Value: [rating=4]
Our commentary: Published by Wiley and written by a team from Google, led by Alan Wrafter. These free Ebooks aren't full length, so don't expect it to be as good as a full guide. In particular Chapter 2 is too brief to be valuable, but Chapter 3 is a good intro to GWO. However there are no examples which we see in so many books and blogs including the Google Conversion Room blog, it's a shame they couldn't be included here.
It's great to have free introductory books, but for serious reference / how to works I still recommend these books on Google Analytics.
Marketing implications: This is the structure, you can see that the book covers a wide range of topics from Adwords integration to AB Testing and onto the new Search attribution funnels. So well worth downloading and printing if you're new to any of these approaches.
Recommended link: Download Free Ebook from Google
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder of Smart Insights and creator of the Smart Insights RACE Planning Framework. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave has contributed his expertise to many of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognized by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. His personal site, DaveChaffey.com, lists his latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask Dave a question.
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