A Beginner's Digital Marketing Crash Course | PPC, Social Media and Misc. Marketing | Adam Malmstedt | Skillshare

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A Beginner's Digital Marketing Crash Course | PPC, Social Media and Misc. Marketing

teacher avatar Adam Malmstedt, Digital Marketer & Content Creator

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

25 Lessons (1h 24m)
    • 1. Course Introduction

    • 2. Meet Your Instructor

    • 3. Why You Don't Need a College Education

    • 4. Basics & Fundamentals of Digital Marketing

    • 5. The Role of a Digital Marketer

    • 6. The Tools at Your Disposal

    • 7. Making Money as a Digital Marketer

    • 8. Utilizing Existing Demand for Products

    • 9. Creating New Demand for Products

    • 10. A Deep Dive into Marketing Tools

    • 11. What Tools to Utilize for Which Techniques

    • 12. Introduction to Advertising on Google

    • 13. Basics of Google Search Ads

    • 14. Basics of Google Display Ads

    • 15. Basics of Google Shopping

    • 16. Basic Bidding Strategies

    • 17. Introduction to Social Media Marketing

    • 18. Basics of Paid Social Marketing

    • 19. Basics of Influencer Marketing

    • 20. Basics of Organic Social Marketing

    • 21. Basics of Remarketing & Retargeting

    • 22. Google Analytics & Remarketing

    • 23. Basics of the Facebook Pixel

    • 24. A Brief Summary

    • 25. Thank You for Watching

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About This Class

Who is this class for?

This class is for anyone unfamiliar with digital marketing and wants to learn the very fundamentals of it. Whether you're looking to start a career within the digital marketing industry, looking for ways to boost your own existing business or just have a general sense of curiosity about the world of digital marketing, this class is for you.

This class is best suited for absolute beginners.

What will you learn in this class?

In this class you will learn the very basics of digital marketing and the pillars and language that digital marketing is built upon.

The following subjects are covered in this course

  • The most common tools used for digital marketing
  • Basics of using tools to analyze user data and behaviour
  • The fundamentals of advertising on Google
  • The basics of running ads on Instagram & Facebook
  • Other less known digital marketing strategies

Among other things.

Why should you take this class in particular?

My class is comprehensive and yet very basic, leaving you with an understanding of the basic principles of digital marketing, while still wanting to learn more and dive deeper into each of the discussed subjects. 

If this class doesn't spark your curiosity for the vast universe that is digital marketing, at least you will walk away with a basic understanding of the online advertising-enivornment.

Why is Adam qualified to host this course?

A little over a year ago, I was working as a mailman and absolutely despised my current conditions. I decided to take matters into my own hands and taught myself how to do digital marketing. A little over a year and about $900,000 spent on marketing later, I know the ins and outs of digital marketing. 

Meet Your Teacher

Teacher Profile Image

Adam Malmstedt

Digital Marketer & Content Creator



Digital marketing across the board is my speciality. I've been in the digital marketing space since 2 years back, starting out as a freelancer with no college education. Climbing my way to the top I'm currently working with one of Sweden's fastest growing digital agencies. 

My primary specialty is Google Ads marketing, but my experience extends to content creation, paid social, organic social and many more.

I'll be happy to teach you everything that I know. 

