Your online presence (whether a website, a fan page, or a content channel) is a strategic way to connect with your audience. The ability to measure interactions, know where your audience comes from and what their preferences are is a key capability if you want to thrive online. Google Analytics helps you achieve a deep understanding of your audience and aids you in developing strategies and tactics to improve your sales, revenues, leads, or whatever you want to achieve online. Once you achieve a good understanding of your site and audience, it's time to drive the right traffic and implement your strategies with a larger audience, using Google AdWords.

1. Google Analytics and Google Adwords for the Online Marketer Elias Dabbas Abu Dhabi - November 16, 2011

4. “ Not everything that can be counted counts, and not everything that counts can be counted” Albert Einstein Albert Einstein Albert Einstein Albert Einstein

6. Example Objective: Loose 7kg in 6 months KPIs: Eating habits Exercising frequency Exercise progress Metrics: Minutes jogged Weights lifted Chocolate bars enjoyed etc

7. Types of Websites (Actions) What do I want my users to DO ?

8. Media / Content Articles, videos, photos, news, etc... Usually free content, ad supported Main goal: maximize time spent on site, increase number of visitors

9. Products, services, subscriptions, etc... Selling products is the main revenue source Main goal: maximize sales, avg. order value eCommerce / Transactional

10. Services / products that can’t be sold on a website (architecture, consulting, real estate) Qualified leads who contact you become customers Main goal: maximize leads, minimize cost per lead Lead Generation

11. Users create content and share it, you provide the platform Created content generates traffic, which makes money depending on your business model Main goal: maximize content generated, viral marketing User-Generated Content / Interactivity

12. Other Types Directories Search engines Support websites Classified Ads

13. Key Performance Indicators

14. 6 - 10 to be manageable Different KPIs for different people Different KPIs in different frequencies Shown in trends over time Should be linked to things you can do KPIs

16. Main Online Measures / Metrics Visits CPA CPC CPM Click-Through Ratio (CTR) Ad Impressions Unique Visitors Conversions Bounce Rate Page Views

26. Visits CPA CPC CPM Click-Through Ratio (CTR) Ad Impressions Unique Visitors Conversions Bounce Rate Page Views

27. Campaign Lifecycle

40. Brand

43. “ Discover ” Your Brand

48. 5.1B pages of content 1 page of search

50. Search and Search Partners

53. Content (Display) Network

62. Video Ads (Click to Play)

64. Mobile Ads – Smart Phones

65. WAP Text Ads

66. WAP Image Ads

68. AdWords Account Structure Website1.com Restaurants Order Online Great Deals from great restaurants. Order now Website.com/orders Unbeatable Prices from great restaurants. Order now Website.com/orders Order food Food online Order pizza Bids Destination URLs Information Concerts Rock Concerts Account Campaigns Ad Groups Ads & Keywords

71. Language Targeting Make sure you only target people who will be able to read your content, watch out for languages that use similar scripts Keywords may have different meanings (e.g. British vs. American English) Ad text can produce different responses

72. Geographical Targeting

73. Time of the Day / Day of the Week

86. Thank You Elias Dabbas [email_address] +971 55 953 18 26