1. For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 1 Google Business Applications (search, ads and analytics)

2. For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 2 Google before we look at search, ads and analytics, lets look at Google’s CMS and web site creation tools we will compare them to Blogger and Wordpress here is an introductory movie: http://www.google.com/sites/help/intl/en/overv iew.html http://www.google.com/sites/help/intl/en/overv iew.html

3. For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 3 Google look at the –advertising programs ( http://www.google.ca/intl/en/ads/) http://www.google.ca/intl/en/ads/ and –business solutions ( http://www.google.ca/services/ ) http://www.google.ca/services/ links at the bottom of the Google page what are the main ad and business programs?

4. For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 4 Google Go to the Keyword Tool page https://adwords.google.com/select/KeywordT oolExternal?defaultView=2 https://adwords.google.com/select/KeywordT oolExternal?defaultView=2 here you check keyword search patterns to help choose the best keywords and keyword phrases come up with a set of keyword phrases that are popular and best describe your site aka. (meta)tags, tags, labels

5. For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 5 Google provide these to your webmaster to embed in your site pages repeat these in the titles and descriptions of your pages (location and frequency method)

6. For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 6 Google create an AdWords account https://adwords.google.com/select/starter/sign up/ForkAuth https://adwords.google.com/select/starter/sign up/ForkAuth compare the keywords tools available here to those we looked at earlier what kinds of ads can you create?

7. For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 7 Google Analytics programs or services analyze your web traffic the statistics they provide are also known as metrics the most important of these may also be called KPIs

8. For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 8 Google some of the more important metrics include: –visits/visitors –views (page views or impressions) –preferably these are unique –landing (entrance) and exit pages –conversions

9. For use with Strategic Electronic Marketing: Managing E-Business 2 e Copyright 2003 South-Western College Publishing Chapter 11 Slide: 9 Google create an Google Analytics account http://www.google.com/analytics/ http://www.google.com/analytics/