See full profile

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1. Course Introduction: Hello and welcome to the big gainers. Digital marketing crash course. My name is Adam, and I'm super happy that you're here shaking out this course Now, this course covers all of the fundamental practices basics of digital marketing. We've completed this course. You will have enough knowledge of digital marketing to take your business to the next level . It doesn't matter if you're already a business owner looking to step up your digital marketing game. If you're a beginner freelancer, want to market your service? Or maybe you want to start freelancing with in the digital marketing field like myself, no matter where you are, what your goal is, this course is the perfect place to start, so sign up. Now let's learn the fundamentals of digital marketing, just you and me. Let's get into it. 2. Meet Your Instructor: but all right, who am I And why do I have the right to teach you about digital marketing? Well, first up, my name is Adam, and I am a digital marketing expert. Specialist mania. Whatever you wanna call it. I've spent around $900,000 on digital marketing so far, but I'm about to hit the 1st 1,000,000 spent. And truth be told, a little more than a year ago, I was working a ZA mailman and I felt that I wanted to do more. But on the other hand, I didn't want to study in school for three or four years to do digital marketing. So what I did is that I learned myself. And then I started up freelancing on the side of my then Malen job. And while I was freelancing, I was learning even more. Every job gave me mawr experience, and I started doing bigger and more impressive jobs. And it didn't take long for me to be contacted by the CEO of one of sweetest, fastest growing digital marketing agencies. On after a bit of negotiated, I was hired into the company s and ECM specialist, which is basically a digital marketing specialist, and this is where I am currently working. But I'm still doing freelance work on the side because it generates more income and free lensing work non bound by time now. It wasn't easy to make this journey from Mehlman to dutiful marketing specialist well, treat until the answer is no. But I had a good mentor, held May learned the ropes, all the digital marketing parts. On the other hand, I had to learn myself and truth be told, I was a brilliant, that look out for a course like this. But if I found one, if probably would have shaved 4 to 6 months off the learning process. So that's really what I'm wanting to share this knowledge with you. But making this journey is not going to be super easy. I will give you the tools of the knowledge that you need, but you will have to forge your own path. Going forward, though that is really the most fun part of the whole ordeal, and there is nothing stopping you from accomplishing. There is nothing stopping you from accomplishing this because there was absolutely nothing special about me. I came from a modest regular whole But I didn't really have a lot of money either. So if I can do it, then surely so can you. 3. Why You Don't Need a College Education: Here's another great thing about being a digital marketer. You don't actually need a college education. Why? Well, because digital marketing is 100% performance based on what does this mean? Well, it means that all of your actions are trackable, so you and your clients or employer can instantly see all of the results that you creates. This means all the good results as well as all the bad results Now. This can, of course, be a good thing and a bad thing. But the most important thing is that employers and clients won't care about your educational background as long as you can produce great results. The baseline is that if you do good work and you get good results than it really result in more work and of course, better work for you, though I'm not saying that a college education is I had to have. It will probably improve yourselves a ton if you have one, but it is not mandatory 4. Basics & Fundamentals of Digital Marketing: All right, so first up, let's make everything super clear. What is digital marketing? Really? Well, digital marketing is marketing on all platforms digital, and that is a wide subject. Trust me. If you have a phone, computer, tablet or cumin a TV, then you've been exposed to digital marketing. 100% guaranteed some very common forms of digital marketing. Our ads on YouTube at some social media such as Snapchat and Instagram and, of course, marketing on Google. The goal of digital marketing is to create what's called a conversion. Now, this is a super important term to remember, so make sure to write it down already. But what is a conversion? The commercial can be any goal that you set up yourself. It can be the purchase this sign up to abuse later, increasing brand awareness or world domination. Digital marketing is in today society all about a tailored experience. The days of reading an ad in a magazine is over. You need to personalize your marketing to your ideal customer and see your ideal audience. This is what we're gonna learn. So what I mean by that well asset digital marketer, you need to find the perfect audience for the product or the service that you're offering. Let's take an example. If you're selling baby strollers, what would your ideal audience be? Well, what pops into mind? Well, new parents, of course. But how do you really find this audience? And let's say that you find your ideal audience of parents will. Maybe only 40% are in the market for buying in your stroller. How do you find that? To give you a real example? Let's use myself as your target audience. Now. I like playing video games, right, and I'm not that much into tennis. So if you show me a tennis ball that I'm probably not going to buy it, I'm just going to throw it away because, well, I'm not into tennis and I'm not your ideal audience. But if you've got a really cool new video game going on and you show me a really cool you tip at about it, then I'm going to be pretty psyched. And maybe I won't make the purchase right away. But perhaps I'll sign up for your newsletter, and that's at least half a commercial. If you're going for purchases, we'll be going through all of this how to do it on different channels using different strategies. But the fundamentals are pretty simple. Either you have to be there when there is a need for your customer to make a purchase, or you have to create the need yourself. Now this can be done through ever variety of channels. First up, we have organic traffic, which is traffic from search engines, and we have social marketing. Facebook, Instagram, Snapchat, Tic Tac. The list is massive. We have PPC marketing, which is a bit more complicated. We've got display marketing affiliate on referral, but don't get your head stuck into it right now. We'll be going through all of these in this course. 5. The Role of a Digital Marketer: All right, So what is the goal? Roll on purpose of being a digital marketer? Well, first you need to know your role, and it can vary from time to time, but usually it's one of the following. We've got the freelancer. We got the consultant. We got the business owner and the regular employees. But no matter you roll, the goal usually remains the same. First up, you've got the primary actor, which is the business that's hiring you if your consultant or your business. If you're a business owner or your employer and so forth. The primary actor wants to complete a certain goal. Remember, we talked about conversions before. It could be to increase sales or get sign ups to a Malay store. Increased brand awareness. They can vary a lot from time to time, so the primary actor wants to reach the right audience is right. We talked about correct an incorrect audios this before, but how would they reach that? Well, that's where you come into the picture. You are kind of ah, marketing engineer with a whole batch of tools at your disposal, and your tools are different. Marketing channels such as organic social PPC, etcetera. It's up to you to find the right audiences, and if you do, then you will succeed as your job. But if you find the wrong audience well, the results will be low to medium at best. And of course, finding the right audience is tricky. But defining the right audience is even harder. Because the right audience varies. Depending of what gold you've set up, a certain audience might be more likely to complete a purchase than a certain audience might be more likely to sign up to your email list doesn't sound hard. Well, it kind of is. But don't worry. We'll go through all of it in a bit. And if it was easy than the primer actor, wouldn't be need of your services. 6. The Tools at Your Disposal: All right, so let's real quick go through a couple of tools at your disposal. I like to split them up into two main categories. We got the analytical tools, and we've got the active marketing tools The marketing tools can explain themselves, right? This is where I do the actual marketing E g. Creating ads, finding the right audience, running experiments and so forth. And the analytical tools are there to analyze all the analytical data that you get her. Let me explain a bit more. So when you send a visitor or user to your sites, you need to know what they're doing. And if they converts, so a great tool to use for this these Google analytics in combination with fruits hag manager. Now we'll dive deeper into both of these a bit further down the line. But for now, let's just run through the basics. So Google Analytics is great for gathering deeper and more indexed data about what your visitors and users are actually doing on your site. You contract behavioral flow, for example, e g. What landing page do they first come to and where did they go from there? What pages on your side of most popular, how long the users spend on site and how much time they spend a certain pages and so forth . If you can think it, then you can probably find it within Google analytics. But Google analytics is not perfect. For example, some actions outside might be tricky to trace with Google Analytics. For example, if you certain fills out a form, or maybe if they sign up for your email list and in certain cases when we complete the transaction now go tag manager contract most of these things. But take, for example, trance sections, which can be a bit tricky. Do you have to know how to solve this ASA Digital marketer? Well, actually, you don't. You must able to sell the whole ordeal of challenges. But there are some who require end up knowledge of coding and programming, and these tasks are best left to the sides. Web Master, a dedicated programmer. But as I said, we'll get more interdict all of this further down the line. When it comes to the active marketing tools, we've got a few to choose from. It, of course, depends on what platform you're planning on using for example. Google, Facebook, Instagram, Tic Tac. The market insults at each platform can vary a bit, but the primary marketing tools are the Google Ads interface and the Facebook ads manager. From these two, you can launch as all over Google and Facebook and Instagram as well, and these are probably the biggest networks that you'll find. Of course, if you want to run at snap shatter Tic Tac, you're free to do so. But for most businesses, it's more than enough to advertise on Google and Facebook. 