Entering the New Analytic 4 Era - A Guide to the Future of Marketing in PPC Analysis and PPC Google Ads

Establishing how to increase visibility on Google and generate quality leads has long been the priority for B2B marketers. The data-driven, measurable results of B2B pay-per-click campaigns are the favourite method for brands with clear conversion goals. Many B2B and eCommerce brands choose Google Ads as their major paid media channel. Google Ads pay-per-click (PPC) provides an immediate way to reach leads the moment they are searching for products or services like yours on Google.

One of the major benefits of using Google services is the constantly improving system. From July 2023, Google Analytics 4 (GA4) will be replacing the current Google Universal Analytics to usher in a new era of PPC analysis. This system is more intelligent, durable and enhanced than the previous version. Analytics improve every year to help businesses reach a wider audience and get more hits. How will the analytic 4 era affect the future of marketing?

As a whole, the analytic 4 era will affect the future of marketing by providing better AI predictions and insights to allow businesses to improve their strategy and offer audience feedback based on engagement, more codeless features and more data controls across different devices.

Knowing the latest about marketing on Google gives your company an edge and advantage in the world of paid advertising. Read on to find out more about GA4 and how it can help your PPC ads.

Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech. Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.

There Is No Better PPC Analysis Tool Than Google Ads

There Is No Better PPC Analysis Tool Than Google Ads

PPC Google ads are a type of paid search advertising. In PPC advertising, the company pays for each click or impression on an ad. There are many different PPC marketing channels, such as Google Ads and Facebook Ads, to meet different conversion goals. Using a PPC management service can help you identify the most efficient combination of PPC analysis tools to prevent you from wasting your budget and time.

PPC campaigns have the following benefits:

  • Greater brand and ad visibility for your brands and products
  • Bring more traffic to your website 
  • More accurate audience targeting
  • Plan and execute your campaign strategy based on real-time data
  • Fast and measurable results
  • Easily control your marketing budget
  • Utilise the advantages of machine learning and AI
  • Full audience data for future buyer persona picturing - audience geographic location, search device information, pages visited and time spent on site

Why is PPC Google Ads the Best Option?

Why is PPC Google Ads the Best Option?

Google has 4.8 billion daily content interactions. Google Ads is a PPC platform that drives customers with high conversion intention to your site when they are searching for related products and services. It is a bottom-funnel marketing tool that improves PPC B2B lead generation.

The Google Ads service shares appropriately timed ads with your desired target audience. Businesses are featured through ads on the search engine results page (SERPs) the moment customers type in their search terms. Your audience sees your ads when they need your product most. With a good design PPC landing page, Google Ads is the first brick in the foundation of your demand generation marketing campaign.

Your Google Analytics Shows Every Conversion Change

Your Google Analytics Shows Every Conversion Change

GA4 is a free tool provided by Google to help website runners understand their website performance and audience persona. It can show which pages are doing well ad-wise, and which are not, the number of site visitors, ad revenue, goal conversion and more analytic metrics to help you make the right call for your marketing plan. You can even filter your optimisation changes and ads to show only in the most profitable regions to get a better understanding of your target audience and generate more revenue.

What Can GA4 Tools Do for Your Business and Your PPC Campaign?

What Can GA4 Tools Do for Your Business and Your PPC Campaign?

Your marketing team or PPC agency adjusts the PPC campaign and improves website traffic to achieve the best conversion results. GA4 helps you track your progress towards your marketing goals and gives you an awareness of the value of the campaign you are running. Overall, it is a very helpful digital marketing tool that all brands should take advantage of.

More advantages of using GA4 in your marketing campaign are as follows:

  • You can link Google Ads and GA4 together, combining site and performance data of PPC ads with metrics like session duration and bounce rates on pages to manage your PPC campaigns.
  • You can track PPC landing page performance - a PPC landing page is what audiences see when they click on a PPC ad. It plays a crucial role in converting an audience to a customer and generating more leads.
  • Attribution tracking - see how paid search campaigns affect organic search from users and reflect how your marketing decisions increase your brand visibility on Google.
  • Multi-channel funnel reports - following the buyer journey and action path of clients that lead them to convert.
  • Remarketing and dynamic marketing data - linking Google Ads and GA4 allows businesses to get the data they need to host remarketing campaigns for their most loyal customers.

