Your Google Game Plan for Success

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

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

Part I: Getting Started
Chapter 1: What’s Your Game Plan for Success?

Part II: Google AdWords
Chapter 2: Welcome to Google AdWords!
Chapter 3: Cost-per-Click Advertising
Chapter 4: Advanced Opportunities within Google AdWords
Chapter 5: AdWords Tools of the Trade
Chapter 6: Google AdWords: Analysis and Insights

Part III: Google Analytics
Chapter 7: Welcome to Google Analytics!
Chapter 8: The Web-Analytics Industry
Chapter 9: Sophisticated Google Analytics Features
Chapter 10: The Technical Side of Google Analytics

Part IV: Google Website Optimizer
Chapter 11: Welcome to Google Website Optimizer
Chapter 12: Elementary Statistical Concepts
Chapter 13: The Technical Side of Google Website Optimizer and Experiment Ideas

Part V: Executing Your Game Plan
Chapter 14: Google AdWords and Google Analytics
Chapter 15: Google AdWords and Google Website Optimizer
Chapter 16: Google Analytics and Google Website Optimizer

Part VI: Wrapping It Up
Chapter 17: Google Programs to Add to Your Game Plan
Chapter 18: Programs to Add to Your Game Plan Outside Google