Page 8 - Preview-copy-Online-Marketing-English
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15.1 Black hat techniques .....................................................................................133
15.1.1 Cloaking ........................................................................................................133
15.1.2 Link spam ......................................................................................................133
15.1.3 Content spam ................................................................................................134
16. Google tools ............................................................................ 138
16.1 Google Search Console .................................................................................138
16.2 Google Analytics ...........................................................................................140
16.2.1 What can you do with Google Analytics? .....................................................140
16.2.2 The Google Analytics funnel .........................................................................140
17. Advertising on internet ............................................................ 143
17.1 Advertising on Google ...................................................................................143
17.1.1 Remarketing ..................................................................................................144
17.1.2 AdSense ........................................................................................................144
17.2 The basics of Google Ads ..............................................................................145
17.2.1 Ads: the auction system ................................................................................145
17.2.2 The quality score ...........................................................................................145
17.3 Other types of advertising ............................................................................146
17.3.1 Product placement by vloggers/influencers .................................................146
17.3.2 Advertising networks ....................................................................................147
17.3.3 First party and Third party cookies ...............................................................147
18. Local and international websites .............................................. 151
18.1 Google My Business ......................................................................................151
18.2 Internationally operating companies ............................................................154
18.2.1 Internationale targeting ................................................................................154
19. Mobile marketing .................................................................... 156
19.1 Mobiele websites ..........................................................................................156
19.2 Types of mobile marketing ............................................................................159
19.2.1 Not location-based mobile marketing ..........................................................159
19.2.2 Location-based mobile marketing ................................................................160
20. E-mail marketing ...................................................................... 163
20.1 Why newsletters? .........................................................................................163
20.2 Requirements for a successful newsletter ....................................................163
20.3 How do you manage e-mail newsletters? .....................................................163
20.4 Privacy ...........................................................................................................164
