This course helped me to understand the differences between organic and paid activities, how to choose keywords and optimise campaigns for a better return on investment and how to use A/B testing method on direct e-mailing. You can find the course here. It took me 1 month to assimilate all the information and I strongly recommend it if you want to have an overview of the digital marketing ecosystem. Now, the best part: all 26 modules are free and you also get a downloadable certificate after completing the last test.
Being a last year student of the Faculty of Marketing in Bucharest, I could make several connections between concepts like ”sales goals” and ”lead generation campaigns”. Now, I have a clear perspective about the role of digital marketing. It’s the process of interacting with potential customers through digital channels with the goal of getting them to do something, like buy a product, but it could also be a newsletter subscription. You’re digitally marketed to every time you’re online, in the form of ads, email newsletters, blog posts, and more.
Going through the Fundamentals of Digital Marketing modules I can show you what are the most important 5 info I appreciated from Google course.
1. Find out which online campaigns bring the most traffic and conversions.
Have you been curious which of your online marketing campaigns (anything from local search to social media marketing) are the most successful in terms of bringing traffic and conversions to your website? If you want to find out a real answer, start monitoring your website traffic with custom conversion and events. Google Analytics (GA) will work for you even if you are a corporate company. Each time you will take an action following an insight discovered with GA you can make annotations on any chart shown there so you could have a strong sense of the impact overtime.
2. Learn what people are searching for on your site.
Site Search can help you determine if people are finding what they are looking for on your site. It can also give you ideas of which pages of your content need more specific information as well as the new content you can create on your site to further engage your visitors.
Understanding how your visitors are using site search can improve your marketing messages also on offline presentation materials. For example, if there is a common word that appears in most of the searches performed, maybe it will be a good idea to include it in your brand language.
3. Visualize what people click on the most.
Curious where people are making the most clicks on your site? In-Page Analytics under the Content menu will pull up your website in the Analytics browser with information on the percentage of clicks that have happened on each internal link on your site.
I find very insightful the module ”Turn data into insights” , part of this course, because it provided some first steps about how online data can be used to complement every offline business approach.
4. Determine where your best visitors are located.
Simply look under your ”Visitors menu” to see the Location demographics of your visitors and to know who you should target during your ad setups. Take the conclusions even further and look during each campaign if some areas are more likely to bring conversions than others. On a medium timeframe maybe you will plan to put a dedicated budget to those geographical areas.
5. Discover if you need a mobile site.
Have you been wondering if you need a mobile version of your website? Find out by looking under the ”Visitors menu”. There you will find a Mobile option where you can see all the way down to a specific device and the percentage of your total visits that are from a mobile device. If all this traffic is not converting into leads or prospects a working session with your developer is needed because some improvements need to be performed. Sometimes you will need a mobile site, sometimes you will need to optimize current layout for mobile navigation.
For more information about Google’s learning platform, please vitis this link.