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

Chapter 6. Google AdWords: Analysis and Insights

How do you possibly tie everything together that you 've learned in the first five chapters of Your Google Game Plan for Success? Well, in this final chapter of Part II, I'll come up with some hypothetical situations, possible solutions, and thoughts based on my years of expertise in this field. By no means will we be finished talking about extracting insights, taking action, and being successful online. However, since AdWords is where your money is spent and your visitors and conversions are gained, it's appropriate to dedicate a chapter to it at this point.

Measuring Success and Taking Actions

If that subhead sounds familiar to you, you've read Chapter 1 of this book, where I talk about what signals, metrics, and key performance indicators you use to measure effectiveness. It's the equivalent of the meaning of life, but in online terms. You can't possibly run a successful AdWords campaign without knowing how to measure success and, subsequently, how to take actions as you deem appropriate.

Notice that I wrote "as you deem appropriate." A lot of the self-proclaimed experts whom you'll see blogging or tweeting about what you should or shouldn't be doing are looking at things in general terms, which don't always apply to your specific situation. In their defense, they don't know what your online marketing goals are, what your boss's goals are, or what your boss's boss's goals are. So when they lay down their 10 commandments of expert ...