Throughout This Index Boldfaced Page Numbers Indicate Primary
Index Note to the Reader: Throughout this index mobile devices, 211–212 boldfaced page numbers indicate primary discus- monetizing applications, 210–211 sions of a topic. Italicized page numbers indicate opportunities, 128–129 illustrations. options, 55 overadvertising, 109 performance, 146–148, 147 pricing, 136–137, 136 A recalibrating, 150–151 reviewing, 155–156 A/B testing stakeholder education, 149 campaigns, 142–143 startup businesses, 251 landing pages, 232–233 to-do lists, 57–58, 57 multichannel marketing, 171 variations, 146 abandonment rate, 215 Advertising links, 133 279 Abilene Christian University, 250 AdWords, 6–7, 6, 178–180 ■ Academic and Student Affairs Department, affiliate fees, 210 INDEX 222–223 aggregate data, 181 account setup, 40–42, 41 Air Force Academy, 243 adCenter, 179–180 All Fans Over Time metric, 132 Add To Page link, 198 AllFacebook site, 70 Adly Inc., 180 Allow Us To Access Your Profile link, 195 Admin fan pages, 103 AltaVista search engine, 5 Adonomics.com site, 186 AMC cable channel, 121–125 Ads and Pages application America Online (AOL), 3–4 ad summary, 133, 133 analytics, 213 campaigns, 103, 149 engagement, 226–229, 226–227 copying ads, 146 landing pages, 229–230 title, 143 overview, 230–231 advertising testing, 232–233 analyzing and revising, 59–60 metrics and monitoring, 214–221, 214, banner, 4–6, 4 218–219, 221 campaigns. See campaigns return on investment content procurement, 58–59 Mayo Medical School, 222–224 content updates, 59 perspective on, 224–226 copy basics, 143–146 analyzing advertising,
[Show full text]