Use your primary Google account login for ease of access. If you want to create the account yourself, go to the Google Ads URL. If you work with Digital Darts, we will setup an account, invite you to it via email, and direct you to enter billing details. By setting up Google Ads and Analytics correctly, you also get the standard website data you want about your ad campaigns within analytics like the number of users, what pages they landed on, and how many pages they viewed. If a campaign has 0 sales and 200 clicks, and you see user time on store is less than 20 seconds, you know there is a miss-match between your ads and search intent. Google Analytics: The platform provides several new metrics within Google Ads about user behaviour on your store.This helps you improve both your paid and SEO strategies. In Google Ads the tools lets you see what keywords the website ranks for in organic and paid search. Google Search Console has information about how Google’s bot sees the store, backlinks, and organic search traffic. Google Search Console: Previously called Google Webmaster Tools, this informs you of the website’s performance within the search results.There are two optional accounts I recommend you also set up: To start you need a Google Ads and Merchant Center account. The platform helps you shape the feed to satisfy Google’s guidelines. Google Merchant Center: Also referred to “MC” for short, the Merchant Center is where you upload and optimise the feed.Most of your time is spent here to gain insights, set budgets, and change your targeting settings. Google Ads: Control most of the levers that let you optimise for results.Google Shopping uses a combination of two platforms: Google has an armory of weapons to help you win the advertising war against competitors. Are you running campaigns? There are still tid-bits of gold for you in this guide to make your current campaigns more profitable by using the full array of tools from the Google suite. Are you new to Google Ads? Go through all of this chapter.