7. Making Money as a Digital Marketer: But when it comes to making money, what's the best way to go? Well, there is actually no best way to do it. And the great thing about working as a digital marketer use that you have 100 opportunities to decide how you get paid. There are a ton of waste, but list his name a few. First up, we've got the freelancer your hired. I'm not asked her need basis, and you're good results would generate even more work for you and Philip your portfolio that this is actually where you can make the big bucks second up. We've got consulting. You can act as an adviser for already existing business, for example. They might have a marketing department, but they lack the skills the Junos do. You can teach. These were just advise them on general marketing practices. This way of working can also generate a ton of income, and it's actually less work intensive than the before mentioned. I've done this a bit, but I find that it's just a good way to Sprinkle on extra bit of income on top off the other alternatives rather than acting as your main source of income and of course, you can always go for employment in the government or in the private sector as a digital marketing specialist, which is really what I'm doing now. The beautiful marketing is great for a side hustle because you're not really bound by time . You can do it from where everyone's and at what times you want. It doesn't matter if it gets done in the middle of the day. We're in the middle of the night as low as you generate good results. And if you're working as a freelancer or a consultant, then you get set up a couple of different payment plans. Depending on what suits you best, you can have a flat feet per month. You can have an hourly fee. You can have a performance based fee. You can have a fee based on how much the claim wants to spend, and so on. The possibilities are endless. Really. Now, if I would recommend one, I would recommend going for a flat fee because an hourly fee just opens up for such a ton of discussions. So the best deal that you can get, according to me, is a flat feet, plus a performance based bonus So let's say that you set a goal, and if your results are over this goal, then you get a bonus based on how good your performance ifs now, you won't always be able to live payment plans like this, and the best one is generally just to go with a flat fee based on the expected amount of work that you have to do. But anyways, before we get more into making money, let's not writing to the actual usable knowledge. 8. Utilizing Existing Demand for Products: All right, everyone. So let's talk about some basic digital marketing. Take meets now. The way I see it, there are two types of digital marketing. Now I do recommend that you take notes of base, but I will also be writing it down here. So anyways, the 1st 1 is existing where there's a demand for your product or service. No matter what products you're offering, there is likely someone wanting to buy it already. Now the challenge is to show these people that you exist because if they don't know that you exist, then they're going to buy from one of your competitors. So the first half of digital marketing is, too to exist where there's a demand now, depending on your product existing, where there's a demand can be quite hard, as the competition can be fierce. But where the receivers competition, there is also most likely a ton of potential customers as well. So even if you can take the whole cake, you could likely snag apart offense. Now, in a little while, we're going to talk about what tools are best for this type of digital marketing, so just stay with me. But the challenge with this is finding a good and cost effective strategy that gets you a good return on your money because the audience is already here. So this strategy is excellent for high ticket products and rare services. When it comes to a high ticket products, people are kind of unlikely to splurge to just by on a whim. But there are people who will actively looking for your product or service, and if you can be there when they do that, that's where you win now. A quick rule of thumb for this strategy is that if your average order value is less than $20 then maybe this strategy isn't for you. Let's talk about the next one. 9. Creating New Demand for Products: all right, so let's talk about these second strategy that is to create demand. I'm sure you've already seen some ads on social media where there's this time in middle product that seems kind of useful, and it's actually pretty cheap. Well, that's the advertiser trying to create demand for their products. This strategy is all about finding potential users who are likely to have a least a tiny bit of interest in your products. And then you use aggressive marketing tactics and re marketing more on that later to write it down to create that demand for the product. And when I say an audience that is likely to be at least a bit interested in your products , I'm talking about really rough targeting. Take, for example, if you're selling a male perfume than you might not want to target women. Using social marketing for this is a great way to create some demand, and this strategy works great for low ticket products that people can afford to splurge on . You should utilize the heat of the moment to sell this product as fast as you can. A general rule of thumb is to avoid this strategy. If you're selling products from more than 50 or 60 bucks because that's just on the line. Word starts to hurt for the consumer to splurge off course. This type of marketing can be involved in a lot bigger and greater marketing plans. But we'll talk more on that later, all right. But what tools work best for what strategy? 10. A Deep Dive into Marketing Tools: But before we do that, let's just quickly recap what tools we have at our disposal and what they actually are so that your mind is 100% fresh. We touched lightly on each of these subjects before, but let's go through them once again. So first up, we've got organic search. Now, organic search is the art of ranking naturally on search engines such as Google and being. Here's an example of how search engine results can look. Now this is a bit tricky it to pull off, but mainly it's all about using the correct key words for your products. But what we're gonna focus on are the following two alternatives. So for now, let's draw a line through this. Let's talk about PPC, which stands for pay per click marketing, and when we talk about this, we're mainly talking about marketing Google, and there are a ton of ways to do marketing on Google, and we're going to be deeper into all of these in a future. Listen, but for now, let's look at a few examples. We have search at visible on screen right now. They show up in the search results above and under the organic search results. We have display ads, which are image ads on all the video adds that juicy on YouTube. And finally we have the shopping, which is a great way to sell a physical product visible on screen right now, all these fallen there, Google's jurisdiction and whatever I talk about people see, I'm talking one of those three. So let's write it down real quick under here, and then let's move on to the final one. All right, so Number three we've got social and social marketing can be a bit of everything. It can be a social media marketing or influence, or marketing or brand deals. But when I talk about social marketing, I'm mainly talking about paid ABS justice. We talked about Google while I call it Social. I'm mainly referring to Facebook. That's so let's right that right here, Why Facebook? Well, because Facebook owns both Facebook and Instagram. This gives them a massive social network to show their ads on. And if you can do Facebook, that's good. Then you can do instagram ads good as well, because, well, live literally function on the same tool. The Facebook's ad manager and reckoning that Facebook and Instagram are two of the biggest social networks from marketing Right now, those are what we're going to focus on. But the strategies we use for social marketing here applies for other platforms as well. Such a snapshot of Tic Tac now Facebook and Instagram functions about the same as PPC marketing. You can show image ads, video ads and so on, but there is no search function. It's almost Onley based around display and shopping ads. Here are a few examples on screen right now. These ads function great for impromptu purchases, splurging heated moment purchases. But they can also be part of a bigger marketing strategy. More on that later. For now, let's move on. To which of these strategies fit best into the before mentioned creating demand on existing where there's a demand. 11. What Tools to Utilize for Which Techniques: All right, So here's our demand list. This side is this side is were replaced, the tools that are best for creating demand. And this side is we will praise the tools that are great for existing where there is a demand, remember? All right, great. Let's take the sub categories that we spoke about in the recent two episodes. If you don't remember, just go back and have a look again. All right, so first up, we've got the Google Search Network, where users putting a key word in search far. And then that was related. Ads and results. Which column do you think that search ads besting? If you chose existing the man, then yes, I agree with you 100%. Now keep in mind that what I'm saying here is not a rule. This is just my personal opinion, of course. Search as can be used to create a demand, but this is simplified shocks. Let's go on to the next one. Display ads on Google First up image that's now image, as are you should is showing based on interest off the user. For example, if you show interest in fishing, then you might get ads for a fishing pole rebates for something along those lines. So which column you think that image display as victor? Well, actually, it kind of fits in both. Why? Well, there is probably an existing demand for fishing equipment if you're interested in fishing , right. But you might still not be on the hunt for buying those particular products, so display ads might create the urge to buy Swell as existing Werther's already demand. All right. Next up, the second part of the displacement work, namely video. And when I say video, I mainly mean adds beauty. Now, which column would you place the SATs? And there are a few ways to target these YouTube You can choose based on the topic of the video, based on the interest of the unit, sir, based on keywords up the video. But in most cases, video ads are used to create the man or remind the user of a product of the opening shown interest. As I said before, it can also be used to answer an existing demand, but it's mainly used for creating. All right, so next up we've got the shopping ads. Remember, these ads showed over price a picture and the name of a problem. You don't actually get to choose what keywords these ads appear on. Google makes a guess based on the date of that product contains and majesty to the best of its ability with searches that a user maze Now, Which column do you think that shopping at Well, since shopping ads works on such a complicated matching scale? It actually fits into both, because Google will show your product if somebody searches for exactly your product. But