Compare how organic search results and paid search ads reach someone at the moment they search. Work with terms like query, keyword, search intent, ranking, SEO, PPC, Google Search, and Google Shopping.

Apply the previous explanations in a guided problem.

Reason through how platforms such as Instagram, Facebook, TikTok, LinkedIn, YouTube, and X distribute posts, videos, creator content, and ads. Distinguish followers, feeds, engagement, shares, organic reach, and paid social reach.

Trace how a business uses email, SMS, push notifications, and in-app messages to reach people who have opted in. Recognize lists, subscribers, consent, segmentation, open rate, click rate, unsubscribes, and deliverability.

Apply the previous explanations in a guided problem.

Check your understanding with a short quiz.

Follow a digital ad from targeting to placement on display, video, social, search, app, and retail media inventory. Compare audiences, contextual targeting, remarketing, impressions, auctions, bids, CPM, CPC, and placements across platforms like Google, Meta, TikTok, and Amazon Ads.

Trace how product pages, carts, checkout, payment, shipping, and marketplace listings turn visitors into buyers. Use terms like ecommerce, conversion, average order value, revenue, cart abandonment, Shopify, Amazon Marketplace, and product feed.

Apply the previous explanations in a guided problem.

Read a campaign setup by connecting goal, audience, channel, offer, creative, landing page, budget, schedule, and call to action. Spot how one campaign can run across several channels while keeping a shared message and measurement plan.

Move from attention metrics to business results: reach, impressions, frequency, clicks, CTR, visits, leads, conversions, conversion rate, CPA, ROAS, revenue, and profit. Decide which numbers describe exposure, traffic, action, or financial return.

Apply the previous explanations in a guided problem.

Check your understanding with a short quiz.

Review this chapter with practice based on your mistakes.