My Digital Insight

When you plan to run Google Ad campaigns, you need to understand how Google Ads account is structured. There are four levels in the Google Ads Account structure: Account, Campaign, Ad Group, and Keywords & Ads.  Image From Pathwaysdigital.com Top Level: Account In order to have a Google Ads Account, you need to sign up for a Google account. If you already have a Gmail account or Google account, you can just link your current account directly to the Google Ads account. Under the account level, you can set up your email, time zone, billing information and billing cycle, and user access setting.  Second Level: Campaign You could set multiple campaigns under one account level. You could set campaigns based on location targeting, product categories, or other marketing goals.  Under the campaign level, you can set up your location targeting, ad scheduling, device targeting, and etc.  Third Level: Ad Group Each campaign can have different ad gro...

Most people won't click to the second search page to find the solution because they (include me) believe the best results are all listing on the first page. If they can't find what they are looking for on the first page, why should they waste time to check the second page? Therefore, it is important to develop an effective keyword research skill to help your content or brand reach the top search result or at least get on the first search page.  As a marketer, how to do effective keyword research to promote your brand? Know Your Audience 1. Think Like A Buyer When you work on keyword research, you need to put your feet in customer's shoes. You need to think like a buyer. What are they going to type in the Google? If you are looking for something, what terms will you enter? Moreover, you need to narrow down your target customers by having a clear understanding on their age group, gender, single or married, student or professions, earning range, etc. The key t...

Nowadays, when people want to learn something, they are more likely to search the topic on the search engine and find the related information on the websites.  Normally, users who read content online are less patient and diligent. They usually like to scan the page, skip some long paragraphs and grab the keywords. It is very important to make content more user-friendly.  I found a short and interesting article from  Entrepreneur   which is about  what you could do when your spouse has the conflict with your new business . Now, I am going to use this example to do a brief content evaluation and give you some useful tips on how to make your content more scannable. Tip One: Name an interesting heading to motivate users to read The heading “What to do When Your Spouse Does Not Want You to Open a Business” looks like a sentence. “What to” or “How to” are very popular heading style across the website. It motivates users to find out the solution. ...

Summary: The key difference between writing for the web and writing for the print is people’s reading behavior.  People don’t read on the web page. They SCAN it.  Thus, when we write for the web, we need to make sure our content are readable and easy for users to understand. In addition, no matter what we write, we always need to balance users needs and business needs. Key Study Notes from the Course: Six Elements of Designing a Good Website: Know your user and business needs Information architecture : navigation structure Interaction design :create a wireframe Visual design :color or typography, gives an aesthetic appeal Brand : communicate the personality of the website Content : content is king. The information that you want users to learn. The Difference Between Web and Print Content: They are completely different mediums and different physical things. Moreover, the way people read them is also different. Print: people read it from front to bac...

      When I search for some marketing internship or jobs online, I always see "Require good understanding on SEO and SEM" on some job requirements. SEO (Search Engine Optimization) becomes a very popular topic in marketing career now. If you have a strong SEO skill, you can become more competitive in the job market.        I don't have advanced SEO skill, but I tried to use SEO to increase my blog ranking on Google. Even though it took some times to practice, I can see my post links get a higher ranking! I would love to share my SEO insights based on my experiences. I hope those ideas can help you. How could you improve  SEO ranking for your  blog post ? 1. Create A Simple Title--Make Audience Easy To Search!       When I start writing a new post, it always takes some time to come up with a new title.  What kind of titles can improve your post ranking?  My suggestion is to think about Audience Behavior! For ex...