they will also show into much wider searches. They may be vaguely related to your problem. That is why shopping fits into both of these columns, all right, and finally, we've got social, which is Facebook. It means the remarketing, and I'm going to include all of the ads that you get so one show show into one category, because they're basically the same now as we discussed before. They can off course the tailor to users to show a specific interest in something, but more often than not, they're going to be trying to get a user to splurge, to buy rights. Now, that's why I'm going to play social ads on the creative side. Now, why is this chart useful? Well, let's say that you're a freelancer and you get a job to sell the specific product. Now, if it's a specific product, let's say special type of bait for a special type of fish. Then it might not be that easy to create an interest based on fishing interest. You can exist where there's already a demand for people searching for that specific Bates. Now, on the other hand, if you're selling a moisturizing face cream that you might need to use both existing demand on create new demand so you have all these tools at your disposal. But let's say that you're selling a really cheap nose hair trimmer now because it's so cheap, probably low quality than people who are on the hunt for a nose hair trimmer, Likely which use a better alternative. But you can still get people to splurge. So then you have all of these tools at your disposal. Now, keep in mind that this chart is just the guide made by me. So by all major, use all of these tools for whatever number you want. But this is my personal recommendation. Now it will be pretty difficult to use these tools if you don't actually know how to use them. So now we're going to move on to practical knowledge. How do you actually use each of these tools? Get your study mode on and open your note boost because there's gonna be a lot of knowledge coming your way. 12. Introduction to Advertising on Google: All right. So welcome back. Now in this Listen, we're going to do a quick overview off all of the marketing platforms Google before we dive deeper into each one. So first up, let's just write them all down. All right? So first up, we've got the Google search network, which essentially is just as such a place on the search results page. When you do a Google search, if you don't remember how they lived here, they are on screen right now. Now the sides are pretty simple. You write and add that consist of text, and then you choose one or several key words that you want your to show up isn't really more complicated than that. Secondly, we have display ads, which is all the image ads on all the video ads that you see on Google and its partners. So these image ads can be shown about 98% of all websites on the Internet. If you don't remember how they looked like here they are on screen right now, they go display that work also includes all the video asked that you see on YouTube and lastly, we've got the Google Shopping Network with just primarily aimed towards e commerce store Google shopping ads show up next to the search results. When you do a Google search, if you have no idea how it looked here, they are on screen Right now. Shopping ads are a bit more complicated to sit up search ads, but once you've done the initial set up, they kind of handled themselves. Now these three networks make up all of Google's advertising space. Now Google operates on a PPC infrastructure, and PPC stands for pay per click, which essentially means that you only pay for the actual clicks you get on your ads now. This might seem like a great thing at first, but it can get kind of complicated to get a good return on your ads. Now we'll discuss this more in detail when you take a deep type each of these networks. But Google has involved since it started out, and PBC is no longer really the only way to pay for ads. Sure, you just don't pay for each click you get, but there are a ton off other bidding strategies out there. Though this is a beginner's course, will only talk about the basic ones in a future lesson. So without further ado, let's get right into the deep dive off Google Advertising 13. Basics of Google Search Ads: Hello and welcome back. Now I hope that you've got your note block ready because we are going to do a deep dive into advertising Google. So first things first, we're going to start with the most basic of ad, which is called the text or the search at now. Do you remember what we talked about in the last lesson? In case you don't, here are a few examples of sir chats on screen right now. So a search at is essentially a text based. So what you do is that you choose a couple of key words on where you want your to show, and then you brighter ad, and then you're Advil show on searches related to your chills and keywords. Sounds simple enough, right? So basically, you pick a keyword and then your shows. Now, that sounds pretty simple on paper, I agree. But it's not that simple in reality. And there is a reason that so many people are throwing a ton of money away on Google ads because they have no idea how it works. So let me explain that further into details. All right, so let's say that we're selling fishing post than our primary key word would most likely be fishing pole. That makes sense. Now, this is our primary keyboard, okay? And we want to reach people who are looking to buy fishing poles because that is what we're selling. But this is quite a wide keyword is not. Maybe someone Googles helps the use of fishing road. They really want there to show in a search term like that? Well, probably not, because if they accidentally click on add, we will have to pay for a user who is very unlikely to make a purchase. This is where match types come into play. Let me explain a big, further. All right, so here is a regular funnel. The top represents the widest range of much the top 1%. The widest range off possible keywords there can show up on the bottom is the most specific area we can achieve now, through the magic of Google, we can choose different match types for our chosen key work so that we can be as broad or as niche s we want. Let me explain. So at the top, we have something called problem match. When you choose your keyword, you just type it as this fishing pole. So this is the broadest match type weekend have. And what does this mean? Well, our ad can show up any search whatsoever related to efficient, Full, how to use a fishing pole. She best fishing poles available, buying, efficient poll, worst fishing hole ever. And so he can even show a searches that don't even really containing the word fishing pole such as fishing class, if we're lucky. But moving onto the next one. If you type your chosen keyword like this with the plus sign in front that tells Google that both of these words need to be included in the search, this is what I use the most. So because you're a beginner, I would recommend just going for this type almost all the time. But just out of curiosity, I will go through all the master. All right, so next up we have fishing pole within quotation marks. This is called a phrase match. So if this stream of words is contained anywhere within a phrase than our ad will show, for example, best fishing poles. But if the phrases broken than our ad von Schau. So, for example, fishing red poll or something like that. And lastly, at the bottom, we have exact match, which is as exact as we can get. So if you type your chosen key work into brackets like this when your ad will only show on exact searches of this or misspellings for synonyms but no longer synthesis or anything like that All right, so I hope took some notes of that. If you're feeling that we're progressing too rapidly or that I'm just tossing you into the world of Google ads, don't worry about it once you're logged into the Google ads interface that Google guide you and hold your hand through the whole journey. So to create any types of ads you need to have a Google account. And then you just typed Google AdSense for search bar on logging and create your account. It's not very hard, so I won't be showing that I will be talking about general practices like what to do and not to do just like this, because Google doesn't tell you this. All right, so let's go through. It makes a really good search. You've chosen your keywords and all that. Now it's time to actually write your at and a text that consists off. So a search consists off these three assets as shown on screen. Right now, we have three headlines to descriptions on a custom Europe. What we want to do is that we want to include are chosen keywords as much as possible. So some good tips that I always use is that the first headline should contain our keyword, which is fishing pole. The second headline should be informative in some way about the products such as cheap or premium on the third Headlines should be the business name, because the mural should include visuals and key word on the two descriptions to just be generic information on they as well, shooting through the chosen keyword. So let's say that I've chosen keyword is fishing pole than our ads should look something like this. All right, so let's summarize from search ads. So what we talked about now we started off with match types on what I recommend to do as a beginner is to always use the plus signs, which is called Modified Broad match. So first up, first up used plus on all of your keywords because then you won't get all these crazy matches that you maybe not even once you're ready to show up. Secondly, add structure. What did we talk about? Well, your headlines should look like this. The first headlines should be your chosen keyword. The second headline should be a bit of information about your product. The third headlines should be your business name. The custom mural should include your keyword on. Both of your descriptions should also include your chosen keywords. Now this might seem spammy, but it actually promotes your adds even more. Also, here's a bonus tip. When you create your ads, you will be prompted to create what's called a he responsive search on This is nothing. Where'd you should always create a responsive search at and responsive search at It's Essentially, you just get Google about eight headlines and for descriptions, and they would stitch together and add for you. And this gives to the opportunity to show up more searches. But let's not talk too much about this. So what are the key takeaways of using search as well, Sir, chats are the most basic form of add on Google, and it's also one of the simplest wants to use, and even a complete novice or beginner can achieve great results. But if you know what you're doing, then you can achieve excellent results. And when I say excellent results, when I said excellent results, I'm talking about fraternal investments 20 minutes, 18 to 14 times the invested money. So for every $1 is spent on advertising on Google will give you so For every $1 spent on Google ads, you can expect 8 to $14 in return now, depending on your nation, your skill you could get a lot less or a lot mawr. I've seen returns of up to 120 times your invested money for every $1 you spend. You would get $120 in return, but and only occur in very rare circumstances. But this is what you can expect if you're doing good work with searchlights. And, of