Online marketing is more than just running ads. This chapter redefines Online Marketing, explores the fundamental differences from traditional media, and deconstructs the logic of traffic, attention, and conversion.
Why do some ads have high click rates but no actual business growth? This chapter deconstructs the Marketing Funnel and the AARRR model, helping you understand how marketing moves from "Acquisition" to "Retention."
When you open an ad backend for the first time, you might be drowned in acronyms (CTR, CPA, ROAS...). This chapter breaks them down using real-world business scenarios.
Why can extreme high CTR be a disaster? Why is a high CPA sometimes a good thing? This chapter teaches you to look at data like an expert and avoid common number traps.
Search ads buy "intent," social ads buy "interest," and video ads buy "emotion." This chapter maps out the weapons in your arsenal and the logic behind buying each format.
Why do search ads convert well but struggle to scale? Why do social ads suffer from "visual fatigue"? This chapter deconstructs the unique traits of each format to help you pick the right one for your stage.
Don't treat platforms as traffic faucets. If you run a TV-style commercial on TikTok, you will fail. This chapter explains how "context" determines the life or death of your creative.
If you try to speak to everyone, you end up speaking to no one. This chapter teaches you how to look past age and gender to find the underlying motivations of your real customers.
A stranger who has never heard of you and someone who added your product to their cart should not hear the same message. This chapter introduces the "Marketing Temperature": Cold, Warm, and Hot.
Don't wait for inspiration. Top marketers use established psychological frameworks. This chapter shares 5 proven ad structures to help you see the logic behind viral ads.
Now that the theory and weapons are ready, it's time to fire. This chapter connects everything, walking you through the full process from objective setting to final review.
The barrier to entry for online marketing is low, but the pits are deep. This chapter summarizes the 4 most common mistakes beginners make so you can survive longer in this game.
