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Game Plan for Success
Your playbook for a winning online marketing strategy
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 fi ne-
tune your site to improve
conversion rates. It’s what you
need to make the playoffs in
your fi eld.
Your G oog
le ® G
am e Plan for Success
IInnccrreeaassiiiinnnngggg YYoooourr WWeebb Presence with Gooogggggglllleeeee AAddWWoorrddss®®, Annnnaaaalyyytics, and Website Optimmmmmmizerrrr®Visit our website at www.wiley.com/compbooks
COMPUTERS/Web/General $29.99 US/$35.99 CAN
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
Joe Teixeira is Director of Web Intelligence at MoreVisibility and a Google Analytics Certifi ed Partner. He is a leading expert in the fi eld of web analytics, and is Google AdWords Qualifi ed as well as certifi ed in Yahoo! Search Marketing and MSN AdCenter.
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Your Google® Game Plan for Success
Increasing Your Web Presence with Google AdWords, Analytics, and
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Your Google® Game Plan for Success: Increasing Your Web Presence with Google AdWords, Analytics, and Website Optimizer
Published by Wiley Publishing, Inc. 10475 Crosspoint Boulevard Indianapolis, IN 46256 www.wiley.com
Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada
Manufactured in the United States of America
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No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or oth- erwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through pay- ment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permis- sion should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley .com/go/permissions.
Limit of Liability/Disclaimer of Warranty: The publisher and the author make no represen- tations or warranties with respect to the accuracy or completeness of the contents of this work and specifi cally disclaim all warranties, including without limitation warranties of fi tness for a particular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional person should be sought. Neither the publisher nor the author shall be liable for damages arising herefrom. The fact that an organization or Web site is referred to in this work as a citation and/or a potential source of further information does not mean that the author or the publisher endorses the information the organization or Web site may provide or recommendations it may make. Further, readers should be aware that Internet Web sites listed in this work may have changed or disappeared between when this work was written and when it is read.
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To my beautiful fiancée, Francine. Every little thing that you do is magic!
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Acquisitions Editor Scott Meyers
Project Editor William Bridges
Technical Editor Todd Meister
Production Editor Daniel Scribner
Copy Editor Sadie Kleinman
Editorial Director Robyn B. Siesky
Editorial Manager Mary Beth Wakefi eld
Marketing Manager David Mayhew
Production Manager Tim Tate
Vice President and Executive Group Publisher Richard Swadley
Vice President and Executive Publisher Barry Pruett
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Cover Image ©istockphoto.com/Tom Nulens
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About the Author
Joe Teixeira is the director of web intelligence at MoreVisibility, a Google Analytics Certified Partner (GACP). Joe is a leader in the fi eld of web analytics and is Google Analytics Individually Qualifi ed (GAIQ), as well as Google AdWords, Yahoo! Search Marketing, and MSN AdCenter Certifi ed. He has presented more than 100 online webinars on a variety of topics, including web analytics, pay-per-click marketing, and SEO, as well as webinars focus-
ing on user experience and testing. In 2009, Joe co-authored Google Analytics, 3rd Edition (Wiley, ISBN 978-0-470-53128-0), and he has appeared as a guest blog- ger on the offi cial Google Analytics blog. Joe has also spoken at industry events about web analytics and online marketing for the Direct Marketing Association and PubCon by WebmasterWorld. He blogs on MoreVisibility’s “Analytics and Site Intelligence” blog at www.morevisibility.com/analyticsblog, and can be found on both Twitter (@jtex316) and LinkedIn (linkedin.com/in/joeteixeira).
About the Technical Editor
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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Your Google Game Plan for Success is my fi rst solo gig. I co-authored Google Analytics, 3rd Edition with Jerri Ledford in 2009, and felt as though I had it in me to author my own book. Now it’s in the hands of people like you!
There is just no possible way I could have done all this hard work alone. There are a few individuals I’d like to thank, because without them this book would not be in your hands today.
The fi rst person is my beautiful fi ancée, Francine. She supported me and stood by me throughout the entire process of putting this book together. Without her moral and emotional support, I truly don’t know where I’d be today. She also makes a mean banana pudding. I love you, Francine.
I also want to thank my future in-laws, Ronnie and Ira. Anytime I talk about this book, I can tell that you are just so proud of me and can’t wait to have a signed copy of it in your hands. I’m touched that I make you so proud of me. I love you two very much.
An extra-special thank-you goes to my brother Fausto and my sister-in-law Katie for being my No. 1 fans.
Finally, there is a group of hard-working, dedicated, thorough, motivated, bright, awesome people who have really rolled up their collective sleeves and put in long hours to make sure that th