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Marketing Strategy Guidebook
Marketing Strategy Guidebook
Marketing Strategy Guidebook
The information in this book is for educational purposes only and is not
intended to replace professional or legal advice. The authors and
publisher have made every effort to ensure the accuracy and
completeness of the information herein, but cannot be held responsible
for any errors, omissions, or consequences arising from its use.
Contents
MY DATA
My Product Details ........................................................................................ 11
My Target Audience Persona........................................................................ 16
Competitor Analysis Links ............................................................................. 20
SEO-Friendly Blog Article Ideas.................................................................... 64
INTRODUCTION .................................................................................... 5
What is Digital Marketing? .............................................................................. 7
CONCLUSION.................................................................................... 112
ABOUT THE AUTHOR ........................................................................ 113
GLOSSARY ....................................................................................... 114
INTRODUCTION
In this companion book, we'll break down the complex world of digital
marketing into digestible pieces, using simple terms and a step-by-step
approach. We understand that everyone learns differently, so with the
course and this book you’ll get clear explanations, engaging visuals, and
real-world examples in multiple formats to make your learning experience
as enjoyable and effective as possible.
As you progress through this book and our video-based online course,
you'll gain the confidence and skills needed to create a powerful digital
marketing strategy tailored to your unique needs. And the best part?
ChatGPT will be there to assist you every step of the way, making this
learning journey not only enjoyable but also incredibly efficient.
Literally everything in this strategy will be 100% free except the website
hosting for your website, there’s simply no good free alternative. But don’t
worry, website hosting is ridiculously cheap, we’ve found the best hosting
company at the lowest price point, and we’ve got a discount on top of that.
That's where the art and science of effective digital marketing come into
play. The key to success lies in showcasing the right product to the right
audience. Achieving this requires a series of steps, starting with
understanding who your ideal audience is and where to find them.
The upcoming section on Market Research will help you unlock these
secrets and set you on the path to digital marketing success.
MARKET RESEARCH
Product Details
1 Prompt used in this lecture:
In case you don’t have your own product to sell, you’ll get access to 3 demo
products to choose from as the basis of your digital marketing strategy.
Each product has its unique features and benefits, which will shape your
marketing efforts. Let's take a closer look at these products:
By understanding the features and benefits of the product you choose, you
can create a targeted marketing strategy that speaks to the specific needs
and preferences of your audience. Remember, the better you know your
product, the more effective your marketing efforts will be.
My Product Details
Geographic location: Where your target audience lives, works, and spends
their leisure time can influence their purchasing behavior. Knowing their
Pain Points and Challenges: Identify the problems and obstacles your
target audience faces, and showcase how your products can help alleviate
these pain points. Addressing their concerns directly in your marketing
messages will demonstrate your understanding of their needs and create
a stronger connection with your audience.
Throughout this course, you'll learn how to gather all this information
about your target audience persona a single ChatGPT prompt. At the end
of the first prompt you’ll be suggested several niches to focus your
marketing efforts on. Choose ONE niche, and then move on to the second
prompt, where you’ll update your entire target audience persona and base
it on that particular niche.
If you happen to already have any form of data on your target audience
persona, simply update the info you’re getting with what you know. Once
you’ve got your target audience persona, paste it in on the following blank
page to easily reference it anytime.
Competitor Analysis
2 Prompts used in this lecture:
[REVIEWS]
In this lecture you'll conduct your competitor analysis in three easy steps:
1. Identify Your Top Competitors: The first step is to find your top
three competitors in your niche or industry. These are the
businesses that offer similar products or services and target the
same audience as you. Just go to google and search for
[PRODUCT] + [NICHE]. For example, blue light blocking glasses for
gamers. The top results that’s NOT a marketplace (amazon, ebay
etc) will be your direct competitors.
2. Analyze Their Reviews: Once you have identified your top
competitors, it's time to delve deeper into their strengths and
weaknesses. To find their reviews, simply go to Google and search
for [PRODUCT] + [BRAND] + Reviews. Take 20 of their latest reviews
each and use ChatGPT to help you summarize them in lists of pros,
cons, and potential opportunities. This will give you valuable
insights into what customers like and dislike about your
competitors' products and services, and how you can leverage this
information to your advantage (you’ll find the prompts at the end of
this lecture).
3. Craft an Effective Marketing Strategy: With the information you've
gathered from analyzing your competitors' reviews, you can now
ask ChatGPT to help you create a summarized and actionable
marketing strategy to beat them.
WEBSITE BUILDING
Install WordPress
1 Prompt used in this lecture:
To build a website you need a host that’ll make sure it stays up and running
24/7. While there are many fantastic options to choose from, and we’re
tried a ton of them, our recommendation is Bluehost for several reasons:
1. Stability and reliability: We've used Bluehost for years and found it
to be the most stable and reliable option, with over 99% uptime.
2. Experience: Bluehost has been around since 2003, so they're true
industry veterans who know what they're doing.
3. Easy to use: Bluehost has a one-click WordPress install, making the
process straightforward.
4. Affordable: Bluehost is one of the cheapest options out there.
5. Excellent support: We've experienced the best support with
Bluehost, with their 24/7 assistance.
By using our discount link you'll get the best price currently available. While
Bluehost runs different discount campaigns at different times and to
different countries, this link makes sure that you get the lowest price that
they’re willing to offer at this time!
Click Here to Access the Discount! (affiliate link, meaning we get a small
commission cut at no extra cost to you.)
There are various price plans to choose from, but we recommend the Plus
plan for most people. The Plus plan, unlike Basic, allows you to create
unlimited amounts of websites. Which means that you’re able to use
If you’re certain you only need a single website, go with the Basic plan.
You don’t need either Choice Plus or Pro (they may be named differently
at different times), as those are more expensive and come with benefits
that we can get ourselves for free with plugins in the course.
When signing up, you'll also get a free SSL certificate, which is essential
for encrypting data between your website and your customers, especially
for e-commerce.
Install a Theme
In this lecture we'll be installing a theme for our website. A theme
determines the overall look and feel of your site, and you want one that's
versatile, minimalistic, easy to use, and fast-loading. You can find
thousands of themes in your WordPress dashboard under Appearance >
Themes.
We'll be using a theme called Sydney, which comes with various starter
sites. Starter sites are pre-built website templates that include plugins,
pages, and other elements to help you get started quickly. Some starter
sites are free, while others are premium and require payment. We only
need the free option here.
Once you've installed and activated the Sydney theme, click on "Starter
Sites" to browse the available templates. Keep in mind that these
templates change from time to time, but don't worry—you'll get a great-
looking website regardless of which one you choose. With that said, I
recommend choosing the same as me as that’ll make the entire course
step-by-step based and it’ll be so easy for you to get your website up and
running.
There are several starter sites to consider based on your needs, such as a
service-based site, a shop, or a blog. To see what each template looks like,
click on "Preview Demo." Once you've decided on a template, click "Import"
to add it to your site.
I’ll be using the starter site called Fashion Shop and I recommend that you
do too. But if not, no worries!
After importing your chosen starter site, you can view your website to see
what you’ve got to work with by moving to the upper left corner and
clicking on “Visit Site”.
You'll notice that a lot of the design work is done for you, which helps you
create a professional website in a short amount of time.
Now that we have a clean slate, it's time to start designing and branding
your website, starting off with creating your logo and tagline!
Find a Tagline:
In this lecture we'll talk about the importance of having a website logo,
title, and tagline on your website. These elements are simple ways to help
people understand and remember your brand. Let's break down each part
and explain their benefits in an easy-to-understand way.
Website Logo
A logo is a picture or design that represents your brand. Think of it like a
special symbol that helps people recognize your business. A good logo
can:
1. Help people remember you: A unique and memorable logo helps
people easily recognize your brand and set it apart from others.
2. Make your brand look consistent: By using your logo on your
website, social media, and other places, you create a consistent
image for your brand.
3. Build trust: A professional-looking logo shows that you're serious
about your business, which helps people trust you more.
Website Title
Your website title is the name of your website or business. It's usually
displayed in big letters on your site and in search results. A clear and easy-
to-understand title is helpful because:
1. It shows what your brand is about: A strong title tells people what
your business is all about.
2. It helps you show up in search results: Using the right words in your
title can make it easier for people to find you when they search
online (we’ll be talking a LOT more about this in the SEO section!).