Analytics are necessary for businesses to improve their marketing, as well as other processes. Without data, it is impossible to understand what’s working and what isn’t. GA4 provides the information you need to make necessary changes to your marketing strategy.

View Clearly Users' Journey With GA4

The Key Benefits of Using GA4 

Users' Journey Can Be Viewed More Clearly by Businesses

GA4 allows businesses to see the interactions that users have with their website before, during and after conversion. This information is important because it can help businesses optimise their marketing campaigns and improve their overall marketing strategy. It can also help businesses understand what factors influenced a user to convert, which can be useful in future marketing efforts.

Analyses Centred On User Engagement

GA4 focuses on user engagement and user-centric features rather than only on traffic. This is important because it allows businesses to see how users interact with their website and what they do after they leave the site. It can also help businesses understand what factors influence a user to stay on a website or leave it. By focusing on user-centric features, companies can improve their analytics, which leads to more customers and subsequently more profit.

PPC Analysis With GA4 Help You Gain A Better Audience

Gain A Better Audience

Google has added new prediction features to show your products and services to the people that will find them most useful or helpful. The user-centric features mentioned above assist with this because you cannot attract the right people if you do not know what they need. Knowing the revenue that a company could get from a group of people helps them decide who to focus on.

Goals and Events Can Be Created More Easily

With the help of Google Tag Manager, you can customise different types of events to track different actions audiences made while visiting your website. For instance, you can create events to track different scroll depths to have a better picture of how audiences interact with your content, rather than just a simple number. The better you understand your users, the more you can design goals that actually matter to them, which improves your chances of closing a deal.

Create Better Visual Aids and Reports With GA4

Better Visual Aids and Reports

GA4 provides better graphs and other visual aids to help marketing professionals piece together and show off their data more efficiently. Popular existing graphs are improved. There are also templates for all sorts of visual aids to help companies report their data in a format that anyone can grasp.

A Seemingly Endless Number of Data Parameters

Data parameters allow marketing professionals to filter the data from their work to see precisely what they want to track from their customer base. GA4 has more parameters than most analytics software. Every event from a user can be explored in depth with up to 25 different parameters. With this many specifics, it is easy to plan a precise marketing strategy.

These are some of the benefits of using GA4. The size of Google’s user base and its continually optimising system prove that Google's service is the strongest option on the market, and GA4 is no exception.

GA4 Tracks Data From Different Devices

Key Features of GA4

Google is known for the consistent updates it makes to its suite of products. A series of updates are introduced to make data analysis more accurate, customised and approachable. Here are some of the key features of GA4 that change how you optimise your campaigns.

GA4 Tracks Data From Different Devices

The most significant advantage GA4 offers is its ability to track and pool data from different devices. With the help of User ID, metrics show a comprehensive view of your customers as they move from one device to another.

This feature is significant because most people do not use only one device to access the internet. In fact, studies show that people use multiple devices every day, creating much more complicated network touchpoints.

This change in user habits also affects online-offline integration. Potential clients might visit their local store, find the product they want and search for cheaper options or online comments about the product on their phone and vice versa. Thus, making sure you can track every movement of your clients across devices becomes more and more important.

GA4 Has Built-In Roll-Up Reporting 

As well as pooling data from different devices, GA4 also collects data from different mediums, including websites, apps and ads. Roll-up reporting helps you collect, organise and analyse from multiple digital sources at the same time. This is necessary because it helps companies better understand their total performance. The accuracy of roll-up reporting is improved as well.

GA4 Conducts More Accurate Cross-Device Analytics

GA4 Conducts More Accurate Cross-Device Analytics 

With GA4, companies can better track users across all devices which allows them to discover how they can improve the user experience, address cross-device purchase issues (starting on the phone, continuing on a laptop, etc.) and understand how they can make their marketing campaigns better.

