It’s a busy month for Google as it rolls out two new major updates – a design overhaul for Google Ads and the long-awaited Google Analytics 4 (GA4) and AdSense integration.
Google Ads’ new layout focuses on user experience, aiming to help advertisers get the right insights quickly without digging through too much data.
Meanwhile, the AdSense and GA4 integration allows easy access to detailed AdSense data within Google Analytics (GA). This provides a comprehensive overview of key website metrics like traffic sources and user behavior.
See how you can leverage these updates to optimize website performance and increase ad revenue.
This blog covers:
• Update 1: The New and Improved Google Ads Design
• Update 2: Google Analytics 4 and AdSense Integration
• What These Updates Mean for Advertisers and Businesses
Update 1: The New and Improved Google Ads Design
On March 2, 2023, Google announced it was testing new Google ads designs in response to numerous feedback on Ads’ navigation and overall user experience.
What’s New?
The updated layout, revealed last June 13, features a main menu on the left side of the screen. The pages have also been grouped into high-level categories to make navigation easier for new and experienced advertisers.
Screenshot from Google, June 2023
1. Two-Level Main Menu
The Google Ads redesign combines all tools and features into one organized menu, replacing the original three menus.
The updated navigation is now more reliable than ever – you won’t have to worry about menu items disappearing or changing as you navigate, and you’ll better understand where you are within the interface.
Plus, creating campaigns and ad groups is simpler: just click on the “Create” button to make new campaigns and ad groups from one location.
2. Reorganized Interface
Related tasks have been grouped into five high-level categories to make finding tools and features more accessible. Here’s a breakdown of the new navigational categories:
a. Campaigns – where you can create, manage and report on campaigns.
b. Goals – where you define, track and update your conversion goals.
c. Tools – where you can find tools for planning, troubleshooting, bidding, budgeting and more.
d. Billing – where you monitor ad spends and payments.
e. Admin – where you manage team, account and security settings.
Google created a reference map highlighting the location of essential advertising features in the new design. The company also encourages users to share its feedback on the updated design.
Image by Google
The Release Date
The redesigned Google Ads has been released to users who participated in the trial that began on March 2. The general public will be gradually transitioned to the new interface by December.
Users can switch back to Google’s old design platform for advertising – but not until 2024.
Update 2: Google Analytics 4 and AdSense Integration
On June 14, 2023, Google announced the integration of Google Analytics 4 properties with AdSense accounts, giving website owners a more comprehensive view of their performance.
Linking your AdSense account to a GA4 property will make AdSense data available in GA4 reports and explorations. This will give you insights into traffic sources, user behavior and other metrics that can help increase ad revenue.
But what is AdSense, and how does this update boost advertising revenue and improve website performance?
What Is AdSense?
Google AdSense is a platform for advertising that helps website owners make money by displaying relevant ads on their websites. It works by connecting your website with advertisers who are looking for target audiences. When someone visits your site and clicks an ad, you get a share of the advertising revenue.
Different paid ads pay differently, so it’s essential to understand how they work and choose the right type of paid advertising for your website. Here are the six types of paid ads on Google you can use to optimize website performance and increase ad revenue:
• Display Ads: the all-rounder, these paid advertising work well on any device thanks to their responsive design.
• In-Feed Ads: paid ads that flow seamlessly within a feed, such as in list-based articles.
• In-Article: paid advertising that fits naturally in between white spaces of your pages for a better reading experience.
• Multiplex Ads: paid ads in a grid format that shows recommendation-style native ads.
• Search Engine Ads: appear as sponsored, contextual paid ads on Google when a user searches for a keyword.
Prerequisites for GA4 Integration
Setting up an Analytics property in your AdSense advertising platform is straightforward, but make sure the following prerequisites are met:
Permissions
To create or delete AdSense links in GA4, you need administrative privileges in AdSense and an editor role in Analytics.
Tags
To collect data for your GA4 web property, you need to configure it. You can use your website’s Google tag (gtag.js) to access various Google products and services. Using this single tag means you don’t need to manage different tags for each Google product account. You can use the Google tag on your entire website and link it to multiple destinations.
Once you have these measures, Google Analytics integration into your AdSense advertising platform will be a breeze.
