Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Trace what happens when someone clicks an ad or search result and lands on a page built for one action. You’ll identify the headline, offer, call to action, form, and checkout elements that turn attention into a next step.

Use what you learned in the previous lesson to solve real-world problems.

Compare organic search results with paid search ads on a results page. You’ll see how keywords, search intent, rankings, ad copy, and clicks connect search engines to business goals.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Trace how a social post can reach people through followers, sharing, recommendations, or paid promotion. You’ll distinguish engagement signals like likes and comments from traffic actions like profile visits and link clicks.

Use what you learned in the previous lesson to solve real-world problems.

Follow how an email, SMS, or push message reaches someone who has already given permission. You’ll connect lists, opt-ins, subject lines, links, unsubscribes, and click data to the idea of direct audience access.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Recognize how mobile apps create marketing touchpoints through app stores, push notifications, in-app messages, and mobile deep links. You’ll see why apps can be both a destination and a channel back to action.

Use what you learned in the previous lesson to solve real-world problems.

Walk through an online store from product listing to cart to checkout confirmation. You’ll identify product pages, reviews, shipping choices, payment steps, and order data as parts of the digital marketing system.

Follow the basic path of a display or video ad from advertiser to publisher space. You’ll reason through inventory, placements, creative, budgets, bids, and delivery without getting lost in platform jargon.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Compare common audience types such as saved segments, remarketing audiences, customer lists, and lookalike audiences. You’ll understand what data each one depends on and when a marketer might choose it.

Use what you learned in the previous lesson to solve real-world problems.

Break a campaign into objective, audience, channel, creative, budget, schedule, and measurement. You’ll see why a campaign is not just one ad, but a coordinated set of choices aimed at one outcome.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Read traffic labels like source, medium, referral, direct, organic, paid, and social. You’ll use them to answer the basic question: “Where did these visitors come from?”

Use what you learned in the previous lesson to solve real-world problems.

Trace how UTMs, pixels, tags, cookies, and events help connect a click to later behavior. You’ll recognize what tracking can measure and why clean naming matters across tools.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Distinguish micro-conversions like email signups or add-to-carts from macro-conversions like purchases or lead submissions. You’ll calculate conversion rate and spot where people drop before the goal.

Use what you learned in the previous lesson to solve real-world problems.

Connect marketing activity to money using revenue, average order value, cost per acquisition, and return on ad spend. You’ll reason through whether a campaign brought in enough value to justify its cost.

Use what you learned in the previous lesson to solve real-world problems.

Check what you understood with a short quiz.

Review this chapter with practice based on your mistakes.