Tagline
A tagline is a short, catchy sentence that sums up what your brand is all
about. A good tagline can:
1. Quickly explain your brand: A well-written tagline tells people what
your brand stands for and what makes it special.
2. Connect with people's emotions: A tagline can make people feel
something, which helps them remember and relate to your brand.
3. Reinforce your brand message: Using your tagline in different
places can make your brand message stronger and more
recognizable.
In short, a website logo, title, and tagline are important when you're starting
with digital marketing. They help people understand and remember your
brand, which can lead to more customers and success for your business.
By creating a strong logo, title, and tagline, you'll be setting yourself up for
a great online presence.
Pages
3 Prompts used in this lecture:
Make sure it covers data collection, storage, usage, sharing, and security
measures, while also addressing users' rights and how they can exercise
them. Make sure to include any necessary legal language and provisions
to maintain transparency and protect user privacy effectively.
In this lecture you’ll learn about the fundamental pages you'll need for your
WordPress website and why they're so important for your marketing
strategy.
Homepage:
The homepage is like the front door of your website. It's the first thing
visitors see when they come to your site. This page should be welcoming
and provide a clear idea of what your website is all about. The homepage
is crucial because it's your chance to make a great first impression on your
audience and encourage them to explore further.
Shop:
This page is where you showcase the products or services you offer. Make
sure to provide detailed descriptions, images, and pricing. This page is
essential as it helps potential customers understand what you're selling
and allows them to make purchases.
Blog:
The Blog page is the hub for your website's content. It's where you
regularly publish articles, tips, and other valuable information for your
visitors. By consistently sharing relevant and engaging content, you can
position yourself as an expert in your niche, drive more traffic to your site,
and improve your search engine rankings (more on this in the SEO
section).
Contact Us:
The Contact Us page is where your visitors can find ways to get in touch
with you. It usually includes a contact form, phone number, email address,
and physical address. This page is vital because it allows potential
customers to reach out with questions, concerns, or feedback, which can
lead to new business opportunities and better customer relationships.
It’s also a good idea to use it as an About Page by telling your story. It
helps your visitors understand who you are, what your business does, and
why they should trust you. It's an excellent opportunity to build a
connection with your audience and showcase your company's values and
mission.
Privacy Policy:
The Privacy Policy page is where you inform your visitors about how their
personal information is collected, used, and protected on your website. It's
crucial to have a clear and transparent privacy policy, as it helps build trust
with your audience and ensures that you're compliant with various privacy
regulations, such as the General Data Protection Regulation (GDPR). In
other words, this policy is legally required to even have your website up
and running.
Each of these pages plays a vital role in your digital marketing strategy by
providing essential information, building trust with your audience, and
driving sales. We’ll be building them together one by one and making sure
they get an attractive design. Oh and as a kind reminder, we’re not legal
professionals and can’t guarantee the effectiveness of your privacy policy
prompt. But in the video lecture I’ll give you some guidelines on what to
look for to make sure that it’s valid.
The header menu, displayed at the top of your website, highlights your
main pages like the shop, blog etc but also their account log-in and cart.
By making this information easily accessible, visitors can quickly
understand what your business offers, increasing the likelihood of them
engaging with your content.
Giving visitors easy access to this information is not only legally required
but also fosters trust between your business and its visitors.
The fonts and colors you choose for your website play an important role
in conveying your brand's identity and creating an engaging user
experience.
Fonts are essential in ensuring readability and setting the tone for your
content. By selecting the right font style and size, you make it easier for
visitors to read and understand your message. Different fonts can evoke
various emotions, so it's essential to choose one that aligns with your
brand's personality and values. For instance, a playful font may suit a
children's store, while a professional, clean font is better for a corporate
website.
In other words, carefully selecting fonts and colors for your website is an
important aspect of building an effective digital marketing strategy. While
there are people who have dedicated careers to figuring out what the best
colors and the best fonts are for certain niches, we don’t have to hire
experts or spend hours researching this topic to get it right.
We get to use the power of ChatGPT and have it recommend fonts and
colors, and unless you’ve got a lot of experience in the subject–ChatGPT
is almost certainly going to make better recommendations than you or I
ever could. Especially since the choices are dependent on their pairings as
well.
Remember, in the end both fonts and colors are subjective choices, but it
does need to have pairings that will suit your brand and niche.
Home Page
2 Prompts used in this lecture:
Think of your home page like the welcoming entrance to your online store.
You want to make sure your products are easy to see and understand, so
visitors get excited about what you have to offer.
Reviews are golden when it comes to building trust. People love hearing
what others think about a product before they buy it. So, if you showcase
some awesome reviews on your homepage, you'll make your visitors feel
more confident about choosing your product.
It’s also a good idea to add a little snippet that leads to your blog. Focusing
on topics related to your niche helps in a few ways. First, it gives your
audience something interesting to read, which makes them like you more.
Plus, it shows that you know what you're talking about, which boosts your
credibility. And as a bonus, when you keep posting quality articles, search
engines like Google will start to notice, making it easier for new customers
to find you.
create a connection with your visitors. This will help turn them into loyal
fans and customers in no time!
Make sure that you pause this video-based lecture a lot. There are many
steps to go through, but once again you just need to follow what I do on
screen and you’ll have your professionally designed website up in no time!
Store Setup
WooCommerce is a plugin that lets you set up an online store to sell your
products right from your website. It's loved by millions of people and it’s
easy to see why:
1. Easy integration with WordPress: WooCommerce is designed
specifically for WordPress, which means it integrates seamlessly
with your website. With just a few clicks, you can turn your website
into a fully functioning online store.
2. Customizable store design: Your store's appearance plays a
significant role in attracting customers. WooCommerce allows you
to choose from a wide range of themes, making it easy to create a
store design that reflects your brand and appeals to your target
audience.
3. Product management: WooCommerce offers a simple yet powerful
interface for managing your products. You can add product
descriptions, images, and even variations (like sizes and colors)
with ease. Plus, you can organize your products into categories,
making it easier for customers to find what they're looking for.
4. Inventory management: Keep track of your stock levels effortlessly
with WooCommerce's built-in inventory management system.
You'll receive notifications when stock levels are low, helping you
avoid running out of popular items.
5. Multiple payment options: WooCommerce supports a variety of
payment gateways, such as PayPal, Stripe, and Square, as well as
offline payment methods like cash on delivery. This flexibility
allows you to offer your customers the payment options they prefer,
increasing the likelihood of making a sale. We’ll be making sure to
install most popular payment methods like apple pay, google pay
and paying with card.
6. Shipping management: WooCommerce provides you with multiple
shipping options, including flat rate, free shipping, and real-time
shipping rates from popular carriers like UPS and FedEx. You can
also set shipping zones and rates based on the customer's location,
ensuring accurate shipping costs.
Product Page
2 Prompts used in this lecture:
Product Name:
Act as a copywriter. Generate a list of 10 highly engaging and memorable
product names for [PRODUCT], targeting [NICHE]. The names should be
unique and catchy.
Product Descriptions:
Act as a copywriter. Write a lengthy product description with the following
product details, targeting [NICHE]. Product name is [PRODUCT NAME].
Include 3 benefits and 3 features in a bullet-point format. At the end, write
a new paragraph as a short description.
[PRODUCT DETAILS]
A product page is where your customers can find all the information they
need about a specific product you’re selling. It includes a product title,
description, images, price, and a button for customers to add the item to
their shopping cart.
Beyond the obvious use of a product page being where visitors can
purchase your product, it has multiple additional benefits:
1. Building trust: A detailed product page shows customers that you
know your stuff and you're confident in what you're selling. By
providing all the necessary information, you're making it easier for
customers to trust your brand and feel comfortable making a
purchase.
2. Answering questions: Your customers might have questions about
your product, such as its size, material, or how it works. A well-
crafted product page can address these questions, eliminating any
doubts that might prevent customers from making a purchase.
3. Boosting SEO: A well-written product page can help your website
rank higher on search engine results, making it easier for potential
customers to find your products online, especially for customers
with a purchase intent. We’ll be talking a lot more about this in the
SEO section of the strategy.
So, to sum it up, a great product page is essential for showcasing your
items, building trust with customers, answering their questions, and
helping your website get discovered. Taking the time to create compelling
product pages is an important step in building a successful digital
marketing strategy for your online store.