Linking GA4 to Your AdSense Account
Follow these steps to begin GA4 integration with your AdSense platform for advertising:
1. Sign in to your AdSense Account.
2. Click Account > Access & Authorization > Google Analytics Integration.
3. The ‘Manage your Google Analytics links’ will pop up. You can view, create and delete Analytics links here.
4. Click + New Link and choose the property you want to link from the list.
5. Click ‘Create’ to finish Google Analytics integration. Note that your Google Analytics account may take up to 24 hours to show website analytics and data.
To ensure seamless integration, partner with a PPC agency. They will have sound technical knowledge and experience to avoid data discrepancies between your AdSense account and GA property.
How AdSense and Google Analytics Integration Works
Integrating GA4 and AdSense advertising platform involves multiple steps such as utilizing shared IDs, automatically collecting events and combining data to optimize website performance and ads.
Shared IDs
To ensure AdSense integration runs smoothly, GA4 and AdSense tags use shared IDs to match ad impressions with their corresponding GA4 events. Both GA4 and AdSense generate a unique query_ID web property for each event or ad impression by using tags on the web page.
Inter-tag communication synchronizes the logged IDs for events and ad impressions between GA4 and AdSense. This means both systems will have identical IDs for a particular event and its corresponding ad impression. However, if AdSense and GA4 are not linked or either system is unavailable, the IDs will not be shared in this integration.
Automatically Collected Events
Google Tag automatically collects certain events in GA4. AdSense integration utilizes the ad_click and ad_impression events to extract data in GA4, while the ad_query event is used for data joining.
Data Joining
To link AdSense information with Analytics data, GA4 uses shared IDs to combine its data with AdSense log files. Each event is tracked using the available settings and configurations at the time of occurrence.
Any alteration in tagging configurations or page dimensions in GA4 will not affect previously collected data visible in GA4 reporting.
Dealing With Data Quality and Discrepancies
Sometimes data discrepancies between AdSense and Analytics reports may result from an incorrectly set up Google tag on your website. It’s crucial to ensure this is correctly set up for accurate data tracking and reporting.
If the Google tag is configured correctly, and you still find discrepancies in your AdSense and Analytics reports, it could be due to any of the following:
• Iframes: AdSense uses an <iframe> tag to serve ads; however, not all browsers support this. This can result in Analytics recording more pageviews than the actual number of impressions reported by AdSense.
• Security and Other Blocking Software: Security software, such as firewalls and ad blockers, prevents AdSense impressions from being tracked in your Analytics reports. Even if a user with blocking software is counted in Analytics, their AdSense data will not be included.
• New GA4/AdSense Integration: If you have recently installed AdSense or Analytics code or just linked your accounts, it can take 24 hours for the information to be visible in your reports. Any data collected prior to linking your accounts will not appear in Analytics.
• Timezone Settings: If the time zones are different in your Analytics and AdSense accounts, both products may interpret data differently for the same displayed date in the reports. Avoid this by adjusting the time zone in Analytics.
• Missing Website Analytics Data: If Analytics data is not collected, the corresponding AdSense data won’t reflect on Analytics. This could lead to an incomplete or inaccurate view of your website analytics and other user behaviors.
What These Updates Mean for Advertisers and Businesses
Google has always emphasized user convenience, and this continues with the Google Ads redesign and GA4/AdSense integration.
First, Google Ads has made it easier for advertisers to manage their campaigns by introducing an intuitive navigation structure. The new layout ensures users can seamlessly set benchmarks, optimize advertising campaigns, improve website performance and manage expenses with more control.
Second, the GA4 and AdSense advertising platform integration makes it easier for advertisers to monitor, measure and optimize campaigns on both platforms simultaneously. Combining more precise targeting capabilities, in-depth reporting data and an enhanced user experience means businesses are better equipped to meet their goals and improve website performance.
Ultimately, these updates allow advertisers to streamline their processes and increase ad revenue. They also equip businesses with insights and tools to meet industry demands and make informed decisions about their PPC marketing campaigns.
Making the most of these new updates will require time and effort as businesses learn to use the various features. A pay per click advertising agency can be a valuable resource to help companies to understand how best to use the new platforms for more advertising revenue.
Thrive, a leading pay per click advertising agency, helps businesses reach a wider audience through tried and tested PPC marketing and paid ad campaigns. We also offer digital marketing solutions, such as social media advertising, content marketing and web design for maximum results.
Contact Thrive’s PPC agency today to see how we can help you capture leads and improve conversions.
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