(^279) ■
Index
Index
Index
Note to the Reader: Throughout this index
boldfaced page numbers indicate primary discus-
sions of a topic. Italicized page numbers indicate
illustrations.
A
A/B testing
campaigns, 142 –143
landing pages, 232–233
multichannel marketing, 171
abandonment rate, 215
Abilene Christian University, 250
Academic and Student Affairs department,
222–223
account setup, 40–42, 41
adCenter, 179–180
Add To Page link, 198
Adly Inc., 180
Admin fan pages, 103
Adonomics.com site, 186
Ads and Pages application
ad summary, 133, 133
campaigns, 103, 149
copying ads, 146
title, 143
advertising
analyzing and revising, 59– 60
banner, 4–6, 4
campaigns. See campaigns
content procurement, 58–59
content updates, 59
copy basics, 143 –146
creating, 133–136, 134–136
dashboard reviews and improvement, 151–152
data for, 137
analyzing, 138–139
dashboard, 139 –140, 139 , 142 , 216
evaluating, 138
moving averages, 140 –141, 140 –141,
152–155, 152–155
reporting reviews, 130–133, 131
testing, 142 –143
editorial policy, 111
engagement Ads, 55–57
local businesses, 253
metrics, 59 , 129–130
mobile devices, 211–212
monetizing applications, 210 –211
opportunities, 128–129
options, 55
overadvertising, 109
performance, 146 –148, 147
pricing, 136–137, 136
recalibrating, 150 –151
reviewing, 155–156
stakeholder education, 149
startup businesses, 251
to-do lists, 57–58, 57
variations, 146
Advertising links, 133
AdWords, 6–7, 6 , 178–180
affiliate fees, 210
aggregate data, 181
Air Force Academy, 243
All Fans Over Time metric, 132
AllFacebook site, 70
Allow Us To Access Your Profile link, 195
AltaVista search engine, 5
AMC cable channel, 121–125
America Online (AOL), 3–4
analytics, 213
engagement, 226–229, 226–227
landing pages, 229–230
overview, 230–231
testing, 232–233
metrics and monitoring, 214 –221, 214 ,
218–219, 221
return on investment
Mayo Medical School, 222–224
perspective on, 224–226
analyzing advertising, 59– 60
AOL (America Online), 3–4
Apogee Search Marketing blog, 231
Appdata.com, 189
application programming interface (API)
Facebook, 186
Open Graph, 270 –272
Twitter, 28
applications, 185
best practices, 202
building, 201–202
change and risk management, 208–209
communication and project tracking, 208
current, 189
debugging, 209–210
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