Digital Marketing for Beginners
Updated · By Robert Breen
Read a marketing funnel, work out what an ad campaign really costs and earns, and answer "which channel works?" from Google Analytics 4.
Who it’s for: Marketing coordinators, owners and anyone handed the company’s ads or website traffic.
The lessons, in order
- The Marketing Funnel Explained, With a Worked Example
The marketing funnel with real numbers: awareness, consideration and conversion, how to find the stage that leaks, and the metric for each stage. About 9 minutes.
- PPC Metrics Explained: CPC, CTR, CPA and ROAS With Examples
Core pay-per-click metrics in one worked campaign: CTR, CPC, conversion rate, CPA and ROAS, how they connect, and which lever to pull first. About 11 minutes.
- Google Analytics 4 for Beginners: Read Your First Report
A beginner GA4 tutorial on Google’s free demo account: open Traffic acquisition, compare channels, read engagement rate and key events, add bounce rate. About 14 minutes.
Start lesson 1: The marketing funnel
Terms you’ll learn
Questions this course answers
- What is a good click-through rate?: A good CTR depends on the channel: search ads often get 3% to 6%, display and social ads well under 1%. How to judge yours against the…
- Should a small business start with SEO or PPC?: PPC first if you need customers this month; start SEO now if you can wait 3 to 6 months. Most small businesses end up doing both. A plan…
- How do you calculate ROAS, and what is a good ROAS?: ROAS is ad revenue divided by ad spend. A good ROAS is any figure above your break-even ROAS, which is 1 divided by your gross margin…