Google Online Marketing Fundamentals – What You Need to Know

Are you looking to enter the world of online marketing but don’t know where to start? If so, then this article is for you. We’ll cover some ground work and set you up for success.

Why Marketing Online

If you’re not familiar, online marketing is basically the practice of marketing products or services through online platforms like Google, Facebook, and Instagram.

The most basic and obvious reason for online marketing is that it’s much more convenient. You can reach a global audience without having to worry about geographic restrictions. You can also find potential customers that might not be aware of your product or service.

Another advantage is that you can use online marketing to target the right audience. You can analyze the demography, psychographics, and digital behavior of people looking at your website or engaging with your social media accounts. This allows you to create customized marketing plans and strategies for different groups of people.

The Three Pillars of Digital Marketing

While there are many ways to succeed as an online marketer, it’s important to have a clear understanding of the basics. Here are the three pillars of digital marketing. 


Content is everything. It could be an article, a video, or an infographic. The content you create should be useful, solve a problem, or entertain the reader.

When it comes to creating content for digital marketing, there are many platforms and technologies you can use. You can write a blog post, create a YouTube video, or tweet a funny meme.

You should also bear in mind that content is continually evolving as digital marketing and technology shift and change to match the times. What was once considered cutting edge content might seem old-fashioned now.


Performance is the measure of a website or an app’s effectiveness at generating revenue. There are several different performance metrics online marketers use, such as conversion rate, bounce rate, and organic search results. The better your performance, the more money you’ll make.

You can’t just focus on content and expect great results. To get the most from your content, you need to implement a solid performance strategy. You’ll want to choose metrics that are both easy to track and interpret, and that prove your content is bringing in the revenue you’re looking for. If you’re finding it difficult to choose metrics, then try this:

1. Measure the traffic to your site or app. This could be the total visits, the average time on site, or the number of pageviews.  

2. Identify the type of user you’re aiming to reach. If you know what kind of person is going to benefit the most from your content, you can choose your metrics accordingly. Is it men or women, students or professionals, etc?

3. Take a look at your competitors’ performance. This will give you an idea of what’s working and what needs to change. You can use the information to improve your own performance.

4. Measure the results of your performance. Are you seeing the traffic you expected to see? Are you experiencing any hiccups? How are people engaging with your content?

The better your performance, the more money you’ll make. If you want to become a successful digital marketer, it’s essential you find out how to measure your performance, and then find ways to improve it. The tools you use to measure and improve performance will depend on what platform you use.

Affiliate Marketing

If you’re not familiar, affiliate marketing is basically the practice of getting paid when someone clicks a link or buys a product that’s promoted on your website or social media accounts.

As an affiliate marketer, you’ll want to choose an affiliate program that’s reputable and has the tools you need to succeed. For instance, some affiliate platforms don’t allow you to use metrics to track performance and show you’re making money from your efforts. Using these platforms would be a mistake. You’ll get nowhere fast without a comprehensive understanding of how performance works and how you can track it.

How to become a competent digital marketer

If you want to be successful as a digital marketer, it’s essential you learn from the best. The good news is there are many resources available to teach you everything you need to know. Here are some of the best ones.

Marketing Colleges

If you’re looking for a comprehensive course on marketing, many universities and colleges offer degrees in marketing. Some of the best marketing colleges are:

  • University of Wolverhampton
  • University of Hertfordshire
  • University of East London
  • Leeds Metropolitan University

Marketing Agencies

If you want to be a successful digital marketer, you don’t have to become an expert in every aspect of marketing. Instead, you can work with a marketing agency that has experts in a variety of fields. Some of the best marketing agencies are:

  • LSO Marketing
  • Red Ventures
  • The Orchard
  • Hootsuite

Marketing Blogs

Blogs are a great way to showcase your expertise and offer insights into marketing. Here are a few solid marketing blogs you can read to get started:

  • DotDigitalMarketing
  • The Next Conversion
  • Inbound Marketing Guide
  • The Marketing Blog
  • The Big Bang Theory: Marketing Tips from a Socially Awkward PhD

To become a successful digital marketer, you don’t need to know everything about marketing. You just need to be willing to learn and then put all you know into practice. There are many courses and blogs you can read to get started, but nothing will replace actually doing and experimenting.