A person on their laptop looking at a screen with a search page.
Link Tracking

Link tracking is one of the most powerful assets when it comes to digital marketing. However, many marketers that I have spoken with are not quite sure of the importance or are confused about the entire process. This thorough guide will explain the idea behind link tracking and how it works.

What is a link?

A link also known as a hyperlink is an HTML object that allows the user to go to a new location by clicking or tapping on the link. The web address itself points to another location on the internet known as the URL or Uniform Resource Locator. In most cases, links and URLs are often used to mean the same thing.

What is the URL?

http://www.aaa.com/item?utm_source=example#content

This is an example of a typical URL which is the most important part of tracking. Once you understand the URL and its format you will easily be able to manipulate and modify it for your own needs. 

http:// – is the protocol and can be either http or https (which indicates a secure connection.

www.aaa.com – is known as the website address or host. This section will include the domain name, subdomain, and the top-level domain which is the .com, .net, or other top-level domain.

/item – is the path that takes you to another page of the domain instead of to the front page. 

?utm_source=example – is the query string or the parameters which are always after a question mark. These parameters are sent to the host which then may run a program to pass the query string. Multiple parameters can be used by separating with an ampersand &. 

#content – is the last section of the URL which is always after a hashtag known as the anchor. This section takes the user to a specific section of a web page which may not be at the top but guides the user to the exact location of the information searched. 

Altering an URL and Parameters

https://www.aaa.com/about-us
?attr1=value1
&attr2=value2
&attr3=value3

In the majority of cases, the query string is the section that you will need to alter for your needs. UTM codes are often used for adding extra parameters or you may have your own parameter created to ensure the URL is unique.

We will go into UTM codes later, but at this time we need to ensure that altering the URL will work properly to meet your needs. Understanding the format will allow you to add extra parameters without doing any harm. 

The rules that need to be followed include:

  • A question mark must separate the query string and the path
  • Parameters must be created in the form of attribute=value
  • All multiple parameters are separated with an ampersand &
  • You can create your own parameter without causing any harm

To understand, we need to add the utm_source parameter with the value medium to the links.

In our first example, we have a complete domain name, now we add the question mark to add another parameter.

So, http://aaa.com with look like https://aaa.com?utm_source=medium

In the next example, the web address or URL has a parameter so we must use the ampersand to separate in order to add another parameter. 

https://about.aaa.com/?id=345 will look like https://about.aaa.com/?id=345&utm_source=medium

Be sure to test the modified URL by using copy/paste and trying it in your browser. This will ensure that you created the parameter and obtain the results you desired.

What is a click?

Let’s look at the technical side of a click or in some cases when using a mobile device a tap. By looking at this side of click, we will learn how and where we can measure the click. 

  • When a person clicks on the link, the browser will send a signal that an event occurred.
  • The browser will then check if there is a piece of JavaScript code called a handler that starts or runs when the event occurs.
  • If there happens to be a handler, the code will be performed. If there is no javascript code, the browser will look at what URL to open next.
  • The browser pulls the information from the URL and will look at the information found in the section known as the header. If no data is redirecting the browser it will continue to parse the body of the action to display the content of the destination that was placed in the browser.
  • The browser will then load all the information on that specific page including any resources such as JavaScript code, images, and so on to display the webpage in the browser. Any JavaScript code will also be executed at the time of loading.

If a link is shown in an app and not a browser, the first three are eliminated. The browser will open to request the URL directly.

People sitting around with their laptop with bar graphs, screens, money, and magnifying glasses around them.
Tracking target clicks

How to Track Link Clicks

There are three core ways to track a click.

  • Click Event: Using a JavaScript code or handler to listen for the click of the specific link on the webpage.
  • Redirect: Have the link go to a host oftentimes a shorter URL that will keep count of the clicks and then send the person to their final destination.
  • Page Load: Track the times the destination website has been requested which will allow you to track incoming traffic to your website.

Basically, clicks events will tracks links that our outgoing, redirects tracks links you share from your website, and page load will show incoming traffic.

People crowded around a computer screen studying click events.
Studying click events

Click Events and Google Analytics

In order to track links on a webpage, you must have access to the source code of the website. If you do not have direct access you can use Google Tag Manager. This type of solution usually only tracks that are outgoing on your website. It cannot track any link on YouTube, Twitter, Instagram, etc…

Google Analytics does this by grabbing the click event, counts the click for the URL and then allows the browser to open the new page.

Redirects and URL Shorteners

Redirects are great if you do not have control over where the link is placed or the destination website. This is most often used when you wish to drive traffic to a client’s website using social media outlets. 

Using a URL shortener is often the choice. Bitly is the most used but any URL shortener does the same thing which makes the link shorter. 

As an example, I want to share In House Marketing vs Agency on Instagram while using utm-parameters. The URL becomes very long:

https://jetfuel.agency//in-house-marketing-vs-agency/?utm_source=instragram&utm_medium=cpc&utm_campaign=stpe

By using Bitly, we get https://bit.ly/2XSncpI which is easier to use for a website link or any social media profile. 

Bitly takes a URL and then creates a unique short name for that specific link known as a bitlink. When this is clicked the person’s browser will request the Bitly host that will then, in turn, count the click and look up that long URL and send the person to the website page. 

When a person clicks the link, they are redirected to Bitly, the click will be counted and then the person will be redirected to their destination. 

You can check the statistics of the clicks by adding a +-character to the URL. These stats are available publicly to anyone. The same URL will always have the same short bitlink. So, that is a problem if you want to find clicks from different sources. 

Expert tip: A URL likely redirects to another that will redirect. To see the comprehensive chain use the curl command:

curl -sI -L http://bit.ly/2IOKsLf | grep ‘Location:’ after you open your Terminal.

Multiple Tracking Links for the Same Destination

The same URL results in the same shortened Bitly link — so what to do when we want to track the clicks from multiple sources to the same destination? If using only one Bitly link, we would not be able to tell clicks apart based on the source.

The key to understand is that the same URL will always result in the same shortened link. Hence, the way to solve this is to make our URLs unique.

In order to make the URL unique, we need to add a parameter with a unique value. Using what we learned above about modifying a URL and the parameters, we know how to create a unique URL. The parameter you create can be anything, but it must be unique. In most cases, it would be best to use a utm parameter. 

Example: We want more than one person to use their various social media accounts to bring visitors and hopefully candidates to our internship page

The URL is: https://jetfuel.agency/internship/

In order to get more than one Bitly link we just need to add the made up parameter person and give in the value using the person’s name or you can use any value as long as each one is different. 

https://jetfuel.agency/internship/?person=john
https://careers.relatable.me/jobs/46522-full-stack-web-developer?person=sandy
https://careers.relatable.me/jobs/46522-full-stack-web-developer?person=jim
and so fourth.

Using these URLs, we get different Bitly links that will let us know how many clicks were received by each person that goes to the same destination.

Person on sitting at his desk area looking at his laptop with dynamic redirects for apps around him.
Dynamic redirects for apps

Dynamic Redirects

The host that you redirect to can select the destination URL based on various conditions and there is nothing you can do. The destinations can be determined by the time of day or just randomly chosen from a list of URL’s. 

Dynamic redirects are most commonly used when linking to a mobile app. This is the way in which it works. 

When a user makes a request there will be a string text known as a User-Agent. This string contains information regarding the device and browser that made the request. 

If the user is using an iPhone with a Safari browser it will look similar to this:

Mozilla/5.0 (iPhone; CPU iPhone OS 11_4_1 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Version/11.0 Mobile/15E148 Safari/604.1

If the user is using an Android phone, it will look similar to this:

Mozilla/5.0 (Linux; Android 9; Pixel 2 Build/PPR2.180905.005) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/69.0.3497.86 Mobile Safari/537.36

As highlighted in bold above, the differences are used to verify the operating system. If it is an iPhone then the redirect will go to the App Store, while the Android user will be redirected to the Google Play Store. If no device if found the redirect will go to a webpage. 

One of the most used free providers that support dynamic redirects for apps is: Onelink.to

Page Load and Google Analytics

If you have control over the destination website, you can use Google Analytics to track incoming clicks. You can find this under the Acquisition section, you can go farther to discover the referrals that will show you where the clicks are coming from. 

The main problem is that in most cases the referrer cannot be discovered and will be counted as direct traffic. This does not always mean that the user typed in the destination URL in the browser. It could mean that the referrer field is not present in the click or it may be empty. The referrer could be missing when a person opens an URL in an app such as when using Instagram.com. 

To fix the problem use UTM parameters.

UTM Parameters

Instead of using Google Analytics to have incoming clicks shown as direct traffic without any more information, you can override these values by using special UTM parameters to override these values.

You do not have to use all utm parameters as they are optional. It is usually best to use a convention that will help you easily analyze the incoming traffic even though when it comes to values there are no right or wrong values. 

To learn where the traffic originated is use utm_source. An example would be medium or Facebook. utm_campaign can be used to discover if the link is part of the marketing scheme. UTM_ medium can also be sued when separating different methods, such as link_in_bio or banner. 

Values do not have to be recorded in advance anyplace. If a new value is used, it will just show up in Google Analytics. 

If you need help in creating UTM parameters you can find more information by Google’s URL builders

UTM parameters can be seen by everyone, therefore, do not use any values you prefer not to be seen. 

I hope this guide has been beneficial and that you have more confidence in navigating the process of link tracing. 


We are living in an unprecedented time. 

Coronavirus (COVID-19) is a pandemic that we have not seen in recent memory, and it’s wreaking havoc. 

How’s the economy going to recover? Unemployment will approach numbers not seen since the Great Depression. More small businesses (as well as some large ones) are shutting their doors forever. 

The coronavirus is destroying cities.
The Coronavirus (Covid-19) is negatively impacting small businesses worldwide.

We understand that companies everywhere are struggling. As an e-commerce focused digital marketing agency, we have unique marketing insights to show us how companies can weather the storm. 

Now is the time to focus on e-commerce. People are ordering more products online due to quarantine or social distancing. Human behavior has never changed as quickly as it has in the past couple of months. Read on to digest our insights and see how you can emerge from this stronger than ever. 

Marketing Data During the Coronavirus

Sales Data by Industry

It is important to know that the coronavirus is not affecting every vertical equally. Some companies are faring better than others.  Luckily, some companies are relatively unscathed. Even if you are in an affected industry, you can stand out from the crowd with creative, aggressive marketing strategies.

We made a visualization out of sales data from ShipBob. You can use this to see if either your industry is being hit hard or see if customers are increasing in their demand.

The data shows how industries' month-over-month sales and week-over-week sales change due to the coronavirus.
Based on month-over-month and week-over-week sales data, we can conclude that Covid-19 is hitting certain industries harder.

As people start to spend more time at home, consumer habits have changed due to their new way of life. People don’t have the need to buy new clothes or makeup. Instead, they focus on spending their money on more essential goods. Examples include baby products, food & beverages as well as anything that can provide comfort (think chocolates and snacks).

Our Data 

John Hopkins University shows us that coronavirus cases have drastically increased. We thought it’ll be interesting to compare the coronavirus outbreak trends vs. our own trends in common marketing metrics such as ROAS, Impressions, and CPM.

John Hopkins University's data shows a significant spike in both cumulative coronavirus cases and daily cases from the end of January to the end of March.
In the month of March, data from John Hopkins University has seen a significant increase of coronavirus cases in the United States.

When looking at our data, you have to keep in mind that certain factors impact how the data may look. This includes adjusting daily ad spend, introducing new sales or products, and a variety of other factors.

Overall conclusion:

a) Cost of traffic: large advertisers started to pull out as the crisis worsened. This means that an opportunity exists for cheaper traffic that you can take advantage of, if you quickly eliminate non ROAS generating campaigns to tighten efficiency.

b) Impressions: impressions grew as individuals that are now at home have more free time to be online, and engagement metrics are also rising rapidly. This means that you have larger pool of potential, engaged customers.

c) Revenue & return on ad spend: generally, this went up overall. Some industries saw choppy trends but as long as your creative, offer and imagery is on point you can tap into some fundamentally solid growth.

There is a positive upwards trend for impressions, return on ad spend, and revenue, but a negative trend for the cost per 1000 impressions in the industry of food and beverage.
Businesses in the industry of food and beverage are experiencing an increase in impressions, return on ad spend (ROAS), and revenue along with a significant decrease in ad cost.
The graph shows an overall increase of impressions, return on ad spend, and revenue from the start of the month compared to the end of the month in the industry of sports and fitness. There is a negative trend in the cost per 1000 impressions
Sports and fitness businesses sees an increase in impressions, revenue, and ROAS, while experiencing a slight decrease in ad costs.
The graphs for the industry of beauty and care shows an increase in impressions, return on ad spend, and revenue. It also displays a plateau in cost per 1000 impressions with a couple of spikes in the middle.
Beauty and care businesses experienced an overall increase in impressions, revenue, and ROAS, but ad costs remained relatively stable with some spikes in the month of March.
The graphs for household goods is showing an increase in impressions and revenue at lower ad costs in the month of March.
Businesses in the industry of household goods are experiencing more impressions and higher revenues at lower ad costs.

Effects of Coronavirus on E-commerce

Disruption in the Supply Chain

Unfortunately, the coronavirus has disrupted the world’s economy in many ways. This might have caused disruptions in your business’s usual day to day operations.

The supply chain is being disrupted by the coronavirus.
Every business big or small are experiencing supply chain disruptions due to the coronavirus.

Data from Statistica shows that China is the leading manufacturer of goods. The data puts China almost 12% ahead of the United States in manufacturing output. 

This is a huge problem for most companies because China was the first country hit by the coronavirus. Also, their factories either did not work at maximum capacity or they were completely shut down. You don’t have to be a genius to know that this means that there are fewer suppliers for goods. This is a huge disruption in the supply chain for many companies. 

What does this mean for companies looking to cope?

  • As much as you can, smooth out your demand curve to account for these disruptions. 
  • Try to place in a system of preorders or backorders in order to ride the storm, keep cash flow high, and keep orders going (if operations allow). Make sure to have transparent messaging. 
  • Diversify into digital goods such as gift cards redeemable for future products or services.
  • As of May 2020, supply chains are starting to open up again so feel free to resume conversations overseas.

More Disapproved Ads

In the case of Facebook, our agency has seen a significant increase in disapproved ads even though our ads follow Facebook policies. This might hinder your ability to test new creatives or ad copies. 

This influx of disapproved ads is due to Facebook asking their employees and contractors to work from home or completely shutting down parts of their offices.

If you didn’t already know, Facebook hires contractors as content moderators and since there are fewer content moderators, Facebook depends on its algorithms and AI to check new content.

Ads can be incorrectly disapproved due to Facebook’s increased dependency on their AI.

Rob Leathern, who is the Director of Product Management for Facebook, further elaborates on Facebook’s COVID19 issue by saying “we use a combination of people and technology to review ads on Facebook and Instagram, and our automated systems already play a big role in that process. Now with a reduced and remote workforce, we’re relying on automated technology even more.”

Fortunately, as time goes on, you can expect to see a reduction in getting your ads disapproved.

Rob Leathern tweets that Facebook is trying to minimize disruptions for all businesses and promises to provide updates as well as address any issues.
Errors are inevitable due to reliance on Facebook’s AI, but Facebook will continuously try to resolve any issues.

You can check out Rob Leathern’s Twitter thread to see everything he had to say about the effects of the coronavirus on Facebook ads.

You can always request for a manual review, but this might take a little longer than usual. 

To request a manual review, you would need to go into your Facebook Ad Manager and click the hamburger icon, which is the 3 horizontal line icon on the top left corner, to open up the menu. Then click “Account Quality” to open up a new page.

Also, feel free to expedite reviews through your Facebook rep and keep a close eye on your Facebook notifications and emails. Lastly, if speed is of the essence, stick to tried and true approved ad combinations if you want the smoothest path to a campaign launch.

Users can use the 3 horizontal line icon on the top left corner of Facebook Ads Manager in order to access the menu and find the account quality page.
You can locate the Account Quality page through the hamburger icon on the top left of Ads Manager.

In the new page, you will be able to check which specific ads you need a manual review and done!