course, all this only applies if you're selling a product. Now, if you're going for something else, such as email setups or form submissions, then there's a huge variation between different areas of businesses. One more thing you should know about search at is that there are long term investments. Sometimes you won't be successful straight away, and you need a couple of weeks or months to perfect your ads. But how do you perfect your ass? Well, an important part of the optimization work, which is really all you have to know, for now is something called negative keywords. And these do well, the opposite of regular T works. You choose a keyword on which you don't want your dad to show up. And as long as you keep adding negative keywords, your advertising results will improve because you were showing up. Unless unless irrelevant searches. All right, so I'm going to spell out your job for you. First up, you choose good keywords. Secondly, right. Good ads. By good ads, I mean, include your chosen keyword. Don't leave it out a number three. Keep adding mega David keywords until you get to decide results. If you can do all these three and then you would be better than 70% off all the Google marketers out there because there are so many people who are running Google ads completely blood because they're missing these three simple steps. All right. Did you get all that good? Let's move on to display ads 14. Basics of Google Display Ads: All right, welcome back. Once again. Now, in this lesson, we're going to talk about display ads. The display network on Google Now that explain it work consists of two different ad formats , namely image ads. As I showed you a previous lesson. Here they are. If you've forgotten, look on video as which are all the as that pop up on YouTube all the time. That was the difference between these two. Well, one of them's a image, the other ones that video. Other than that, there's not actually that much difference. But if you remember from room we talked about search ads, we picked our own keywords here. There is no such thing as keywords. Instead, just do is to work with something called audiences. So when audiences a defined group of users on the Internet to have at least one thing in common and that is up to you to decide an audience, for example, can be all males in the entire world off females in the entire world. May it's between 20 and 22 minutes with an interest in fishing or males were not interested in fishing and so on. If you get think it that you can probably create your audience now. How affected your ads are really depends on how to find your audiences. So let's take up the funnel that we used in the previous listen. All right. So, as I said before, audiences consists of users have something in common, and at the top we can find the most basic of, say, creations. We've got gender so you can create an audience based only on gender. But this is probably more often than not a pretty bad idea. You want to combine gender with other aspects off a user to find your ideal audience. Let's write down a few more aspects that we can use to create our perfect audience. All right, so here are a few more gender age interests, hobbies on behavior. Let's not make more about each of these. So first up we've got gender, which is pretty self explanatory. Whether you like it or not, Google will divide users into either male, female or unknown. Secondly, we've got age, which is pretty self explanatory. You can make a certain age range for a broad audience so you can go under 18 years old because doing targeted advertising to Children is illegal, then we'll get into the more exciting stuff. We've got interests, which is also pretty self explanatory. Google creates a profile based on what you watch, what you interact with the next. So if you watch a lot of fishing videos and you order a lot of fishing equipment, then Google would likely flag you miss having fishing interests. This also twice hobbies, but how? This can be a big difference because you could be interested in astrology, but it doesn't necessarily have to be a hobby. But if you have fishing as a hobby than your morning to fishing than just having an interest, so how we weighs heavier than an interest at the bottom. We have behavior, which is pretty interesting. We can define users based on what they do online, what kind of videos they're watching, how much time they spend online, what sites like this is what blocks they read, how they interact with others, for example, spending more than five hours a day on YouTube. Now, if we combine all of these, it's one audience that we have a golden audience right here because it is very defined. So let's say that you're selling a fishing rod for expert fisherman. Then the gender again choose all genders because everybody likes fishing, I guess. Age range For somebody to be an expert, they like to have to be a bit older. So let's say you peak. It's kind of an exaggeration, but it's just a few points. Interests and hobbies are both going to be fishing on behavior. This is kind of a tough one to choose. But since we're targeting seniors, we could choose behavior as not spending that much time on your computer and choosing not to include phone users because most seniors might not have a smartphone. Now this is just pure speculation. But it gives you an example of how an audience look. And hopefully, if we show adds to this audience, they will cumber. It's buyer expert fishing rod. All right, so let's move on to actually creating an ad. So when you do ads on Google, you have a lot to choose from. You can upload your own images that you created in paint or a GoPro, or in a doe program or wherever, but I recommend that you used something called a responsive display. Why well. First up, it's super simple to do, and secondly, it usually gives better results than custom already finished at so a responsive display at Israeli and add that Google stitches together from assets that you give So what you do, so what you do is you choose a couple of assets, which use a couple of images and logos, and then you write a few headlines and you write a few descriptions. They go stitches together and add that can dynamically change to pick any for men all over the way. So by creating one ad, you're essentially creating thousands of possible combinations. They can show up on every site. And even if you have terrible assets when you don't have any good images, maybe you're not that good of a copywriter. These still look good now when it comes to video, as the audience part is exactly the same. But the video you'll have to create yourself uploaded to YouTube. We're not going to go deeper into that because I'm not really a video experts. I'm more of a technical advertising expert. So anyways, to run a successful slate campaign, you need to face audience a custom one that you made yourself based on a few factors that you choose, Google offers a ton of factors to choose from, so creating your own audience, it's not difficult at all. Secondly, you need a great how do you make a great ad? Well, you could make a video ad or you can use a that's right response they display. Make sure to note that down. So that was a brief summary off the display network on Google. While there are a ton of advanced settings to use, if you use these and you're well on your way to become a Google ATS experts 15. Basics of Google Shopping: all right, so it's finally time for my favorite type of add on Google. The Google shopping ads, which is displayed on the Google shopping. This work If you don't remember how they look, here's a quick recap on screen right now. So is shopping at is essentially a picture off your products of title and then a price. Why is this so effective? Now imagine that you're looking for a nail clipper so you go go. What are you more likely to click the border takes average doesn't show any pictures or a shopping out, which shows both the picture on the price. That's right. You're more likely to click the shopping at whether you want to admit it or not. So shopping ads are super effective for selling products. And if you ever doing work for an e commerce client or running e commerce story yourself, then you want to get shopping ads rolling a set. Why? Well, first off their super effective and number two, they're super easy to run. Once you've done this set up, they will basically optimize themselves, and I've seen some crazy returns on Google shopping campaigns up to 2030 times their money , but there is one heard election needs to get over that is setting up the shopping campaign . Let's have a bit of a burning house actually do that. So Step number one is to create what's called a Google Merchant center, and then you need to follow instructions. Downsides To verify that you actually have the rights to utilize this site. After that, you need to get your hands on what's called a product feed, which essentially is a file that contains information about all the products that you have on your site. Sounds complicated. Well, it might not be as complicated as you think. It depends on what system that you or your customer has used to build our site. For example, we got WordPress and Shopify. Those are some well known names, though, To get a product feed, I have one single tree. You go to Google and typing your clients or your own business systems such as WordPress or Shopify and then product feed, and there will be at tom of articles explaining in detail exactly how to do it. And this varies from platform to platform. That is, why not give you a specific instruction that will work every time. Sometimes it is super easy. You just need to click a button. Sometimes you have to buy a plug in that will create feed for you. And sometimes you just need to contact the support, and they will basically give you the feet. So you get your product suite and you pop it into Google Merchant Center. Simplest, that it will take a few days for Google to process the feet and make sure that everything is as it supposed to be on that the products or something that you can actually sell e G, not weapons, for example. After that, you just link your merchant sins are accounted with Google ads, and when you create a new campaign, you choose the shopping campaigns. But there is a big more to it than that. When you create your shopping campaign, you'll be prompted to make a choice. Either you get the choice between creating a standard and a smart shopping campaign. Now what's the difference? Well, a standard shopping campaign gives you a big moral manual. Control in a smart shopping campaign is 100% automated. Now you might be thinking, well, I should choose the smart campaign, so I have to do less work. Well, that's a great thought, but it's not really that simple. You should always start up with the standard shopping campaign, and when you have 20 conversions and a commercial is a purchase transaction that sign up or a form submission or whatever you want it to be when you have 20 of those in a month, then is where you switch over to Smart because smart campaigns work in machine learning and they need date that to make good decisions. So we could go with a smart campaign. The first thing you do, they're yourselves. We'll probably be trash. So always start with standard shopping campaign. And once you have some data to act on E. J, some purchases have been made. Then you