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Analytics ads guide SOLUTION GUIDE Linking analytics and ads The solution to today ? s marketing challenges Analytics Introduction Gone are the days of the traditional marketing funnel While the funnel once showed us how a customer would gradually narrow

SOLUTION GUIDE Linking analytics and ads The solution to today ? s marketing challenges Analytics Introduction Gone are the days of the traditional marketing funnel While the funnel once showed us how a customer would gradually narrow down their product search along the path to purchase this standard has changed Or more accurately there is no standard path Today ? s customer journeys might resemble anything from a pyramid to an hourglass ?? and according to a study conducted by Google and Verto Analytics no two journeys look the same Advances in digital technology and the ubiquity of mobile devices have empowered customers With mobile devices always at the ready consumers know they can get just the information they want instantly and e ?ortlessly That ? s why they ? re researching extensively before making purchases This research isn ? t limited to buying big expensive items ?? mobile searches for ??best earbuds ? have grown by over over the past two years Customers expect a lot now so the best marketers are ?guring out ways to anticipate customer intentions and meet these rising expectations The brands that are growing are gaining a deeper understanding of today ? s non-linear and fast-paced customer journey and they ? re using this knowledge to deliver relevant personalized experiences In this guide we ? ll explore the solutions that are helping teams accomplish this and drive growth We ? ll ?rst learn how linking Google Analytics and Google Ads helps you optimize bidding and tailor your message to your audience Then we ? ll highlight the machine learning and cross-device capabilities in Google Analytics and Google Ads that help your team work smarter ?? and show how you can get the insights you need to turn today ? s marketing challenges into a winning opportunity Jonathan Meltzer Director Ads Marketing Platforms Google Verto Journey Finder U S Sept - Feb n A Google Data U S Oct - Sept vs Oct - Sept Analytics Contents Part New challenges new solutions Part Google Analytics and Google Ads ?? The Power Couple Part Working together to improve media performance Conclusion Analytics Linking Analytics and Ads Part New challenges new solutions Today ? s curious consumer Imagine a user who learns about a new mattress brand from a friend Intrigued they search for reviews of this brand on YouTube ?? and discover three other interesting mattress brands after watching related videos on their phone To compare these brands the user reads more reviews over the next few days then ?nally completes a purchase on their desktop Today this kind of multi- step curiosity-driven customer journey is more common than ever Google looked at over a thousand users ? clickstream data as part of an opt-in panel and we found that no two customer journeys are exactly alike In fact even within the same purchase category journeys take multiple shapes For instance while the above mattress search took about a week and involved hundreds of touchpoints another