GA4 Allows Users to Debug Their Work Within the Interface 

The new “Debug View” feature in GA4 allows companies to set up data collection, troubleshoot issues as they arise and understand users' behaviour as they explore your website or app. With the correct settings, you can see real-time data about the website activities down to seconds.

GA4 Has Better Privacy Features

GA4 Has Better Privacy Features

The “User Explorer” report on GA4 allows website owners to see data for individual users and delete a user's data if necessary. With Universal Analytics, you could only erase data within a certain time frame; this upgrade offers users more privacy options.

Instant Access to BigQuery

BigQuery is a cloud data warehouse that enables you to run quick queries of large datasets. You can export all your raw events from GA4 properties to BigQuery and then use SQL-like syntax to query that data. Also in BigQuery, you have the option to export your data to external storage or import external data for modification with your analytics data. This makes it easier to integrate data from GA4 with data from external sources.

GA4 Allows Users to Undertake Predictive Analytics

GA4 Allows Users to Undertake Predictive Analytics 

By utilising GA4's machine-learning algorithms on your given dataset, you can predict and observe future user behaviour on your website. With predictive metrics like these, you can identify which users are more likely to take an action that results in a purchase or conversion and make your PPC campaign more cost-effective.

The types of predictive analysis currently supported by GA4 are:

  • Purchase probability - the likelihood that a user that was active on the company website in the last 28 days will make a purchase within the next 7 days
  • Churn probability - the likelihood that users that were active on your website within the last week will be inactive within the next week
  • Revenue prediction - the projected revenue that will be made in the next 28 days from purchase events from users that were active in the last 28 days

The addition of these key features demonstrates Google’s commitment to continuous improvement and innovation. There would be no need to release new versions of software if the new ones did not improve on the foundations that were built before them.

GA4 Difference #1 Data Measurement

Major Differences between GA4 and Universal Analytics

It’s no surprise that Google Analytics has come quite a way since the introduction of Universal Analytics. This section will explore the most notable differences between GA4 and Universal Analytics.

Difference #1 Data Measurement 

Universal Analytics uses a session-based data model while GA4 uses a more flexible event-based data model. Sessions are groups of user data that occur within the same given time period. User data such as page views are tracked within each session.

On the other hand, in the event-based model with GA4, user data is stored individually as events. Anything from a page click to purchase is considered an event, Events are specific and add context to actions like the price of a purchase or a user’s location.

All data is now recorded as events, which makes it easier for users to measure and understand. Simpler data means that analysts need less time to interpret it. Within GA4, there are "Automatically Collected Events", "Enhanced Measurement Events", "Recommended Events" and "Custom Events".

Difference #2 Reporting Events

Universal Analytics was designed to be a comprehensive or well-built collection of standard reports, while GA4 is optimised for custom and exported data. Both versions of this software also differ in how they handle acquisition reporting. Acquisition reporting tracks how various forms of customer traffic are doing on the website, for example, comparing how email and organic searching through a search engine fare when it comes to driving purchases and other types of conversions. Acquisition reporting gives companies the tools they need to make budgeting decisions, GA4 provides an acquisition overview, user acquisition and traffic acquisition.

If other data formats are necessary, the existing data can be exported to another application. Universal Analytics provides acquisition data in overview, all traffic, treemaps, source/medium and referrals. Again, the newer instalment is much more simplified.

GA4 Difference #3 Data Metrics

Difference #3 Data Metrics 

In GA4, there are 3 standard types of data metrics:

  • Engaged sessions - the number of sessions on a website that last longer than 10 minutes, experience conversion or generate more than 2 page views
  • Average engagement time per session - the amount of time a user has the business page as the primary tab open on their computer and engages with the page
  • Engagement rate - the ratio of engagement sessions to total sessions

None of these metrics can be accessed in Universal Analytics. The closest version of data in Universal Analytics is the bounce rate. Session duration and the number of pages per session are tried and true metrics. The reason why there are different metrics is that each of these software runs on a different data model.

