Revised and updated to cover the new Google AdWords Experience and the latest Google Analytics Features and reports.
Learn how to launch successful online marketing campaigns, measure the performance of your website and optimize your results with this new completely revised and updated second edition of bestseller Learning Google AdWords and Google Analytics by expert coach, author and blogger Benjamin Mangold.
Written in two jargon-free sections this step-by-step guide delivers practical skills to marketers on how to use Google AdWords and Google Analytics separately or together, for the greatest impact, in the shortest time. Get the most out of your campaigns and website with the new version of Google AdWords and the latest Google Analytics features and reports.
About the Author
Benjamin Mangold is the co-founder of Loves Data, where his unique approach to online marketing and digital analytics helps organizations of all sizes make their data actionable. He translates complexities into logical and straightforward steps for people to measure, test and improve their results.
He has worked closely with Google since 2007, presenting at events and workshops for Google and consulting with Google's advertising clients. In 2010, Benjamin became the first trainer certified by Google for both Google AdWords and Google Analytics.
He has consulted with leading brands on data-driven integrated online campaigns, helping business, government, education and nonprofit organizations to measure and improve their results.
Today, Benjamin is more passionate than ever about Google AdWords and Google Analytics. He loves sharing his knowledge and experience with his community, and through his blog, videos and courses.
Part I: Google AdWords
- Online Advertising Opportunity
- Benefits of Google AdWords
- Account Structure
- Developing a Google AdWords Campaign
- Model for Successful Online Advertising
- Display Campaigns
- Campaign Settings
- Advanced Settings
- Campaign Setup Options
- Video, Shopping and App Campaigns
- Google AdWords Reports
- Optimization Techniques
Part II: Google Analytics
- How Google Analytics Works
- Interface Features
- Campaign Tracking
- Multi-Channel Funnels
- Advanced Interface Features
- Configuration Options
- Using Reports
- Model for Successful Analysis
- Advanced Options
- Introduction to Google Tag Manager
“This book is GOLD for anyone wanting to learn about Google Analytics or AdWords. This comprehensive guide will cover everything you need to know. Buy it!”
– Brett Crosby, Co-Founder of Urchin & Google Analytics (currently Co-Founder & COO PeerStreet)
“This book is a comprehensive and deep explanation of how to get the most out of your online advertising. Benjamin describes in detail how Google Analytics and AdWords work both separately and together, providing the necessary background to get into field as well as advanced tips for those in it.”
– Daniel Waisberg, Analytics Advocate, Google
“Most books on analytics tend to just focus on the tactical or on which buttons to press in which reports. Benjamin’s does not. It balances for the critical strategic elements that need to be present in any digital discussion, and the tactical elements that you’ll find useful every day.”
– Avinash Kaushik, Author: Web Analytics 2.0, Web Analytics: An Hour A Day, Digital Marketing Evangelist: Google
“Benjamin provides us with a comprehensive, yet accessible book to discover the magic of Google AdWords and Google Analytics. In detail he showcases the power of both online platforms, enabling advertisers to setup, optimize, and measure the business impact of their online advertising.”
– Stefan Schnabl, Product Manager, Google
"Benjamin brings all of the information you need to get started and to grow and take advantage of these powerful tools. What I really like is how he brings all of the information about both systems - AdWords and Analytics - together in one central place. He makes it easy to understand how to measure your AdWords campaigns in Google Analytics data. This makes the information veryactionable, which is exactly what you want."
– Justin Cutroni, Analytics Evangelist, Google
“Practical, definitive and straightforward, Learning Google AdWords and Google Analytics delivers on the promise of its title and puts you in a position to take on this whole new world of marketing.”
– Jim Sterne, Founder, eMetrics Summit and Board Chair, Digital Analytics Association
"A great jumpstart guide for marketers needing a comprehensive, solid understanding of both Google AdWords and Google Analytics. It’s a broad subject, and Benjamin has successfully crafted his book in a very easy to read and well structured way. Recommended."
– Brian Clifton, Director, Analytics & Data Insights: Search Integration, Author: Advanced Web Metrics with Google Analytics; Successful Analytics