switch over to the smart campaign, and then you let us more campaign run because this more campaign works in machine learning . It might provide some worse results for a week or so, but it will almost always trump the standard shopping campaigning in bend. All right, so let's summarize how to do shopping campaigns and Google first create emergencies recount . It's super simple and it's free. Secondly, extracted product feed from your site or your client's sites. Now, depending on what platform they're using, your just type that into Google plus product. And if you're stuck and don't know where to go, just contact the support off a platform they'll be happy to provide you. They have helped me out 1000 times. Once your problem feed has been approved, then you create a standard shopping campaign. First, remember, once you have 20 conversions within one month, you switch over to a smart campaign, and then you just let the smart campaign run more often than not provide great results for you. So that's basically for shopping, which is my favorite way of advertising on Google because of efficiency and the great return and spend that usually follows. Now you know a big more about all the advertising forms on Google. But there is one more thing we need to discuss, because when you create the campaign, you get the shoes what's called a bidding strategy, and if you don't know what's click, then it might be a tad challenging. So let's move on to that 16. Basic Bidding Strategies: All right, So the previous Listen, we touched briefly on being strategies on. Now we're going to dive. Just a big D brings what bidding strategies actually are. And there are a ton of them to choose from, and we're not gonna go through them all because most of them are for advanced power users. But I would show you two of them that you should almost always used. They usually provide pretty great results. So what is bidding strategy? Well, bidding strategy is really what you're willing to pay for a click. Because if we go back to what Google ads essentially is, it's a PPC marketing. So paper clean, meaning that you're only paying for each click you get. Now, are you willing to pay $1 or $10 for a certain cleat? That is the question. The primary goal is always to get a good return. But getting a good return might not be easy if every click costs $15 but Google has this figured out pretty good. What works? What doesn't. So there are two automatic bidding strategies that I recommend that you almost always used . First up, we have first up, we have maximized clicks, and this is exactly what it sounds like. Guru will get you the most amount of clicks possible for your allocated budget. Now, why is this good? Well, you will get a lot of clicks and in turn, a lot of traffic that hopefully will convert and show you what works and what doesn't work on your site. It is pretty straightforward. You consent, Max. Cost per click if you want suit. But more often than not, I just leave it as this maximize clicks. And just as with shopping this second bidding strategy, we will not switch to the strategy unless we have about 20 conversions in one month. The name of the second bidding strategy is maximize conversions, and this is exactly what it sounds like. Google will get you the most amount of conversions at your allocated budget. What does this mean? Well, if you have a lot of good data in your account, for example, you have a lot of conversion from the maximize click strategy. Then this strategy will get you more conversions at your allocated budget. But what if this strategy doesn't work? What if you get worse results after switching? Well you just wish back for a while. And after you got in a few more commercials, you change again and eventually Google funded bidding strategy that works great for you and your product. So basically, just start out with maximize clicks and then, after a while, changed Amax conversions just cycle back and forth. If you don't get to decide results. And eventually Maximus corporations will learn the correct bidding strategy to give you as many conversions as possible for your allocated budgets. Now, don't put too much thought into being strategies here. These are really the older ones need. There are a ton of others out there, and if you're willing to experiment by all means, go ahead. But thes two are the most basic ones, as well as being the ones that I prefer to use most of the time. 17. Introduction to Social Media Marketing: All right, so next up we've got social marketing and social marketing is something that you have been exposed to, even if you're aware of it or not. Now, I'd like to split social marketing into three categories, so the three categories are paid organic on influencer. Let's quickly go through what all these mean before taking a deep diamonds, each one. So first up we've got paid, which is essentially the same as advertising on Google, an example of paid as are shown on screen right now. So when we talk about paid ads were primarily going to talk about ads on Facebook and needs the Grand because this is the biggest social network at the moment, so it essentially works the same as Google image. So essentially pick an audience based on different attributes that you combine to create custom audience. And then you create either image or video ads to show to the audience. Secondly, we've got organic, which essentially means building an organic following on instagram or Facebook. A great example of this is Slim Jim shown on Instagram right now, which has created kind of mean page and as such has got a huge massive following. This is probably the most difficult part accomplished, but if you manage to do it, it's great because it costs literally nothing. And lastly, we've got influence or marketing, which is that you pay an already existing influencer and account on Facebook or instagram or snap shot or take talk or whatever platform you want to promote your products in one way or another. And I like to split influencer marketing up into two categories into personal and broad. And what I mean by this it's personal influencer. Marketing is when you pick a personality to promote your products and brought into marketing's when you take a page to promote your product. So personal marketing is usually more expensive because you're putting a face on your products and brought marketing is really a cheap way to get a lot of exposure, for example, of buying it from main pages anyways, that's it for now and the next Listen that we're going to be talking about the first point paid social 18. Basics of Paid Social Marketing: all right, so let's talk a bit about paid social traffic. So paid social traffic is a lot like doing display ads on the Google Display network. Why? Well, it is essentially the same kind of targeting principle. You you create an audience based on a few factors that you decide. And then you show this audience two types of that's either. Now I think to keep in mind about doing paid socialize on Facebook and instagram is that the clicks you get are usually a bit cheaper than doing Google ads. But the quality of the traffic isn't returned a big, lower quality. What does this mean? Well, it basically means that the audience might not cover as well as on Google, but since the clicks are cheaper, it doesn't really matter. Because of the end, you will still get the same amount of conversions to the same price. Now, if you ask me, paid Social as our first of foremost useful for two things prompted purchases and re market . So first up, re marketing we will cover in the lesson that comes after we talked about all the social tax of digital marketing. So don't worry about that for now, but impromptu purchases in the moment. By right now, in the heat of the moment, making purchase right now you get 30% off. This deal won't last more than a few hours, that type of deal. So when it comes to paid social marketing, your digital marketing assets, such as the image of video product and landing page that use need to be top notch, let me show you what I'm talking about. So the first thing that your potential customers sees is your ad copy. What's your image or video? Once the text in the ad, Why should the customer click? Add now it might be that you have a great product. It might, because you're running a specific deal, but the customer needs a reason to click that. So make sure that the ad makes the user want to click you, either by having it, either by having a great product that is relevant to the customer. And he, she or them simply can't resist buying the product or have a great offer, preferably for a limited time to make the customer feel that sense of urgency that they need to buy the product now All right. So what's the next stick that the customer has to go through? Well, they need to look at. They need to look at the product on In this day and age. You can not, actually, so whatever you want before you could sell cheap imports from China. But today's consumer is a big, more restricted with their funds. So sure you can still sell sheep and given to items. But make sure that it's at least something that you, yourself I would consider buying. And where is the product located? Well on your landing page. So what's a landing page? Well, landing pages where the user goes when they click on your ad and you want to make sure that your landing page is converting truly designed in a way that makes the customer want to complete the decide action, such making a purchase or signing up to your email list. So how do you do this? Well, make sure that your landing page is super clear. Make sure that the buy button or the sign of a button is located at the top of the page and make sure that it's super easy to complete a transaction if they have to go through it, eights that check out process, then the customer is very likely to abandon the cart, so make sure that your landing page is clear. The message. What you want the customer to do. Make sure that it's simple to complete the decided action. And for God's sake, don't make it look scam me. There are so many landing pages out there that looked like a total scam, and customers today are resistant to that type of landing page. So just make an honest, simple and clear landing page. You're going to be all good to go. So what is the main take away off doing paid social? Well, in my opinion, is the ad copy that matters most. While I'm goodwill, you can get away with pretty bad copy. As long as you have good targeting of social media, you need to have great at copy because users are so basis scrolling through their feed. So create some awesome eye catching on from burning out copy, and you should be all set to sell your product or service when it comes with the technical bits, it's a lot like doing image ads on Google. So if you have any questions, just go watch the Google ads display lesson. Again, the concept is exactly the same. Anyways, let's move on to organic social marketing. 