Search Engine MarketingRevolutionize Your Internet Marketing Leverage today's Internet marketing strategies to reach customers, increase sales, and establish performance-based marketing in your organization. Search Engine Marketing explains how to use Web analytics, key performance indicators (KPIs), search engine optimization (SEO), and search marketing-the critical tools for success. Multichannel marketing, which uses radio, TV, and print to broadcast your message, is also covered. The book includes revealing interviews with industry experts as well as valuable tips on vendor selection. Implement an effective, integrated marketing program for your business with help from this definitive guide.
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From inside the book
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Page 2
... analytics to track marketing campaigns in other media, such as radio, TV, newspaper ads, printed coupons, direct mail, and so on. The customer response to all these forms of marketing can be captured by digital tools, which allow you to ...
... analytics to track marketing campaigns in other media, such as radio, TV, newspaper ads, printed coupons, direct mail, and so on. The customer response to all these forms of marketing can be captured by digital tools, which allow you to ...
Page 3
... Tools from online marketing are being applied to offline marketing. Ideas and processes from offline marketing are being added to online marketing. With analytics, we can now track marketing down to the individual customer and sale ...
... Tools from online marketing are being applied to offline marketing. Ideas and processes from offline marketing are being added to online marketing. With analytics, we can now track marketing down to the individual customer and sale ...
Page 4
... tools. SEO for the most part was untrackable, and many assumed it was a form of public relations (PR). Today, this model has flipped around. Analytics is now the main issue. Digital media send data to the analytics. This includes PPC ...
... tools. SEO for the most part was untrackable, and many assumed it was a form of public relations (PR). Today, this model has flipped around. Analytics is now the main issue. Digital media send data to the analytics. This includes PPC ...
Page 5
... analytics, Google popularized these tools. Google AdWords was easy to use and it worked better than the other services, so hundreds of thousands of advertisers used it for their campaigns. The tool allowed advertisers to pay only if ...
... analytics, Google popularized these tools. Google AdWords was easy to use and it worked better than the other services, so hundreds of thousands of advertisers used it for their campaigns. The tool allowed advertisers to pay only if ...
Page 6
... analytics and other tracking tools can record the visits, actions, conversions, and so on. If your URL is difficult to spell or remember, you can register several URLs that are easier to spell. Use the names of seasons or months (such ...
... analytics and other tracking tools can record the visits, actions, conversions, and so on. If your URL is difficult to spell or remember, you can register several URLs that are easier to spell. Use the names of seasons or months (such ...
Contents
Chapter 2 KPIs | 29 |
Chapter 3 Analytics | 47 |
Chapter 4 Google Analytics | 85 |
Chapter 5 SEO | 139 |
Chapter 6 PPC | 179 |
Glossary | 243 |
Index | 253 |
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Common terms and phrases
additional advertising allows analytics tools appear audience better budget build calculate called campaigns changes channels competitors Content conversions costs create customers develop display don’t e-mail example give goals Google AdWords Google Analytics Google’s improve increase keywords KPIs landing leads lets look lower manage marketing means measure Microsoft month Network newspapers offer optimization position profits radio rank search engines sell shown spend strategy tell track traffic turn understand unique users views visitors write Yahoo