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Acknowledgments
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We thank the following people for valuable suggestions and discussions (listed alphabetically): Craig DeNoce, Howard Dernehl, Adam Gordon, Eurydice Katzenjammer, Bruce Linn, Marilynn McGlynn, Bob Platkin, Richard Sachs, Rick Schaefer, Monie TenBroeck, and Jing Yan. Special thanks to Maggie Xin Guan, who knows Baidu. The KPI chapter includes invaluable contributions from Roslyn Layton, MBA, who collaborates with us on marketing metrics and financial analytics, and Seann Birkelund, VP of Business Development at Education.com. We also thank Rajiv Parikh, MBA (Harvard) and CEO at Position2, along with the people in marketing, sales, and finance at Cisco, Microsoft, Yahoo!, Omniture, MIT, Unica, VendorRate, Aveda, GamesCampus, and other companies who discussed ideas, answered questions, and reviewed sections of this chapter. We d also like to thank the following people who ve been open with information: Yuchun Lee, CEO of Unica; Kevin Cavanaugh, Vice President of Technology at Unica; Akin Arikan, Senior Segment Manager for Internet Marketing at Unica; Christopher Parkin, Senior Director, Product and Solutions Marketing at Omniture; Wendy Wedlake, Account Executive at Omniture; John Squire, Chief Strategy Officer at CoreMetrics; John Marshall, CTO of MarketMotive.com; Avinash Kaushik, Analytics Evangelist at Google; Shari Thurow, author of Search Engine Visibility; and our agency support teams at Google (RG, EH, LW, MD, JA, LH, GF), Yahoo! (MC and DC), and Microsoft (TR and NM). This project was also made possible by a great team at McGraw-Hill: Roger Stewart, sponsoring editor, and Carly Stapleton, acquisitions coordinator.
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xvii
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Introduction
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This book shows you how to use analytics to track, optimize, and manage results in both online and offline marketing campaigns according to your business goals. With the expansion of Google s advertising services into radio, TV, newspapers, and PDAs, you can use analytics to manage your multichannel marketing and sales campaigns. Analytics, SEO, and PPC are not technical issues. These are business issues. We show you how to use these tools to increase your leads and sales.
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Audience
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This book is for VPs, directors, and managers in both online and offline marketing and sales. The book is also for those who manage a website, use SEO, or manage PPC campaigns.
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Why We Wrote This Book
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In our previous books, we didn t tell the best secrets. We know nearly all the authors of the top SEM books; they don t tell everything either. They hold back their best secrets. No more. We ve decided to tell all. Everything is here for you. Strategies and techniques we ve developed over the years, all the good stuff, and, yes, lots of Google secrets. This is a click-andtell book. We spill the beans. Sing like a bird. Open the kimono. Pull back the curtains on the wizard. Why are we doing this We ve learned it s okay to tell our clients everything. They want to know what s going on, so they trust us to help them manage their business. So by telling everything, we can help
VPs and directors of sales and marketing With the move to digital media, major changes are happening. By learning how digital media works, people in sales and marketing can improve their profitability, grow their companies, and advance their careers. Other SEO/PPC companies Many SEO/PPC companies don t have access to agency support teams. This book helps them improve their services. The little companies We manage services for large corporations, but we also work with a few small companies: Andreas manages SEM for his three brothers (two lawyers
Search Engine Marketing
and a shop owner); Stephanie manages the SEM for her mom (a bookkeeper). Our small customers do better because they get our Silicon Valley skills. There are millions of small companies in Europe, the United States, China, India, and South America. They can t afford the top agencies. However, our book lets the small shops compete against the big corps. We want to take SEO and PPC out of the technical box and bring it to the top-line business level where it belongs. For many years, SEO, PPC, and analytics were managed by technical people. They understood technology but they didn t know business. Maybe they heard about ROI, but they didn t know about cost-per-lead, cost-per-acquisition, or breakeven points. This problem happens at Google itself; Google AdWords reports technical data, but has very little business reporting. Why Because AdWords was built by engineers, not people in business or marketing. By framing SEM as a business issue with a focus on business goals, we show you how to make multichannel SEM work for you. For extra material, including links, case studies, and updates, visit our book s website at Insider-SEM.com. We welcome your feedback and comments. If you spot an error, please let us know so we can correct it for other readers.
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