Facebook Ad Manager users can go onto the Account Quality page in order to request for a manual review of their rejected ads.
In this ad manager page, you can specifically select which ads you want to receive a manual review.

Understanding Customer’s New, Modified Behavior

Due to the coronavirus, consumer behavior is no longer the same. Customers are now quarantined at home and practicing social distancing. They are afraid to go outside and have an increased fear of venturing into brick and mortar shops. 

Stats from Coresight Research shows that 85% of respondents avoid public areas and traveling. Also, 64% of people want to avoid shopping malls and 51% avoid shops in general. The coronavirus forces companies to focus on online sales more than ever.

Customers are looking to stock up their emergency supplies such as food, toiletries, and even home entertainment goods. Most stores sold out a lot of their normally in-stock goods, so customers need to shop online. Internet use is now at an all-time high because people now depend on online marketplaces for everything. The numbers don’t lie: according to Verizon, web traffic is up 22%. 

With this in mind, see if the following strategic shifts will work for you:

a) If possible in your area, arrange for retail pickup with contact less delivery. We have even seen success in businesses hand delivering to local customers.

b) Ensure shipping times are transparent and upfront, especially on your cart and checkout pages.

c) Have detailed and clear coronavirus mitigation details, such as sanitation, on your site and across customer touchpoints such as confirmation emails.

Coronavirus Strategy

Test New Creative and Ad Copy

Focus on positive ad copy and creatives in regards to the current situation. You can use ad copies like “be safe”, “play at home”, and “stay at home”. 

In comparison, negative creatives and ad copies can have the opposite result (ie playing on fear or worry). You should avoid negative aspects and avoid invoking panic. Try to avoid calling out the situation specifically as well, as that can come across as insensitive or ignorant.

Payment flexibility in terms of services like AfterPay and perks such as free gift cards with purchase can help conversion rates and allow for more perceived value per purchase without hurting gross margin %s.

The US Department of Labor calculated that in the last week of March, over 6 million people filed for unemployment benefits. Offering some kind of deal not only boosts sales, but most importantly it will show your customers that your company cares.

Barsala is advertising that they are providing 50% off to help students find a place to stay while they are forced to move.
Barsala is using ad copy catered to college students by offering them a discount when colleges are pushing students out of their dorms.

In this example, Barsala offers 50% off on its service for students that need housing. What’s great about the ad copy is that the company understands the situation and knows that most colleges force students out of the dorms. They also sympathize with the fact that students don’t have deep pockets and have other important expenses.

Create a More Relevant Landing Page

The text on your landing page should also change to be more relevant to current events. More relevant experiences can help create more conversions.

You don’t want your website to seem out of touch from recent news. Website changes are also a great way to show that your company understands the current situation and wants to help their customers during their tough times.

Genius Juice is offering a 20% off discount due to the coronavirus.
Genius Juice tailored their website to reflect the current situation customers face due to the pandemic.

Genius Juice does a great job of changing its ad copy to highlight the current situation along with related images. The website also offers a 20% OFF to further attract potential customers.

Address Supply Issues

Your customers know that the coronavirus has a devastating effect on shipping. It’s hard for companies to provide regular shipping time especially when they source products overseas. This might negatively impact your customers’ shopping experience.

You should let your customers know that they might experience some kind of shipping delay, especially if you are utilizing hard hit carriers such as USPS or if the package is going across the entire country (New Jersey and Chicago are two big shipping hubs that are currently impacting shipping speeds, for example).

This would help you avoid returns, cancellations and customer complaints. Simply leaving your customers in the dark will cause a bigger problem and will, of course, ruin your company’s reputation. No customer would want to do business with you if they see terrible reviews about your company.

The home page of Logitech is warning its customers that they might experience order processing delay up to 14 days due to coronavirus.
Logitech does a great job in warning potential customers of order processing delays on their home page.

Logitech is a company that notifies their customers that they might experience some shipping delay. They placed this notice not only on their homepage, but also on all other product pages. This is great to better keep the customers in the loop and promote a better shopping experience.

Proactively talk to your suppliers and establish close lines of constant communication so you can stay abreast of any issues.

Also, businesses should be mindful of how much product you have left in your inventory. Think about utilizing real time inventory counts on product detail pages to help customers make the right decision for them.

Utilize Your Social Media More

People no longer have the same social interactions as before social distancing started. Social media helps to fill in the void and allows them to interact with different groups of people. 

Now is your chance to grow your social media presence, engage with your community, and drive more organic traffic. Not only will this help you now, but a bigger social media presence will be beneficial for your company long term. Once people start to see and engage with your brand, you are creating more and more warm leads. These are the individuals that know about your brand and are more willing to buy from your business.

Specifically, we are seeing brands have high engagement with Instagram Live, IG TV and Instagram Stories for giving short, positive day to day updates and to allow customers hungry for human connection to connect with you and your brand story.

Also, you can retarget these customers again on advertising platforms. You have more people to retarget when the number of people liking, following, and commenting increases.

Introduce a New Digital Product

One way of incorporating something that isn’t affected by inventory or shipping issues is to introduce a digital product. This may include a workout routine, guides on avoiding corona, or even informational articles on how to help them save money during these difficult times. Digital products are great because you don’t have to ship anything.

It can allow you another entry point into obtaining customers because digital product demand is at an all time high right now, especially with things like at home workout companies due to gyms closing during this time.

Remember to keep it relevant to your company. For example, a fitness apparel company can offer tips on home workouts. Customers appreciate the convinence and flexibility that these products can offer right now.

Gymshark is advertising a free at home chest workout.
Gymshark is providing a home chest workout as a free digital product as part of their marketing strategy.

How to Deal With Disapproved Ads?

Rob Leathern mentions that the best way to counter disapproved ads is to reuse your best performing historical ads to avoid rejection complications during this period. You can have your best performing ads on as a backup while the rejected ads are under review.

Any new edits to already approved ads will trigger a new review, which might result in a disapproval. It’s important to note that changing the budget or the start/end date will not trigger a review.

Rob Leathern tweets how to avoid disruptions in ads by telling people to don't change ads that are performing well due to any changes will result in a new review.
Rob Leathern demonstrates how to avoid ad disruptions while Facebook fixes its problem with disapproving ads that don’t violate its policies.

Some Small Business Relief Resources during COVID-19

It is impossible to worry about what strategies you should implement when you don’t even have enough funds for advertising. What’s great is that big companies with billions in their emergency funds are stepping in to help cover some of the bills with grants targeted to small businesses. Here are a couple of private companies that are stepping up and offering financial support for your company’s advertising needs.

Google

Google states that they commit to helping small and medium-sized businesses during these harsh financial times. Google said to offer $250 million in ad grant to help the World Health Organization and other government agencies globally. They are also providing a $200 million investment fund that will support nongovernment organizations and financial institutions around the world. 

Most importantly, they are offering $340 million in Google Ads credit. A credit notification will appear in your Google Ad accounts and will be available for use all the way until the end of 2020. This Google Ads credit can significantly boost your e-commerce sales for free and you can allocate the money in your own reserves to more important things without worrying whether or not your digital marketing channels will take a significant hit during these times. 

Google for Small Business website will provide you with additional resources and will answer any of your questions that you might have. 

Facebook

Facebook has created Facebook’s Small Business Grant to tackle the negative financial impact of the coronavirus. Facebook is offering $100 million to help small businesses. Sign up on their website here to receive more updates since this is an ongoing process and Facebook hasn’t finalized their grant.

Facebook has recently released its Business Resource Hub. This website has recommendations on how to help your business stay connected with customers and keep your business on track for growth.

Yelp and GoFundMe

These two companies have partnered up in order to provide some kind of relief to small businesses. In their initiative, if a company raises $500 dollars on GoFundMe, they will match it and give you $500 only if your small business is eligible.

There are a couple of rules that you have to meet in order to be eligible for the grant. These rules aren’t ridiculous and I believe that most small businesses are eligible. It is important to note that the business can only receive one grant. Other businesses are suffering too, so we should share the good fortunes. Here is a breakdown of the important rules.

  • Negatively impacted due to a government mandate because of the coronavirus,
  • Needs to raise $500 on GoFundMe,
  • Be independently owned and operated,
  • And have no fraud reported against them.

Here’s a more comprehensive list of financial assistance for small businesses.

Conclusion

The coronavirus is a pothole in your business’s road to success. Times are tough right now for any business and unfortunately, the coronavirus will be here for a while. With a solid plan, timely pivots and a stronger shift to selling your products online, your business might even experience better sales growth compared to your other months of operation. 

A bottle representing marketing strategy is spraying the coronavirus to get rid of the coronavirus.
A great marketing strategy is a solution to reduce the negative impact of the coronavirus.

Stay safe and please follow CDC’s guideline of frequently washing your hands with soap and social distancing by staying indoors. 


Digital marketing is in high demand recently. Companies began to emphasize the importance of social strategies and digital advertising in their overall marketing strategy. This results in a larger budget for their marketing department, increase salary and better employment opportunities for potential digital marketers. 

A person in front of their computer thinking if digital marketing is the right career for herself.
Are you uncertain of digital marketing as the right career for you? We have the answer!
Table Of Contents

What is Digital Marketing?
Why is Digital Marketing a Great Career?
What Side of Digital Marketing Do You Choose?

Statistics from the United States Department of Labor shows that the average growth rate for a career in advertising, promotions, and marketing is around 10%, which is considered above average. If that doesn’t excite you, the median pay recorded in 2018 is around $133,000. That is around $64 an hour if you’re curious. 

Regardless if you are a recent college graduate, a college dropout, or a person looking for a career change there is a position in digital marketing for anybody ready to learn.

But is digital marketing the right career for you?

It will only take you 10 minutes to see if digital marketing is right for you. If you haven’t clicked off by then, we will also help you decide what side of digital marketing is perfect for you. 

What is Digital Marketing?

I am pretty sure you have some basic understanding of digital marketing, but let me help you gain a better understanding, so you can decide if digital marketing is right for you.

Digital marketing is any marketing done in online channels or just like its name, done digitally. Every company has a product or service. It is up to you as a digital marketer to find how to engage customers through advertising and close the sale of their product or service. Every company needs a great digital marketer because they have the ability to sell anything and increase profits.

You probably experienced digital marketing before without realizing it. Have you ever seen “Sponsored” posts on Facebook? Digital marketers create these ads with the goal of selling the product. If you purchased an item from the sponsored post, then that digital marketer is doing a great job. One day you might be the ones that create these ads.

Why is Digital Marketing a Great Career?

1. Easily Start Your Career

In most careers, you need that one covenant internship that will kickstart your career. Hiring managers are looking for prestigious company names or a killer job titles. Finding that one internship is difficult because not a lot of companies are willing to offer a job to someone with no experience. Potential interns are usually forced to work unpaid in order to be hired. These internships might not even provide you with the necessary skills to succeed in your desired career. Fetching coffee is definitely not a career-building skill that will propel you to your dream job.

Digital marketing is different because you can start this career and develop your skills without a proper internship. There are tons of things you can do on your own to boost your resume. You can build your own social media presence, start your own blog, and even obtain some digital marketing certificates. You can do all of this for FREE!

There are many resources online. I would recommend starting off with the Google Analytics course from Google. This is where I started. You can also branch out to other digital marketing courses because everything you learn in the Google Analytics course is applicable to these different courses. 

I also recommend Moz’s beginner guide to SEO. It has everything to get you started in search engine optimization. Google also has their own course on Google search engine marketing in the form of their Google search course. After you go through the course, there is an assessment that you can complete to earn a certificate. You can show off your certificate to future employers. 

You can also start by searching up e-courses and guides. There are even blogs and YouTube videos. Your resources for digital marketing are endless. Then you can practice on your own. Everything is done at your own pace. You can finish a course in a couple of days or for busy individuals, you can take your time. Learning is entirely up to you. This is great for college students who are juggling school or even adults with a full-time job. They can practice and hone their skills after work or whenever they have some free time.  

You can check out our other blog content. They are packed full of digital marketing tips.

2. More Career Choices

Digital marketing is broad. There are different career paths that fit under the umbrella term of digital marketing. In recent years, digital marketing has expanded to include multiple departments which include:

  • Content Marketing
  • Social Media Marketing
  • Email Marketing
  • Search Engine Marketing
  • And MORE!

As you can see, there are tons of choices. It’s impossible to be bored with digital marketing.

Digital marketing also allows people to work in different industries and a variety of companies. Companies everywhere are looking out for fresh talent and this allows digital marketers to be picky in what companies they want to work for. Not only do you get to choose what digital marketing department you prefer, but you can also choose where do you want to work. The flexibility makes digital marketing a dream job for anyone that is looking for a constantly changing work environment.

3. Obtain Versatile Skills

It doesn’t take much to change specialization in digital marketing once you have established a great foundation. Digital marketing skills can apply to different types of career paths. If you are a social media buyer, you can always change your career path to become a content marketer. There are definitely tons of learning opportunities for you in digital marketing because you work alongside other digital marketers.

4. Work with Different People 

Digital marketing helps to create a collaborative and social environment. You’ll meet plenty of people whether it is co-workers or clients. These people have different backgrounds and interests, which allows you to network with different individuals that you may have never met before. 

You typically don’t have solo projects in digital marketing. Collaboration is an important aspect of digital marketing, so you’ll never feel lonely. For example, analytical positions need a creative team to create breathtaking visuals. These interactions are common regardless of what path in digital marketing you choose. If you are a people’s person and love interacting with people then you have the potential to be a great digital marketer.  

5. Work from Anywhere

You can work from anywhere at any time. Don’t be stuck at a typical 9 to 5 job. As a digital marketer, you no longer need to go to the office at a specific time. You choose your most optimal hours to work as long as you finish before your due dates of course. You had assignments and projects before, so you know what part of the day where you are the most optimal in getting things done. It doesn’t matter if you’re a night owl that feels the most productive at night or a morning person that loves working right when the sun rises because digital marketing lets you set your own hours. Since everything is done digitally, you can always implement and optimize your marketing strategies on the go. You can even work from home. Now that sounds convenient!

A person sitting on the beach working on their laptop.
Digital marketers can work from anywhere, even on a beach!

 Most digital marketing positions allow for remote positions. This opens up your options. You don’t need to be living in that particular city or even country to be working for the particular company you like.

Now let’s figure out what side of digital marketing best suits you.

What Side of Digital Marketing Do You Choose?

There are different types of digital marketing jobs out there and it is up to you to decide which suits you best. This is great because you have tons of options to choose from. There is a digital marketing career path that fits anyone with a wide variety of personal preferences.

Quantitative Side

NUMBERS is the most important factor for quantitative digital marketers. The quantitative side includes people who love numbers and are very analytical. These digital marketers look at numbers all day and optimize their marketing strategies based on the statistics. Now let’s figure out if you are a quantitative digital marketer.

A bar graft and pie chart that is displaying data and traits of what it is like to have a job in the quantitative side of digital marketing.
Are you someone that loves numbers and statistics?

Do you like:

Playing around with stats, like in fantasy football, investing or watching real estate going up and down?

Tinkering with things, like messing with car engines, espresso machines, etc?

Understanding that you may need to test like a mad scientist 50x times in a row in order to find the answer to a question?

Do you like industries that change rapidly, even by the week?

If you answer yes to any of these questions, you’ll be a good fit for the quantitative side of marketing. The job titles for this are often called:

Media Buyer

Media buyers are also known as paid search / social media managers. Their role is to buy ads in digital spaces and ensure they are hitting their goals. They would want to bid to ensure that their ad reaches the most relevant customers. These customers are the ones that will most likely purchase the product. Media buyers will work within a given budget in order to maximize sales. 

Web Analytics

They use website data and customer behavior data to answer things like “what web page produces the highest revenue at the greatest rate?” The goal is to use the data to understand website users’ activities such as “why are they exiting the website” or “why aren’t they purchasing”. 

As a web analytics specialist, you would need to modify your websites based on the data, see what you can do to generate the most traffic, and much more. There are tons of data to look at in order to direct your marketing efforts for maximum profits.

