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I. Getting Started
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I. Getting Started
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
About the Technical Editor
Acknowledgments
Introduction
About 'Your Google Game Plan for Success'
How This Book Is Organized
What You're Not Going to Get Out of This Book
I. Getting Started
1. What's Your Game Plan for Success?
1.1. What's Your Current Plan of Online Action?
1.1.1. Why Did You Build a Website?
1.1.2. What Does Your Website Look Like?
1.1.3. What Does Your Website Do?
1.1.4. How Does Someone Benefit from Your Website?
1.1.5. How Do You Plan on Marketing Your Website?
1.2. How Are You Measuring Success?
1.2.1. Visits, Hits, and Page Views
1.2.2. Time on Site, New vs. Returning Visitors, and Events
1.2.3. Conversions, Goals, and Successes
1.2.4. Customer/Visitor Feedback
1.2.5. Key Performance Indicators (KPI)
1.3. Doing It Online Is Different from Doing It Offline
1.3.1. Fast, Faster, Fastest!
1.3.2. No Charge for Changes
1.3.3. Much Higher Level of Accountability
1.4. Getting Started on Your Journey to Success
II. Google AdWords
2. Welcome to Google AdWords!
2.1. Creating a Google AdWords Account
2.1.1. Creating a Google Account
2.1.2. Opening a Google AdWords Account
2.1.3. Creating Your First AdWords Campaign
2.1.4. Choosing a Billing Method and Entering Billing Information
2.2. Becoming Familiar with the Google AdWords Interface
2.2.1. The Home Tab
2.2.2. The Campaigns Tab
2.2.3. The Opportunities Tab
2.2.4. The Reporting Tab
2.2.5. The Billing Tab
2.2.6. The My Account Tab
2.3. The Home Tab
2.3.1. Alerts
2.3.2. Account Status
2.3.3. Announcements
2.3.4. Watch List
2.3.5. Keyword Performance
2.3.6. Active Campaigns
2.3.7. Campaign Performance
2.3.8. Help and Tips
2.4. The Campaigns Tab
2.4.1. Functions and Features within the Campaigns Tab
2.4.2. The Campaigns Sub-Tab
2.4.3. The Ad Groups Sub-Tab
2.4.4. The Settings Sub-Tab
2.4.5. The Ads Sub-Tab
2.4.6. The Keywords Sub-Tab
2.4.7. The Networks Sub-Tab
2.4.8. The Audiences Sub-Tab
2.5. The Opportunities Tab
2.6. The Reporting Tab
2.6.1. Report Types
2.6.2. Settings
2.6.3. Advanced Settings
2.6.4. Templates, Scheduling, and E-Mail
2.6.5. Viewing Your Report
2.7. The Billing Tab
2.7.1. Billing Summary
2.7.2. Billing Preferences
2.7.3. Agency/MCC Billing
2.8. The My Account Tab
2.8.1. Account Access
2.8.2. Notification Settings
2.8.3. Preferences
3. Cost-per-Click Advertising
3.1. A Brief Review of Cost-per-Click Advertising Online
3.1.1. What You're Actually Charged For
3.1.2. Where Your Ads Actually Appear
3.2. The Critical Role that Landing Pages Play
3.3. The Google AdWords Quality Score
3.3.1. Quality Score For Google And Search Partners
3.3.2. Quality Score For Google And Search Partners
3.3.3. Optimizing Your Quality Score
3.4. Keyword Match Types
3.4.1. "Broad Match" Keywords
3.4.2. "Phrase Match" Keywords"
