Short Answer: When you link Google Ads and Google Analytics, it allows you to import audiences, user behavior data, and demographics from Analytics to Google Ads. This can help to refine your ad targeting, adjust bids, and create more effective ad campaigns.

Detailed Answer: Google Ads and Google Analytics, when linked, work together to provide deeper insights and richer data for your ad campaigns. By linking the two, Google Ads can directly utilize all the in-depth audience details, user behavior data, and demographics available in Google Analytics.

You can import audiences from Google Analytics into Google Ads. This basically means you can target or exclude specific groups of users when creating ad campaigns, which are defined by their behavior on your site tracked by Google Analytics. For example, you can target users who have visited your site before but didn’t make a purchase, or users who have spent a certain amount of time on your site.

Moreover, you can observe and compare the performance of your ads based on the behavior and interaction of the audiences on your site. For example, how different audiences react to a specific ad and how they behave on your website after clicking an ad.

The integration also allows for stronger remarketing efforts. You can create remarketing lists in Google Analytics and use these lists in your Google Ads remarketing campaigns to target specific groups of users who are more likely to convert.

In addition, by bringing Google Analytics data into Google Ads, you can adjust your bidding strategies accordingly. This advanced level of understanding allows for improved conversion tracking and better optimization of your ad spend.

Thus, linking these two platforms enables you to create more personalized, effective, and successful advertising campaigns.