Your Google Game Plan for Success : Increasing Your Web Presence with Google Adwords, Analytics and Website Optimizer

by Teixeira, Joe

• ISBN13: 9780470641644
• ISBN10: 0470641649
• Edition: 1st
• Format: Paperback
• Copyright: 2010-09-22
• Publisher: Wiley

Summary

Working the Web is a two step dance: With the first step, you have to attract people to your Web site. With the second, you need to quickly engage your viewers, turning them into customers. Whether you are a web entrepreneur or a sales or marketing professional, with it's AdWords, Analytics and Website Optimizer, Google provides a trifecta of tools that can provide the rhythm you need to guide you out on the dance floor, but first you need to learn to move your feet.Your Google Game Plan for Success: Increasing your web presence with Google AdWords, Analytics and Website Optimizer will initially focus individually on Google AdWords, Google Analytics and Google Website Optimizer. Then, the book will shift focus to syncing the three products together and using their collective strength to analyze, understand, and extract insight from for a competitive edge in online marketing. Throughout the book readers will learn: The basics of CPC (Cost-per-click) adverting with AdWords Using Google's Ad Planner, AdWords Editor and Conversion Tracking Understanding what can be gained from Web Analytics How to install tracking code in your web site to utilize Google Analytics What reports are available from Google Analytics and how to read them How to create effective test cases in Google Website Optimizer Taking what you've learned and applying it beyond the Google Sphere including Yahoo, MSN, and Social Networking.

Author Biography

Joe Teixeira is Director of Web Intelligence at MoreVisibility and a Google Analytics Certified Partner. He is a leading expert in the field of web analytics, and is Google AdWords Qualified as well as certified in Yahoo! Search Marketing and MSN AdCenter.

Table of Contents

Introduction

Getting Started

What's Your Game Plan for Success?

Google AdWords

Welcome to Google AdWords!

Cost-per-Click Advertising

Advanced Opportunities within Google AdWords

AdWords Tools of the Trade

Google AdWords: Analysis and Insights

Google Analytics

Welcome to Google Analytics!

The Web Analytics Industry

Sophisticated Google Analytics Features

The Technical Side of Google Analytics

Google Website Optimizer

Welcome to Google Website Optimizer

Testing Online and Basic Statistics

The Technical Side of Google Website Optimizer and Experiment Ideas

Executing Your Game Plan by Using Google Programs Together

Google AdWords and Google Analytics

Google AdWords and Google Website Optimizer

Google Analytics and Google Website Optimizer

Wrapping It All Up

Other Programs to Add to Your Game Plan

Bringing It All Together

A Life after Your Google Game Plan

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