3.4.3. "Exact Match" Keywords
3.4.4. "Negative Match" Keywords
3.4.5. The Great Debate: Keyword Match Types
3.5. Cost-per-Click Ads
3.5.1. Standard Text Ads and Restrictions
3.5.2. Using the "Keyword Insertion" Function
3.5.3. Testing and Experimenting with Different Ads
3.5.4. Other Types of Ad Formats
3.6. Geo-Targeting
3.6.1. Selecting a Country, State/Region, or City
3.6.2. Creating a Custom Targeted Area
3.6.3. Who Actually Sees My Geo-Targeted Ads?
4. Advanced Opportunities within Google AdWords
4.1. The Google Content Network
4.1.1. Text Ads
4.1.2. Image Ads
4.1.3. Video Ads
4.1.4. Automatic and Managed Placements
4.1.5. Tips for Success on the Content Network
4.2. Display Builder
4.2.1. Selecting Your Ad Template
4.2.2. Editing and Launching Your Display Ad
4.3. AdWords Bidding Options
4.3.1. Bidding Focus on Clicks (CPC)
4.3.2. Bidding Focus on Impressions (CPM)
4.3.3. Bidding Focus on Conversions (CPA)
4.4. Advanced Campaign Settings
4.4.1. Languages
4.4.2. Position Preference
4.4.3. Delivery Method
4.4.4. Ad Scheduling
4.4.5. Ad Rotation
4.4.6. Frequency Capping
4.4.7. Demographic Bidding
4.5. Ad Extensions
4.5.1. Location Extensions: Business Owners
4.5.2. Location Extensions: Non-Business Owners
4.5.3. Phone Extensions
4.5.4. Ad Sitelinks
4.5.5. Product Extensions
5. AdWords Tools of the Trade
5.1. Google AdWords Editor
5.1.1. Downloading Your Campaigns
5.1.2. Working within AdWords Editor
5.1.3. Posting Changes Live
5.2. Google (DoubleClick) Ad Planner
5.2.1. Viewing a Site Listing
5.2.2. Creating a Media Plan
5.2.3. Ad Planner for Publishers
5.3. The AdWords Conversion Tracking Tool
5.3.1. How Conversion Tracking Works
5.3.2. Creating and Installing Conversion Tracking
5.4. Conversion Tracking Data and Reporting
5.5. The Search-Based Keyword Tool
5.6. Other Available AdWords Tools
5.6.1. My Change History Tool
5.6.2. Ads Diagnostic Tool
5.6.3. Ad Preview Tool
5.7. Keyword Discovery Tool
5.7.1. Traffic Estimator
5.7.2. IP Address Exclusion Tool
5.7.3. Site and Category Exclusion Tool
6. Google AdWords: Analysis and Insights
6.1. Measuring Success and Taking Actions
6.1.1. Focus on Impressions
6.1.2. Focus on Clicks
6.1.3. Focus on Conversions
6.1.4. General Actions to Take
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!
