Google provides powerful tools to help companies with planning, setup, tracking, and testing of digital marketing campaigns. These include trends data and insights from Google Search to help with planning messaging and timing based on what people are searching for. Tools like Google Analytics and Website Optimizer help with tracking website traffic and testing variations. The document discusses these tools in more detail and provides examples of how companies can use insights about search trends, seasonality, brands, and geographic differences to improve their marketing.
The document provides an overview of bidding and conversions tools in Google AdWords, including a bid simulator, conversion tracking, and conversion optimizer. The bid simulator allows advertisers to estimate how clicks, costs, and impressions would change with different maximum cost-per-click bids. Conversion tracking enables advertisers to measure the ROI of campaigns by correlating ad clicks to sales and other conversions. The conversion optimizer is a free tool that uses conversion data to automatically optimize cost-per-acquisition bids to maximize conversions and reduce costs.