Business Intelligence

Business intelligence uses customer data to answer questions like “what group of customers is the most valuable?” Data is everything for a business intelligence analyst. You will be figuring out what campaigns are successful and which you need to pause. Business intelligence analysts help to analyze key metrics to ensure better business decision making.

Creative Side

If you are more creative-minded, there are tons of jobs revolving around this as well. Marketing needs creatives such as images to make their advertising more impactful. Sometimes simply using words just won’t cut it. This is where you might come into the picture. Now let’s figure out if you are right for a position in creative digital marketing.

A lightbulb that is demonstrating traits of what is included in the creative side of digital marketing.
Do you like being artistic and creating things?

Do you like:

Being creative either through writing detailed content or designing highly visual illustrations?

Bringing a company to life by establishing its brand image?

Building relationships such as networking and meeting tons of new people?

If you said yes, then these jobs might suit you more.

Ad Creation / Creative 

Ad creators can cook up the most engaging Facebook or Instagram ads possible that’ll make someone stop scrolling on their feed. You’ve seen these ads before. When you look through your newsfeed, your eyes don’t go to the text portion first. Your eyes naturally move towards the image.

It is your role to organize website layouts, draw logos, and design graphics. Every marketing team needs an ad creative expert or design team. You would play a pivotal role in bringing what they want in an ad image to life.

Branding

Brand managers enjoy cooking up ideas that could stick and resonate with customers, like Don Draper from Mad Men. It is your job to create a guideline for your company’s persona and to have other marketers to follow them. You have the important job of developing the brand’s vision for both short term and long term. 

Brand image is huge in creating a lasting impression for customers and it will better promote sales for any company. You are doing a great job when people know exactly what your business is about by just seeing or hearing your company’s name.

Influencer / Affiliate / Social Manager

Can you build strong relationships with business partners and influencers in a mutually beneficial relationship? If that’s true then you are perfect for this position.

In this role, you will mainly focus on social media. You will either update and maintain the company’s social media as a social media manager or you would seek out influencers to promote your brand as an influencer manager. But both of these positions need some creativity and strategizing. You also have to establish relationships with all kinds of people such as influencers, other companies, and customers. This is a great job for people that love to socialize.

Content Marketing

Writing content definitely requires creativity. Content marketers have a passion for writing content such as blogs. Content marketers craft compelling and unique pieces of content, graphically or textually, that’ll make someone read and engage with your site.

As a content marketer, it is your duty to plan out your company’s content. This might include weekly blog posts and writing easily understandable landing pages. It needs a creative brain to never run out of things to write about.

Conclusion

In short, it depends on your interests. I encourage you to try everything out via multiple internships so you can dip your toe in the water.

There are tons of opportunities out there for you to try. Don’t be stuck in one role. You can try multiple career paths within digital marketing and market within industries that you like.

Since everything is expanding digitally, digital marketing will always be an in-demand career. There are tons of free resources online to learn from, so it isn’t difficult to start building your skills. If you want to see what skills you need to land a job as a digital marketer, feel free to check out this guide.

Which digital career path are you most interested in?


Even Picasso needs the right tools to create art!

Do you have the right tools to set yourself up for success in digital marketing? It doesn’t matter if you are the best digital marketer in the world or a completely new digital marketer, your tools are what makes or breaks your success. When you aren’t using the right tools, you’re only holding back your potential growth.

Chrome extensions on a paint palette.
7 of my favorite Chrome extensions that I use daily!


With that being said, I’ve seen many tools online that promise to increase my efficiency, but not all tools are built the same. Whenever I do see a great tool, I would love to tell everyone about it. 

It is even better when these tools are free. Some of these Chrome extensions do have paid versions with extra features, but the free version does a great job. Don’t spend extra money when you can get the same results for free.

Chrome logo with a crown on it and the other browser logos such as Mozilla, Internet Explorer, and Safari going into a trash can.
Google Chrome is the king of all browsers with more than 50% of web traffic using Chrome.


Today is the day where I will share 7 of my favorite extensions that I personally use. This is a list of extensions that you can add to your own Chrome Web Browser to save yourself some time, increase productivity, and help you make better marketing decisions. 

Getting started: Setting up/deleting extensions

Extensions are tools to increase the functionality of your browser. It makes your web browsing experience better. Even setting up your extensions is easy. 
Here’s how to start. Go to Chrome Web Store and find the extension you’re looking to add. Once you’ve found it, simply click “ADD TO CHROME” on the top of the page.

One button to add a Chrome extension to your browser.
Click the button and your Chrome extension will appear on your browser. Now that’s easy!


To remove an extension that didn’t turn out as useful or fun as you originally thought, just left-click on the extension at the top of your browser and select “Remove from Chrome”.

The option to remove a Chrome extension.
You only need a couple of clicks to remove your Chrome extension.


Poof! It’s gone.

Now let’s get to my list of useful extensions.

1. Grammarly

Grammarly is the perfect tool to improve your writing and check for any necessary grammatical edits. Grammarly will automatically notify you if there is a misspelling, grammar mistakes, and other common writing errors.

Grammarly’s normal platform requires you to copy and paste your writing into their editor, but as an extension, edits and suggestions will appear instantly within the page you’re currently on.

You can edit on Grammarly’s website by clicking on the extension at the top of the browser. It’s a green circle. You can’t miss it. Then look at the bottom of the popup and click “My Grammarly”.

Grammarly's menu options.
Here’s the Grammarly menu.


Then you can proceed to either upload a document or type directly into Grammarly’s website. I personally don’t think you will use this feature because Grammarly’s automatic notification portion of the extension is far more superior and convenient.

As a Chrome extension, it will appear on your screen like this.

An email being sent with Grammarly chrome extension correcting a spelling mistake.
Grammarly’s easy to use interface.


You can choose from the suggested words, add to the dictionary, ignore the recommendation, or see more in Grammarly.

Grammarly is compatible with almost every website. You can use it to proofread your emails or even Slack messages, but I mainly use it for Google Docs and ad copywriting.

Through personal use, I found that Grammarly is a far superior program than Google Docs’ basic grammar corrector.

If your Google Doc document is too long, updates might not appear automatically, so you would need to click the green Grammarly icon on the bottom right. This will start Grammarly’s programming and you’ll receive live grammar suggestions. But this doesn’t happen too often. It typically only occurs if you have 10 or more pages. 

When using Grammarly on Google Doc, it will have “beta” covering the Chrome extension. Don’t worry, there’s no difference and it works just as great.

I personally use Grammarly to proofread my ad copies, but they can help you with your ad copies, client-facing emails, contracts, and even documentation. Proper spelling and grammar are vital in looking professional. People are reading your contracts and emails. I won’t trust them to do business for me if they can’t even remember to proofread for grammatical errors.

That also goes for ad copy. Your customers read your ad copies. You don’t want a simple grammar error to cause them to think negatively about your business. It’s tough enough to generate a conversion, but imagine losing a customer because you spelled something wrong. That’s just silly.

2. LastPass

In this age, you have a countless amount of passwords for your many social media, online shopping, and marketing tool accounts. You can’t possibly remember all of them unless you’re using the same password for every account — which, needless to say, is extremely unsafe. 

LastPass acts as a vault to keep your account information safe and ready whenever you need to use it. Think of it as a virtual notebook that stores all of your passwords, securely.

After you have downloaded LastPass, click on its icon on the top right corner. Then you would be asked to create your account using any of your emails.

Menu to type in your email, so you can create a LastPass account.
Type in your email to get started.


Follow the simple instructions of creating your password and boom you have full access to LastPass.

The main feature of LastPass is its vault. You can keep anything in there secure, but you’ll mainly add account information and passwords. When you go onto a website that requires your login information, as long as you have already added that information into your vault, LastPass will automatically fill in the information for you. This makes your next login easier.

How convenient! You don’t need to struggle with recovery questions or click “forgot your password” ever again or scramble through your notes looking for that elusive password. This is definitely a time saver.

Multiple accounts in a LastPass password vault.
Store your passwords in your LastPass vault.


Along with account information, you can securely store notes and add personal information to save time filling out forms.

You can even add payment information to save time at checkout. You can even add bank account information to make paying bills online faster.

Click the “+” on the bottom right corner and you can add as many account information as you want.

If you want to add a new password click on “Password” and follow the instructions. 

Menu you would fill out to store your password on LastPass.
You only need to fill out this form to easily store your passwords.


The instructions are easy to understand. You won’t have any problems with LastPass.

But if you do need a refresher, you can go to the left side menu and click “More Options”, “Help”, and “Tutorials” or “Vault Tour”.

LastPass side menu tool with the option for the user to start their Vault Tour.
For more information, use LastPass’s vault tour option.


Another feature that makes LastPass special is its share function. You can share your passwords with team members without revealing the actual password, and also revoke access at your discretion.

This makes sharing your Netflix account even easier.

But as a marketer, LastPass is great in sharing Adwords and Facebook accounts securely. Super secure passwords are over 15 characters long. I definitely won’t remember multiple unique passwords that are this long and I guess you can’t either.

When collaborating on projects, marketers can share account information with each other. Multiple people can access and work on campaigns together. 

Account managers can even grant access to new marketing interns so that the interns can perform some simple maintenance. You can grant your interns access to your Adwords account, so they can add negative keywords, write new ad copies, and add new ad extensions for you. 

The bottom line is that LastPass makes account sharing easy. Very easy. I’m not constantly bombarded by my colleagues with “What’s the password again?” because they have my account info saved in LastPass’s vault.

3. Check My Links

A broken link will definitely ruin the user experience of any web visitor. Check My Link Chrome extension helps to highlight all of the broken links on a web page. 

To use this extension, go on any website and click on the extension on the top of your browser. Clicking on it will activate Check My Links programming. 
With the extension, green indicates that a link is working perfectly, but red would indicate that there is an error. The red is what you need to change. They are highly visible and color-coordinated. You can’t miss them. 

Check My Link's Chrome extension activating to highlight broken links in red and valid links in green.
Green indicates valid links and red shows broken links. You can’t miss them.


This Chrome extension is simple but you can use it in 2 main ways.

One is that you can improve your SEO ranking by fixing broken links and increasing your user experience. Broken links create user frustration, give off the impression that you don’t care to maintain your website, and possibly affect your website conversions. Google loves when users have a great user experience on your website. That’s how they judge whether or not they should increase your search ranking. Broken links will definitely make our overlord, Google, unhappy. This will push back your website ranking a couple of pages.

The second benefit is that Check My Links allows you to hunt for new backlink opportunities. Most of the time, the web page owner does not know that their link is broken. When you notify them and give them an alternative to fill the void, they will most likely accept. Boom! You just got yourself a brand new backlink. Wow, that was easy!

4. LinkClump

Digital marketers constantly do research on a multitude of topics daily. 

As such, you’ve probably opened an innumerable amount of tabs on your web browser. You would need to constantly scroll through the page and click on the multiple links. 

LinkClump allows you to open many links with a few clicks. With the extension installed, you would only need to hold down z, then click and drag. 

Yes, you heard it right. Just hold down z, then click and drag.

Boom! All of the links are now opened in new tabs within the same window. Unlike most of the extensions on this list, you don’t need to click on the actual extension at the top corner for it to work. Just use the command.  

LinkClump Chrome extension activating to highlight multiple links on Google's search engine.
You can open all of these links with a single keyboard command.


This tool might seem simple, but it will save you a lot of time from going up and down Google clicking on the links. Any time saved from doing mundane tasks can be better spent on strategizing.

I mainly use this extension for my content research and creating blog content. When researching, I can open multiple links quickly without scrolling down and clicking “Open Link in New Tab” link by link. Then I can individually go through these articles and see which one is helpful.

5. Hunter

Hunter is a Chrome extension that allows the user to find all available emails for any website. Just like the previous extensions, this one is straightforward and simple. Go onto any website that you want to find their contact info and click the fox icon on the top right. The extension will spit out any possible email addresses and even phone numbers if available. 

Hunter does a great job of identifying the person’s full name if possible and their job title.

The extension helps to identify filter the contacts based on categories at the top. Once you click on the category, it will exclude the other contacts.

Hunter Chrome extension displaying multiple email addresses that the extension can find from a website.
Find all of the emails you need with Hunter.


So why would this be helpful?

Any SEO expert would love to be able to find a person’s contact information with a click of a button. With their email addresses, marketers are able to outreach and create potential backlinking or guest blogging opportunities.

This extension forms a great combo with Check My Link, which is our third Chrome extension on the list. As you have learned from Check My Link section, you can get a backlink by correcting a broken link. Once you’ve found a broken link, you can use Hunter to find who’s the right person you should contact and the extension will provide the person’s contact information.

You don’t have to ever struggle with finding a person’s contact information again. Let’s make fixing broken links a tad bit easier for you. 

After you got their contact info, shoot them an email and in most cases, the person will say yes. Now you’ve got yourself a backlink.

6. Keywords Everywhere

Keywords Everywhere provides you with important metrics like search volume, average CPC, and an estimation of how many advertisers are running ads on Google for a particular keyword.

Chrome browser when you type in basketball shoe with the Keywords Everywhere Chrome extension displaying related keywords and what people also search for.
Keywords Everywhere fits into your Google web browser seamlessly.


Every time you search a term on Google, a list, created by Keywords Everywhere, will appear on the side of Google’s search engine, which is shown in the picture as the two lists on the right side. 

The list labeled “Related Keywords” is a list of keywords that are similar to your search term. The “People Also Search For” list is exactly what it sounds like. It’s a list of keywords that people search for when they type in their search terms.

The lists are broken into 4 categories which are “keyword”,  “search volume” (average of the total monthly searches), “cost per click” (the amount you pay for a single click for the keyword in Adwords), and “Adwords competition” (gauge of the number of people running ads on Google for the particular keyword).

This data is compiled from 16 websites such as Google Analytics, Google Keyword Planner, YouTube, and Amazon. Now that’s a lot of data from many sources. Keywords Everywhere makes keyword research easier and less time-consuming. 

You can also export the data as Excel, CVS, or PDF format. 

You can also individually like each term by clicking the star on the left side of the keyword or you can add all of the keywords by clicking the button labeled “add all keywords”. Once you have added these keywords, you can access the list that you have created by clicking on the extension at the top right and then click “My Keywords”.

Keywords Everywhere menu option that allows you to import keywords, analyze page, show stats, and access settings.
Use this menu to navigate Keywords Everywhere.


Once you access your favorite keyword list, you can delete selected, unselected, or all keywords through the red buttons at the bottom of the page. Then you can export it into Excel, CSV, or PDF format. After exporting you can upload it into Adwords.

Any great Adwords marketer will definitely find this extension helpful. Adwords is all about the keywords. 

And guess what this extension specializes in?

If you haven’t guessed it yet, it’s keywords. Keywords Everywhere and Adwords is a match made in heaven. I use keywords everywhere to give me keyword inspiration. It also suggests keywords that I may not have thought about using. I would like to say “more keywords suggestion the better” am I right? It’s even better when the data is right there in front of me which lets me analyze and pick out the perfect keywords for my campaign.

7. Page Analytics

This extension created by Google shows how customers interacted with your website for a given time period. Page Analytics provides you with unique page views, average time on the page, bounce rate, and percentage of people that exited. It will also show how many clicks for each link on your website.

Page Analytics Chrome extension that displays numbers and graphs based on the users of that particular web page.
Page Analytics displays all of the data you need to optimize your customer’s experience.


In order to properly use this extension, you would need to have a Google Analytics account.

Once you have everything set up, click on Page Analytics extension and the real-time data will appear.

As you scroll down to the actual page, onsite links will also indicate the percentage of clicks that a particular link received. Page Analytics will provide you with the exact number of clicks it received.

Page analytics displaying how many clicks a certain button on the website receives.
Use the click data to rearrange your website.


You can use this information to change your website layout and test what works when you’re trying to create a user-friendly website experience. It’s all about trial and error. Your website might not be perfectly optimized on your first try. The data can help improve your user experience, optimize website layout, and ultimately increase conversions. Page Analytics provides you with the data you need to see if your changes are going in the right direction. All of the data is organized neatly right in front of you.

