Search, Google Ads, email, and E-Commerce Marketing

Whether you're a small business or a one-person marketing department, this book will help you ramp up your internet marketing to new levels. Learn how the different options for Internet marketing work and the best way to use them for your marketing.

Topics covered includes email lists, Google AdWords, Search Engine Optimization, Shopping Carts, and Audience Targeting. If you are looking to hire an Internet marketing contractor or someone for your staff, this is a must-read book for you.

Find out what each method of Internet marketing can do for your business and how to choose the most effective ones to invest your time and money. With a unique approach to identifying your target customer, you'll be able to determine the best marketing approach for your business, how to plan for it, set a budget, and do it yourself and know what to ask a contractor during interviews.

Your Course includes:

• A complete recording of the live class
• A download of the video you can keep on your computer
• A 50+ page workbook with detailed information
• Access to a discussion group for Q&A

Inside you'll find valuable information on these topics:

• Search Engine Optimization
• Pay Per Click (PPC) Advertising
• Email List Marketing
• E-Commerce
• Shopping Carts
• Building a Website
• Planning Your Internet Marketing 

Taught at Pasadena Community College, Los Angeles Valley College, Saddleback College, and West Los Angeles College, you'll have access to the same material used in the class. Included are slides and text from the class workbook, along with dozens of resources for additional help.

Join Now for Online Access to Class Materials

 

Course Outline

Purpose of the Course

• Explain search marketing, paid ads, email marketing, and ecommerce as core online strategies
• Show how these tools fit together to generate traffic, conversions, and sales
• Provide practical steps and examples for small businesses and entrepreneurs

Targeting and Content

• Identifying your audience and where they search online
• Creating consistent branding across domain, email, and social accounts
• Developing content for websites, ads, and emails that attracts and engages

Websites and Branding

• Domain names, URLs, and consistent naming strategies
• Website tools: Wix, Weebly, WordPress, Squarespace, Shopify
• Key features: responsive design, landing pages, integration with social media
• Using Namechk to check domain and social handle availability

Search Engine Optimization (SEO)

• How Google indexes websites with bots and keywords
• Using Google Keyword Planner to find search terms
• Optimizing titles, URLs, alt tags, and product descriptions
• Creating content with natural language and keyword variety
• Backlinks, guest posts, and social media links for higher ranking

Google Ads and Paid Search

• How pay-per-click (PPC) advertising works
• Campaign setup: goals, budgets, targeting, and ad types
• Ad copy, landing pages, and conversion tracking
• Ad extensions: calls, promotions, lead forms
• Traffic vs. conversions and the role of landing pages

Analytics and Tracking

• Google Analytics for website traffic and visitor behavior
• Measuring impressions, clicks, CTR, and conversions
• Understanding what content performs best

Email Marketing

• Importance of building an email list for outbound marketing
• Tools: Mailchimp, Constant Contact, Aweber
• Domain-based email addresses for professional delivery
• Opt-in forms, templates, autoresponders, and segmentation
• Best practices: frequency, open rates, and useful content

Ecommerce Basics

• Payment processing: PayPal, Stripe, Square
• Shopping carts: Shopify, WooCommerce, Wix, Weebly
• Product listings, checkout, and customer communication
• Options for physical products, digital downloads, and services
• Integrations with channels like Amazon, eBay, Facebook, and Etsy

Affiliate and Influencer Marketing

• Affiliate programs and referral commissions
• Examples: Amazon Associates, Shopify apps, Rakuten
• Content creators and influencers as marketing partners

Advanced Ecommerce Tools

• Upsells, coupons, loyalty programs, and recurring billing
• Fulfillment services (Amazon FBA and others)
• Integrations with QuickBooks, email marketing, and booking tools

Putting It All Together

• Combining SEO, ads, email, and ecommerce into one strategy
• Planning with content calendars and consistent branding
• Focusing on conversions, not just traffic
• Regularly reviewing analytics and adjusting strategy