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!

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.


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.

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!


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.

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.

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!

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.

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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