Chapter 9

Month 6: Launch and Measure Your Campaign’s Performance

The moment of truth has arrived. You’ve launched your campaigns and now the real work can begin! This month we look at how to measure campaign performance and set the stage for continuous optimization.

We examine best practices for using the built-in reporting tools of the advertising platform along with dedicated web analytics tools to understand exactly how your campaigns are performing and inform future advertising.

Chapter Contents:

  • Week 21: Launch the Campaign
  • Week 22: Use AdWords Reports
  • Week 23: Use Google Analytics
  • Week 24: Measure Branding and Positioning Goals

Week 21: Launch the Campaign

Hopefully, the day you launch your campaigns will be the worst ever in terms of ...

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