the WOW URL builder handles the dirty parts for you, and you can use that URL straight away to tag your campaign. Remember we do recommend applying different Campaign Terms for different keywords used in your campaigns! 5. Head over to your AdWords Account and apply new Final URLS to your PPC Ads! We won t bother you with another guide on how to perfectly optimize your AdWords campaign. For the purpose of this exercise we will use a test campaign with 1 keyword that has already been setup. Our test campaign doesn t use advanced tracking templates simply because it s so much easier to track your traffic from PPC using WOW Analytics Just to let you know you can also choose to track individual keywords within campaign, or just track the campaign ad, but you will miss out all the information about keywords! We won t bother you with another guide on how to perfectly optimize your AdWords campaign. For the purpose of this exercise we will use a test campaign with 1 keyword that has already been setup. Our test campaign doesn t use advanced tracking templates simply because it s so much easier to track your traffic from PPC using WOW Analytics Just to let you know you can also choose to track individual keywords within campaign, or just track the campaign ad, but you will miss out all the information about keywords! To track individual keywords: a) Head into your AdWords campaign, select the campaign you want to edit, and switch to keyword tab view. You will see a list of keywords used to display your ad. Select the one that you want to update with your new WOW tracking UTM and go select edit button. 6 2

7 Simply copy and paste the URL that you have created in the WOW URL Builder, click on Make Changes and you are done! From now on, WOW will pick up all of the UTM values, and give you more insights on your Google AdWords campaigns. 7

8 If you still want to track the campaign / ad only, and remove the term UTM value from your URL: Now paste your UTM WOW URL into Final URL on Ad Campaign/Ad setting Those 5 simple steps will change the way you gather your information about your leads and the website traffic coming from PPC. With the knowledge that WOW Analytics will identify companies and leads on your website, and which of them came through PPC, you can report on your paid ads ROI. Plus you can optimise your existing campaigns to get even more visitors and hot leads to your website and avoid spending any more money on non-optimised campaigns. 8

9 About WOW Analytics WOW Analytics was founded in 2008 by Lee Chadwick and Aaron Yates. Both worked in senior IT positions in high profile technology companies. During the last few years, they have been researching, testing and creating web analytics solutions for B2B companies, using the best technology to accomplish the markets needs. WOW Analytics Version 2.0 is a powerful web analytics and lead generation tool which has been successfully implemented into the market through its user-friendly design and advanced sales and marketing functions. The platform offers you real time data feeding and powerful lead scoring capabilities, allowing you to get more from your online investments, and ensure that you never lose another online prospect. To find out more visit us at or If you have any questions please give us a call: WOW Analytics Ltd, The Old Byre, Peper Harow, Godalming, Surrey, GU8 6BQ, UK. Tel: Company Reg Copyright 2015 WOW Analytics Limited All rights reserved

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