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