Google Ads Mastery 101 Lead Generation With Google Ads

Keyword research is the work of finding out which queries people type when they want what a business offers, how many of them there are, what each query means and what competing for it costs, before any page is written or any ad is bought.

Conversion rate optimisation is the practice of raising the share of visitors who complete the action a page exists for, a purchase, a sign-up, an enquiry, by changing the page and the path to it on evidence rather than opinion.

A/B testing is a controlled experiment on a live audience: visitors are assigned at random to two or more versions of a page, an email or a feature, and the versions are compared on one pre-chosen outcome so that the difference can be attributed to the change rather than to who happened to see it.

Data analysis is the practice of interrogating data to answer a specific question, and of establishing how much weight the answer can bear.

Data wrangling is the work of repairing and reshaping real records, and of deciding what their gaps and inconsistencies mean, until a table can be trusted with the question being asked of it.

Data visualisation is the practice of encoding numbers as position, length and colour so that a comparison a reader would otherwise have to calculate becomes something they can simply see.