If the Page Analytics bar is obstructing your view or you’re simply done using it, you can click on the Page Analytics extension to switch it off. The click percentage will still appear next to the links, but the data bar won’t be.

One of the common issues I have personally experienced is that the extension doesn’t activate because there are too many Google accounts signed on at the moment.

Page Analytics displaying a message indicating that you can't see the data due to one element missing.
This will appear when you have an issue connecting Page Analytics.


You can solve this issue by signing off of these accounts and only log into the one that is connected to Google Analytics. Then you can refresh the page. Page Analytics should activate once you click on the extension again.

Conclusion

These Chrome extensions definitely made my digital marketing day to day a whole lot easier. Tools are meant to save you time and increase efficiency. 

A person feeling relaxed as if they are on a vacation when working because Chrome extension is making their life easier.
Chrome extension will make your life a breeze!


There are many more Chrome extensions for you to explore, but here are my 7 favorite free Chrome extensions. Check them out and I hope you like them as much as I do.

Feel free to comment below with your favorite Chrome extension.


If you have any experience in building ad campaigns on Adwords, you probably know the importance of having a great campaign structure. Most digital marketers dive heavily into their non-branded campaigns and generate a decent return on ad spend (ROAS). That’s great!

But they are missing out on tons of conversions when they neglect this one very important thing: they are forgetting about (properly built) branded search campaigns.

Branded search campaigns will definitely take your search campaign to the next level. 

Big brands like Intel and Fiat use branded search campaigns in their marketing strategies for great results.

If you want to know how branded campaigns can help your advertising efforts, then you came to the right place.

Table Of Contents

What’s the Difference?
Why You Need Branded Campaigns?
Benefits of Branded Search Campaigns
Attack Your Competitors

What’s the Difference?

Even though non-branded and branded campaigns are two sides of the same coin, both of these campaigns are vastly different from each other. They play a pivotal role in the success of your campaigns. If you want to maximize your search campaign, you would need both of them.

Two superheroes representing branded and the other one representing non-branded fighting.
Everyone wants to see if branded or unbranded search campaigns are superior.

Non-branded campaigns focus on using generic terms for your product or service in order to generate traffic. This campaign strategy doesn’t include any branded terms such as company name or the name of the product or service. Let’s pretend that you’re a company selling snack bars named Perfect Snacks. 

(I would like to add that Perfect Snacks is one of my favorite snacks.) 

But to carry on with the example, the keywords that you would use in your non-branded campaign would be “snack bars” or “delicious nutrition bars”. These are just generic words that someone looking for nutritional snack bars would type into Google.

Branded campaigns use the company’s brand to generate traffic. This includes keywords with the company’s name and the name of their product or service. It’s especially profitable when your company has already established its brand image. In Perfect Snacks’s branded campaign, they would use keywords like “Perfect Snacks” or “Perfect Snacks products”. These customers are looking for your brand and thus, more likely to convert than customers searching for generic terms.

In these two examples, you can clearly see the difference in how branded campaigns leverage their brand and rely on searchers to search for these branded terms.

Why You Need Branded Campaigns?

Adwords users typically bid on any keywords related to their product or service because that’s what brings traffic. 

So why should you bid on your own brand name?

It’s because if you aren’t doing it, your competitors will! They will steal your potential conversions by using your brand recognition.

Here’s a little example.

Imagine that you are searching for snack bars, more specifically KIND Snack Bars because you thought it looked good while shopping. 

The first thing you would do is to type “kind bar” into Google and this popped up.

Clif Bar on the first space on Google's search engine for the search term "kind bar".
How does Clif Bar outrank KIND Snacks on their own search term?

Notice that Clif Bar is ranked before KIND Bar on it’s on branded search terms?

You originally came searching for KIND Bars, but Clif Bars caught your attention. Even though some traffic purchased from KIND, there are definitely those that became detoured and purchased Clif Bars. 

Now let’s reel it back to your company. Imagine if your competitors bid on your brand name. Customers will see an alternative and choose the competition over your company. 

Don’t let it happen. You need to dominate your search engine result page.

Now you might also ask yourself “Wouldn’t my organic search position take care of my customers’ branded searches?”

I’m sorry to tell you this, but relying on organic search position won’t cut it. I bet you are aware of Google’s search engine hierarchy, but if you don’t, paid ads are on the top and bottom of any page. The organic search results are in the middle. So regardless of how great your SEO is, you need paid ads in your arsenal. You can think of paid ads and organic search as necessary partners. You can establish a position in Google’s ad space and your SEO will help act as extra real estate. When you have 2 listings on the front page, it increases the odds of customers recognizing you. It also provides more opportunities for them to click to your site. Who doesn’t want odds like this?

Google's search result for the search term "perfect bar".
Perfect Bar dominating their search term.

This is the result of typing in “perfect bar’ as your branded search term. Perfect Bar takes up 2 positions on this search term and even better they take up the top 2 positions. Without scrolling, the customers see exactly what they search for and they will click on one of these links. It can’t get any better than that.

Benefits of Branded Search Campaigns

1. Capture traffic that’s more likely to convert.

Every marketer is aware of the marketing funnel. But for those of you that don’t know, the simplified version is that the marketing funnel reflects a customer’s journey from initial exposure all the way down to purchasing the product. It is up to you as marketers to understand where that particular customer stands in the funnel and what ads can they use to get them to convert. 

This is where branded campaigns come in. Branded terms signify that the customer or searcher heard about your brand before. They are lower on the marketing funnel and have a higher chance to convert compared to someone that is simply searching for a product. These are the customers you want more of. Adding a branded search campaign ensures that you control all aspects of the marketing funnel.

Just to show you the power of branded search campaigns, we will use one of our Brands as an example. For one month, this company spent 61% of their ad spend on branded keywords. Even though that’s more than half of the Brand’s total ad spend for the month, the branded campaign was able to generate 93% of the total conversions.

A business man with a net trying to catch floating trucks with money.
Branded campaigns can net you more money and traffic.

Now that’s a lot of conversions for only spending 61% of the search campaigns total ad spend. 

2. Outrank competitors.

One of your main goals of advertising is to show above your competition. In the case of Google’s search engine, you want to outrank your competitors and even secure the prestigious first-page rankings. 

According to Smart Insights, the top position on search engines have a click-through rate (CTR) of 30%. As you go down to only the third position, your CTR drops down to a measly 10%. And if you keep on going, it drops drastically to around a 2% CTR for rank 10 and beyond.

Branded campaigns allow you to bid on your own branded terms and achieve top placements. If customers search for your brand and see a competitor above you, what does that say about your company? This will definitely reflect poorly on your company. You want to rank at the top for your own brands.

What’s great about paid ads is that it helps to push positive messages forward. This helps to bring your brand’s message to the first page and allows your customers to see what your brand is truly about. It also has the positive byproduct of pushing down irrelevant news, which is always great. Paid ads cover the top 25% of Google’s search engine. Taking over that portion will seemingly propel your positive traits on search engine and help to reduce visible bad press because 67% of all clicks on search engine goes to the top 5 listings

Even if your SEO is not up to par and can’t rank on the first page, your branded ads give you a second chance. These paid ads can allow you to rank above the rest.

3. Branded terms cost less.

Branded keywords tend to cost less because there is less competition. Companies are afraid to purchase keywords that aren’t related to their own company.

In addition to lower competition, you are more relevant. Google strives to place relevant information above the rest and if your company is more relevant for your specific search term, you will be rewarded with a higher ranking and lower CPC.

You’ll also receive a better quality score because you’re advertising for your own company compared to if your competition uses your branded keywords. High-quality scores represent the fact that you are doing everything right in terms of following Google’s advertising guidelines.  And Google loves that. The combination of low competition and better ad relevance will increase your overall branded search campaign ad spend. It’s time for you to get some cheap conversions.

4. Control your message.

It’s time for you to control your brand message. It’s not surprising that 70% of consumers look for known retailers. You can use branded ads to make your company a familiar face.

Branded ads allow you to write your own headlines and descriptions. You pick your messaging and mold what people think of your company with your ads. Remember to promote sales, new products, or services. This is another avenue where your company talks to your customers. 

While you’re at it, you might as well test your message. You can’t get the perfect message on the first time. Create it and see what the metrics have to say. Over time and after a couple of attempts at it, you will find the right words to create conversions.

5. Shorten the buying cycle.

A customer’s life cycle seems longer than ever. It is reported that 43% respondents from a survey noticed a slowing of the sale cycle. This forces marketers to baby leads until they turn into a converted customer. 

Don’t worry. Branded search campaigns are perfect to shorten a customer’s buying cycle and even target people in the later stages of their buying cycle. 

As mentioned earlier, customers that are actively searching for your brand name or branded products are warmer, more willing to finalize their purchase. It’s difficult to convince them to whip out their card, but since they know who you are, there is this established trust. It is your job as a marketer to push them to type in those valuable credit card numbers. They are on the verge of converting. Ads extension that offers discounts or additional useful info can push them over the edge and finally convert.

6. Potentially higher conversion rates.

Your branded terms are highly relevant to your branded website. This creates a highly relevant customer journey. This is common sense. If a customer is searching for your brand, they want to see a link to your company website, not your competitors. Since you’re able to provide this for these searchers, your ads will consistently garner higher CTR.

In the same Brand’s account, the average CTR for the non-branded campaigns is roughly 4%, but the CTR for the branded campaigns is a whopping 10%. The branded campaign more than double the non-branded campaign.

Why do you want a higher CTR?

CTR and conversions go hand in hand. If your CTR is trending upwards, you can also see an influx in conversions. And conversions mean money!

In the retail space, it is reported that when a retail brand did not run branded ads, 34% of the missed clicks went to other ads and 6% went to other organic listings. That’s a total of 40% of your traffic jumping ship to other companies. This has the potential of thousands or millions of dollars in loss of revenue.

7. Build Account Equity

Following best practices is speculated to have a positive effect on building account equity. 

But what is account equity?

Account equity is the history of the account. Adwords marketers usually live and breathe CTR and conversions. Account equity isn’t a specific number that marketers can gauge, but it is just as important to your campaign as CTR and conversions.

So what’s the point of measuring something that is only speculative?

Generating high CTR, obtaining a high-quality score, and following best practices definitely have an impact on your campaign’s future success. 

Negative account equity would equate to having poor click-through rates, low conversions, and terrible quality scores. This would only increase your cost per click and even the amount you pay per keyword. As a digital marketer, you would want to generate as many conversion for as little as possible. Why risk spending 50 dollars for 5 conversions when you can be generating 50 conversions with 5 dollars? Branded campaigns provide an optimal opportunity for a low-risk high return.

Branded campaigns are great in building account equity. I have noticed that campaigns with a history of good performance result in their keywords starting at a higher quality score and faster ad approval.

These definitely apply to my branded campaigns. Our branded campaigns typically have an average quality score of 9 with a significant portion of quality scores around 10’s, but regular search campaigns usually average around 5. You can see that branded campaigns clearly edge out non-branded search campaigns in this category.

Attack Your Competitors

The search engine page is like a battlefield. You and your competitions are fighting for space on Google. The winners are rewarded with conversions.

Football players trying to defend the number 1 position.
It’s always a battle to rank first on Google.

“Your greatest offense is your defense” is the best known tactical phrase, but it holds true even in marketing. Our branded ads help to act as a barrier to repel competitors. We raise our bids to push out any potential companies trying to weasel their way into our branded territory. 

Remember, you need to drive up your competitors’ costs. Hit them where it really counts, their wallets. If you attack your competitors’ wallets, they are forced to pay attention and stop bidding on your branded terms. What I mean by this is that you want to drive up their ad spend by increasing the amount of money they need to pay per keyword.

How can you possibly increase their ad cost?

Since your customers are searching for your company, when they type in your branded terms, you will lower their quality score and increase their costs in bidding because they aren’t you. This is simple Adwords logic. Lowering their quality score increases how much they have to pay. Your competitions are fakes bidding on your branded terms. They can never compete with you as the original.

Once it becomes too expensive for them, it won’t be financially worth it for them to continue advertising under your brand. They need to move along and try a different tactic.

If they want to continue advertising under your brand name, you can also attack their weak value proposition and win their customers over with superior ad copy. Give their customers a better offer that they can’t overlook. Great deals to customers are like bears to honey. Bears will get stung a billion times, but they can’t resist getting some honey.

If you need any further ad copy help make sure to check out these ad copy tips. This guide will surely have some techniques to make your ads more enticing than honey to bears.

If you have something trademarked, you can contact Google and force competitors to stop taking advantage of your brand for profit. Familiarize yourself with Google’s trademark policies. If they are breaking any of these rules, it is your right to tell them to stop what they are doing. 

Here’s a common offense.

Competitors can’t include your brand in their title or ad copy, but they are allowed to use it in their display URL. Always monitor your competition and ensure that they play by the rules.   

Conclusion

The key takeaway is to build your branded search campaign if you haven’t.

The numbers don’t lie. 

I’ll be shocked if you’re still reluctant to build your branded campaign after presenting you with these data.

Branded campaigns double the CTR, generate 93% of the total search campaign conversions, and absolutely crush non-branded campaigns in terms of their cost per conversion. 

It’s simple math. More traffic leads to more conversions. Utilizing both branded and non-branded search campaigns is a great strategy to target different search audiences and people from different stages of converting.

Why do you want to create your branded search campaign?


Your e-commerce business is starting off and you are probably generating some monthly sales. Good job, you are beginning your journey in e-commerce! But you have the potential to generate even more sales. The key is mobile users. Companies like Google have reported that mobile device searches outpaced desktop searches. 

Rockstar looking at his phone with money sign in his eyes and thinking that mobile rocks.
See more profit by taking advantage of mobile traffic.

Research shows that 58% of website visitors come from mobile devices. If your website doesn’t adapt to mobile users, you will lose a huge portion of your customers. However, the bounce rate is 67%. 

Why is this significant? The percentage of mobile users is constantly increasing throughout the years. But these users typically either encounter non-mobile friendly interfaces or do not find what they wanted, which results in a high bounce rate. You will see something similar when you check your statistics.

You can still bounce back if you prioritize developing a mobile-friendly website.

It isn’t too hard to create a mobile optimized website. So how do you start? Luckily, we have the perfect mobile commerce guide.

Table Of Contents

Why is Mobile Commerce Important?

Personalize Customer Experience

Improve Page Load Time

Reduce Purchasing Friction

Fix Your Layout

Optimize Your Images

Always Upsell and Cross-sell

Improve Your Customer’s Checkout Experience

Explore an Omni Channel Approach

Your Turn

Why is Mobile Commerce Important?

First, let’s start with the basics. What is mobile commerce (m-commerce)? M-commerce is when customers can conveniently purchase products on their mobile devices anywhere as long as they have internet access. 

Now let’s imagine that you want to purchase the same shirt as your favorite Instagram celebrity is wearing and you don’t have access to your computer. You can simply go on your phone, add it to your cart, and finalize your purchase. You have just participated in m-commerce. This changes the game for traditional e-commerce because of how accessible purchasing is on your phone. 

But why is this important to you? Because you can sell your products to customers anywhere at any time. With a couple of taps, customers can complete their purchase and the money goes to you.

A lady pushing a shopping cart full of products.
Customers can purchase your products anywhere with a proper mobile website.

M-commerce isn’t just a fad. It is the way of the future and numbers prove that m-commerce will continue to grow. Almost half of US e-commerce sales are done on mobile devices because of the increase in smartphone and mobile users. Here’s proof from Statista if you don’t believe me. M-commerce sales in 2018 were 39.6% and projected to grow to 44.7% in 2019. In 2021, it is estimated that over half of e-commerce sales will be done on mobile devices. This upward trajectory should further prove how important a mobile-optimized website is for any company wanting to take their sales seriously. 

I bet you’re excited to see what m-commerce can do for your sales, but first, you need a mobile-optimized website. I compiled a list of improvements you can immediately make to your website to further improve its mobile experience and subsequently, your conversion rate.

Personalize Customer Experience

What is great about mobile devices is that you are provided with the customer’s phone information such as their location, device type, and demographic. This allows you to collect more specific details such as gender, language, and age to create a personalized user experience. Any e-commerce business owner knows that a more personalized sales message produces better results. 