19. Basics of Influencer Marketing: All right, So let's talk about the heavily discussed influencer marketing now. I'm sure you've heard this term before, but no, it doesn't just mean paying very famous liberties Huge amounts of money to promote your product on instagram posts. There are a lot of ways to do influencer marketing. Here are a few, All right, so here are a few off the most common influence or marketing cooperations. First up, we've got this standard Social Media post. You pay either a personality or a page on, for example, instagram to put up a post or a story promoting your product for 12 or 24 hours, depending on the deal. Secondly, we got block posts. This one is pretty self explanatory asked. Well, you find a blogger and you pay them to write either an article review or a promotion about your products. Number three. We've got video now. This is mainly focused on YouTube, but it can also be used on instagram on on blocks as well. Now, when I say enforcing working in video, I'm not talking about entire video post dedicated to the product. It can be maybe one or two minutes segment out of a 10 minute video where they promote your products. And lastly, we've got case study, which is quite an interesting way to go because the case that is really a summary of their experience with the product. Take, for example, if you're selling a skin care product, maybe you pay a blogger to use this skin care product for 10 days and then write an honest review. And if your product words and gave results in a case study to be hugely affected, keep in mind that case studies are only effective for certain products made Me. You don't want to do a case study for a free spay because there's not that much to say about it. All right now, let's talk briefly about all of these different ways to do influence or marketing. First up, we've got Social Media post and Block post, which basically work the same. Now, most businesses and brands don't have capital to pay huge influencers ridiculous amounts of money to promote their products, but which can do is something called micro influencer marketing. And if you're using instagram yourself that you likely know at least some of micro influencers they have between 12 maybe 20,000 followers on their rates are usually much lower than celebrities. Aside from influencers, you can also pay pages such as Main Pages or our pages to promote your product. Just make sure that you're choosing the right audience. For example, if you're so mean shirts that a mean page is a great way to promote your product. But if you're selling organically sourced animal T shirts than I mean, Page might not be the best way to go. And I would also say that these two are the easiest kinds of influence or marketing to do. Doing video correctly, on the other hand, is the most difficult one, if you ask me, because there are such a huge amount off YouTubers or other video creators to pick from. And while placing your out of the video might be better than just running a regular YouTube at users are still pretty resilient video based ABS, even when it's from their favorite creators, for example, I find myself skipping hats all the time, even when it's from my favorite creators, because I know when recognized what it looks like now. Case studies, on the other hand, if done right, can be super ultra affected. If you have a product that fixed doing a case study, let's say that you have a garden tool. It decreases the strips on your elbows. Now that's a great product to do a case study on. Give it to someone who has trouble with pain in their elbows or lower arms and have used it for two weeks and then write an honest review. That's a great way to do a case study. But on the other hand, if you're selling miniature flipper games in case that it's woken useful because they won't have a long lasting effect now when it comes to overall being fluster, marketing dry recommend using it. Yes, sure thing. It can be used as part of a bigger marketing strategy, but on its own, I find that it usually falters when we compared to the other forms of marketing. Now the areas and were influenced remarketing, almost fictive are, according to me, the following two sales and awareness sales thing that it can directly result in sales. For example, if you have an instagram story that you can just have a swipe up link where users can complete a purchase right away. So in that regard, influencer marketing can be quite effective for direct sales. But it can also be a great way to increase brand awareness in combination with display ads , either on Google or social media by constantly reminding users that your product exists. All right, So let's say that you want to do the influencer marketing so you're on the hunt for any influence or to contact. What should you look at? Well, first up your ship off course. Look at what kind of implant, sir. They are because he wants associate your product with something that connects to your brand . So if your product promotes healthy living, maybe you should not go with an influencer who smokes a lot. But other than that, what you should look at is the audience a k a. The total amount of followers that your influence it has and what engagement rate they have . What is this mean? Well, audience, this pretty basic. Do you have 10 followers 1000 followers, 110,000 followers? And what is their engagements? Rates. Now their engagements rate is how many of their followers do actually engage with the page so you can have 100,000 followers but only get 100 likes on each post. That would give you a syrah 1000.1% engagement rate, which is very low. So to calculate the engagements rates, you just split the total amount of engagements of one post with total audience. But a low engagement rate doesn't actually mean that it's bad because you can get a lot of exposure at a little price. Let's say that a page has a 1,000,000 followers but only get 100 likes and each post. That's a catastrophic engagements rate because none of the users air following the count actually care about what their posts. But they have so many followers that you'll get to show your message to a ton of users on because engagement rate is low, you negotiate a very low price, so that's a great way to build awareness for your brand. But let's say that the audience consists maybe just a 5000 followers, but they get 500 likes on each photo. That's an engagement rate of 10% which is absolutely crazy. And because they have a tiny audience but a high engagements rate, the users are following that. Influencers are likely to be a high quality because the audience is so tiny you can negotiate a lower price now. The best thing for answers are, of course, those who have a massive following on a high engagement rate. But these in pleasures would surely charge an enormous rates on. It might not always be that cost effective. So anyways, that was the basics of influencer marketing. Now, when you do a deal with an influencer, you'll have to negotiate how the ad should look like what form it should be in a what price and that all varies from case to case. But you should always think about two things. What is your goal on how the influencer help you reach you go, and that should correlate with the pricing that you want to offer the influencer. So let's say that you're selling a product for 20 bucks, and maybe one out of 100 users convert that you price should match that. But if you're only looking for awareness that maybe you should look at the total audience and base your price on that either way, let's move on to organic social marketing 20. Basics of Organic Social Marketing: All right, So now let's talk about organic social media marketing, and first up. Let's define what organic actually means. So organic growth can also beat so organic growth. Natural growth is growing in accounts at a follower base without using paid ads. So if you could grow on account without paying for it than you've successfully grown on organic account and an organic following. And an organic following is super valuable because they're not following you because of your ads. They're following you because of the content and your products and your brand. So an organic following will have a natural interest in the products that you sell and are therefore very likely to be loyal supporters over the long term. But building a following based on solely organic traffic is super difficult. Why? Well, ask yourself, would you follow on account that just post pictures off their own products all day and it just post a person doing this? Only now that wouldn't be very engaging or interesting at all. Would you agree? So the trick of building an organic following is providing valuable or interesting content while still very smugly promoting your old products and assess stated in the introduction. Slim Jim has done a fantastic job doing this. Here's their page on screen now I think that about a 1,000,000 followers and however they done this well, they thought outside the box and they turn into a mean page on being a mean page on a massive brand at the same time, got them so much traction and turned them into an overnight success. But I would not recommend that you try to do the same. Why most marketers and business owners simply don't have time to focus on building organic following all day because it takes a lot of work several hours each day to do properly. But organic social marketing can be a great parts of a bigger marketing plan. How well you start off with either paid social or Google advertising or influence, or whatever type of marketing you want to do when you start building a customer base right either a mailing least brand knowledge or followers on INSTAGRAM account, and then you start posting new organic content, either by sending it out in your mailing list, running re marketing ads or just posting posts on your instagram. And through this, you have the possibility to cover its users who came from paid into organic followers. So, for example, you run a paid instagram and you drive a lot of traffic to your page, so you get 100 new followers. Now you make a new organic post, and 50 of these followers like the Post. Now they have converted to organic traffic and will likely continue to interact with further posts that you make. Using this strategy, you can build a sizable following in a pretty short amount of time. So by traffic on or followers to real sources, by the way, such as Google ads for social ads and then do organic strategies such as posting on instagram or it's sending out emails. By doing this, you can increase your long lasting customer base, build brand loyalty on grow your organic audience, and this will create long term and loyal customers who will both purchase old products in assortments on the interest that in new products, which you can promote for free through instagram posts or using your mail list. So that is how I would recommend running organic social media marketing as a part of a bigger strategy. Now how you create the content is entirely up to you. And as long as you managed to seem kind of genuine, provide value or post funny posts, then you're gunning. Following will increase both naturally and from boosted marketing. There is not that much more to say about organic social marketing, so let's move off. 21. Basics of Remarketing & Retargeting: All right, So now let's talk about a term that I mentioned a few times but never really dug deeper into, and that is re marketing. And this applies. No matter what sort of advertising you're doing, you can always do read marketing. This is also called retargeting. In certain cases, and based on the name you can perhaps guess what it means. Read marketing. It means marketing towards the user that has already interacted with your brand in some way . And the most