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This site discusses and showcases student work from Bud Gibson's courses at Eastern Michigan University's College of Business. In these courses, students manage aggregate AdWords spends approaching $500,000 annually for non-profit organizations in the Google grants program.

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Entries on the topic Conversion

Coming up to Milestone 2 in IS379: Landing Page Optimization

By Bud Gibson on November 10, 2009 12:54 PM | No Comments
This course presents a conceptual and technical challenge to students which comes to a head in Milestone 2. Read the full post here.

The Tyranny of Funnels

By Bud Gibson on August 31, 2009 11:15 AM | No Comments
The problem with the concept of conversion funnels in web analytics is that it assumes organizations control more steps in the conversion process than most actually do. Read the full post here.

A quick review of Google's Conversion University

By Bud Gibson on August 28, 2009 2:54 PM | No Comments
Google's Conversion University is the best resource I've seen for getting down the basics of Google Analytics. That said, it manages to skirt around some of the key elements of conversion. Read the full post here.

It's the conversions, stupid

By Bud Gibson on August 28, 2009 11:14 AM | No Comments
Redesigning raw, untargeted landing pages can lead to over an order of magnitude improvement in conversion. That's where the real power lies. Read the full post here.