7.1. The Google Analytics Account
7.2. Basic Functions within Google Analytics
7.2.1. Date-Range Tool and Comparing Date Ranges
7.2.2. Trending Graph Customization
7.2.3. Adding Reports to the Dashboard
7.2.4. Exporting Report
7.2.5. E-mailing Reports
7.2.6. Dimensions (Segmenting)
7.2.7. Table Filtering
7.2.8. Other Table Options
7.2.9. Help, FAQs, and Common Questions
7.3. The Overview and the Dashboard
7.4. The Visitors Section
7.4.1. Benchmarking
7.4.2. Map Overlay
7.4.3. New vs. Returning
7.4.4. Languages
7.4.5. Visitor Trending
7.4.6. Visitor Loyalty
7.4.7. Browser Capabilities
7.4.8. Network Properties
7.4.9. Mobile
7.5. The Traffic Sources Section
7.5.1. Direct Traffic
7.5.2. Referring Sites
7.5.3. Search Engines
7.5.4. All Traffic Sources
7.5.5. Keywords
7.5.6. Campaigns
7.5.7. Ad Versions
7.6. The Content Section
7.6.1. Top Content
7.6.2. Content by Title
7.6.3. Content Drilldown
7.6.4. Top Landing Pages
7.6.5. Top Exit Pages
7.6.6. Site Overlay
7.6.7. Navigation Summary
7.6.8. Entrance Paths
7.7. The Goals Section
7.7.1. Total Conversions
7.7.2. Conversion Rate
7.7.3. Goal Verification
7.7.4. Reverse Goal Path
7.7.5. Goal Value
7.7.6. Goal Abandoned Funnels
7.7.7. Funnel Visualization
7.8. The E-Commerce Section
7.8.1. Total Revenue
7.8.2. Conversion Rate
7.8.3. Average Order Value
7.8.4. Product Performance
7.8.5. Transactions
7.8.6. Visits to Purchase
7.8.7. Days to Purchase
8. The Web-Analytics Industry
8.1. How Google (Web) Analytics Works
8.1.1. What Information Does Google Analytics Collect?
8.1.2. Personally Identifiable Information (PII)
8.1.3. First-Party vs. Third-Party Cookies
8.1.4. Limitations of Google Analytics
8.2. Web-Analytics Metrics
8.2.1. The Web-Analytics Association
8.2.2. Web Metrics and Dimension Definitions
8.2.2.1. Metrics
8.2.2.2. Dimensions
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
8.4.1. Failing
8.4.2. Segmentation
8.4.3. Comparisons
8.4.4. Executive Dashboards/Reports
8.4.5. Competitive Intelligence
8.4.6. Understanding Your Website
9. Sophisticated Google Analytics Features
9.1. Intelligence and Custom Alerts
9.1.1. Understanding "Intelligence"
9.1.2. Significance and Sensitivity
9.1.3. Group by Dimension
9.1.4. Creating a Custom Alert
9.2. Advanced Segments
9.2.1. Default Advanced Segments
9.2.2. Creating a Custom Advanced Segment
9.2.3. Sharing and Editing Your Custom Segment
9.3. Custom Reports
9.3.1. Creating a Custom Report
9.3.2. Sharing and Editing Your Custom Report
9.3.3. Advanced Segments and Custom Reports Together
9.4. Motion Charts
9.5. Site Search Reports
9.6. Secondary Dimensions and Pivoting
9.7. Advanced Table Filters
9.8. Annotations
10. The Technical Side of Google Analytics
10.1. The Google Analytics Tracking Code (GATC)
10.1.1. The urchin Tracking Code
10.1.2. The ga.js Tracking Code
10.1.3. The async Tracking Code
10.1.4. The JavaScript File
10.1.5. The Tracking Code Wizard
10.1.6. What the GATC Can't Track
10.2. Google Analytics Cookies
10.2.1. The __utma Cookie
10.2.2. The __utmb and __utmc Cookies
10.2.3. The __utmz Cookie
10.2.4. The __utmv Cookie
10.3. E-Commerce Tracking
10.3.1. Enabling E-Commerce Tracking
10.3.2. The E-Commerce Tracking Snippet
10.3.3. Common E-Commerce Tracking Mistakes
10.4. Event Tracking
10.4.1. Categories, Actions, Labels, and Values
10.4.2. Event Tracking Reports
10.5. Custom Variables
10.5.1. Schema and Key/Value Pairs for Custom Variables
10.5.2. Custom Variables Reports
10.6. Common Customizations
10.6.1. Virtual Page Views
10.6.2. PDF and Other File Downloads
10.6.3. Sub-Domain and Cross-Domain Tracking
10.6.3.1. Sub-Domain Tracking
10.6.3.2. Cross-Domain Tracking
10.6.4. Modifying Cookie Timeout Values
10.6.5. Adding an Organic Search Engine