You can target customers based on their specific location with this knowledge. If you are a local business, make sure to mention that you are a local business. Mobile users want local businesses. Customers are more willing to trust companies in their neighborhood. Even if you don’t have a brick and mortar location, location tracking is still important to your business. You can know where your customers live, local weather, and local brands by knowing their location.

This should be a no brainer, but remember to ask for permission when accessing your customer’s location. 

McDonalds website asking the mobile user if they would like to share their current location.
Ask for permission if you want to use your customers’ locations.

You can also provide them with their estimated shipping time or show your brick and mortar store locations within your customer’s vicinity. 

I love mobile coupons and I assume your customers love them just as much. They are easy to keep track of and customers can pull it up on their phone to claim their deals. This creates further incentive for them to revisit your website. 

You can also create a personalized offer for your customers based on their location. If their customer’s location experiences some kind of heatwave, an ice cream company would offer them a coupon for a buy one get one free deal in the form of a virtual coupon. It’s a deal that seems impossible to pass up. Who doesn’t want free ice cream to beat the heatwave? 

Improve Page Load Time

Slow loading speeds drive customers crazy. They don’t want to wait for your page to load, so guess what they will do? They will exit your website and result in no products being purchased. Nobody wants to wait for anything and this is especially important in a customer’s purchasing journey.

A hammer ready to strike a phone that is loading.
Don’t drive your customers crazy with slow loading time.

Google Analytics, Google’s Page Speed Insight Tool, and Think with Google are tools that measure your page loading speed. You can use this data to help optimize your loading time and figure how to speed it up.

You have to remember that on mobile, internet connection is slower. Even though it might load decently well on your desktop, mobile devices might not necessarily be the same.

You can also use Google’s Mobile-Friendly Test Tool to see if your website is mobile-friendly.

What exactly can you do to reduce load time?

  1. Eliminate unnecessary words. Don’t clutter your website by being too wordy. Customers don’t want to read them and it will only slow down your load speed.

  2. Remove popups for your mobile website. Popups are a distraction for customers that are focused on looking for what they want. Popups are also difficult for mobile users to close. 

  3. Keep your website minimalistic. It doesn’t matter how fancy your website looks. If it doesn’t load, people will leave. Your website loading time is just as important as how it looks. Excessive codes that make your website look good, might weigh down your site. This results in slower loading speed.

  4. Images are some of the most demanding parts of your site, so use as few as possible. Don’t get me wrong, images are great in offsetting lengthy texts and provide value to your overall webpage, but they take up a lot of space. You can always compress the remaining important images. Compressing your pictures helps to reduce the size of the image without affecting the quality. Optimizilla has a great image compressor tool that I personally use and it works almost instantly.

  5. Avoid redirects as much as possible. Redirects force the website to go to another page in order to retrieve that data. It means that every image and file has to go through the redirect in order for that page to open. And you know what that means? It takes a couple of extra seconds for the website to open and by that time your customer is gone.

Reduce Purchasing Friction

A great mobile experience helps to reduce the steps your customers need to take from their initial customer visits to finalizing the purchase.

What you can do is have fewer form fields for them to fill out. Don’t clutter your forms and only ask them for the most important information. Your customers shouldn’t feel like they are in interrogation for them to purchase their items. It’s easier to leave the website than it is to answer a ton of questions. Don’t let that happen. 

Also, make what form fields you have left easier for your customers. Follow these tips to further reduce friction with filling out forms.  

  1. Create proper spacing between form fields. You need to consciously provide enough space for customers to click between form fields. You should also reduce unnecessary space. There should be a point where your customers can comfortably maneuver around the form. It is important for you to constantly test and see what works.
     
  2. Remove autocorrect feature for names and addresses with the code <input type=“text” autocorrect=“off” />. There are multiple variations of names and addresses, customers would become frustrated if you are telling them how they should spell their name or where they live.

Allow your search bar to handle misspellings and synonyms. Customers will be discouraged if they don’t see what they searched for and leave the site. 

Another technique is to provide an alternative for “no results”. “Did you mean…” or “These items might interest you” are good options to help users to continue their shopping experience and provide them with an alternative to checkout.

Nike's search bar suggesting alternative options when they could not find pesto in their search.
Suggest alternatives when you don’t have what your customers want.

Your website needs to adapt depending on the user’s screen size. Mobile devices vary in screen dimensions, so your website should change with the screen size. If you don’t, certain parts of your website would be cut off. Your website won’t perform the way you want.

You should also be concerned about visibility. Write in a font big enough, so that customers aren’t forced to zoom in to see your content. Google recommends a base font size of 16 CSS pixels. This is visible and helps to reduce your website’s overall load speed. If they can’t see what you have to say then why would they purchase from you?

Fix Your Layout

Placement is important in your customer’s experience. 

You need to keep important information above the fold. This means that important information customers would want to see shows without having to scroll down. Some examples of important information include your brand logo, unique selling propositions what your company is about, simple navigation, and a call to action.

Why is keeping your information above the fold important?

Customers spend the majority of their time here. It is what people see first and it attracts the most attention.

It is important to remember that mobile customers use their thumbs on their devices. There are areas on the screen that is harder for them to get to, so place important functions accordingly. Thumbs are bigger than mouse pointers, so important functions need to be big enough for them to comfortably tap on. 

In the picture below, the “natural” area is where users are the most comfortable in maneuvering their thumbs. “Stretch” section is where there is a minor difficulty in maneuvering your thumb in that section. The “hard” area is where your customers have a difficult time reaching that section. Be mindful of where you want to place these functions. Sometimes, it is best to place functions in the hard to reach areas such as shopping cart. This allows it to be noticeable, without being in your customer’s way.

A display of what positions your thumbs are most comfortable when using a mobile device whether you are using your left hand, right hand, or both.
Use this thumb zone map to decide where to place important functions.

One important thing to remember is that phone sizes vary based on devices. People own all kinds of different devices from iPhones to Androids, but even in the iPhone category, different iPhone versions have different screen sizes.

Mobile customers love to scroll up and down to get a feel of the websites before they look deeper into what you have to offer. The homepage needs to be scannable because this is your first impression to customers. Be mindful of your customer’s eye path. Your customer’s interaction with your website isn’t random. There’s usually a pattern and your layout helps to establish that eye path.

There are simple functions you can add to your website to further increase conversion.

  1. Have your call to action displayed boldly on their screen. Customers tend to convert better when they are told what to do.

  2. A shopping basket icon at the top that also displays the number of items added to the cart will help to increase conversions. The icon will help your customers locate where to checkout and see how many items they have in their cart. Just like shopping in a grocery store, customers love to physically see the items they are about to purchase.

  3. A top menu navigation function will further help reduce friction. If customers want to see more, they can click on it to expand. The menu is on top because it’s easily accessible when they need it, but it also won’t be in their way when they simply scroll up and down the page.

These little things add up to create the best user experience possible for your customer. Don’t underthink anything. Every tiny button is important for mobile devices because the screen size is not as big as a desktop screen.

Optimize Your Images

Images might be more important than texts for customers. They are highly visual and helps to break up the monotony of long texts. But just like anything on a website, images need to be optimized to create a better mobile user experience. 

Let’s start with some basic tips. They may seem like common sense, but you would be surprised by how many websites are still making these mistakes. You need to provide detailed views of the products, keep images proportional to other important website elements, and avoid product image ambiguity. Images that follow these 3 rules provide value which is always better than a large number of bad images. Quality over quantity.

A key feature in mobile devices is that they could turn to its side, activating landscape mode. This stretches out everything and will affect your images, so you should scale product images proportionally when switching modes.

You should honor all image gestures because mobile functions differently than desktops. Desktop users can simply use the scroll wheel on a mouse to zoom, but for mobile devices, you would need to pinch to zoom. Another image gesture would be to swipe to see the next or previous image.

As mentioned above, remember to compress your images to reduce load speed. Images take up a huge portion of processing space, so this step is extremely vital in your efforts to create a mobile-friendly website.

Now we can go over image descriptions. You should remember to have adequate secondary product info and specs. Product descriptions should be bite-size and scannable. Nobody wants to read big blocks of texts. You should have all product specs in the spec list even if addressed in the product description.

Always Upsell and Cross-sell

Upselling and cross-selling will help you sell more products to your customers. 

Upselling is when you ask if your customers want a bigger size or an increased quantity. An example would be that you can buy 2 rolls of toothpaste for $8 or 4 rolls of toothpaste for $14. Who doesn’t want more of that product at a cheaper price?

Cross-selling is when you offer similar products.

Amazon suggesting other frequently bought together items when the customer is about to checkout.
Always upsell or cross-sell to increase your sales.

Offer a list of compatible products on the bottom. If your customers are looking at one of your products, you can make a sale by showing similar products or compatible products.

Introduce customers to what else you have to offer.

Most e-commerce sites do this but don’t overwhelm your customers when they are on their mobile devices. Remember their screens are small, so don’t clutter it.

Improve Your Customer’s Checkout Experience

Include a progress bar for checkout. You don’t want customers to think the checkout process is too long. The progress bar will allow customers to be updated and know exactly how much longer it is for them to complete the checkout process.

Amazon is displaying their progress  bar and that the customer is currently in the shipping and payment section.
Let your customers know how long their checkout process is.

Your checkout as a guest option needs to be on top. This allows for higher visibility. Customers do not necessarily want to sign up for an account on your website. They might want to purchase their items and leave. Customers might feel forced to sign up without a guest option and this will stop them from continuing further.

There are 2 solutions to this issue.

  1. Place the guest checkout option at the top with its own button to proceed, so users don’t need to fill an email field. You can also do an existing account lookup at the next step when you ask for their email to ensure account holders do not use guest checkout just because it is the first option on the list.

  2. Collapse all fields and descriptions for all 3 options: guest checkout, sign in, and create an account. It will dynamically expand when tapped.

Apple showing the customer that there is a guest checkout option.
Always include a guest checkout option.

Do not precheck your newsletter option because customers will see it as sneaky. Sneaky is never good.

Explore an Omni Channel Approach

An omnichannel approach allows your customers to continue their shopping experience on multiple devices. This helps to further establish the sense that customers have the freedom to purchase anywhere at any time. Customers love how companies are able to combine multiple channels to create a cohesive shopping experience.

An example of a company with a great omnichannel experience is Sephora. Sephora connects its customers’ online purchases to their in-store visits when they sign up for their “Beauty Bag” account. They can add a product to their wishlist and they can choose to purchase the product on any device or even in the store.

A well established mobile website helps to create one aspect of the omnichannel approach. Customers can begin their purchasing journey on a desktop and finalize their purchase on their mobile device. 

Your Turn

Mobile commerce is growing at an exponential rate, so neglecting your site’s mobile experience will be a detriment to both your brand and sales. On the other hand, the brands that effectively execute on their mobile optimization strategies would reap the rewards in the form of increased conversion rates and sales. 

The tips and tricks above should make for a solid starting point for optimizing your mobile experience. This will never take the place of actionable, clean data in your analytics platforms, which would guide you even further along your mobile optimization journey. 

Feel free to share your favorite mobile optimizations or improvements to the ones listed above!


What do you know about backlinks?

You always see the word “backlinks” when it comes to SEO. Every SEO guide created stresses the importance of backlinks. And if you practice SEO for any time, it is common knowledge that backlinks will boost your page ranking on Google.

The SEO bible book opening up and revealing backlinks inside.
Backlinks are vital to any SEO strategy.


If you’re a business, backlinks are exactly what you need. Most businesses struggle to generate buzz and traffic for their business. The next possible step could be to purchase ads.

Yes, that might work, but why would you spend money when backlinking is a FREE technique that you can utilize to generate organic traffic at absolutely no cost to you? Backlinks will introduce your brand to a new audience, increase your Google ranking, and generate more traffic for your website.

But how can you easily get backlinks?

That’s the billion-dollar question. Let me teach you. All I need from you is 15 minutes of your day, so you can unlock the secrets digital marketers use to create backlinks and help businesses like yours grow. I’ll guide you through the whole process of finding backlink opportunities, how to contact the website owners, and creating your pitch that will be approved.

I bet you’re interested now, so let’s get started.

Table Of ContentsGuest Posting

What to Include in Your Guest Post Content

Broken Link Building

Reclaim Your Links

Write Your Pitch

Lightning Round

Conclusion

Guest Posting

Guest posting is exactly what it sounds like. You post an article or content on a person’s website as a guest, preferably on a website within the same niche.

Guest posting does help generate traffic to the website owner, but there are some potential benefits for you as a guest poster.

Guest posting allows you to get your content to a new audience that may never have heard of your company before. This will help you create relationships with other companies. Once you have landed one guest posting on their website, they are more likely to have you come back. This will increase your backlinks. 

You will definitely increase your reputation if people see that other companies like what you are offering and what you have to say about your particular niche. You will look like a leading source of knowledge on the subject.

There are plenty of guest posting opportunities. Here’s an example. OnCrawl is a digital marketing website and they actively search for new SEO content. If I want to guest post on their website, I would find their guest post tab and fill out their form.

A form to fill out in order to sign up as a guest poster on the website Oncrawl.
Fill out this form to be a guest poster for Oncrawl.


Now that you know what guest posting can help you with, here’s how you can create backlink opportunities.

A guest poster juggling various techniques for guest posting.
There are multiple guest posting strategies you can try out!

Strategy 1: Ask Google!

Google has the answer to everything. Whenever I have a question I would simply ask Google. In your case, you’re trying to find guest posting opportunities. But you need to figure out the best way to ask Google in order to obtain the best results. 

The best way to ask Google is to type these into its search bar and when you hit “search” you will definitely see millions of guest posting opportunities.


[Your Topic]  guest post

[Your Topic]  want to write for

[Your Topic]  contribute

[Your Topic]  guest post by

[Your Topic]  submit an article

[Your Topic]  bloggers wanted

You can try each of these phrases to find different opportunities. 

Once you decide on the website that you want to guest post on, find the section where they are requesting guest blogs. You can typically find this by going onto their blog tab and scroll to the bottom. There should be a section that says “Are you an expert in [Your Topic]? Want to write for [Website’s] blog as a guest blogger? Learn more.” or some kind of variation of this. Click on it and you will be directed to a page that contains their guest post guidelines and a simple form to fill out. 

The form would ask you for basic information like your name, email, company, subject, and a small pitch. The pitch allows you to present your idea. Don’t hold back. The pitch section is where you want to wow the website’s editorial team, so they would approve your application. Once you’re done, you submit your application and you will receive a confirmation email shortly. Typically, you would have to wait at least a week in order to be approved or not.

Some websites are even easier and do not require you to send them a pitch. They might simply need some examples of your content. If you have a website with some established content written by you, then you will be approved in no time. 

Estimated Time of Completion: 15 minutes 

Strategy 2: Take Advantage of Guest Posting Lists.

People love lists and you should too. There are billions of list articles.

But how can this possibly help you with guest blogging?

Well, if you go on Google and search “top [Your Niche] guest blogs”, you will be provided with an endless list of potential guest blogging opportunities. Not all of them will accept your guest posts, but it provides you with a great starting point.

I just did this for my marketing niche and the first link provided me with 28 guest blogging sites. That’s 28 places where I could ask for backlinks. It’s that easy. Imagine how many opportunities are there for your niche. 

Estimated Time of Completion: 5 minutes

Strategy 3: Utilize Social Media

Everyone uses social media like Facebook to entertain themselves or kill some time. But what if I tell you that using social media to find guest blogging opportunities is our next technique.

Twitter is definitely a place that most people either are unaware of or undervalue the power of Twitter. It’s an area where people share the latest news, what they like, and their opinions. 

You simply go on Twitter search and type in “[Your Niche] Guest Blogging” or any other similar variation and you will find guest blogging opportunities. Twitter is great because it is normally updated faster than Google. This means you will find blogs that are actively searching for guest posts.

Try messing around with the categories of “top” or “latest” on the bar above. In my opinion, these two fields generate the best results. What’s tough about searching through Twitter is that you might experience some spam or irrelevant posts. You would need to take your time and sift through the numerous posts, but you will definitely encounter some gems.

