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  • Your

    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

    Joe Teixeira


    IInnccrreeaassiiiinnnngggg YYoooourr WWeebb Presence with Gooogggggglllleeeee AAddWWoorrddss®®, Annnnaaaalyyytics, and Website Optimmmmmmizerrrr®Visit our website at

    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.

  • c17.indd 378c17.indd 378 8/13/2010 7:02:32 PM8/13/2010 7:02:32 PM

  • Your Google® Game Plan for Success

    Increasing Your Web Presence with Google AdWords, Analytics, and

    Website Optimizer

    Joe Teixeira

    ffirs.indd iffirs.indd i 8/13/2010 7:05:33 PM8/13/2010 7:05:33 PM

  • 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

    Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada

    ISBN: 978-0-470-64164-4

    Manufactured in the United States of America

    10 9 8 7 6 5 4 3 2 1

    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.

    For general information on our other products and services please contact our Customer Care Department within the United States at (877) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

    Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books.

    Library of Congress Control Number: 2010932416

    Trademarks: Wiley and the Wiley logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affi liates, in the United States and other countries, and may not be used without written permission. Google is a registered trademark of Google, Inc. All other trademarks are the property of their respective owners. Wiley Publishing, Inc. is not associated with any product or vendor mentioned in this book.

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  • To my beautiful fiancée, Francine. Every little thing that you do is magic!

    ffirs.indd iiiffirs.indd iii 8/13/2010 7:05:34 PM8/13/2010 7:05:34 PM

  • iv


    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

    Associate Publisher Jim Minatel

    Project Coordinator, Cover Lynsey Stanford

    Proofreader Candace English

    Indexer Ron Strauss

    Cover Designer Michael E. Trent

    Cover Image © Nulens

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  • v

    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, and can be found on both Twitter (@jtex316) and LinkedIn (

    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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  • vi


    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