本书《Learning Google AdWords and Google Analytics》(ISBN: 978-0994390408)旨在帮助读者掌握Google广告和分析工具，优化在线营销策略。
Learning Google AdWords and Google Analytics will significantly advance thousands of careers in digital advertising and analytics worldwide. The course is taught by Benjamin Mangold, an internationally recognized educator who designs and presents hundreds of courses for platforms like Google.
Mangold shares his passion, experience, and knowledge through real-life case studies and customer insights.
**Table of Contents**
**Part I: Google AdWords**
1. Online Advertising Opportunity
2. Benefits of Google AdWords
3. Account Structure
4. Developing a Google AdWords Campaign
5. Model for Successful Online Advertising
6. Display Campaigns
7. Campaign Settings
8. Advanced Settings
9. Campaign Setup Options
10. Video and Shopping Campaigns
11. Google AdWords Reporting
12. Optimization Techniques
**Part II: Google Analytics**
13. How Google Analytics Works
14. Interface Features
15. Reports
16. Audience
17. Acquisition
18. Campaign Tracking
19. Behavior
20. Conversions
21. Multi-Channel Funnels
22. Advanced Interface Features
23. Goals
24. Configuration Options
25. Using Reports
26. Model for Successful Analysis
27. Advanced Options
28. Tracking
29. Introduction to Google Tag Manager
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