You can compile a list while you are scrolling down checking out all of the posts. Then you can apply to each of them.

Estimated Time of Completion: 15 Minutes

Strategy 4: Make Friends

You were taught since childhood that making friends is beneficial. Well, this isn’t preschool, but making friends will impact your efforts in finding guest blogging opportunities and backlinking. 

Make sure to engage with your audience in the comments section. These people are actively engaging and interested in the same niche as your business. Often times, the people commenting have their own websites.

Maybe the next person you chat with will offer you a guest posting spot on their website.

Once you discover that a known blogger is interacting with your content, they are warm to your ideas and understand that you are producing great content. Therefore, they will more likely accept your guest posts. Be proactive and reach out to them.

There’s no specific “time of completion” when it comes to this. You should always be actively engaging your audience. Set aside 30 minutes in your day and respond to your audience.

Estimated Time of Completion: 30 Minutes

Reverse image searching will make you feel like a spy. This strategy requires you to find someone that writes a lot of guest blogs. If you are actively reading blog posts for your niche, a couple of familiar names will pop up in your mind right about now.

First, you will need to find a picture of the blogger. You can find their picture in the bio section of their post which is most likely found at the bottom of the article. Then copy the image’s URL and paste it on Google’s reverse image search. You can also simply left-click on their image and select “Search Google for Image”. You will see a list of websites this particular author has posted. That was super easy! Now you would only need to find their “Write for us” section and apply.

This technique is definitely fast, but just like the first strategy on this list, the longest part is waiting for approval by the website editors.

Estimated Time of Completion: 2 Minutes

What to Include in Your Guest Post Content

Now that you have learned how to find guest posting opportunities, you have to write content for them. As you can see in the strategies above, simply finding guest posting opportunities is easy and only takes 30 minutes at most, but creating approval-worthy content will take the brunt of your time.

Here are some tips to create content that will be accepted by any blog. 

Before you write any content, remember that guest blogging means that you are posting on someone’s website. You should prioritize writing high-quality content that they can’t say no to. It needs to be content that adds value to their blog. Don’t focus solely on creating backlinks. The website owners can spot the difference and might not allow your content to see the light of day on their website.

Now that you have the right mentality there are some simple rules to make good guest blog content. 

1. Only submit original content. The website doesn’t want to have content that is stolen from other blogs. This will look bad on them, but most importantly on you. Once you are labeled as a thief, it’s hard for that website to forgive you.

2. Know the blog’s content. It is your job to research what their audience likes and doesn’t like. If your content is tailored to the guest blog website, your chances to be featured there will skyrocket.

3. Write well! Blog hosts will be salivating over your content if they are written beautifully. Everybody wants to add well-written content to their website. That’s a no brainer.

4. Don’t overemphasize your brand. This includes constant backlinks to your own website. 

And this is the most important rule: Follow the rules. The blog owners have established rules and most likely physically wrote them down on their “Guest Post Wanted” landing page. Follow these rules and the ones I stated above and I believe you will have a high chance of getting your content on a guest blog website.

Broken link building is one of my favorite techniques because you can score some easy backlinks. 

A engineer fixing a broken chain link.
Earn an easy backlink by fixing broken links.


Not every website knows that their links are broken. If a reader sees that a link is invalid, the website loses some credibility. This simply looks bad and ruins the entire reading experience.

Websites hate this and love to fix this issue whenever it appears. They will definitely appreciate it if you notify them of this problem. This is where you can swoop in and suggest your content to replace this empty void. 

Everyone wins. You get a backlink and they fix their issue.

Broken link building is better than other backlink techniques because you are the one to offer a helping hand. Most of the time you are the one that has to reach out and ask for a favor. In this case, you have the power.

Here are 2 options to find a broken link.

Strategy 1: Chrome Extension 

I would suggest using Ahref’s tool to search for broken links, however, this is a paid tool. Let’s stick with free tools. You can keep your credit card in your pocket this time.

A free alternative is to use a Google Chrome extension called Check My Links

Using this Chrome extension, you would need to first find relevant sites within your niche. Then the extension will tell you which links are broken. 

Click on the extension on the right-hand corner of your Chrome browser and the extension will instantly highlight valid links in green and invalid links in red. It will also display the number of valid or invalid links in the corner, so you would know exactly how many invalid links that you can help the website owner fix.

The extension does have its problems of taking up valuable time due to tedious website researching, but it is a free tool that you can utilize.

Estimated Time of Completion: 15 Minutes

Strategy 2: Wikipedia

The second broken link technique you could utilize is with Wikipedia. Everyone uses Wikipedia and they would often link to it resulting in many links for one page. Wikipedia has a high density of links, therefore there’s a higher chance of having broken links. This is just simple math. 

In order to find broken Wikipedia links, you would first go on Google and type: site:wikipedia.org [Your Niche] intext:“dead link”. This will produce a list of Wikipedia sites with at least one broken link. 

Scroll down to the reference section on the bottom of every Wikipedia page and you’ll find the broken link when you see “Dead Link” next to the URL.

I don’t recommend replacing that link with yours because Wikipedia takes editing their pages seriously. If you do change it, Wikipedia generally removes your link within a couple of hours.

If this link is broken, it is also broken on other websites. Now with that broken link in hand, you can go to Neil Patel’s tool, Ubersuggest or others like it and you can find additional websites that have used this broken link. 

First, go to the menu section and click the backlink tab.


Then you can paste the Wikipedia acquired link onto the search bar. Remember to switch on “URL Exact URL” and click search.

A person typing in their URL into Ubersuggest's backlink function.
Input your URL on Ubersuggest and find broken links in no time.


This will spit out a list of websites that uses the same link.

YOU HIT THE JACKPOT!

Get to it. You have a lot of websites to contact about their broken links. 

For both of the strategies, remember to offer them something similar to the broken link. Voila! You’ve done it. That’s how you find and fix a broken link for a backlink in return.

You can find what the article was supposed to look like by pasting it into archive.org. Although you can copy the old link, I definitely don’t recommend it. Instead, you should use it as a template in building something even better.

Estimated Time of Completion: 45 Minutes

You might be losing out on easy backlinks without you noticing. 

Some websites might mention you or your company without linking back to you. But don’t worry because this problem has an easy solution.

First, find any mentioning of your company that is not linked back to you.

Then you email them asking to link back to you.

It is that easy. Most of the time, the author would say yes and that’s another easy backlink.

BuzzSumo is a tool that can help you find any mentions of your company. Use it to check if they linked back to you and if not send them an email.

This little technique helps you create backlinks without a lot of effort.

Bonus Tip: If you have great infographics, people probably used them in their content. To reclaim your infographics, you can use Google’s reverse image search to find a list of websites that are using your infographics.

Estimated Time of Completion: 15 Minutes

Write Your Pitch

Now that you know how to find backlink opportunities, it is time for you to pitch to them. 

A guy presenting to an audience.
Our pitch technique will reduce your pitching stress.


Emailing a stranger is intimidating at first, but the worst thing that can happen is that they will shut down your idea. There’s always a chance that they will say yes and you can get a free backlink. Don’t be afraid to take advantage of this chance.

With practice, pitching your backlinking ideas will definitely become easier. It is just like lifting in the gym. In the beginning, you can only lift a measly 5-pound dumbbell, but if you put time into it and practice consistently, you can one day look like Arnold Schwarzenegger. 

Now that you are ready, how do you write your pitch?

First, you would need to master the subject line. It doesn’t matter how great your email is if the recipient doesn’t click to open your email.

There is no right way of writing a subject line. Make sure you write something that will catch your reader’s attention. Don’t let them discard it as spam.

The body is the second most important part of your email. This is where you do the bulk of your pitch. Approach it in a friendly manner, but always remember to state what is in it for them. Provide immense value because, at the end of the day, people are selfish. They need to know what benefits them.

The entire purpose of the pitch is to suggest to them a better alternative and see if they will return the favor with a backlink.

Remember to keep it short and simple. Your reader doesn’t have all day, so don’t take up a lot of their time.

Here’s a template that you can follow.

Template for pitching your backlink idea.
Your backlink pitch template.

It’s easier to pitch a backlink if it is for fixing a broken link because the website has a problem and you have a solution. The pitch is different, but you can still follow the tips above.

Here’s a template for a broken link pitch.

Template to pitch for broken link.
Your broken link pitch template.

Don’t be discouraged if they ignore your email or reject your request. There are plenty more backlink opportunities out there. Continue honing your backlinking skills and I will guarantee that someone will say yes.

Estimated Time of Completion: 60 Minutes

LIGHTNING ROUND!

Here are some easy backlinking tips. They might be short and simple, but not a lot of people are aware of these techniques. This will definitely add some value to your backlinking arsenal.

Don’t scroll too fast or you might miss out on these great tips!

1. Write Great Content.

I can’t stress this enough. Remember to write great content. Content that is written beautifully and adds value because people will be more inclined to backlinking your content. Check for misspellings, grammar errors, and readability. If you have great content, social shares and backlinks will come to you naturally.

2. Case Studies

People love facts and numbers. Create case studies for your niche. Don’t forget to do research, acquire data, and prove results. Blogs often link case studies to help prove that their content is accurate and supported by facts.

3. Join a Podcast

Podcasts are definitely a popular trend in 2019 and they aren’t going away. People are no longer just interested in written content. Audio content has recently gained a lot of buzz. Let’s use this as an advantage for you. Join a podcast. Often times, the person will establish a backlink for you and give you a shoutout. 

If you are knowledgeable in your field, why not reach out to podcasts in your niche? You get a chance to teach people something new and increase your company’s exposure at the same time.

4. Create Your Own Guest Blog

In one of the techniques above, a great way to gain a backlink is to find some guest blogging opportunities. Now you can switch roles. It’s time for you to create your own guest blog. You’ll get fresh new content for your audience to read. It’s also a no brainer that the guest blog posters on your blog would share your website on their social media and website.

Conclusion

It is your turn to practice. It is difficult at first, but with enough practice, you can easily create multiple backlinks in a day.

Backlinks help to spread the word of your business. With every backlink you create, you have the potential to bring thousands of new potential customers to your website. Isn’t that enough for you?

You don’t need to be an excellent writer to create backlinks. You just need to go out there and try.

What is one of your backlinking strategy that you use the most?


When scrolling through job postings, you’ll see job positions for both companies and agencies. You might think:

“I don’t have a preference and a job is a job. It doesn’t matter which company accepts me as long as I work hard, I will succeed.” 

But that logic isn’t entirely accurate.

There is a huge difference between working in-house and working at an agency.

Table Of Contents

In-House Pros
In-House Cons
Agency’s Pros
Agency’s Cons
Freelance

A person deciding whether to pick in-house or agency.
In-house or agency? You decide.

Choosing the wrong one might leave you feeling unhappy with your job and this will leave you being unproductive and performing poorly. Your preferred lifestyle, work environment, company benefits, and personality plays a huge role in your decision in choosing between working at an agency or working in-house.

Both in-house marketing and agency jobs have their pros and cons. It is up to you to decide if the pros outweigh the cons.

We have created a simple quiz that will help you easily make your decision. Read through our questions to help you choose between working in-house or at an agency.

A person on the computer thinking about pros and cons of working as an in-house marketer.
Pros and cons of working as an in-house marketer.

In-House Pros:

Are you thinking about working in-house?

Well, let me paint a picture for you – just imagine working at Apple on their marketing team. Every day you clock in at 9 am and clock out at 5 pm. You focus on marketing Apple products and only Apple products. After a couple of months, you become a master in marketing Apple products. You have developed your skills in marketing for the tech industry.

Working in-house allows you to focus on one business and industry, so you can develop your skills at a granular level for the purpose of being the best in that niche market. 

As a marketer for Apple, you are a part of the bigger picture. You’re focused on strategizing the entire marketing plan from top to bottom. You help Apple establish a cohesive message on all of their ads.

After a year of proving yourself and producing great results, you are up for a promotion. A couple of years pass and you will continue on being promoted to higher positions. There is a clear structure for you to follow in order for you to climb your way to the top, to be the Chief Marketing Officer for Apple.

Based on this, it is clear that working in-house provides you with a clear career path, structured workdays, and a focus on one company. Along with these positives, working in-house could potentially provide a higher salary, but recently agencies became more competitive with their pay.

Wow, that sounds great, but what are the negatives of working in-house?


In-House Cons:

Working in-house for a company like Apple sounds great, but that scenario doesn’t tell you about what’s the potential cons with working in-house.

In-house companies are typically larger in size and might cause conflicts not only from your department but possibly from others. For example, the finance department typically handles the budgeting and this might come into conflict with the marketing department if you want to ask for more budget on your potential advertising campaign. The finance department’s decision will greatly affect your approach and next steps.

From an individual standpoint, you might become bored with constantly working within the same industry. Since you are limited to one company and only one company when working in-house, choosing the right company is really important. Unless you are obsessed with Apple products, you might not want to be a marketer for Apple.

When leaving the company or seeking a new job, you might not have a diversified portfolio. Employees at an in-house company tend to have less varied skills and you won’t have the opportunity to try out different digital marketing channels. If you want to look for another job, hiring managers might see that you lack practice in different industries and you’re only great at one particular niche industry and one set of skills. 

Promotions and your career trajectory might not be as smooth as you think. Working in-house requires some corporate politics maneuvering if you want to be promoted. Even though you might generate great results, the person above you in the chain of command decides your future. Whether your boss likes you or not might be a deciding factor in getting the promotion you worked so hard for, and you’ll have a multitude of competitors vying for the same opportunity. 


Quiz Time!

  1. Do you want to focus solely on one industry?
  2. Is structure something you want from your work?
  3. Do you prefer to focus on one company?
  4. Do you love working as part of a large team?
  5. Do you prefer a more corporate style work atmosphere?

Did you answer yes to these questions? If so, you are perfect for an in-house style job. If you answered no to the majority of the questions, continue to the next section and see if you are the right fit for working at an agency.

A person holding a binder thinking about the pros and cons of working at a marketing agency.
Pros and cons of working in a marketing agency.

Agency’s Pros:

Now imagine working at an agency. Agency life is for those that are adventurous and excels in a constantly adapting environment. 

You work with multiple clients in different industries, so you get hands-on experience in different niches. This is definitely great if you wanted to expand your portfolio. You can experiment and gain valuable knowledge in what marketing tactics are successful in different industries, and gain a ton of different business knowledge to boot. 

You won’t become bored with the list of clients because an agency’s clients are constantly changing. New clients are added and existing ones might leave. That’s just how an agency works and that’s what makes a career at an agency exciting and growth-filled. As new businesses such as cryptocurrency fueled businesses and software companies form, you’ll have the opportunity to dive right in. This is also a double-edged sword. I will explain in the cons section why clients constantly changing isn’t necessarily a good thing.

On the plus side, at a marketing agency, everyone is passionate about marketing. It’s a building filled with experts in their specific departments. You will meet SEO specialists, PPC specialists, social media specialists, and many more. This is definitely a great opportunity for you to pick their brains and grow. You have the chance to acquire new skills and learn alongside talented marketers. Don’t be afraid of trying new roles. In an in-house position, you are hired to handle that specific task. For example, social media marketing will only handle social media marketing and pay per click specialists will handle only pay per click ads. But at an agency, you have the opportunity to put on multiple hats and provide support to your peers. There’s definitely a greater feeling of freedom at an agency compared to an in-house position since you aren’t trapped in a singular role.

I can’t stress this enough, but agencies are great learning environments. Regardless if you are a complete newbie to marketing starting off as an intern or a marketing wiz with over 10 years of experience, you’ll learn something every day. What’s different in an agency compared to that of an in-house position is that you’ll learn client management, multitasking, problem-solving, and more. With just a couple of years at an agency, you’ll gain valuable experience and establish a great foundation to excel in any marketing position.   

Agencies allow for greater project control with limited overhead. People looking over your shoulder and being forced to constantly seek approval is definitely a major annoyance for people that just wants to get things done quickly. At an agency, you are given overall goals and campaigns to execute. Your clients get the last say in approving your work of course, but there is minimal oversight. 

