Your Google Game Plan for Success: Increasing Your Web Presence with Google AdWords, Analytics and Website Optimizer -- About the Author -- Contents at a Glance -- Contents -- Introduction -- Part I: Getting Started -- Chapter 1: What's Your Game Plan for Success? -- What's Your Current Plan of Online Action? -- How Are You Measuring Success? -- Doing It Online Is Different from Doing It Offline -- Getting Started on Your Journey to Success -- Part II: Google AdWords -- Chapter 2: Welcome to Google AdWords! -- Creating a Google AdWords Account -- Becoming Familiar with the Google AdWords Interface -- The Home Tab -- The Campaigns Tab -- The Opportunities Tab -- The Reporting Tab -- The Billing Tab -- The My Account Tab -- Chapter 3: Cost-per-Click Advertising -- A Brief Review of Cost-per-Click Advertising Online -- The Critical Role that Landing Pages Play -- The Google AdWords Quality Score -- Keyword Match Types -- Cost-per-Click Ads -- Geo-Targeting -- Chapter 4: Advanced Opportunities within Google AdWords -- The Google Content Network -- Display Builder -- AdWords Bidding Options -- Advanced Campaign Settings -- Ad Extensions -- Chapter 5: AdWords Tools of the Trade -- Google AdWords Editor -- Google (DoubleClick) Ad Planner -- The AdWords Conversion Tracking Tool -- Conversion Tracking Data and Reporting -- The Search-Based Keyword Tool -- Other Available AdWords Tools -- Keyword Discovery Tool -- Chapter 6: Google AdWords: Analysis and Insights -- Measuring Success and Taking Actions -- Answers to Common Questions and Problems -- Part III: Google Analytics -- Chapter 7: Welcome to Google Analytics! -- The Google Analytics Account -- Basic Functions within Google Analytics -- The Overview and the Dashboard -- The Visitors Section -- The Traffic Sources Section -- The Content Section -- The Goals Section -- The E-Commerce Section.

Chapter 8: The Web-Analytics Industry -- How Google (Web) Analytics Works -- Web-Analytics Metrics -- Unfortunate and Common Misconceptions -- Becoming a Great Web Analyst -- Chapter 9: Sophisticated Google Analytics Features -- Intelligence and Custom Alerts -- Advanced Segments -- Custom Reports -- Motion Charts -- Site Search Reports -- Secondary Dimensions and Pivoting -- Advanced Table Filters -- Annotations -- Chapter 10: The Technical Side of Google Analytics -- The Google Analytics Tracking Code (GATC) -- Google Analytics Cookies -- E-Commerce Tracking -- Event Tracking -- Custom Variables -- Common Customizations -- Creating Profiles, Goals, Filters, and Other Settings -- Part IV: Google Website Optimizer -- Chapter 11: Welcome to Google Website Optimizer -- What Is Google Website Optimizer? -- How Google Website Optimizer Works -- A/B Experiments -- Multivariate (MVT) Experiments -- Reports and Data Available in Google Website Optimizer -- Creating an A/B Experiment with Google Website Optimizer -- Creating a Multivariate Experiment with Google Website Optimizer -- Chapter 12: Elementary Statistical Concepts -- Elementary Statistics -- Why Is Elementary Statistics Important? -- Types of Statistical Data -- Types of Surveys and Samples -- Histograms and Normal Distributions -- Mean, Median, Mode, and Midrange -- Averages and Outliers -- Standard Deviation and the Range Rule of Thumb -- Z-Scores -- Confidence Intervals and Margin of Error -- How to Approach Your Data After Reading This Chapter -- Chapter 13: The Technical Side of Google Website Optimizer and Experiment Ideas -- The Google Website Optimizer Tracking Code -- Part V: Executing Your Game Plan -- Chapter 14: Google AdWords and Google Analytics -- Syncing Google AdWords and Google Analytics -- The Google AdWords Report Subsection -- Other Ways to Combine AdWords and Analytics.

Chapter 15: Google AdWords and Google Website Optimizer -- Using AdWords for Your Website Optimizer Experiments -- Ideas for Landing-Page Experiments -- Chapter 16: Google Analytics and Google Website Optimizer -- Tracking Code Compatibility -- Analyzing Google Website Optimizer Data in Google Analytics -- Part VI: Wrapping It Up -- Chapter 17: Google Programs to Add to Your Game Plan -- Programs for Analysis -- Programs for Your Website -- Programs for Advertising -- Chapter 18: Programs to Add to Your Game Plan Outside Google -- Manual URL Tagging -- Pay-per-Click Programs -- Appendix A: Resources and a Thank-You! -- Getting in Touch with the Author -- Thank You, Reader! -- Google Resources -- Non-Google Resources -- Blogs to Subscribe To -- Index.