II. Google AdWords
by Joe Teixeira
Your Google® Game Plan for Success: Increasing Your Web Presence with Google AdWords, Analytics, and Website Optimizer
- 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
- 6.1. Measuring Success and Taking Actions
- 6.2. Answers to Common Questions and Problems
- 6.2.1. When Should Ad/Keyword Bids Be Changed?
- 6.2.2. When to Add/Pause/Remove an Ad
- 6.2.2.1. When to Change Your Campaign Settings
- 6.2.2.2. When to Create New Campaigns
- 6.2.2.3. When to Reorganize Your Account
- 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
- 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
- IV. Google Website Optimizer
- 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
- 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
- 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
- 11. Welcome to Google Website Optimizer
- 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!
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