You will be thrown into heavier responsibilities and be a vital part of your client’s success. At an agency, even if you are at an entry-level, you will handle a campaign directly in some sort of way. You will definitely feel the weight of a company’s marketing responsibilities in your hands. This is great because you are actually doing something meaningful for the client instead of fetching coffee or something meaningless that you might do in a corporate in-house position.

Agencies are definitely a social environment. Agencies tend to be smaller in size, so there is a feeling of solidarity and a better sense of community in the work environment. You will meet everyone at your agency compared to that of an in-house position where it is impossible to meet everyone in different departments. For anyone that is outgoing, an agency is a place where you can network and make long term marketing connections with most of your colleagues. 

Some agencies tend to have a better work-life balance and allow employees to work from home. Along with working from home, agencies also offer remote positions. This means that employees can work anywhere they want as long as they meet deadlines and handle tasks. Shameless plug: jetfuel.agency team members enjoy a large degree of freedom when it comes down to when and where they want to work, and a vast majority of our team rarely exceeds more than 40 hours a week. 

You won’t like you are trapped at a corporate building and feel forced to go there every day. You can change your work environment. There is the possibility of working while traveling. Say goodbye to your typical mundane corporate work cubicle! If you want a change in atmosphere, you can choose a different location.

Every day can be a different coffee shop (am I right?)

But most importantly you can avoid commuting and terrible traffic. You don’t need to waste time sitting in gridlock traffic. Once you’re done with your daily tasks, close your computer and you’re ready to do what you want.

Dress code tends to be more relaxed which perfectly fits an agency’s relaxed work environment persona. People are tired of the typical corporate attire in which you are forced to wear button-ups. Marketers tend to be more creative and people love to show it with their sense of style. You don’t need to keep the same button-ups on rotation. You can dress however you like. Personally, I love to wear shorts in the office during those hot California summer days.

As you can tell, FREEDOM is the common trend you see in the benefits of a position at an agency. You can really spread your wings and work more efficiently in this less structured position.


Agency’s Cons:

An agency’s clients can be like a revolving door. A new company signs a contract as another client chooses to leave which can create a sense of instability. You don’t know when one of your clients decides to choose another agency. Even if you like that client, they could be gone the next day. 

There is a saying “jack of all trades, but master of none” that gets tossed around by former agency employees. At an agency, you might be forced to work on different marketing techniques. There are definitely all hands on deck situations meaning that the agency needs everyone to get their hands dirty and help each other to meet deadlines. With that being said, agency positions can potentially have a side effect of having longer hours compared to in-house positions.

When you experience some trouble or you have questions to ask, there might be a lot of time wasted due to back and forth conversations. You are working “for” the agency and not “with” the agency. It will take time to ask the clients to answer company-specific questions.

Many former agency employees tend to complain about blending their work with their personal life. Without a proper boundary of having your work only at the office, it sometimes feels that work spills over into your personal life. Handling clients could be a 24-hour affair. In certain cases, nightmare clients might be contacting you throughout the entire day and it is up to you to create your own work-life boundary. 

Everyone hates talking to unfriendly clients, but as an agency marketer, you are forced to deal with them. It is your responsibility to please the clients, so on some days, it might feel like you are at the whim of the client’s mental status of the day. Client meetings and interactions are a common thing. I’ll be surprised if you can find an agency job where client communication isn’t mandatory for the position.


Quiz Time!

  1. Do you value the variety in your work and projects?
  2. Do you embrace unpredictability?
  3. Are you prepared to deal with clients?
  4. Do you prefer a fast-paced high responsibility work environment?
  5. Are you interested in working for multiple companies?

If you answered yes to these questions, then you have found your answer. You’re the right fit to work at an agency.


Another Alternative? FREELANCE!

Agency and in-house aren’t the only two options.

Are you shocked? Freelance is the third option if you want to try both of them. But don’t think that going freelance is your solution to your problem. Just like the 2 choices above freelancing can have its own pros and cons.

Your income depends on how much you’re able to work, so it could be as much as you want. But on some occasions, you might not be able to find people hiring and you won’t have a stable source of income.

As a freelance employee, you’re your own boss. You decide on your hours, work where you want, and even choose which companies you work for. 

Just like an agency, you can build your portfolio by working with multiple companies. As a freelancer, you aren’t limited to work with one company. This allows you to practice your marketing techniques for different industries.

The problem with freelancing is that you are a salesman, account manager, and an accountant all at once. Since you are trying to find job opportunities, you need to have many skills under your belt to prove that you are better than other freelance marketers. 


Conclusion

As long as you continuously develop your digital marketing skills, new job opportunities will come to you. Both working in-house and at an agency are great options. You will definitely learn a lot, but it depends on your preference. Even though this quiz leads you to a certain conclusion, don’t be afraid to try both.

Who knows, maybe you are a better fit working at the other option.

It is relatively easy to jump between in house and agency at the start of your digital marketing career, so don’t be afraid to jump around after all it is your marketing journey. Take control and see what’s best for you.

If you would like tips to ace your next interview regardless of working in-house or at an agency check out this guide.

What is your opinion with working in-house or choosing to work at an agency?


$103 billion dollars.

That’s a big number. And it’s also how much advertisers across the United States are collectively on track to spend on digital marketing by the end of 2019, as predicted by Ironpaper. To better visualize this major growth, $57 billion was spent on digital advertising in 2014. Advertising spending almost doubled within the span of just 5 years.

This gargantuan number makes sense given how advanced, trackable and transparent online marketing is compared to “traditional” offline marketing methods.

A teacher pointing at a black board with "tips for a beginner in marketing" written.
These tips will definitely help any beginners in marketing.
Table Of Contents

Never Stop Testing
Find a Marketing Mentor
Dedicate Time to Learning
Build a Model
Automate
Delegate & Build Processes
Imitate Liberally

Intrigued? We’re here to give you a head start on cracking the digital marketing code. After managing tens of millions in online ad spend over the past several years, here are the top seven things I wish someone taught me in my initial foray into digital marketing:

1)      Never stop testing. 

With the unprecedented amount of transparency and trackability digital advertising has brought about, it absolutely behooves anyone who hopes to have a shred of success to perpetually be testing. To start, testing different iterations of ad creative and copy generally has the highest needle-moving potential. After you’ve nailed down your formula there, move to parameters like audiences, bids, and budgets.  

2)      Find a marketing mentor. 

A common mantra in business is: “you learn from your mistakes.” This is true, but what you don’t hear as often is that “mistakes are often horribly expensive” and “when you can learn from other people’s mistakes without paying for them.” 

Reach out and find someone who has been in the game that you can emulate – you’ll find that sharp marketers often love to discuss strategies, debate and mentor those they are just starting out. You’ll gain years of their knowledge and experience and accelerate your own growth. 

But how can you find one?

Well, there are digital marketing specific communities online such as Facebook groups and marketing forums. Digital marketing professionals in these groups love to share their knowledge and would advise any up and coming digital marketers. 

Internships are a shortcut to speed up your success in any career. Most companies love to hire interns and provide them with mentors so they can succeed. It’s a great way for you to gain real-world experience and learn alongside industry professionals with years of experience.

You should check out this guide to learn how to improve your chances for a digital marketing internship.

3)      Dedicate time to learning. 

To stay sharp and break the monotony of a typical workday, I like to schedule “learning time” on my calendar, This includes reading blogs for new techniques, strategies, marketing program updates, and more. It is far too easy to be consumed with working and executing on projects and tasks – if you are 100% focused on that, you’ll quickly find out that you’re falling behind on the latest marketing techniques and strategies. 

A man looking at his watch on his wrist and says that it is learning time.
Marketing is always adapting, so always learn and evolve.

Block out at least an hour a week to experiment with new theories and techniques. Make it a habit and you’ll never stop growing as a marketer.

There are plenty of online resources and blogs that give free advice on all aspects of marketing. It is up to you to spend time and go through these resources. Digital marketers that don’t constantly learn will only plateau and never advance further in their career.

“There are no limits. There are only plateaus, and you must not stay there, you must go beyond them.”

-Bruce Lee

4)      Build a model. 

Open up Excel and figure out the numbers you need to hit to achieve profitability. Include key metrics such as click-through rates, cost per acquisition and conversion rate and monitor these figures religiously – you’ll find that you’ll be much more disciplined about how you’re launching and running your campaigns.

5)      Automate

Write down and note which tasks you’re doing often, and be ruthless about figuring out ways to get more output with less time. Sit down weekly to review your list and find a tool or technique to automate rote tasks.

You can definitely increase efficiency with automated tools. Adstampede is a tool that can significantly reduce your ad optimization. Zapier and Hootsuite can help to automate social posts.

6)      Delegate & build processes. 

If you can’t automate something, delegate it. 

First, you need to document your processes in crystal clear detail. Then you can hire someone else to rinse and repeat the process. This will free up time for you to strategize instead of wasting time on tasks others can do for you.

Utilize websites such as Upwork, Amazon Turk or Toptal to find executors quickly and easily so you can buy yourself more time. Upwork allows you to find freelancers that can help you with higher level tasks such as web development, marketing analytics, and more. Amazon Turk helps you find workers for more mundane tasks like image processing, information gathering, and data processing.

 

7)      Imitate liberally (and intelligently). 

A thief trying to steal marketing secrets from a laptop.
Stealing isn’t always bad for marketers.

One of my favorite books is “Steal Like An Artist,” by Austin Kleon. Not only should you draw inspiration from great ads, techniques, and campaigns, but you should dig deep to figure out the root reasons behind what the original creators did so you can iterate and improve upon it. 

Conclusion

After hearing what I wish someone had taught me, what is one piece of advice you wish someone had taught you before you started your marketing journey?


YouTube is the second largest search engine.

If you’re not advertising on YouTube then you are potentially missing out on some serious conversions.

Money shooting out of a computer screen with the YouTube logo displayed.
Let’s make some money with YouTube ads!

YouTube is not just a platform to share and upload adorable puppy videos. It is the new generations form of television and you know how attention-grabbing television ads were in the past.

You have probably seen the 6-second video ads before your YouTube video and thought “Wow my ads would look awesome here!” Then you tried to Google “how to advertise on YouTube” and there’s an overwhelming amount of information.

Well, don’t give up because we have the ultimate guide to help you advertise on YouTube.

By the time you finish this article, you would learn how to navigate the new Adwords interface in order to build your YouTube campaign, understand YouTube targeting, launch your own remarketing, and how to optimize your YouTube campaigns.

Why Advertise on YouTube?

First, what are YouTube ads? YouTube advertising is a part of Google AdWords. YouTube advertising allows not just marketers, but anyone to advertise on the YouTube platform. You have the power to choose who sees your ads and what videos will your ads appear in.

So why should you advertise on YouTube?

YouTube ads are trackable. Unlike traditional television ads, every click is tracked. Marketers have the knowledge they need to increase ad spending for successful ads or to pause poor performing ones.

YouTube ads are affordable for everyone. In some cases, YouTube video ads cost as low as $0.10 per view. Who wouldn’t want ads this cheap? This helps marketers drive affordable conversions and show off their brands to more customers.

YouTube allows you to choose the audience you want to target. This is powerful because depending on your product or services a certain group of people will be more willing to convert. You can choose the viewers’ demographics and interests. Advertisers can also choose the type of videos and specific keywords. You have an unlimited amount of choices to play around with.

Now that you know what YouTube ads are and its benefits, let’s get started!

Table Of Contents

Best Audience Targeting Method for YouTube Ads
Main YouTube Formats
Ultimate Guide on Running Ads on YouTube
YouTube Ad Tools From YouTube
How to Setup Your YouTube Ad
Basic YouTube Ad Targeting Tips
Advanced Targeting Tips
How to Launch Remarketing on YouTube Ads
Quick Tips on Optimization
Conclusion

Best Audience Targeting Method for YouTube Ads

Creating Your Buyer Persona

You can improve your ad targeting by creating a list of traits, characteristics, and demographics of your ideal customer. YouTube ads target videos that potential customers are watching.

To find these customers, you need to ask yourself:

  1. What topics are my customers most interested in?
  2. Are there major influencers or brands that will create videos my target audience will watch?
  3. What kind of channels will my customers subscribe to on YouTube?
  4. What do they type in when looking for videos of interest?
  5. What keyword tend to appear on the page when they’re watching such videos?

You can use tools like Facebook’s Audience Insight to learn more about the broad range of interests your audience might have. The most important information would be related to “Page Likes”. Use these interests and page likes to target your potential audiences.

Main YouTube Formats

There are three video formats that you can work with when running a video ad:

In-stream Ads

In-stream ads will appear before, during, or after a video. Viewers can skip these ads after 5 seconds of viewing.

Bumper Ads

Bumper ads do not give viewers the option to skip these ads. They are generally designed to raise brand awareness. These ads have to be 6 seconds or less.

Video Discovery Ads

Video discovery ads appear in YouTube Search results located next to related videos and on the homepage.

When running a Video Discovery campaign, isolate your approach in order for your ads to show on search listing and ‘related’ video section. This is useful if you know what keywords you want to target.

Ultimate Guide on Running Ads on YouTube

When making video ads, make things simple and keep these 5 basic ad formats in mind. If you can’t think of any video ideas, these ad formats can be your inspiration. These ads are tested and proven to have great results. But don’t be afraid to be creative.

Five basic video ad formats for YouTube ads. This includes talking head, animation, slideshow, product demonstration, and story.

YouTube Ad Tools From YouTube

Director App

This YouTube app is designed to help you create a video ad with only your phone. The director app walks you through the process of creating a YouTube ad with templates. Once you select a template, the app will take you through the process of what to say, when you need to say it, and how you need to record your video to produce high-quality ads. Then you can upload and even promote your ads directly from your phone. Visit the YouTube for Business channel to see examples of ads created with the Director App.

Note: It is recommended that you only use your phone to upload your videos, but not to edit your ads. You can have more control over the whole process with a desktop device.

YouTube Director Onsite

YouTube will send professional filmmakers to work with you to create a great ad. You can only use this option once you spent over $150 on running YouTube ads. It’s a relatively new option, so it is available in select locations like the U.S. and U.K.

You can go to YouTube Ad Creation Website to see if you’re eligible.

So how does it work?

First is the planning stage where you choose a video template, and YouTube will match you with a filmmaker to help you write your script.

Next is the shooting stage. Filmmakers will come to you to shoot, edit, and deliver your video in the same day.

Last is the advertising stage. Ad specialists will get your video ad set up to help you reach the right audience for your business.

How to Setup Your YouTube Ad

To start off, go to AdWords and click ‘Campaign+’ to create a new campaign. Then select ‘create a campaign without a goal’s guidance’ because you want complete control on all customization and inputs.

Creating a campaign without a goal's guidance on Google Adwords.

After that click ‘Video’.

The option of creating video ad being selected on Google Adwords.

Then ‘Custom video campaign’.

Custom video campaign being selected in the campaign subtype category within Google Adwords.

Here are the steps to create a Video Discovery Ad.

1) Give your campaign a name to easily identify it.

2) Choose your campaign budget. You can choose between ‘Daily’ or ‘Campaign Total’. You can also pick the Delivery Method of ‘Standard’ or ‘Accelerated’. If you want to spend money quickly use ‘accelerated’, but ‘standard’ would work for the majority of your campaigns.

3) Set your start and end date. This step is not as important. If you choose to not do anything in this category, AdWords automatically selects ‘As soon as ads are approved’ for the start date and ‘None’ as your end date.

But this feature would be great to play around with for holiday deals or any discounts within a given time frame.

4) Pick your bidding strategy. Choose ‘Maximum CPV’. This allows you to set up the maximum amount you are willing to pay per view.

5) Choose your network. It depends on what your campaign goals are and where you want your ads to appear. You can pick between:

YouTube Search which are ads that appear solely in YouTube Search results.

YouTube Videos that appear on the homepage, watch, and channel pages only.

Video Partners that extends the reach of video ads to sites and apps in the Google Display Network.

It is best to not mix different networks when running campaigns because you can have more control. More of your budget will be spent on search results to help you obtain more data in less time.

If you pick YouTube Video Network, your budget is spread out, and now you have to monitor the performance of 3 different ad locations. This makes it harder to draw insight.