Blog Page
A blog page is a section on your website where you publish articles, tips,
stories, and other content related to your products or niche. If you want to
drive traffic and establish authority for selling your product in your niche,
you’re going to need to prove your knowledge by sharing your value
through a blog. There are multiple benefits from doing so:
1. Connecting with your audience: Writing articles about topics that
interest your target audience helps you build a relationship with
them. By sharing valuable information, you show that you
understand their needs and are genuinely interested in helping
them.
2. Establishing authority: By creating high-quality content in your
niche, you position yourself as an expert in your field. This helps
build trust with your customers, making them more likely to choose
your products over your competitors'.
3. Driving traffic: A well-written blog with interesting content can
attract more visitors to your website. The more people visit your
site, the higher the chances they'll explore your products and make
a purchase.
4. Boosting SEO: Regularly publishing articles filled with relevant
keywords helps improve your website's search engine ranking. This
means that when people search for products or information related
to your niche, your website is more likely to appear in the search
results, leading to more potential customers.
5. Encouraging social sharing: When you create content that
resonates with your audience, they're more likely to share it with
their friends and followers on social media. This helps spread the
word about your brand and can attract new customers.
6. Cross-promoting products: Your blog is an excellent place to subtly
promote your products. By mentioning your products in your
articles or linking to them when relevant, you can gently guide
readers towards making a purchase without being overly salesy.
Just remember that in the end, the goal is to bring as much value to your
visitors as possible. The result of bringing a lot of value to visitors will be
getting more visitors, and more sales.
Here's how we’ll be generating quality content for your blog in record-time!
And voilà! You now have a unique, engaging blog post ready to be
published on your website. By consistently creating high-quality content in
your niche, you'll attract more visitors, build trust, and ultimately, sell more
of your products.
Only produce one of these posts for now. In the SEO section of the course
you’ll learn how to do research on what people are googling for, and use
prompts specific to those searches in order to have your article appear as
a search result and drive more traffic. But don’t worry about that now, you’ll
learn everything you need to know step-by-step!
The Shop and My Account pages have a few settings that are worth
customizing, which we’ll be doing in the video-based version of this lecture
on Udemy.
Here’s a quick runthrough of what these pages are and why we need them:
Shop Page:
The Shop page is like the virtual storefront of your online store. It's where
all your products are displayed, making it easy for customers to browse
and explore what you have to offer. This page typically showcases product
images, names, prices, short descriptions and ratings. By organizing your
products into categories and using filters, you can help your customers
find what they're looking for quickly and easily once you’ve added more
than one product. Remember, a user-friendly shopping experience often
leads to more sales!
My Account Page:
The My Account page is a personalized space for your customers on your
website. Once they create an account or log in, they can access and
manage their information, such as their shipping and billing addresses,
order history,account details and subscriptions (if you’d eventually decide
to use such a model). This page streamlines the shopping experience for
returning customers, as it saves their details for faster checkouts and
allows them to keep track of their past orders. By providing a convenient
My Account page, you'll encourage customer loyalty and repeat business.
So, there you have it! These pages not only make shopping more enjoyable
and convenient for your customers but also help boost sales and
customer retention. Remember to check the video-based version of this
lecture where I’ll guide you through the settings.
If you decided not to use the prompt and want the code right away to
remove the sidebar, here it is:
/* Remove sidebar */
.site-content > .container {
width: 100%;
}
.widget-area {
display: none;
}
.content-area {
width: 100%;
float: none;
}
Contact Page
1 Prompt used in this lecture:
When building your website it’s a good idea to have a Contact page and an
About page. But as you’ve already noticed, we’ve put a tiny About section
in the footer and decided to only use a Contact page. That’s because you’ll
want to make sure that people who are looking to contact you, get a
chance to know who you are and what you stand for first
Let's dive into the benefits of these pages and why it might be a good idea
to combine them.
Contact Page:
The Contact Us page is like an open door for your customers to get in
touch with you. It usually includes a contact form so that visitors can easily
ask questions, provide feedback, or inquire about your products. By
providing a simple way to reach you, you'll show your customers that
you're approachable and committed to their satisfaction. Having an online
shop and no contact page is usually a red flag for most visitors, rightly so!
About Page:
The About page is your chance to tell your story, share your mission, and
showcase the people behind your brand. This page helps your customers
understand what makes your business unique and why they should
choose you over the competition. By sharing your passion and values,
you'll create a strong emotional connection that can lead to long-lasting
customer relationships.
Merging your Contact and About pages can create a one-stop destination
for customers to learn about your business and reach out to you. This
approach streamlines their experience and keeps them engaged, while
still providing the essential information they need. Plus, it can save you
space in your website's navigation menu, making it simpler and more user-
friendly.
We’ve honestly avoided Jetpack for years because it’s always slowed
websites down and been clunky, but they’ve gone through tremendous
improvements and we’ve ran so many tests showing that they are a top
notch plugin not only for keeping you safe but also for keeping your
website fast!
Anti-spam:
Nobody likes spam, right? The Antispam Bee plugin is here to save the day
by removing all that pesky spam from your site without those annoying
recaptcha questions (those security questions that asks you to click on all
the pictures with a bus or a motorcycle etc, in order to prove that you’re
human) that’ll deter visitors from commenting on your website. With this
plugin, you'll keep your website clean and user-friendly.
Cookies:
Cookies are tiny bits of data stored on your visitors' devices that help you
understand their behavior and preferences. They're important for creating
a personalized experience and ensuring your website runs smoothly.
But, you must handle cookies responsibly and ask for consent to store
them! That's where the CookieYes plugin comes in. It helps you comply
with legal requirements by managing the cookies on your website. This
way, you'll keep your site on the right side of the law while providing the
best user experience.
Learning how to keep your website safe and fast is crucial for a successful
digital marketing strategy. With the help of Jetpack, Bluehost, Antispam
Bee, and CookieYes, you'll create a secure, speedy, and user-friendly
website that keeps your visitors coming back for more!
Navigation
It's important to know your way around the WordPress dashboard. This is
the control center of your website, and it's where all the magic happens!
Let's take a tour and learn about its features.
Bluehost:
This is your bluehost dashboard. It doesn’t contain anything super
important for everyday use but here you’ll find how to turn on and off the
“coming soon” page and clear your cache (a cache is when the website
stores down data for the visitor so they don’t have to download them again
for their next visit, it can be a good idea to clear it if you’re making updates
to your website and they aren’t visually taking place).
Dashboard Home:
The home of your WordPress dashboard gives you an overview of your
website's activity. Here, you'll see updates, comments, and other site-
related news. It's your website's pulse, keeping you in the loop.
Jetpack:
Here you’ll find all your jetpack-specific settings like your antivirus, speed
optimizations etc.
Posts:
In this section, you can create and manage your blog posts. Write
engaging articles, add images, and even schedule them for future
publication.
Media:
This is your website's media library. You can upload, organize, and
manage images, videos, and other files to beautify your content and make
it more engaging.
Pages:
Here, you can create and edit the pages of your website, like the home
page, about, shop etc.
Comments:
Manage the comments on your blog posts in this section. Approve, reply,
or delete comments to keep your website's conversation healthy and
spam-free.
CookieYes:
All your cookies settings. This plugin is generally set and forget and there’s
nothing you need to do here, unless you wish to change its design.
Feedback:
Your form responses. You’ll be getting them to your email anyway so this
section probably won’t be used at all.
Woocommerce:
Manage settings and subscriptions for your woocommerce store.
Products:
Create new or edit existing products in your shop.
Payments:
Get an overview of your income, set your payment gateways and settle
disputes.
Analytics:
Get in-depth data on your entire shop. View orders, balance, statistics,
views etc. Once you start making sales this is likely to be your favorite
section!
Marketing:
A woocommerce-added section that wants you to install more plugins.
This section likely won’t be used at all.
Elementor:
Additional design settings for those who want to add more Elementor-
based pages to their website.
Templates:
Elementor templates and additional features. Most things here require a
paid subscription to be used. Don’t worry though, we don’t need this
section!
WPForms:
Add in more forms or get analytics for them. A rarely if ever used section.
Appearance:
Want to give your website a makeover? This is the place! Customize your
site's theme, menu, widgets, and more to make it uniquely yours.
Plugins:
Plugins add in almost unlimited functionality for your website. In this
section, you can install and manage plugins like WooCommerce, Jetpack
etc.
Users:
Manage your website's users, including adding new ones or changing their
roles and permissions. Keep your team in order and give everyone the
access they need. This is also where you change the name and password
for your own login.
Tools:
This area provides potentially useful tools for managing and optimizing
your website. Import or export data, run optimizations, and more. Usually
dedicated towards advanced users or very specific tasks.
