About the Author
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!
Todd Meister has been developing with Microsoft technologies for more than 15 years. He's been a technical editor on more than 75 titles, ranging from SQL Server to the .NET Framework. Besides doing technical editing, he is an assistant director for computing services at Ball State University in Muncie, Indiana. He lives in central Indiana with his wife, Kimberly, and their four children.
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