Difference #4 Segments

Segments make it possible for you to look at small parts of the data collected to better understand the consumer base. They function the same way in both versions and have the same 3 categories: Event Segments, Session Segments and User Segments. In GA4, however, they are located under the "Explorations tab".

GA4 Difference #5 No More Hit Limits

Difference #5 No More Hit Limits 

Universal Analytics has a hit limit of 10 million per month. On the other hand, GA4 has a limit of 500 events per month that can be captured since the model is event-based.

Although Universal Analytics and GA4 are both made by Google to help users analyse data, there are some significant differences between the two. The software updates to improve it and make it more user-friendly.

The Future of Digital Marketing is GA4

The Future of Digital Marketing is GA4

With so many features that help users get the most out of data, GA4 is the future of digital marketing and the keystone for Google Ads PPC. GA4 tracks cross-device activity, which makes it simple to follow the user journey. There are also new funnel reports, pathing reports, real-time reports and standard reports to help advertisers better examine the data.

GA4 is user actions-focused, which is different from the website activity-focused Universal Analytics. The ability to track a user across all of their devices is revolutionary. GA4 improves debugging, audience tracking, automatic measurements of metrics and predictive analytics that step into another level of data processing/analysing.

The GA4 release is still recent, so some features from Universal Analytics haven’t been added yet. However, users can expect these features to be developed in the near future. The software is still being improved as we speak and new features are on the way to make digital marketing even easier for advertisers.

How Does GA4 Support Your Paid Search Campaign?

How Does GA4 Support Your Paid Search Campaign?

GA4 is designed to help you run the best PPC campaigns. These are some of the features that can make your job easier and run successful campaigns.

Negative Keyword Report

Constantly updating the negative keywords on Google Ads is crucial for running successful PPC campaigns. The list helps you focus and concentrate your marketing efforts on your target audience, making sure to convert the customers at the bottom of the sales funnel. GA4 shows what search queries have not generated any revenue and helps you eliminate irrelevant keywords.

Poorly Performing Landing Pages

PPC landing pages greatly determine your conversion rate. As the first page that your potential clients see after clicking on the ads, it plays an important role in delivering the message, creating credibility and guiding customers further down the sales funnel. In GA4, you can examine what PPC landing pages are doing poorly with each search query and readjust your campaign strategies or design.

Advanced PPC Reporting

GA4 provides advanced reporting that includes all of the features of Universal Analytics and more for better PPC reports. The reporting is designed to give users a complete picture of what’s going on with their website. This allows for deep analysis so you can improve your marketing strategies and ad campaigns. The new features of GA4 to assist you include engine filters, custom reports, natural keywords and site searches.

Using these features, you can optimise your campaigns to feature the most profitable resources which help them be more successful.

Get Ready for GA4 Before July 2023

Get Ready for July 2023's Change

Although the release of GA4 is months away, there are some things you can do now to prepare yourself for the new era. For example, install the beta version to start gathering data, so that you have something to work with next year and are ready for the advanced PPC analysis and PPC reports.

Once GA4 launches, the goals you created in Universal Analytics will be gone, so make sure you save them and convert them into events in the new events-based system. Also, keep Universal Analytics in case you need to access data later. Note that the interface will change and that it may take longer to find your favourite features at first.

Future Marketing #1: Machine Learning and Marketing Automation

How Marketing Will Change in the Future

Powerful mobile phones and the personalised customer experience are changing modern marketing. As a PPC-focused agency, these are 5 of the biggest changes we’re observing in the digital marketing world.

Change #1: Machine Learning and Marketing Automation

With the release of GA4, we’re seeing a large shift in how marketing will be done through automation by machines. By using machine learning, GA4 is constantly collecting data and making predictions to help you better understand your target market and how to reach them. This will free up a lot of time for PPC advertising so marketers can focus on bigger projects and analyses.

One example is the new campaign type released by Google Ads, Performance Max. This new campaign is powered by machine learning and is designed to automatically find the best-performing ad elements and deliver them to your target market.

