Covering the latest breaking news in Google AdWords, the fifth edition introduces revised, expanded and new chapters covering Enhanced Campaigns, Google AdWord´s Express, Google´s Product Listing Ads, and the introduction to Google´s Universal Analytics. Nuances in Big Data advertising are also revealed and expanded sections and necessary updates have been added throughout. Updates specific to this edition include: Powerful bidding strategies using remarketing lists for search ads New ad extension features Automation capabilities using AdWords scripts Bonus Online Content that includes links to dozens of resources and tutorials covering: registering a domain name, setting up a website, selecting an email service, choosing a shopping cart service, finding products to sell, and starting up an Google AdWords account Readers are given the latest information paired with current screenshots, fresh examples, and new techniques. Coached by AdWords experts Perry Marshall, Mike Rhodes, and Bryan Todd advertisers learn how to build an aggressive, streamlined AdWords campaign proven to increase their search engine visibility, consistently capture clicks, double their website traffic, and increase their sales. Whether a current advertiser or new to AdWords, this guide is a necessary handbook.
A complete, start-to-finish guide to Google Analytics instrumentation and reporting Google Analytics Breakthrough is a much-needed comprehensive resource for the world´s most widely adopted analytics tool. Designed to provide a complete, best-practices foundation in measurement strategy, implementation, reporting, and optimization, this book systematically demystifies the broad range of Google Analytics features and configurations. Throughout the end-to-end learning experience, you´ll sharpen your core competencies, discover hidden functionality, learn to avoid common pitfalls, and develop next-generation tracking and analysis strategies so you can understand what is helping or hindering your digital performance and begin driving more success. Google Analytics Breakthrough offers practical instruction and expert perspectives on the full range of implementation and reporting skills: Learn how to campaign-tag inbound links to uncover the email, social, PPC, and banner/remarketing traffic hiding as other traffic sources and to confidently measure the ROI of each marketing channel Add event tracking to capture the many important user interactions that Google Analytics does not record by default, such as video plays, PDF downloads, scrolling, and AJAX updates Master Google Tag Manager for greater flexibility and process control in implementation Set up goals and Enhanced Ecommerce tracking to measure performance against organizational KPIs and configure conversion funnels to isolate drop-off Create audience segments that map to your audience constituencies, amplify trends, and help identify optimization opportunities Populate custom dimensions that reflect your organization, your content, and your visitors so Google Analytics can speak your language Gain a more complete view of customer behavior with mobile app and cross-device tracking Incorporate related tools and techniques: third-party data visualization, CRM integration for long-term value and lead qualification, marketing automation, phone conversion tracking, usability, and A/B testing Improve data storytelling and foster analytics adoption in the enterprise Millions of organizations have installed Google Analytics, including an estimated 67 percent of Fortune 500 companies, but deficiencies plague most implementations, and inadequate reporting practices continue to hinder meaningful analysis. By following the strategies and techniques in Google Analytics Breakthrough, you can address the gaps in your own still set, transcend the common limitations, and begin using Google Analytics for real competitive advantage. Critical contributions from industry luminaries such as Brian Clifton, Tim Ash, Bryan and Jeffrey Eisenberg, and Jim Sterne - and a foreword by Avinash Kaushik - enhance the learning experience and empower you to drive consistent, real-world improvement through analytics.
Google is now a dominant force on the Internet, guiding millions of searches and online purchases every day. Understanding how it works and how to make the most of it is therefore essential to anyone building or running a website, whether for business or as a hobby. This easy-to-follow guide explains not only how Google actually sifts the billions of pages of information its index contains, but shows you how you can improve the performance of your own website in Google´s search results, giving specific and detailed instructions about the sort of priority issues you need to address. 50 Ways to Make Google Love Your Website will teach you how to: - Use Google to help you understand how people search for the sort of things you are offering - Create a website that your customers will quickly find in Google - Make your website irresistible to links from other sites - Help Google understand what your site is about - Think like Google and win more traffic
Design a complete Voice over IP (VoIP) or traditional PBX system with Asterisk, even if you have only basic telecommunications knowledge. This bestselling guide makes it easy, with a detailed roadmap that shows you how to install and configure this open source software, whether you?re upgrading your existing phone system or starting from scratch. Ideal for Linux administrators, developers, and power users, this updated edition shows you how to write a basic dialplan step-by-step, and brings you up to speed on the features in Asterisk 11, the latest long-term support release from Digium. You?ll quickly gain working knowledge to build a simple yet inclusive system. * Integrate Asterisk with analog, VoIP, and digital telephony systems * Build an interactive dialplan, using best practices for more advanced features * Delve into voicemail options, such as storing messages in a database * Connect to external services including Google Talk, XMPP, and calendars * Incorporate Asterisk features and functions into a relational database to facilitate information sharing * Learn how to use Asterisk?s security, call routing, and faxing features * Monitor and control your system with the Asterisk Manager Interface (AMI) * Plan for expansion by learning tools for building distributed systems
Famous for its beers and highbrow art, Munich has a reputation for being one of the more traditional cities in Germany. But the Bavarian capital is also home to the headquarters of big innovative companies such as Siemens, IBM and Google. Leveraged by its strong university backbone, the city only keeps growing as a major hub for tech, engineering and automotive innovation. Filled with case studies, expert advice, insights, interviews, workspaces, and useful local tid-bits, our Startup Guide Munich book is essential reading for anyone interested in starting a business - whether you´re new to the city, new to the startup scene, or a seasoned business veteran looking to start again.