Settings:
Fine-tune your website's settings here. Set up your site's title, tagline, and
other essential configurations that make it truly yours.
Yoast SEO:
A plugin that we’ll be exploring in-depth in the next section of the course.
It helps all your posts and pages rank better in google's search engines to
get traffic to your website.
Go Live!
It's time for an exciting milestone in your market strategy journey—taking
your website live! Say goodbye to that "coming soon" page and hello to the
big reveal!
When your site goes live, it means your website is now accessible to the
public, and your potential customers can explore everything you've been
working on.
This moment is a big deal because it's the first step towards attracting
visitors and converting them into customers. Going live means that all
your hard work in creating a beautiful website, informative content, and
engaging product pages can now be shared with the world. It's the
beginning of your online presence and the start of an amazing adventure
in the world of digital marketing. So, take a deep breath and embrace this
exciting moment—you've earned it!
With that said, we still have a lot more fun things to do before our
marketing strategy is complete, and the next section will be all about
optimizing the website you’ve built with SEO (Search Engine Optimization)
so that people can start finding your website online.
Let’s start off with looking at what SEO is and how it works. SEO stands
for Search Engine Optimization, which means making your website more
attractive to search engines like Google, Bing, Duckgogo, Baidu etc (by far,
most people use Google though). When people search for products or
information online, you want your website to show up in the search results,
ideally on the first page! That's where SEO comes into play.
The higher your website ranks in search results, the more people will visit
your site. More visitors can lead to more potential customers, and that
means more sales! So, investing time and effort into SEO is fundamental
to get your sales going.
Now let's talk about search intent. Search intent is the reason behind a
person's search. There are mainly two different types of search intentions:
curiosity intent and purchase intent. Curiosity intent is when someone is
looking for information or trying to learn something new. Purchase intent
is when a person is ready to buy your product or service.
When creating content for your website, it's important to optimize your
blog articles for curiosity intent and your product pages for purchase
intent. This ensures that your audience finds the right content at the right
time, whether they're just browsing or ready to make a purchase.
But before you can optimize them for anything, you need to figure out the
keywords your target audience is most likely to be using. The tools we will
use are Google's Keyword Planner and Moz Bar. These tools help you
discover keywords that people are ranking for with a domain authority or
page authority of less than 25. By targeting these lower-competition
keywords, you, running a completely new website, have a better chance of
ranking for these keywords and getting visitors (or as it’s often referred to
as, “getting traffic”).
If you’re reading this book before watching this course, make sure you
watch the video-based lecture to get a deeper understanding as I’ll show
you how to do this on-screen, step-by-step.
In this lecture you’ll learn how to create content that ranks well on search
engines and grabs the attention of your audience! We'll go through the
process together step by step, using updated prompts that'll help your
posts rank for your chosen keywords.
When you write a blog post, it's essential to keep your target keyword in
mind. This is the word or phrase you want your post to rank for on search
engines. The updated prompts included in this lecture will guide you to
create engaging content that's optimized for your chosen keyword.
When you write a blog post, it's important to keep your audience engaged
and provide value, and when it makes sense, you'll want to link to your
product at the end of the post. This can be a subtle call-to-action,
encouraging readers to check out your product or service. This way, you're
not only providing valuable content but also gently nudging your readers
towards making a purchase.
Paste it below
On-Page SEO
1 Prompt used in this lecture:
[FULL ARTICLE]
On-page SEO is all about making your website pages search engine
friendly. It's like laying out the welcome mat for search engines like
Google, so they know what your pages are about and can easily find and
rank them. On-page SEO involves optimizing various elements of your
website, like the content, titles, meta descriptions, and images, to make
sure search engines can understand and index your pages.
Backlinks
1 Prompt used in this lecture:
[ARTICLE]
Backlinks are simply links from other websites that point to your website.
Think of them as "votes" or "recommendations" from other sites that tell
search engines, like Google, that your content is valuable and worth
checking out. In the world of digital marketing, backlinks are the gold-
standard way to rank here's why they're so important:
1. Boosts rankings: When you have high-quality backlinks from
reputable websites within the same niche as you, search engines
view your site as more authoritative and trustworthy. This helps
improve your search engine rankings, making it easier for people to
find your website when they're searching for the products or
services you offer.
2. Increased traffic: As your website ranks higher in search results,
you'll naturally receive more traffic from people who are interested
in what you have to offer. This means more potential customers
and better chances of making sales!
3. Builds credibility: When other websites link to yours, it's like they're
giving you a stamp of approval. This helps establish your website
as a credible source of information, which can make visitors more
likely to trust your brand and become customers.
We've included a handy ChatGPT prompt that helps you summarize one
of your articles into a short summary. You can then use this summary in
an email to reach out to other website owners, bloggers, or influencers in
your niche, asking them to consider linking to your content–creating a win-
win situation. You get a backlink and more traffic, and they get a backlink
and free content published without having to do any effort at all.
EMAIL MARKETING
Most visitors that come to your website will enter with a curiosity or
purchase intent, meaning they’re interested to read something or to buy
something. But we want to extend this relationship beyond just a
transactional one, we want the ability to continuously reach out to them to
build deeper relationships and eventually have repeat business (meaning,
sell more products over time).
That’s where email marketing comes in. By turning your visitors into
subscribers, you’re able to reach them through a multitude of different
email to bring them value, deepening your relationship. This is essential
for the longevity of your business (or a client’s).
So let’s get started with first setting up our so-called lead capture.
By using a discount as your lead capture, you'll be able to grow your email
list and ultimately boost your sales.
[ARTICLE]
Email Prompts
As a digital marketer it's essential to know the most common types of
emails you can send to your list to promote your website and product.
Here's a handy list with some suitable ChatGPT prompts for each type of
email:
1. Promotional Email
Promotional emails are perfect for announcing special offers, discounts,
or sales to your subscribers. Make sure to create a sense of urgency to
encourage quick action.
ChatGPT Prompt:
Write a promotional email for a 48-hour flash sale on an e-commerce store
selling [PRODUCT].
ChatGPT Prompt:
Write a product launch email for a new line of [PRODUCT] products.
3. Educational Email
Educational emails offer valuable information, tips, or advice to your
subscribers. They help to establish your brand as an expert in your niche
and build trust with your audience.
ChatGPT Prompt:
Write an educational email about the benefits of using [TOPIC] for an e-
commerce store selling [PRODUCT].
ChatGPT Prompt
Write an email sharing a new blog post about [BLOG POST] in the [NICHE]
niche.
5. Re-engagement Email
Re-engagement emails help to win back inactive subscribers by reminding
them of your brand and offering a special incentive to reignite their
interest. Remember to target your email delivery properly for this type of
email.
ChatGPT Prompt:
Write a re-engagement email for an e-commerce store selling [PRODUCT],
offering a [DISCOUNT] discount to subscribers who haven't made a
purchase in the last six months.
ChatGPT Prompt:
Write a cart abandonment email for an e-commerce store selling
[PRODUCT] items, offering a [DISCOUNT] discount for customers who
complete their purchase within the next 24 hours.
ChatGPT Prompt:
Write a customer appreciation email for an e-commerce store [PRODUCT],
offering a free gift with their next purchase.
ChatGPT Prompt:
Write an email inviting subscribers to a free online workshop on [TOPIC],
the workshop will start at [TIME] and is designed for [NICHE] looking to
[DESIRED RESULTS].
ChatGPT Prompt:
Write an email showcasing a customer testimonial about the positive
impact of using [PRODUCT] from an e-commerce store selling [PRODUCT
LINE]. Include the following review:
[REVIEW]
ChatGPT Prompt:
Write an email requesting subscribers to take a short survey about
[TOPIC], for an e-commerce store specializing in [NICHE].
ChatGPT Prompt:
Write an email announcing the [CELEBRATION REASON] of an e-
commerce store named [BRAND] selling [PRODUCT], along with a special
promotion about [PROMOTION] to mark the occasion.
ChatGPT Prompt:
Write a holiday-themed email on [HOLIDAY[ for an e-commerce store
selling [PRODUCT], offering gift ideas and a limited-time discount on
[DISCOUNTED ITEMS].
ChatGPT Prompt:
Write a cross-sell email for an e-commerce store selling [PRODUCT],
recommending a [CROSS-SELL] to customers who have purchased
[PRODUCT].
