Advertising in Internet An introduction to Google AdWords and Google Analytics By Gabriel Ching. Bachelor in Public Relations from Argentinian University of Business and guest student at 'Aspekte Internationaler Biliothekspolitik: Google und Bibliotheken

1. Advertising in Internet
An
introduction
to
Google
AdWords
and
Google
Analytics
27-02-2009 Humboldt-Universität zu Berlin
By Gabriel Ching. Bachelor in Public Relations from Argentinian University of Business, and guest student at
‘Aspekte internationaler Biliothekspolitik: Google und Bibliotheken’. Humboldt University

2. Page Rank (Google’s business heart)
Gabriel Ching Aspekte Internationaler Bibliothekspolitik: Google und Bibliotheken
Developed at Stanford University by Larry Page (hence the name Page-Rank) and later Sergey Brin as part of a research
project about a new kind of search engine.The project started in 1995 and led to a functional prototype, named Google,
in1998. Shortly after, Page and Brin founded Google Inc., the company behind the Google search engine
Page C has a higher PageRank than Page E, even though
it has fewer links to it: the link it has is much higher
valued.A web surfer who chooses a random link on
every page (but with 15% likelihood jumps to a random
page on the whole web) is going to be on Page E for
8.1% of the time. (The 15% likelihood of jumping to an
arbitrary page corresponds to a damping factor of
85%.) Without damping, all web surfers would
eventually end up on Pages A, B, or C, and all other
pages would have PageRank zero. Page A is assumed to
link to all pages in the web, because it has no outgoing
links.

3. Google AdWords
Gabriel Ching Aspekte Internationaler Bibliothekspolitik: Google und Bibliotheken
Google's advertising product and main source of revenue ($16.4 billion in 2007).AdWords offers pay-per-click (PPC)
advertising, and site-targeted advertising for both text and banner ads.The AdWords program includes local, national, and
international distribution. Google's text advertisements are short, consisting of one title line and two content text lines. Image
ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.
Campaign -YogaRaum Berlin

4. Google AdWords
Gabriel Ching Aspekte Internationaler Bibliothekspolitik: Google und Bibliotheken
Campaign -YogaRaum Berlin

5. Google Analytics
•Free service offered by Google that generates detailed statistics about the visitors to a website. Its main highlight is that the
product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics
originally grew.
•GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing
and digital collateral such as links within PDF documents.
•Integrated with AdWords, users can review online campaigns by tracking landing page quality and conversions (goals). Goals
might include sales, lead generation, viewing a specific page, or downloading a particular file.These can also be monetized. By
using GA, marketers can determine which ads are performing, and which are not, providing the information to optimise or
cull campaigns.
Google Analytics is implemented by including what is known as a "page tag".This is referred to as the Google Analytics
Tracking Code (GATC) and is a hidden snippet of JavaScript code that the user adds onto every page of their website.This
code acts as a beacon, collecting private visitor data and sending it back to Google data collection servers for processing.
JavaScript code for Analytics:
Technology:
Gabriel Ching Aspekte Internationaler Bibliothekspolitik: Google und Bibliotheken

6. Google Analytics
Campaign -YogaRaum Berlin
Gabriel Ching Aspekte Internationaler Bibliothekspolitik: Google und Bibliotheken

7. Google Analytics
Campaign -YogaRaum Berlin
Gabriel Ching Aspekte Internationaler Bibliothekspolitik: Google und Bibliotheken

8. Google Analytics
Campaign -YogaRaum Berlin
Gabriel Ching Aspekte Internationaler Bibliothekspolitik: Google und Bibliotheken

9. Data Flow
The dialectic: ``Privacy - Information access´´
Private information that Google take from us
General information that Google give to us
Gabriel Ching Aspekte Internationaler Bibliothekspolitik: Google und Bibliotheken

10. Data Flow
The problematic of regulation
Social System (Talcott Parsons)
• Known
• Highly regulated
• Unknown or not fully known
• Unregulated or Slightly
Regulated
Gabriel Ching Aspekte Internationaler Bibliothekspolitik: Google und Bibliotheken

11. Vielen Dank !
CC by-nc-nd Zur Förderung des Innovationsklimas steht dieses Dokument unter einer Creative Commons Lizenz.
gabching@gmail.com