Graceful and eccentric at the same time, London is home to some of the world´s top-rated museums, restaurants and designer shops. Jacketed in a handsome city map drawn by local artist David Ryan Robinson, CITIx60 London gives you a good, varied taste of what the design capital has to offer. Endorsed by 60 local ambassadors, all known for their accomplishments in the creative industry, the 60 hangouts cover architecture, art spaces, shops and markets, dining and nightime activities, accompanied by Google Map QR code, top tips and useful apps to ease your trip. Readers will find updated visitor info, new locations and cultural events in this revised edition.
Culturally diverse and never short of surprises, New York is adored for its well-groomed glamour. Jacketed in a handsome city map drawn by Mike Perry, CITIx60 New York gives you a good, varied taste of how the city upholds its reputation as a land of opportunities and dreams. Endorsed by 60 local ambassadors, all known for their accomplishments in the creative industry, the 60 hangouts list architecture, art spaces, shops and markets, dining and nightime activities, accompanied by Google Map QR code, top tips and useful apps to ease your trip. Readers will find updated visitor info, new locations and cultural events in this revised edition.
Requiring no prior hacking experience, Ethical Hacking and Penetration Testing Guide supplies a complete introduction to the steps required to complete a penetration test, or ethical hack, from beginning to end. You will learn how to properly utilize and interpret the results of modern-day hacking tools, which are required to complete a penetration test. The book covers a wide range of tools, including Backtrack Linux, Google reconnaissance, MetaGooFil, dig, Nmap, Nessus, Metasploit, Fast Track Autopwn, Netcat, and Hacker Defender rootkit. Supplying a simple and clean explanation of how to effectively utilize these tools, it details a four-step methodology for conducting an effective penetration test or hack.Providing an accessible introduction to penetration testing and hacking, the book supplies you with a fundamental understanding of offensive security. After completing the book you will be prepared to take on in-depth and advanced topics in hacking and penetration testing. The book walks you through each of the steps and tools in a structured, orderly manner allowing you to understand how the output from each tool can be fully utilized in the subsequent phases of the penetration test. This process will allow you to clearly see how the various tools and phases relate to each other. An ideal resource for those who want to learn about ethical hacking but don,t know where to start, this book will help take your hacking skills to the next level. The topics described in this book comply with international standards and with what is being taught in international certifications.
Use this practical, step-by-step guide on lean agile strategy to harness technological disruption at your large business to successfully advance your business rather than suffer a loss of business. The lean agile enterprise concept is demystified and translated into action as the author shares his experience with both success and major failure in areas such as healthcare, insurance, major airline, manufacturing, financial services, education, and big data. The author shares the good, the bad, and the ugly of enterprise-level adoption of lean startup practices (what we call a ´´lean corporation´´). The book provides step-by-step instructions specifically targeted to technologists in multiple roles-from CEO to a developer on the ground-on how to build a ´´lean agile corporation´´ and avoid common traps. Building on the experience of the ´´lean startup´´ framework of Steven Blank and Eric Reis, this book takes these concepts to the enterprise level by providing tips and best practice guidelines, sharing ´´horror stories´´ and common anti-patterns in a fun and engaging way. What You´ll Learn Discover how you can contribute to your company as it becomes a lean agile corporation and survives technological and digital disruption Beat Facebook, Amazon, Apple, and Google at their own game by using methods they use to quickly experiment with new services and features Understand how to advance your career in a lean startup framework Know how you can trace your company´s success to your daily work Who This Book Is For Those in technology and business who are interested in strategy, business agility, management, execution, new technologies, and in the future of the business world.