ChatGPT Prompt:
Write an email announcing a [CONTEST] contest for an e-commerce store
[PRODUCT] products, with winners receiving free products of
[GIVEAWAY].
ChatGPT Prompt:
Write an email introducing the founder [FOUNDER] of an e-commerce
store selling [PRODUCT] and sharing the story behind the company's
creation.
[STORY]
GOOGLE ANALYTICS
The great thing about gathering and analyzing your data with Google
Analytics is that it can help you identify what's working well on your site
and what might need some improvement. By understanding what to look
for, you can make informed decisions to improve your marketing and give
your visitors what they're looking for. This will ultimately help you attract
more people to your site, keep them engaged, and turn them into loyal
customers.
In order to make your life a lot easier and give you deep insights into data,
you’ll get 100+ AI prompts that you can use to instantly extract valuable
information without having to navigate around the dashboard.
With that said, it is still important to know your way around. You’ll learn
everything between understanding where your visitors come from, which
visitors that are of high respectively low quality (for example, a certain
country might be happier to purchase in your store than others, some
countries will have higher engagement etc) and which pages that are
working well and which aren't, and so much more!
But to get proper data we still need to connect Woocommerce to see how
much revenue a potential visitor generates.
Connect WooCommerce
Connecting WooCommerce to Google Analytics is a breeze with the
WooCommerce Google Analytics Integration plugin! Follow these
straightforward steps, and you'll be able to track your WooCommerce
store's performance in no time:
1. Install the WooCommerce Google Analytics Integration plugin:
Log in to your WordPress dashboard, go to 'Plugins', click 'Add
New', and search for 'WooCommerce Google Analytics Integration'.
Click 'Install' and then 'Activate' the plugin.
2. Configure the plugin: Head over to 'WooCommerce' in your
WordPress dashboard, then click on 'Settings', and navigate to the
'Integration' tab. Here, you'll find the settings for the Google
Analytics Integration plugin.
3. Connect your Google Analytics account: In the 'Integration' tab,
paste your Google Analytics tracking ID (which you can find in your
Google Analytics account) into the 'Google Analytics ID' field. Make
sure to enable tracking for everything except incoming linker
parameters.
4. Save your changes: Click 'Save changes' at the bottom of the page
to apply your settings.
5. Set up test mode in WooCommerce: To make a test purchase
without actually processing a payment, go to 'WooCommerce' >
'Settings' > 'Payments', > ‘Enable Test Mode’.
6. Make a test purchase: Visit your WooCommerce store and add a
product to your cart. Go through the checkout process using a fake
card that’s provided in the test.
7. Check your tags: It can take 24-48 hours for the data from your test
purchase to show up in your Google Analytics reports. Once the
data is available, you can verify that the tags are properly firing and
tracking your WooCommerce store's performance.
And there you have it! Your Google Search Console is now connected to
both your website and Google Analytics. This will give you valuable
insights into how your target audience is searching to find your website on
search engines.
Track Leads
Tracking leads with Google Analytics is important. By keeping track of
who's showing interest in your product or services, you can make better
marketing decisions and focus your efforts on what works best. Let me
explain why it's so important and how a simple "Thank You" page that
we’ve already created can help you with this.
When you track leads, you're essentially monitoring the people who've
taken a step towards becoming customers, like signing up for your email
list or in this case, asking for a discount. Understanding where these leads
come from and what made them take action helps you optimize your
marketing strategy to bring more visitors just like that to your website.
Now, this is where a "Thank You" page comes in handy. After a person
takes the desired action (signing up for the 10% discount at our top bar),
they're directed to a "Thank You" page. This page not only thanks them for
their action and gives them the code, but also serves as an essential
tracking tool for your Google Analytics.
By setting a tag to fire when someone lands on your Thank You page,
Google Analytics can count that visit as a successful conversion, in other
words, as someone successfully becoming a subscriber. You'll know how
many leads you're generating, where they're coming from, and even which
marketing channels are driving the most conversions (conversions being
defined as someone subscribing or purchasing).
In short, tracking leads with Google Analytics using a "Thank You" page is
crucial for understanding your audience's behavior and improving your
marketing strategy. It helps you see what's working, so you can focus on
the most effective methods to attract more leads and turn them into loyal
customers.
In order to set this all up, have a look at the video-based version of this
lecture and I’ll show you how to do it step-by-step!
Alerts
Setting up alerts in Google Analytics is like having a trusty sidekick keeping
an eye on your website's performance while you're busy managing other
aspects of your business or another client’s business. In this lecture you’ll
learn why it's essential to set up alerts for traffic drops and spikes, and
how to do it.
When you see a sudden drop or spike in your website traffic, it could be a
sign that something significant has happened. A drop in traffic might
indicate a technical issue, like a broken link, or perhaps a recent update to
Google's search algorithm has affected your site's ranking. On the other
hand, a sudden spike in traffic could mean that your website has gained
attention through a viral social media post or a high-profile mention.
By setting up alerts for these events, you can quickly identify and address
any issues or capitalize on opportunities as they arise. It helps you stay
proactive and ensures that you don't miss out on valuable insights.
Check out the video-based version of this lecture to learn how to set up
the alerts step-by-step!
What makes the demo account so useful is that it uses data from a real e-
commerce website, so you get to see how Google Analytics works in a
real-world scenario. You'll learn how to analyze the traffic, track user
behavior, and spot trends, all while familiarizing yourself with the
platform's features.
Once you're in the demo account, you’re ready to move on in the course
and start doing some real analysis on real data. This couldn’t be better
practice as you’ll soon get to do it on your own data.
Dashboard Navigation
In this lecture we'll walk through the full navigation of the dashboard,
explaining every tab and its purpose. Let's dive in!
Home: This is the starting point of your GA4 dashboard, where you'll
find an overview of key metrics, such as user traffic, engagement,
and revenue. It's a great place to get a quick snapshot of your
website's performance.
Life Cycle: Here, you'll find reports that cover various stages of the user
journey, from acquisition to retention. This section is divided into three
main tabs:
Acquisition: Learn where your users come from and which
channels drive the most traffic to your site.
Engagement: Understand how users interact with your website,
including the pages they visit, the time they spend, and the actions
they take.
Monetization: See how much revenue has been generated from
users, what they purchased, where the purchasers came from etc.
Retention: Discover how well your website retains users over time
and identify patterns that could help improve user loyalty.
Take your time to explore each tab with me on the video-based version.
As we progress in the course you’ll quickly get familiar with the wealth of
information available. As you gain experience, you'll be able to use these
insights to optimize your website, enhance your marketing strategy, and
drive better results for your online business.
Traffic
20 AI Prompts:
1. What are the top traffic sources for my website?
2. Which are the highest converting channels?
3. What are the top-performing pages on my website?
4. How does mobile traffic compare to desktop traffic?
5. Which countries bring the most traffic?
6. What is the bounce rate for organic search traffic?
7. What are the most common user paths on my website?
8. Which marketing campaigns have the highest conversion rates?
9. How does the average session duration vary across different
devices?
10. What is the user retention rate over time?
11. How do user engagement metrics differ between new and returning
users?
12. Which referral sources drive the highest quality traffic to my site?
13. How does the average session duration vary by traffic source?
14. Which marketing channels generate the most conversions?
15. How does user behavior differ across various devices (desktop,
mobile, tablet)?
16. Which pages have the highest bounce rate?
17. Which marketing campaigns have the highest conversion rate?
18. What is the average session duration for users who make a
purchase?
19. How does the average time spent on page vary across different
content types on my website?
20. How does user engagement differ between organic and paid
traffic?
Traffic acquisition is all about discovering where your users come from
and which channels are the most effective in driving traffic to your site.
This information is vital, as it helps you identify which marketing efforts
are working and where you need to focus your resources.
For example, if you notice that your website gets more traffic on
weekends, you might consider scheduling new blog posts or promotions
for Saturdays and Sundays. By analyzing these patterns, you can optimize
your content strategy and ensure you're reaching your audience when
they're most likely to engage.
Locations
20 AI Prompts:
1. What are my top 10 countries by users?
2. What are my top 10 cities with the most traffic?
3. Are there any specific countries where new users are growing
rapidly?
4. Which countries have the highest conversion rates?
5. What are the bounce rates for the top 5 cities?
6. Which regions have the highest average session duration on my
website?
7. Which regions have the highest average session duration?
8. What are the most popular pages or screens for users in
[COUNTRY]?