10.7. Creating Profiles, Goals, Filters, and Other Settings
10.7.1. Creating a Profile
10.7.2. Editing Profile Settings
10.7.3. Goals, Values, Funnels, and Engagement
10.7.4. Filters and Regular Expressions
10.7.5. User Management
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
11.5.1. A/B Experiment Data
11.5.2. Multivariate Experiment Data
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
13.1. The Google Website Optimizer Tracking Code
13.1.1. Tracking Code for an A/B Experiment
13.1.1.1. Original Page Coding
13.1.1.2. Variation(s) Page Coding
13.1.1.3. Conversion Page Coding
13.1.2. Tracking Code for a Multivariate Experiment
13.1.2.1. Test-Page Coding
13.1.2.2. Conversion-Page Coding
13.1.3. Creating MVT Combinations and Editing HTML
V. Executing Your Game Plan
14. Google AdWords and Google Analytics
14.1. Syncing Google AdWords and Google Analytics
14.1.1. Step 1: Administrative Rights
14.1.2. Step 2: Destination URL Auto-Tagging
14.1.3. Step 3: Syncing and Applying Cost Data
14.2. The Google AdWords Report Subsection
14.2.1. New AdWords Segmentation Options
14.2.2. The Overview Screen
14.2.3. Campaigns Report
14.2.4. Keywords Report
14.2.5. Day Parts
14.2.6. Destination URLs
14.2.7. Placements
14.2.8. Keyword Positions
14.2.9. TV Ads
14.3. Other Ways to Combine AdWords and Analytics
14.3.1. Importing Your Google Analytics Goals into Google AdWords
14.3.2. AdWords Search Funnels Report
14.3.3. Running Multiple AdWords Accounts at the Same Time
15. Google AdWords and Google Website Optimizer
15.1. Using AdWords for Your Website Optimizer Experiments
15.1.1. Experiment: New AdWords, New Landing Pages
15.1.2. Experiment: New AdWords, Existing Landing Pages
15.1.3. Experiment: Existing AdWords, New Landing Pages
15.1.4. Experiment: Existing AdWords, Existing Landing Pages
15.2. Ideas for Landing-Page Experiments
15.2.1. Designing for Usability vs. Designing for Conversions
15.2.2. Calls to Action
15.2.3. Landing-Page Headlines
15.2.4. Selling/Value Propositions
15.2.5. Short, Medium, and Long Forms
15.2.6. People, Places, and Things
16. Google Analytics and Google Website Optimizer
16.1. Tracking Code Compatibility
16.1.1. Using GA and GWO on One Domain
16.1.2. Using GA and GWO on Sub-Domains
16.2. Analyzing Google Website Optimizer Data in Google Analytics
16.2.1. Annotations
16.2.2. Advanced Segments
16.2.3. Custom Reports
16.2.4. All Traffic Sources
16.2.5. Map Overlay
16.2.6. New vs. Returning
16.2.7. Mobile Devices
16.2.8. Goals Overview
16.2.9. Reverse Goal Path
16.3. Creating a Duplicate Proffile for Your Google Website Optimizer Data
VI. Wrapping It Up
17. Google Programs to Add to Your Game Plan
17.1. Programs for Analysis
17.1.1. Google Insights for Search
17.1.2. Google Trends
17.2. Programs for Your Website
17.2.1. Google Webmaster Tools
17.2.2. Google FeedBurner
17.3. Programs for Advertising
17.3.1. Google TV Ads
17.3.2. Google Merchant Center
17.3.3. Google AdSense
18. Programs to Add to Your Game Plan Outside Google
18.1. Manual URL Tagging
18.1.1. The Five Query Parameters
18.1.2. Tips to Ensure Your Query Parameters Work Properly
18.2. Pay-per-Click Programs
18.2.1. The Yahoo!/Microsoft Search Alliance
18.2.2. Ask Sponsored Listings
18.2.3. Some Other Tools to Add
18.2.4. URL Shorteners
18.2.5. Klout
18.2.6. Twitalyzer
18.2.7. PercentMobile
18.2.8. CrazyEgg
A. Resources and a Thank-You!
A.1. Getting in Touch with the Author
A.2. Thank You, Reader!
A.3. Google Resources
A.4. Non-Google Resources
A.5. Blogs to Subscribe To
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1. What's Your Game Plan for Success?
Part I. Getting Started
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: What's Your Game Plan for Success?
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