Another feature of Performance Max is automated bidding and targeting. It helps you find the best audience for your products and generate revenue efficiently. There are more and more Performance Max examples that show its potential for paid ad campaigns. If you are a brand looking for a new market and revenue boost, talk to your PPC management agency to understand your options.

Change #2: Data Analytics 

From the new features introduced by GA4, we can see that the future of data analysis is more people-based and user journey-focused. GA4's cross-device functionality assists by following users from the first click to the final purchase. Marketers need to bring in a linear mindset that considers the whole customer journey while planning their marketing campaign.

Future Marketing #3: User Experience on Mobile

Change #3: User Experience on Mobile

Smartphones are everywhere and used for various purposes. The average person spends 3 hours and 15 minutes on their phone every day. This number has been increasing over the years as our dependency on mobile devices grows. To reach your target market, you need to make sure that your website is mobile-friendly and provides a good user experience.

Your website needs to be designed in a way that is easy to navigate on a small screen. The user should be able to find the information they are looking for without any difficulty. If your website is not optimised for mobile, you will lose potential customers and revenue.

Change #4: A Cookieless Future 

Cookies help marketers by tracking user data they can use for analytics. In the future, cookies will not be able to be used if IOS users enable mail privacy protection and hide their email, which prevents users from being tracked thanks to automatic burner emails and more. This will lead to more bounces for marketers.

Companies can prepare for the change by making sure to optimise their emails to make it past privacy settings. They also need to focus on building first-party data and leveraging platforms like GA4 to avoid being too reliant on cookies.

Future Marketing #5: Search Intent Is Key

Change #5: Search Intent Is Key

Search intent is the key to every customer's actions. It is also a major index for the search engine to rank a relevant website while people search for relevant keywords. As a marketer, if you understand the needs and wants of your target customers, you can create a marketing strategy that best suits them. In the future of digital marketing, we can confidently say that how to build a marketing campaign based on customers' search intent will be the main focus.

Related Searches

What Are the Four Types of Search Intent?

The four types of search intent are informational, navigational, transactional and commercial intent.

Informational: The user is looking for information on a topic

Navigational: The user is looking for a specific website

Transactional: The user wants to buy something

Commercial investigation: The user is comparison shopping or looking for deals

For paid search campaigns, the two that matter the most are transactional intent and commercial intent because customers who search with these two intents are located at the bottom of the sales funnel and are more likely to convert.

What Should a Company Consider When Looking for a PPC Marketing Agency?

To find the best PPC agency for you, you need to consider your needs and goals, whether you want to use a local or international firm, whether the agency is doing its own PPC marketing, and many other aspects. To better help you understand the major criteria, we conclude the process in 12 steps:

Step #1: Identify your needs, goals and desired outcomes

Step #2: Choose a local or international firm

Step #3: Confirm the agency is doing PPC for themselves

Step #4: Verify social proof and industry know-how

Step #5: Critique the agency's website design, ad copy and user experience

Step #6: Choose between a specialised PPC agency or a full-service digital marketing agency

Step #7: Verify case studies, industry experience and expertise

Step #8: Confirm the agency's qualifications

Step #9: Digital strategy, onboarding and long-term vision

Step #10: Find out if the agency's culture is a good fit

Step #11: Communication, pricing and transparency

Step #12: Conversion tracking, reporting and analytics

Key Takeaways 

  • GA4 is the future of PPC analysis and digital marketing. The platform focuses on building first-party data, which is data that is owned by the company rather than relying on cookies. IOS 14's new privacy features will prevent cookies from being used, so companies need to focus on building first-party data and using platforms like GA4 to avoid being too reliant on cookies.
  • The future of digital marketing is moving away from session-based data models and towards event-based ones. This shift will allow marketers to better understand customer behaviour and how their marketing campaigns are performing.
  • GA4 is coming in July 2023. Take action now and set up your account to start collecting data.

Who we are: With over 25 years of experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech. Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions you have and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead generation.