9. How do mobile and desktop traffic compare for users in [REGION]?
10. What is the demographic breakdown (age, gender) of users in
[COUNTRY]?
11. Which marketing channels drive the most traffic from [REGION]?
12. How has the traffic from [COUNTRY] changed over the past 3
months?
13. Which devices are most commonly used by users from
[COUNTRY]?
14. What time of day do users from [COUNTRY] typically visit my
website?
15. Which language settings are most common among users from
[COUNTRY]?
16. Which landing pages have the highest conversion rates for users in
[COUNTRY]
17. Which products or services are most popular among users from
[COUNTRY]
18. How does the average session duration differ between users from
different countries or regions?
19. Are there any specific locations where users frequently drop off
from the website, indicating potential issues with content or
website performance?
20. How does the distribution of traffic sources vary by country or
region?
Knowing where your website visitors come from is important for several
reasons. First, it helps you tailor your marketing efforts and content to
better resonate with your target audience. For example, if a significant
portion of your traffic comes from a particular country, you might consider
creating content or running promotions specific to that region.
Second, understanding your traffic's location can help you identify and
focus on high-quality traffic sources. High-quality traffic is defined as
visitors from countries that generate the most revenue relative to the
number of visitors. On the other hand, low-quality traffic might come from
countries that contribute more visits but generate less revenue.
By analyzing the location data in Google Analytics , you can spot patterns
that reveal the countries driving the most high-quality traffic to your site.
Look for trends, such as an increase in traffic from a specific country that
leads to a rise in revenue. This information can help you optimize your
marketing efforts and target the right audience to increase your return on
investment (ROI).
Or businesses who do most of their sales through email would qualify high
quality traffic as those generating the most subscribers.
Demographics
21 AI Prompts:
1. What is the age distribution of my website visitors?
2. What is the gender breakdown of my website visitors?
3. Which gender tends to have higher conversion rates on my
website?
4. What are the top interests and affinities of my website visitors?
5. How do different age groups interact with specific pages or
sections of my website?
6. What is the bounce rate for each demographic group?
7. How does the average session duration differ between various age
groups and genders?
8. How do different demographic groups respond to different
marketing channels?
9. Which user segments have the highest lifetime value based on
demographics?
10. How do conversion rates differ between various interest
categories?
11. How can I personalize my website content or offers based on
demographic information?
12. What is the distribution of traffic sources (organic, referral, paid,
social, etc.) for different demographic groups?
13. How do demographic groups differ in terms of the devices they use
to access my website?
14. Which age groups have the highest conversion rates on my
website?
15. How do different demographic groups engage with my website's
content, such as blog posts or videos?
16. Are there any demographic trends in the types of products or
services that users are interested in?
17. How do the browsing and purchasing behaviors of my website
visitors change over time, based on demographic factors?
18. What is the distribution of new versus returning users for each
demographic group?
19. What is the average order value for different age groups and
genders on my website?
20. Are there specific products or services that are more popular
among certain demographic segments?
21. What devices and browsers do different demographic groups
predominantly use to access my website?
By analyzing the demographics data, you can identify patterns that reveal
high-quality traffic sources, meaning visitors that generate the most
revenue.
Using the demographics information, you can update and refine your
target audience persona with real, accurate statistics. For instance, if you
find that a certain age group or gender generates more revenue, you can
tailor your marketing efforts to cater specifically to their needs and
preferences. This will help you attract more high-quality traffic and, in turn,
boost your sales.
And knowing your audience's interests allows you to create content and
promotions that genuinely resonate with them. This can lead to higher
engagement rates, improved brand loyalty, and increased conversions.
All in all, this data is essential for continuously improving your marketing
strategy. By understanding your audience better and focusing on high-
quality traffic sources, you can fine-tune your marketing efforts and target
the right visitors to maximize your return on investment.
Pages
20 AI Prompts:
1. Which pages have the lowest bounce rates?
2. How do exit rates differ across various pages of my website?
3. Which pages generate the most conversions?
4. Which pages are most commonly visited in a single session?
5. Which pages has the most organic search traffic?
6. Which pages have the highest social media referral traffic?
7. How do different types of pages (e.g., blog posts, product pages)
perform in terms of user engagement and conversion?
8. Which pages are receiving the most direct traffic?
9. How do different landing pages perform in terms of bounce rate,
conversions, and user engagement?
10. How does the performance of different pages vary across different
traffic sources (organic, paid, referral, social, etc.)?
11. What are the top-performing pages in terms of user-generated
content (e.g., comments, reviews, or ratings)?
12. How do different product or service pages compare in terms of
traffic, engagement, and conversion rates?
13. Which pages have the most significant declines in traffic over time?
14. How do user demographics (e.g., age, gender, location) influence
engagement and conversions on different pages?
15. How do different pages on my website perform when viewed on
various devices (e.g., mobile, tablet, desktop)?
16. How does page performance vary for users coming from different
marketing channels (e.g., paid search, organic search, social
media)?
17. Which pages drive the most traffic from different geographic
locations or regions?
18. How do different blog post topics or categories perform in terms of
traffic, engagement, and conversions?
Pages refer to the different sections or URLs of your website that users
visit. Tracking pages is crucial because it helps you identify which parts of
your website are performing well and which ones need improvement.
Analyzing page data can help you improve your website in several ways:
1. Identify popular content: By looking at the most visited pages, you
can understand what type of content resonates with your audience.
Use this insight to create more of what they love, ultimately
increasing engagement, time spent on your site, and the likelihood
of converting visitors into customers.
2. Optimize underperforming pages: If some pages have low visitor
numbers or high bounce rates (meaning visitors leave quickly), you
can identify potential issues and make improvements. This might
include tweaking headlines, adjusting layouts, or updating calls-to-
action to make the pages more appealing and user-friendly.
3. Improve user experience (UX): By analyzing how visitors interact
with your pages, you can identify potential bottlenecks or areas
where they may struggle. Improving UX can lead to higher
engagement and conversion rates, as users are more likely to stay
on your site and take the desired actions.
4. Enhance site navigation: If you notice that visitors are not exploring
certain pages or sections of your site, it might be due to poor
navigation. Analyze the structure and flow of your website to
ensure a seamless browsing experience for your visitors, which can
lead to longer visit durations and more opportunities to convert
them into customers.
5. Refine your marketing efforts: By understanding which pages or
products drive the most traffic, you can tailor your marketing
strategies to promote those high-performing pages, ultimately
attracting more high-quality traffic and boosting sales.
By understanding how your pages are performing you can do more of what
works and less of what doesn’t. It’s a simple but very powerful principle as
soon as you have the insights to what actually is and isn’t working.
In this lecture you’ll learn about sources, mediums, and channels. These
three elements are the keys to understanding where your website traffic
comes from, which helps you optimize your marketing strategies and
ultimately increase visitors and sales. Let’s take a deeper look at each one:
If that all seemed confusing, don’t worry about it. The more you read the
data the more they will make sense!
Basically:
Sources = Where they come from.
Compare Data
Comparing data is a cornerstone in data-analyzing to make sure that
you’re really making progress, month by month and year by year.This
powerful feature allows you to gain valuable insights, identify trends, and
make informed decisions to grow your online business.
Add Users
Adding users in Google Analytics refers to granting access to your
analytics account to other people, such as team members, clients, or
freelancers. By adding users, you can share your website's analytics data
with them, allowing them to view, analyze, and even manage your account
depending on the permissions you assign.
So, why is this feature important for agencies and freelancers? Here are
some key reasons:
1. Collaboration: When working with a team, it's crucial to collaborate
efficiently. By adding users to your Google Analytics account, you
can ensure that everyone involved in your marketing efforts has
access to the data they need. This enables team members to work
together effectively, share insights, and make informed decisions.
2. Client transparency: If you're an agency or freelancer, your clients
will likely want to see the results of your marketing efforts. By
adding your clients as users in Google Analytics 4, you can provide
them with access to real-time data, helping to build trust and
transparency in your working relationship.
3. Task delegation: As an agency or freelancer, you may need to
delegate tasks to other team members or specialists. Adding users
to your Google Analytics account with specific permissions allows
you to assign tasks based on individual expertise, ensuring that
each aspect of your digital marketing strategy is managed by the
most qualified person.
4. Time efficiency: By granting access to your Google Analytics
account you can save time on generating and sending reports.
Instead, team members or clients can directly access the data they
need, whenever they need it.
