Digital Marketing Overview

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A digital marketer must answer 3 questions:

1. Audience — Who are your customers? Age & Gender
   Interests: Apply to all Google Ads platforms, including Search, Display, YouTube, and Gmail (Affinity categories, in-market segments)

2. Acquisition — Where are they coming from? All traffic
   Channels - Understand types of traffic
   Source/Medium - Identify top traffic sources

3. Conversions — How do you get more?
   Goal URLs: Compare site goal performance