FIGURE 10-2
The account snapshot is a brief overview of your AdWords campaign.The conversion tracking provided by Google AdWords will give you a basic understanding of how
your ads are converting customers. The actual conversion metrics are on the Campaign Summary page
of the Campaign Management tab, but on this page you can find educational information about con-
version tracking and cross-channel tracking.Cross-channel tracking is a method for tracking all of your
ads through all of the media available on AdWords — PPC ads, radio ads, newspaper ads, and so on.The web-site optimization link takes you to a page that shows you results from different campaigns
that you might be testing. The first time you come to this page, you’ll be prompted to go through
a tutorial, create a plan for the testing that you’ll be doing, and view a sample report. Once you’ve
clicked through these elements, you can click the Get Startedbutton to begin using the web-site
optimizer. You’ll be taken to a page like the one shown in Figure 10-3 that you can use to create a
new experiment or testing session.As of this writing, the Website Optimizer is in the beta edition. If the program works
well, Google will finish designing it and working the kinks out. Then it will no longer
be a beta program. This could take as much as a year or longer. However, your participation and
feedback in the beta edition will help ensure that it’s as fully functional as possible.The Ad Creation Marketplace is a service that allows you to hire someone to create your PPC ads.
Ad specialists are available, and using a service like this will help you ensure that you’re getting the
most effective copy possible.The Ad Audio Library is one of the newest features of AdWords. This feature allows you to create
audio ads for use with the audio capabilities that Google AdWords has recently put into place.CAUTION CAUTION
154
Part II SEO Strategies
75002c10.qxd:Layout 1 11/7/07 9:40 AM Page 154