Admin access should only be given in special cases where you’re looking
to give away complete control of the account. An admin has the rights to
remove you as an admin, use it only in circumstances where that’s the
idea!
Without Google Analytics, your data will be limited to Google Ads where
you’ll only see how people interacted with the ad and if they converted or
not. You won’t get in-depth data of their entire life cycle such as, did they
return? How long were they engaged? What pages did they like and not
like? How did they compare to organic traffic etc?
While I recommend that you watch the video-based version of this lecture,
linking Google Ads and Google Analytics is a pretty straight forward
process:
1. Click on 'Admin' in the bottom left corner of your screen.
2. In the 'Property' column, click on 'Google Ads Linking.'
3. Click on '+ New link group.'
4. Select the Google Ads account(s) you'd like to link, then click
'Continue.'
5. Provide a title for your link group, and ensure 'Enable personalized
advertising' is turned on if you want to use remarketing features.
6. Click 'Link accounts' to finish the process.
And that’s it! Easy peasy! Now you’ll gain access to a wealth of more
information should you ever decide to start advertising.
Track Campaigns
Tracking individual campaigns allows you to see how any one specific
campaign is performing. If you’re doing a product release and want to see
how your email campaign performs vs your social media campaign, this
tool allows you to gather individual data from the two and compare them.
How to best use the data from your campaign URL builder:
1. Analyze traffic sources: Take a close look at the traffic sources for
your campaigns. Identify which channels are driving the most
traffic and conversions and focus on those that are performing
well.
2. Optimize content: Analyze the content that resonates most with
your audience, such as blog posts, landing pages, or emails. Use
this information to create more content that appeals to your target
audience and drives conversions.
3. Adjust targeting: If you notice that certain demographics or
locations are responding well to your campaigns, consider
To get started with a campaign URL builder, you can use This Campaign
URL Builder tool. Simply input your website URL, campaign source,
medium, and name, and the tool will generate a custom URL for you to use
in your marketing campaigns. Remember to use consistent naming
conventions for easy comparison in Google Analytics
CONCLUSION
At this point you’ve got the most powerful foundation for your own
business, or skills to build that foundation for someone else’s business as
a freelancer or employee.
While the possibilities from here are endless, we suggest that you spend
your time on continuing to do your keyword research and generate high
quality articles on your website in order to get more visitors to your
website, convert them to subscribers and eventually customers.
After a few weeks of further building this foundation, have a look at your
google analytics data and see where most of your visitors are coming
from, spend additional time on that marketing channel.
Have a look at what your competitors are doing, what platforms they’re
using and what type of content they’re creating. Model their success,
gather the data and continue to reiterate.
Just don’t forget that this strategy is the foundation for your digital
marketing success, everything else that you add to it should contribute to
getting more visitors to your website, leading to more subscribers and
more sales.
Love
Robin & Jesper
R obin & Jesper are bestselling digital marketing, social media &
business startup teachers who have been teaching practical
strategies for real world results since 2017.
Known for their practical and direct approach to teaching, with all their
courses you can expect:
GLOSSARY
A
A/B Testing: A technique used in digital marketing to compare two
versions of a web page, email, or other content, to determine which one
performs better. A/B testing helps marketers optimize their campaigns by
making data-driven decisions.
Above the Fold: The portion of a web page that is visible without scrolling.
It's essential to place critical content and calls-to-action above the fold to
grab the user's attention immediately.
popular tool used by digital marketers to track and analyze website traffic
and user behavior.
Anchor Text: The clickable text in a hyperlink. Anchor text is often used by
search engines to understand the context of a link and determine its
relevance to a search query.
B
Backlink: Also known as an inbound link, it's a hyperlink from one website
to another. Backlinks are crucial for search engine optimization (SEO), as
they are seen as votes of confidence by search engines and can improve
a website's authority and search rankings.
Black Hat SEO: Black hat SEO refers to a set of unethical and manipulative
practices aimed at improving a website's search engine rankings through
deceptive techniques that violate search engine guidelines. These
practices include keyword stuffing, cloaking, hidden text, link schemes,
and more. It offers short-term results, but they often lead to severe
penalties, including reduced visibility or even complete removal from
search engine results pages. It’s recommended to avoid black hat SEO and
focus on white hat strategies (which is what the strategy is focused on)
that adhere to search engine guidelines and focus on providing a high-
quality user experience.
Bounce Rate: The percentage of website visitors who leave a site after
viewing just one page. A high bounce rate may indicate that the content is
not engaging or relevant to users, or that the user experience is poor.
Bounce rate is a metric available in Google Analytics.
C
Call-to-Action (CTA): A prompt that encourages users to take a specific
action, such as signing up for a newsletter, downloading a resource, or
making a purchase. CTAs are critical in digital marketing, as they guide
users through the desired conversion path.
Click-through Rate (CTR): The percentage of users who click on an ad, link,
or call-to-action out of the total number of users who view it. CTR is a key
performance indicator in digital marketing, as it measures the
effectiveness of ads, emails, or other marketing materials.
Cost per Click (CPC): The average amount an advertiser pays for each
click on their online ad. CPC is a common pricing model in digital
advertising, particularly for search engine and display ads.
D
Dashboard: A visual display of important data and metrics used to monitor
and manage digital marketing campaigns. Dashboards can be found in
various digital marketing tools, such as Google Analytics, WordPress, and
email marketing platforms.
Dwell Time: The amount of time a user spends on a webpage after clicking
on a search result before returning to the search engine results page
(SERP). Dwell time is considered a ranking factor in search engine
optimization (SEO), as it indicates the relevance and usefulness of a page
to the user.
E
E-commerce: The buying and selling of goods and services over the
internet. E-commerce websites are a crucial component of many digital
marketing strategies, as they allow businesses to sell products directly to
consumers online.
Email List: A collection of email addresses that have been acquired from
subscribers, customers, or leads. Email lists are used for sending targeted
email campaigns and are essential for effective email marketing.
Email Service Provider (ESP): A company that offers email marketing tools
and services, such as sending, tracking, and managing email campaigns.
Popular ESPs include Mailchimp, Constant Contact, and Sendinblue.
leads for a business long after it's published, making it an essential part
of a long-term content marketing strategy.
F
Favicon: A small, square icon that represents a website and appears in the
browser's address bar, tabs, and bookmarks. Favicons help users quickly
identify a website and enhance the user experience.
Footer: The section at the bottom of a web page that typically contains
essential information such as copyright notices, contact information, links
to terms of service, and social media icons. In email marketing, the footer
can include links to unsubscribe, update preferences, or access the
company's privacy policy.
G
Google Ads: An online advertising platform developed by Google, which
allows businesses to create and display ads on Google search results
pages, YouTube, and other websites in the Google Display Network.
Advertisers can target specific keywords, demographics, and interests to
reach their desired audience.
Goal: In Google Analytics, a goal is a specific action or event that you want
users to complete on your website, such as signing up for a newsletter,
making a purchase, or downloading a file. Setting up goals helps you
measure the effectiveness of your digital marketing efforts and identify
areas for improvement.
and iteration. Growth hackers often use creative techniques, such as viral
marketing, social media campaigns, or referral programs, to drive
exponential growth for their business.
H
Header Tags: HTML elements (H1, H2, H3, etc.) used to structure the
headings and subheadings of web content. Proper use of header tags
helps search engines understand the hierarchy and importance of content
on a page, which can improve search engine rankings.
Hreflang Tag: An HTML tag that helps search engines understand the
language and regional targeting of a web page. This is particularly useful
for websites that have content in multiple languages or are targeting
specific countries, as it helps search engines serve the correct version of
the content to users.
HTTP (Hypertext Transfer Protocol): The protocol used by the World Wide
Web to transmit data between servers and browsers. HTTP enables users
to access and interact with web pages, while also providing a set of rules
for how data should be formatted and transmitted.
I
Impressions: The number of times an advertisement, link, or webpage is
displayed on a user's screen. Impressions are used to measure the
visibility and reach of a digital marketing campaign, helping marketers
understand the potential audience for their content or ads.
Internal Links: Hyperlinks that point from one page on a website to another
page within the same site. Internal linking helps improve site navigation,
distribute link authority, and guide users to related content, which can lead
to better user experience and search engine rankings.
J
JavaScript: A popular programming language used to create interactive
elements and enhance the functionality of websites. JavaScript can be
used for various purposes, such as form validation, dynamic content
updates, and tracking user behavior. Properly implemented JavaScript can
improve user experience and site performance, which can positively
impact search engine rankings.