6) Set a language. You can choose your audience’s spoken language. ‘All language’ is the default option unless you choose to change it.

7) Pick your locations. You can pick to either exclude or target a certain location. You can target as big as a country or even more granular by targeting specific cities.

8) Assign your inventory type. This is a new AdWords’ feature that allows you to choose where your content appears. You are allowed to choose between these 3 inventory types.

Expanded inventory allows your ads to appear on most contents which include sensitive contents. However, your ads won’t appear on extremely sensitive contents like nudity, excessive profanity, and graphic violence. This option will allow you cheaper ads, but your ads might appear in non-customer friendly content.

Standard inventory lets your ads show on content that’s appropriate to most brands. They have the same exclusions as expanded inventory but also exclude repeated strong profanity, violence either real or dramatized, and discussion of sex.

Limited inventory excludes the most sensitive content. This option excludes moderate profanity and moderate sexually suggestive content.

9) Decide on excluded content. Here you will choose what exactly you want to exclude. But with future AdWords updates, inventory type will replace this feature.

10) Select excluded types and labels. You can choose to exclude certain content types like embedded videos, live streaming videos, or games. You also have the option to choose digital content labels to exclude general audiences, most audiences with parental guidance, and mature audiences.

11) Setup Additional settings. This category allows you the option to optimize for devices, frequency capping, and ad schedule.

12) Name your ad group.

13) Choose your ad group bid. In this category, you are given the option to add ‘Top content bid adjustment’. This allows you to increase your bid by a set percentage in order to be competitive in advertising on popular content on YouTube or Display Network.

14) Fill out ‘Create your video ad’ section. To select your video, you need to upload your video on to YouTube. Then copy and paste the URL of the video.

15) Select your video ad format.

Video discovery ad being selected as the video ad format within Adwords.

16) After you select ‘Video discovery ad’ for your ad format, you can choose your thumbnail and write your Headline, Description 1, Description 2, and Ad Name.

In-stream ads are next. Here are the steps to set them up.

Follow the steps in Video Discovery Ad above until you reach ‘Create your video’ section because the steps are the same.

1) Copy and paste your URL.

2) Select ‘In-stream ad’.

3) Then you need to provide ‘Display URL’ and a ‘Final URL’ for your ad.

The Display URL is what people see on your ad.

The Final URL is the website that people will be taken to if they take action and click on your ad.

4) Include a call to action, but this step is optional.

5) Add a companion banner.

Companion banner is a banner that will appear alongside a video ad. You can either have Google create one for you or you can create one yourself. This is only seen on computers.

6) Name your ad.

7) Click save and continue.

Now we are going to go over bumper ads.

Follow the steps in ‘Video Discovery Ad’. But, you would change the bidding strategy for bumper ads. Switch ‘Maximum CPV’ to ‘Target CPM’.

Note: You’re paying on a CPM basis (for every 1000 impressions). People can’t skip your ads, so you don’t have the option to pay when people choose to watch your ads.

1) Copy and paste your URL.

Your video has to be 6 seconds or less.

2) Provide your ‘Final URL’ and ‘Display URL’.

3) Choose your companion banner option.

4) Write your ad name.

5) Click save and continue.

Basic YouTube Ad Targeting Tips

YouTube Search Ads

When running a YouTube Search Network campaign, it is a good idea to target based on keywords. You can set up keyword targeting by selecting ‘Keywords’ from the ‘Content’ section.

How do you know which keywords you should be targeting?

You need to know your niche. Keyword Planner will also help you. However, you can’t use ‘exact match’ keywords when targeting keywords on YouTube. There is ‘Contextual targeting’ which creates a theme related to the keyword provided. If you want greater control over keywords that trigger your ads, keep your keyword selection tight, and create separate ad groups for different keyword groups and themes.

Note: The Placement feature can be very useful if you want to run YouTube Video in ‘related section’ and not in ‘search results’. Placements can have your video ads show next to videos that your audience normally watches.

Custom Affinity targeting also works well for getting your videos to appear next to the right videos.

YouTube Video Ads

Relevance is the key to video ads. One technique is to target the videos that people will view after searching for a popular keyword related to your niche.

To do this, first, go to ‘Placement’ targeting. You can type your topic into the search bar and you would be given related videos.

It’s a good idea to filter the search results by ‘Channel’. By targeting a channel, you can uncover and ultimately target a bunch of videos that share a similar theme to what you are trying to promote. Note the URL for the selected videos and channels, so that it can be targeted later.

Not all videos and channels will have monetization enabled, so some videos and channels will not show your ads. This means you can’t show your ads on them.

Now that you have the URL, go back to AdWords and enter them in the ‘Placements’ section. To do this, go to the ‘Targeting’ section and click on ‘Narrow your targeting (optional)’.

Then select ‘Placements’ from the drop-down menu. You’ll notice the option to ‘Search for Placements’ within this section. This option can be useful, but will not necessarily give you a good sense of the top videos people will see after typing a given search term. When adding placements manually, you need to copy and paste them into the ‘Add manually’ section. After pasting, click ‘Add placements’ to make sure you’re targeting them.  

Then click done to see the ‘typical’ bid range has changed. You want to start with the lower end of the bid range to see how the platform works, then gradually raise the bid. To make sure your ad is not displaying on less popular videos, it could be a good idea to use ‘popular video bid adjustment’ feature.

You might want to separate ad campaigns for different placements to make it easier to see which placements are driving the best results at what cost.

On the right-hand side, suggestions are provided in terms of how many impressions you’ll achieve, given your current daily budget and bidding settings.

Bumper Ads

There are two approaches for bumper ads targeting. The goal of bumper ads is to build awareness rather than direct sales.

The first approach is targeting interests and topics as opposed to placements or keywords. When you are targeting interests, you can work with two audiences, affinity, and in-market. Affinity audiences relate to audiences that are interested in certain topics and would be interested in learning more about it. In-market audiences are those that are actively looking to buy something.

When using interests or topics targeting, you may want to simultaneously set up ‘Demographics’ targeting for your ad, so your ads can be shown to a subset of people within the interests and topics you select.

The typical bids here are higher due to the cost per 1000 views. Also, experiment with ‘Popular videos bid adjustments’.

Click save then wait for your ad to be approved.

Advanced Targeting Tips

Custom Affinity Audience

This feature allows you to create an audience of your own to target. Custom affinity audience targeting lets marketers target customers’ interests that best fits what you’re selling. This provides another avenue where marketers can test to maximize results.

Here are the steps to set up your custom affinity audience. Remember that your custom affinity audience would be available to other campaigns.

1) First, go into an existing ‘Display campaign’.

2) Click the Audience tab.

3) Then edit your audience.

4) Go into the ‘Browse’ tab.

5) Click ‘What their interests and habits are’.

This section will provide you with a list of affinity audiences that you can select from.

You can also create a custom affinity audience by clicking the bottom button. This will allow you more control and customization of who to reach. These are the steps to create your own custom affinity audience.

1) Create your audience name.

2) Write a description (Optional).

3) Define your audience.

You can add relevant interests, URL, places, or apps. It is recommended to add at least 5 to improve targeting quality.

4) Click create and save.

How to Launch Remarketing on YouTube Ads

You can show ads to people who have visited your website, interacted with your brand on YouTube in some way, and provided you with their email address, as long as Google can match their email to a Google account.

Follow these steps to build your own remarketing YouTube ad.

Go to ‘Campaign’ section of AdWords and then click on ‘Audiences’.

If you want to remarket to people who visited your website, you’ll need to set up a remarketing tag. You should be notified of this as soon as you hit the Audiences page.

  1. Click on ‘manual targeting’.
  2. Select ‘Browse’ category.
  3. Choose the option ‘How they have interacted with your business’
  4. Choose ‘Website visitors’.

Here you can set a parameter of who should be added to the remarketing list.

If you want to remarket to people who interacted with your brand on YouTube follow these steps:

1) Select ‘Tools’ on the top right corner.

2) Go to the ‘Shared Library’ section.

3) Click on ‘Audience Manager’.

4) Click on ‘+’ and ‘YouTube users’.

5) You will get a list of different parameters to choose from depending on your ad’s purpose in ‘List members’.

6) Choose your ‘Initial list size’.

7) Decide on your membership duration.

This is the amount of time someone will stay on your remarketing list after interacting with your business.

Quick Tips on Optimization

Views & Engagement:

It is a good idea to review the ‘View rate’ for each of your targeting methods. View rate lets us know how many people watched and engaged with your ad compared to how many people were exposed to the ad overall. This will let you know which targeting methods are working and don’t.

Remember to install conversion tracking, so that you can directly identify which targeting methods are driving the most or the cheapest conversions.

If you find that your view rate is low, then it might mean your targeting is off, or your video is not engaging. If your view rate is high, but there are low conversions, it may be that the video gives away too much info, leaving no curiosity as people feel no need to learn more. It could also be that there is no clear or compelling call to action.

Bidding:

Youtube ads are subject to the same bidding strategies and methodologies that govern paid search, display and shopping ads on Google, with the exception of an additional bid strategy available only for Youtube ads: cost per view, or CPV. In our experience, CPV bidding doesn’t tend to deliver as strong of results as our CPC bid strategy used across other Google Adwords mediums. However, your mileage may vary and test extensively is always encouraged.

Conclusion

I hope this guide helped you realize that anyone can advertise on YouTube, not just marketers. Setting up your YouTube ads is as easy as following instructions to bake a cake. Follow these steps and you can see your business on YouTube soon.

After reading this guide, which YouTube video ad format will you use?


You just opened your email and saw a message from the DREAM company you want. Congratulations! You have been invited to an interview. That’s exciting, but now what? Your excitement turns into fear because you don’t know how to impress your interviewers.

Door opened with "your dream job" inside.
Your dream job is waiting for you.
Table Of Contents

How to Make Your Resume Stand Out
Tips for Success During the Interview
Prepare for Possible Interview Questions

Post Interview Procedures

Don’t worry – we have a complete guide to conquer your next digital marketing interview.

Discover the techniques you need to conquer your digital marketing interview with knowledge and confidence in just 15 minutes.

How to Make Your Resume Stand Out

If you want a better chance of getting the job, you need to stand out from other applicants. Interviewers are looking for specific qualities when searching for a new digital marketer and they have to sift through hundreds of resumes and look out for any obvious gems.

Certificates will definitely help you stand out from other applicants. Interviewers will see that you are interested in a career in digital marketing and committed to learning basic digital marketing tools. Google Analytics and Adwords are free certifications, so there is no reason to not get them. These certifications will also look good on any digital marketing resume. Bonus points if you achieve other certifications such as Facebook Blueprint, Hubspot, etc.

Technical skills are also key aspects that interviewers look at – they want to see if you are proficient at Excel, R, Python or data modeling tools. Knowing simple formulas and making graphs may have cut it in college, but it won’t cut it in the workforce.

It’s expected that you know keyboard shortcuts to speed up your execution and to correctly utilize advanced functions like VLOOKUP to answer data-driven questions. It is even better if you have experience with marketing platforms and vendors like Google Analytics, Adwords, and Facebook Ads. Any experience with design such as Photoshop and copywriting would be a bonus. There are tons of online resources that teach you how to be proficient in these tools. We recommend opening up your own ad accounts and practicing as nothing can replace real-world practice. Level up your digital marketing skills and check out this additional guide to learn how to write killer Google Adwords ads.

If you have a blog or a website, show it off! It will definitely force the interviewer to take a second look at your application. This will show your interviewers that you have the passion and a foundation for digital marketing. Make sure to highlight specific results as simply executing campaigns doesn’t demonstrate if you are performance driven or not.

Tips for Success during the Interview

Practice, practice, practice! Practicing will help you be more comfortable and confident for your interview. Lucky for you, this is a perfect study guide to help you practice.

Two people conducting an interview. The interviewer is conquering their digital marketing interview.

You need to do some research before the interview. Look up the company and interviewer if possible. LinkedIn is a great research tool for this purpose. You might find useful information on both the interviewer and the company.

Social and communication skills are important for digital marketers. The interviewer needs to know that you can communicate with fellow employees to succeed in the position. Especially at marketing agencies, you might be placed in a situation where you have to talk to clients. Public speaking is a muscle, so exercise it by going to networking events or other group events and practice introducing yourself until that muscle is strong.

Get specific with details and figures from your previous experience. Use numbers to describe your prior job successes. Concrete details are better for the interviewers to see your results compared to your abstract accomplishments. Between “I helped generate $1,000 in revenue within a 3 month period” and “I helped the company earn money while I was there,” it’s easy to tell that the which answer is better (the former, in case you were wondering).

Understand the position you applied for. You probably applied to multiple jobs, so make sure you are thinking about the right job for the right company. Employers don’t want to hire someone who is blindly carpet bombing Indeed.com with their resume. You also need to know what you will be doing and the skills you need to be successful.

Know every inch of your resume. The interviewer will most likely ask you questions about your resume. Most importantly, don’t lie about your credentials. Interviewers can tell if things don’t add up. It is not worth hurting your reputation.  

Prepare for Possible Interview Questions

Now let’s get into the actual interview. You came here to learn how to crush your next digital marketing interview. We provided you a list of possible digital marketing interview questions. Take some time and learn how to answer these commonly asked questions.

Behavioral Questions:

Interviewers ask personality questions to gauge if your personality matches the company. This is also an opportunity to show off who you are and see if you’re a good fit for the team.

It is important to understand your strengths and weaknesses to answer these questions. Take your time to develop your elevator pitch. This should include a brief introduction and what makes you special. Keep it short and around 30 seconds long.

Here are some examples of personality questions and why they would ask.

Tell me about yourself. This is an opportunity for you to open up and demonstrate your elevator pitch. The interviewer wants to get to know specifics about you so they can know you a bit better.

What is one accomplishment you are proudest of? Interviewers are looking for a significant achievement and how you accomplished it, ideally via drive, grit, and self-learning.

What is one of your hobbies? Interviewers are looking for progression/development in something that’s not forced (like school or work).

What is your 5-year goal and how do you plan to achieve it? Interviewers are looking for some concrete thoughts about the future, as well as evidence that you actively thought and researched about next steps.

What would your previous boss say about you? Interviewers are looking for a positive past relationship and experience w/ your prior company, or at least an honest, self-aware assessment.

Digital Marketing Related Questions:

Companies want to see if you have any prior knowledge of digital marketing and if you tried learning digital marketing on your own. Try to practice by answering these questions.

Why digital marketing?

What is your experience with digital marketing?

What are your relevant skills for this position?

How does your academic experience prepare you for this position?

Company Related Questions:

These types of questions will allow the interviewers to see if you have taken the time to research the company before the interview and have a real interest in the company.

Why do you want to join our company?

What do you know about this company?

Describe your ideal work environment.

Your Questions:

At the end of the interview, you will be given a chance to ask the interviewer questions. Take this chance to learn more about the company and the position. It also lets the interviewers know that you were engaged in the conversation and show genuine interest. Here are some example questions to ask your interviewer.

How have you grown personally through your experience with this company?

What does a typical day look like?

Why did you come to this company?

What is your favorite part about working here?

How can I grow here?

Remember not to limit yourself to these questions. Be creative because this is your time to interview your interviewer.

Post Interview Procedures

Finally, the questioning portion is over. It’s time to ask for the interviewer’s contact information or business card. This is important because you can contact them to follow up with the interview and hiring process.

Don’t forget to send a follow-up or a thank you email to your interviewer. Most applicants are too lazy to do this extra step and they will be less likely to get the job. Thank you emails aren’t difficult to write and you will stand out from other applicants.    

Here are 3 essential things to include.

  1. Show appreciation of the interviewer’s time.
  2. Mention something specific in the interview, so they know you didn’t copy and paste this email.
  3. Express interest in the position and your excitement to learn more.

You can find a thank you email template anywhere, but remember to customize yours.

A person celebrating because they finished their digital marketing interview.

Now that you are finally done, sit back and take a deep breath. Even though your goal is to land your dream job, every interview will make you more comfortable with talking about yourself and sharing your experience.

Which of these tips do you think is the most interesting? Let me know.


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