Book description
Get the most out of Google's trifecta of tools and optimize your Web presence!
Savvy marketers are always searching for new ways to attract and keep online customers. Google's array of online tools plus the techniques and tips in this expert guide help you unlock the mystery of doing business in the digital age.
Learn the basics of Google AdWords, Analytics, and Website Optimizer—and then discover how to use this powerful trifecta together to help you track, extract, and analyze data and make necessary changes. Topics include cost-per-click advertising, conversion tracking, how to apply what you're learning, and much more.
Brings you up to speed on Google AdWords, Analytics, and Website Optimizer
Shows how to use each tool individually—and then together as a powerful trio to track, analyze, and optimize your Web presence
Topics include the basics of CPC (cost per click) and how to use Google's Ad Planner, the AdWords Editor, and conversion tracking
Covers how to install tracking code in your Web site, what reports are available and how to use them, testing, applying what you learn, and much more
Start increasing ROI, online sales, and web site traffic quality with Google tools and the insights and techniques in this expert guide.
Table of contents
- Copyright
- Credits
- About the Author
- Acknowledgments
- Introduction
- I. Getting Started
-
II. Google AdWords
- 2. Welcome to Google AdWords!
- 3. Cost-per-Click Advertising
- 4. Advanced Opportunities within Google AdWords
- 5. AdWords Tools of the Trade
- 6. Google AdWords: Analysis and Insights
-
III. Google Analytics
- 7. Welcome to Google Analytics!
-
8. The Web-Analytics Industry
- 8.1. How Google (Web) Analytics Works
- 8.2. Web-Analytics Metrics
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8.3. Unfortunate and Common Misconceptions
- 8.3.1. Misconception: Web Analytics Is Accounting Software
- 8.3.2. Misconception: Google Analytics Publicly Shares and Sells My Information
- 8.3.3. Misconception: A $125,000 Tool Will Solve All My Problems
- 8.3.4. Misconception: One Tool Should Be Enough for Me
- 8.3.5. Misconception: Web-Analytics Tool X Should be Exactly the Same as Web-Analytics Tool Y
- 8.3.6. Misconception: Google Analytics Can't Handle Large Volumes (Because It's Free)
- 8.3.7. Misconception: The More Data My Dashboard Has, the Better!
- 8.3.8. Misconception: Too Many Visitors Are Listed on the Top Exit Pages Report
- 8.3.9. Misconception: You Should Use Year-over-Year and Decade-over-Decade Comparisons
- 8.4. Becoming a Great Web Analyst
- 9. Sophisticated Google Analytics Features
- 10. The Technical Side of Google Analytics
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IV. Google Website Optimizer
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11. Welcome to Google Website Optimizer
- 11.1. What Is Google Website Optimizer?
- 11.2. How Google Website Optimizer Works
- 11.3. A/B Experiments
- 11.4. Multivariate (MVT) Experiments
- 11.5. Reports and Data Available in Google Website Optimizer
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11.6. Creating an A/B Experiment with Google Website Optimizer
- 11.6.1. Step 1: Website Owner Buy-In
- 11.6.2. Step 2: Create a Google Account
- 11.6.3. Step 3: Logging in to Google Website Optimizer
- 11.6.4. Step 4: Choosing the Experiment Type
- 11.6.5. Step 5: Review Experiment Checklist
- 11.6.6. Step 6: Identify Experiment Pages
- 11.6.7. Step 7: Tag Your Experiment Pages
- 11.6.8. Step 8: Review Settings and Launch
- 11.6.9. Step 9: Follow-up Experiments
- 11.7. Creating a Multivariate Experiment with Google Website Optimizer
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12. Elementary Statistical Concepts
- 12.1. Elementary Statistics
- 12.2. Why Is Elementary Statistics Important?
- 12.3. Types of Statistical Data
- 12.4. Types of Surveys and Samples
- 12.5. Histograms and Normal Distributions
- 12.6. Mean, Median, Mode, and Midrange
- 12.7. Averages and Outliers
- 12.8. Standard Deviation and the Range Rule of Thumb
- 12.9. Z-Scores
- 12.10. Confidence Intervals and Margin of Error
- 12.11. How to Approach Your Data After Reading This Chapter
- 13. The Technical Side of Google Website Optimizer and Experiment Ideas
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11. Welcome to Google Website Optimizer
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V. Executing Your Game Plan
- 14. Google AdWords and Google Analytics
- 15. Google AdWords and Google Website Optimizer
- 16. Google Analytics and Google Website Optimizer
- VI. Wrapping It Up
- A. Resources and a Thank-You!
Product information
- Title: Your Google® Game Plan for Success: Increasing Your Web Presence with Google AdWords, Analytics, and Website Optimizer
- Author(s):
- Release date: September 2010
- Publisher(s): Wiley
- ISBN: 9780470641644
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