Jump Link: Also known as an anchor link, a jump link is a hyperlink that
directs users to a specific section or element within the same webpage.
Jump links can improve user experience by allowing users to navigate
directly to the desired content, and they can also be used in search engine
optimization to create more focused and relevant search results.
K
Keyword: A word or phrase that users enter into search engines to find
information, products, or services. Keywords are a crucial element of
search engine optimization (SEO) and form the basis for creating relevant
content that attracts organic search traffic.
L
Landing Page: A standalone web page specifically designed to receive
traffic from a marketing campaign, such as a PPC advertisement or an
email newsletter. Landing pages typically have a focused purpose, such
as capturing leads, promoting a specific product, or encouraging sign-ups
for an event or service.
synonyms. Incorporating LSI keywords into your content can improve SEO
and provide a more comprehensive context for search engines.
M
Market Research: The process of gathering, analyzing, and interpreting
information about a market, its customers, competitors, and industry
trends. Market research helps businesses understand their target
audience, identify opportunities, and make informed decisions regarding
their marketing strategies.
Meta Tags: HTML tags that provide metadata about a web page, such as
its title, description, and keywords. Search engines use meta tags to
understand a page's content and determine its relevance to search
queries. Properly optimized meta tags can improve SEO and increase a
site's visibility in search results.
N
Niche Market: A specialized, focused segment of a broader market that
caters to specific needs, preferences, or interests of a particular group of
consumers. Targeting a niche market can help businesses differentiate
themselves from competitors, build a loyal customer base, and create a
stronger brand identity.
NoIndex: An HTML meta tag that instructs search engine crawlers not to
index a specific web page, meaning the page will not appear in search
engine results pages (SERPs). NoIndex tags can be useful for controlling
which pages of a website are included in search engine indices and
preventing duplicate content issues.
Organic Traffic: Website visitors who arrive at a site through unpaid, non-
advertising methods, such as clicking on a link in search engine results
pages (SERPs) or following a link from another site. Organic traffic is often
considered a key performance indicator (KPI) for search engine
optimization (SEO) efforts, as it indicates how well a website is ranking for
relevant keywords and phrases.
O
Organic Search: The process of users finding a website through unpaid
search results in search engines like Google, Bing, or Yahoo. Organic
search is an important aspect of search engine optimization (SEO) efforts,
as higher rankings in organic search results can lead to increased website
traffic, visibility, and potential conversions.
P
Page Views: A metric in Google Analytics 4 that measures the total
number of pages viewed on a website during a specific time period. Page
views help to evaluate user engagement and the effectiveness of a
website's content.
Primary Keyword: The main keyword or search term that a piece of content
or web page is targeting. The primary keyword should be used
strategically throughout the content, including in the title, headings, meta
description, and URL, to improve the page's search engine optimization
(SEO).
Pop-up: A website element that appears on top of the main content, often
used for promotional purposes or to capture email addresses. Pop-ups
can be effective in increasing conversions but should be used strategically
to avoid negatively impacting user experience.
Page Speed: The amount of time it takes for a web page to load fully.
Faster page speeds can lead to better user experience, higher search
engine rankings, and improved conversion rates. Optimizing page speed
can involve techniques like image compression, caching, and minimizing
HTTP requests.
Q
Query: A search term or phrase that users type into a search engine to find
relevant information or websites. In digital marketing, understanding
popular queries can help marketers optimize their content and advertising
campaigns to better target their audience and improve search engine
rankings.
R
Reach: The total number of unique users who have been exposed to a
specific marketing message, advertisement, or campaign. Reach is an
essential metric for evaluating the effectiveness of marketing strategies
and understanding how many potential customers have been targeted.
Ranking Factors: The various elements and criteria that search engines
consider when determining the order in which websites appear in search
results. Examples of ranking factors include keyword relevance, site
speed, mobile-friendliness, and backlinks. Understanding and optimizing
these factors is crucial for improving search engine optimization (SEO)
performance.
Referral Traffic: Website traffic that originates from external sources, such
as links on other websites, social media, or email marketing campaigns.
Monitoring referral traffic in Google Analytics 4 can help marketers
identify which sources are driving the most visitors and tailor their
marketing strategies accordingly.
S
SEO (Search Engine Optimization): The process of optimizing a website
and its content to increase visibility and improve rankings on search
engine results pages (SERPs). SEO involves various techniques, including
keyword research, on-page optimization, and link building, to make a
website more attractive to search engines and users.
Sitemap: A file that provides a list of all the pages on a website, along with
information about their hierarchy and importance. Sitemaps help search
engines discover and index website content more efficiently, which can
improve SEO performance.
Split Testing (A/B Testing): A method for comparing two different versions
of a web page, ad, or email to determine which one performs better. Split
testing helps marketers make data-driven decisions and optimize their
digital marketing strategies for higher conversion rates and better results.
T
Target Audience: A specific group of people that a company or
organization aims to reach with its marketing efforts. Identifying the target
audience involves researching demographics, interests, and behaviors to
create a tailored marketing strategy that appeals to these individuals.
Title Tag: An HTML element that specifies the title of a web page. The title
tag is displayed on search engine results pages (SERPs) and is an
essential component of on-page SEO, as it helps search engines and users
understand the content of the page.
TTFB (Time to First Byte): A measurement of the time it takes for a user's
browser to receive the first byte of data from a web server. TTFB is an
important aspect of site speed and can impact a website's performance,
user experience, and search engine rankings.
U
Unique Visitors: A metric used to track the number of individual users who
visit a website within a specific time frame, typically calculated by
counting unique IP addresses. Unique visitors are an essential
measurement in digital marketing, as they provide insights into the reach
and popularity of a website or campaign.
URL Builder: A tool that allows users to create custom URLs with specific
tracking parameters for individual marketing campaigns. URL builders,
such as Google's Campaign URL Builder, enable marketers to track the
User Journey: The series of steps a user takes while navigating a website
or application, from their initial entry point to the completion of a desired
action (such as making a purchase). Analyzing user journeys helps
marketers identify potential pain points and areas for improvement,
ultimately enhancing the overall user experience.
Unique Selling Proposition (USP): A benefit and/or feature that makes your
product/service unique from competitors.
V
Value Proposition: A clear statement that communicates the unique
benefits and value a product or service offers to potential customers. A
strong value proposition can help differentiate a business from its
competitors and persuade customers to choose their product or service
over others.
Visual Content: Content that relies primarily on images, videos, and other
visual elements to convey information and engage users. Visual content
is an essential component of digital marketing, as it can boost user
engagement, improve retention, and increase the likelihood of social
sharing.
W
Web Analytics: The collection, measurement, analysis, and reporting of
web data to understand and optimize a website's usage. Web analytics
tools, like Google Analytics, help businesses track user behavior, traffic
sources, conversions, and other key metrics to improve their digital
marketing strategies.
White Hat SEO: Ethical search engine optimization practices that adhere
to search engine guidelines and focus on providing value to users. White
hat SEO strategies, such as creating high-quality content and earning
organic backlinks, are designed to improve a website's search engine
ranking over the long term.
X
XML (Extensible Markup Language) Sitemap: A file that provides search
engines with a list of all the pages on a website, helping them to discover
and index the site's content more efficiently. An XML sitemap is essential
for search engine optimization, as it enables search engines to crawl and
index a site's pages more accurately and quickly. It's especially important
for websites with a large number of pages, frequent updates, or complex
navigation structures.
Y
Yoast SEO: A popular WordPress plugin designed to help users optimize
their website's content for search engines. Yoast SEO provides tools for
managing metadata, generating XML sitemaps, evaluating readability, and
more, making it an essential tool for WordPress website builders looking
to improve their site's search engine visibility.
Z
Zero Moment of Truth (ZMOT): The term coined by Google to describe the
point in the buying process when a consumer researches a product or
service online before making a purchase decision. The Zero Moment of
Truth has become increasingly important in digital marketing, as
businesses need to optimize their online presence and ensure they
provide valuable content to influence consumers during this critical stage
of the decision-making process.
Zone File: A file that contains information about a domain and its
associated subdomains, including their IP addresses and DNS settings.
Zone files are used by DNS servers to resolve domain names to their
corresponding IP addresses, ensuring that users can access websites
through their web browsers. Understanding zone files can be helpful for
website builders, as they need to ensure that their domain settings are
properly configured for optimal website performance and search engine
visibility.