456 pages | Publisher: Wiley (September 22, 2010) | English | PDF | ISBN-10: 047064164 | 10 Mb
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.
From the Back Cover
Your playbook for a winning online marketing strategy
* Learn what to consider when building your online marketing game plan
* Navigate the Google AdWords interface and create winning campaigns
* Fine-tune your pay-per-click ads to score the right response
* Discover how different types of analysis can enhance your understanding of your site visitors
* Explore the technology of Google Analytics
* Plan and run various experiments to assess the effectiveness of your website
* Look into other useful programs and bring it all together for a targeted marketing blitz
What if there were secret plays that could exponentially improve your selling season? If all you had to do was learn to execute them? Google AdWords, Google Analytics, and Google Website Optimizer are inexpensive, effective, and — if you pay close attention to the coaching in this book — easy to master. Here's where you'll learn to create targeted search campaigns, capture vital information about your website's visitors, and fine-tune your site to improve conversion rates. It's what you need to make the playoffs in your field.
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