common form of re marketing is doing re marketing to website visitors. So user visits your site maybe through an ad or through organic search or through referral or some other way. No matter. They spent some time on your site and looked around. Now, because there is so much information about the Internet, users tend to forget what sites have been, too. So this is your chance to remind them by doing remarketing. You can show ads to users who have been on your site. I'm sure you experienced this yourself at some time. You've been on the site, and suddenly you started receiving as over the place just from that site. That's a classic example of read marketing and why is this so great? Well, let's say that a user shows interest in our side who sells fishing equipment. But they also have five other sites for self fishing equipment, and they look at all these sides in the Canada would decide which one to choose, and then they go to bed next day. Do you think they remember all five sites? The answer is no. That's where a marketing comes into play. By showing them ads, something Google Display Network or on facebook slash instagram, you can remind them that you exist. And as I said, this audience for a marketing is the most basic one users who visited your sights. But re marketing comes in many shapes, sizes and forms. You can do it remarketing in several ways, for example, towards users who have looked at a specific product or maybe abandoned their cart. But for now, we're just going to talk about the standard website visitors because this is the most basic parts. Now, if you're smart about your marketing, you can try using different strategies such as, for example, include a special offer in your remarketing at So let's say that it user comes through sites. They look around and they decide to leave the site to go look at competitors. Now, if you can show a bad, which includes a pro code for 10% off their next purchase, they're very likely to choose you over your competitors. And you can even make for marketing a bit of fun. Let's say that you go for use of Let's say that you run remarketing at YouTube users like brands who are self aware. So let's say that you started a video by apologizing for stealing some video time. And then you would just like to remind them that if they come back to your site and make a purchase, you'll give them 10% off by using this coat. See what I mean? Let's put some numbers up to show you how valuable remarketing can be. Did you know that around 30% of all users put items in the cart and start the check out process? Abandoned the check out process for a recent? So let's say that you have nine people who put an item in your cart. They want to buy it, and then they go check out page and then three of them lead. You've just lost 30% of your sales. No, let's say that you run remarketing campaign targeted to users who have visited the check out but not completed a purchase. The ad should portray a message where you remind them that you forgot products in your cart . And if you're extra intent on making them complete the purchase, you can offer them a tiny discount as well, because users can leave the check out page for a lot of reasons. Maybe they got caught up in something or they accidentally miss clicked or something like that. Intimate users made mistakes. This is where you can pick them right back up. But how do you run remarketing? Well, do you remember that audiences we talked about before? Remarketing Group is an audience on What's the common attribute for this audience? Well, they have been to your site in that regard. They are an audience that you can target. But how do you collect data on what users have been to your site? Well, there are a few tools to do this through, and we talked a little about them before, but they are Google analytics on the Facebook pics. Oh, so in the upcoming listens, we go to talk about both of these tools and what they can be used for. 22. Google Analytics & Remarketing: all right, So let's start talking about one of my favorite tools when it comes to digital marketing, and that is Google analytics. Google Analytics is a tool from Google, which lets you see basically everything that's going on on your site. Why is this so important? Well, that gives you the information that you need to measure the success of your advertising to create a Google Analytics account. It's super simple. First, you just needed Google accounts, and then you just go to Google Analytics on Google and create your account. After that, you will be given a code snippet that you need to put on site either your own site or deploying sides. If you're working as a freelancer now, you don't have to know JavaScript or any type of programming to put the code on the site. You can just ask the Web master or the one that's running the sides. And if there is no one who is doing so, then most CMS is platforms that the sites are built on. Offer great and easy to use plug ins to use Google analytics, and if you can figure it out, just contact the platform supports and they will be happy to help you. Now, once you install Google analytics, the interface should look something like this. As you can see, there is a ton of data to look at now, since this is a beginner's course will not going to dive super deep into what to look at Google Analytics. But I'm going to teach you two things, mainly how to track transactions on how to do remarketing. Why is this so important? Well, if you don't track transactions that you don't know how well you're doing to do remarketing , you need to create an audience to use for your remarketing. So here they are on screen right now. First we go to sayings and then we find shopping or e commerce. We collect that, and we just enabled transaction tracking. Simple as that. Now make stuff we go to here on here, and we enable a remarketing audience also super simple. Now, if you're running at some Google, then you need to connect your Google Analytics account with your Google ads account. And that is super simple to do. Neural analytics. You just press this here and you might remember, before we talked a bit about. We talked a bit about Google tag manager. Now we will. Tag Manager is an advanced tool for power users, which enables us to tracking a lot of different actions on site, such as submitting a form or signing up to an email list to use for the tag manager. The basic set up. It's just the same as Google analytics. You create an account, and then you put a tiny snippet of code onto the sites doing exactly how we did with the Google Analytics code. But setting up tracking from Google tag manager can be tricky now. Anyways, that was the super basics off Google Analytics and Google Tag manager. Now I do recommend that you do log into Google Analytics and just do some regular exploring off the data that you can find. There's a lot of interesting date of the look at, such as what pages uses go to how much time they spent on sites on so for. So go have a look at that and I'll see you the next Listen where we're going to talk about the Facebook pixel 23. Basics of the Facebook Pixel: All right, So let's talk about the Facebook pics. So now it is kind of like Google Analytics, but at the same time not. Why? Well, because Google analytics, you should always install on your site no matter if you're running ads or not, because it is such a vital foundation for looking a data. But the Facebook pixel is a bit difference. The Facebook pixel is linked to the Facebook ad manager from the start, so you install it basically in the same way as you would install Google Analytics. But the Facebook pixel works in conjunction with Facebook ad manager. Hey, all the drama Facebook and Instagram on the face of pixel provide states on what users doing sites and how they converts and that allows Facebook toe optimized that you run four us well is giving you the opportunity to optimize your eyes for yourself. So Facebook Pixel is used for the big cell is used for paid social and in this case, on Lee on Facebook and Instagram. It is also used for doing remarketing on Facebook and instagram, so in that case, it might be good to place a pixel on the site. If you're planning on running Facebook or INSTAGRAM ads in the future. It is also used for optimizing your current ads on Facebook and Instagram. So should you install the pixel well, if you're planning or or currently are running Facebook or instagram as then, Yes. Otherwise, no. They'll keep in mind that it's counterparts. Google analytics should always be installed. The Facebook picture does not offer a user interface like real analytics, where you been state, but it is still worthwhile tool to use if you're planning on inviting Facebook or INSTAGRAM . 24. A Brief Summary: all right, So let's summarize everything we've talked about into one simple diagram to build an effective digital marketing solution. Your two founding pillars should be Google ads on Paid Social. Remember, these are our two biggest marketing tools available now these Cannes in the biggest strategy, be supported by organic digital marketing and influencer marketing strategies. Now a good digital marketing solution will include all of the's, but many businesses are limited to only using the 1st 2 because of budget restraints. Now these are the active marketing tools at your disposal, but they should also be supported by Google Analytics and the Facebook pics, so to make the marketing as effective as possible. So now you know I'll be very basics of digital marketing, and there are more advanced courses of every subject in the works, so state xun toe learn even more. And, of course, you're also free to learn more on your own. Now that you understand the basic concept of digital marketing, understanding immediate advanced solutions such as deep diving into Google ads or paid social will be much easier now. No matter if you're wanting to start up as a freelancer and selling digital marketing services to other businesses. Or if you already own your own business and you want to elevate the marketing game, you are ready to start doing so now. Remember, successful digital marketing doesn't have to be advanced. You can do either just one of these and still be hugely successful with all your advertising. Just remember to track all of your progress. Now you have lifetime access to this chorus. You can come back at any time, and we watch any of the materials if need be. If you have any questions or you want to get in contact with me, if you can follow me on instagram or on YouTube and drop a comment or send me a DEA and I'll be happy to answer any further questions you might have. And now for a few final words. 25. Thank You for Watching: I really happened? Did you decided to take this course? And I hope that you're satisfied with what you learn. If you have any feedback for me, I'll be super happy. If you'd like to share it with me, you can do it down below by commenting or leaving a review once again. Thank you for signing up for this course. If you want more courses like these, make sure to keep your eyes open because I will be dropping Maura advanced courses in the near future. And I wish you all of the best with your digital marketing career. Whether you're looking to go freelancing or just market your own business, I'm sure that you will do absolutely great. This is Adam, your instructor signing out.