Top 5 Takeaways From Internet Marketing & E-Commerce
Here are 5 reasons why I believe this course is one of the most valuable marketing classes you can take in your academic journey and how it’s already impacting the way I think, plan, and strategize.
As a graduate student with a strong foundation in design and an emerging career in marketing, I’ve taken classes that skim the surface of digital strategy. Internet Mrkt/E-Commerce It dives deep. Whether you’re brand new to digital marketing or looking to sharpen your skills, this course arms you with practical tools, critical thinking frameworks, and real-world applications. These five takeaways have transformed the way I approach marketing, and they may also change how you do it.
Keyword Strategy Isn’t Just SEO. It’s Strategic Communication
One of the most surprising insights for me was how deeply keyword research influences every aspect of a campaign, not just search engine rankings. Using tools like Google Keyword Planner, we learned to identify searcher intent and tailor content accordingly. For example, understanding the difference between informational queries (‘how to start a nonprofit’) versus transactional ones (‘nonprofit legal help near me’) can make or break your ad effectiveness.
In practice, this helps me, as a designer and marketer, ensure that brand messaging is aligned with what users are searching for. Whether writing ad copy, blog posts, or landing pages, I now see keyword strategy as a conversation between user needs and brand solutions. As Chaffey (2024) explains, keyword strategy is more than visibility. It’s about aligning brand messaging with real user intent.
Campaign Structure Matters More Than You Think
Learning how to structure a Google Ads campaign properly was another game-changer. From ad groups to match types and bidding strategies, I realized how much performance hinges on thoughtful organization. We built real campaigns as part of the Google Ads Nonprofit Marketing Immersion (NMI), where I helped a nonprofit client boost event ticket sales and brand awareness.
One “aha” moment came when I realized that loose campaign structures waste budgets by showing irrelevant ads. By using focused ad groups tied to specific keywords and landing pages, we saw better click-through rates and more meaningful engagement. This structure-first mindset also applies to organic campaigns, email marketing, and even design portfolios. Clarity and segmentation drive action.
Photo: Adobe Stock
Audience Targeting Is More Nuanced Than Demographics
Before this course, I underestimated the sophistication of Google’s targeting options. We explored custom intent audiences, affinity groups, and remarketing tactics that go far beyond age and gender.
For example, in our display campaign, we targeted users interested in Scottish heritage and highland games, aligning with the nonprofit’s niche. This specificity boosted relevance and ROI. I now understand how targeting combines behavioral data, intent signals, and strategic creativity to deliver effective results.
According to Salesforce (2024), marketers who use behavioral and contextual targeting see a 63% increase in conversion rates. Still, this approach isn’t without its flaws. Over-targeting can narrow reach too much or misinterpret user behavior. In cases where a brand needs broad awareness, a too-tight audience can limit the impact. This is where campaign goals and audience research must stay flexible.
Conversion Tracking Bridges the Gap Between Awareness and Action
We learned how to install and test Google Tag Manager and conversion tracking scripts, a task I had previously left to developers. This hands-on training gave me confidence in measuring what matters, from form submissions to purchases.
This knowledge is powerful. For instance, in the NMI campaign, tracking conversions helped us report real results to the client and justify ad spend. In future freelance or agency work, this skill will enable me to provide transparency and track ROI for clients or stakeholders. It also connects creative work (like landing page design) with performance metrics. Every design decision should ultimately support a measurable action, and now I can prove it.
Digital Marketing Requires Continuous Testing and Learning
Picture: InsideOut Mastery
Finally, the most significant mindset shift: no campaign is ever perfect from the outset. We practiced A/B testing, learned how to interpret metrics like CTR and CPC, and adjusted ads based on real-time performance. This iterative approach reflects how marketing works in the real world, data-informed and flexible. Whether testing headlines, color schemes, or audiences, I now embrace change as part of the process, not a sign of failure. This continuous learning and adaptation is what keeps digital marketers engaged and committed to their craft.
This also reminds me that tools evolve, platforms shift, and user behavior is constantly in flux. What we’ve practiced is not just a set of skills but a way of thinking like a marketer: curious, analytical, and adaptive.
Final Thoughts: Is BA 536 Worth It? Absolutely.
This course pushed me out of my comfort zone in the best way possible. I came in as a creative who wanted to “understand the business side” and walked away feeling empowered to plan, execute, and measure digital campaigns from start to finish.
If you’re looking to build your digital marketing toolkit and apply what you learn in real projects, Internet Marketing & E-Commerce offers both breadth and depth. The Google Ads certification, hands-on client work, and campaign-building assignments make this more than just a class. It’s professional training with real impact.
References
Chaffey, D. (2024). Search Engine Marketing Strategy: Best Practices for Integrating SEO and PPC Smart Insights.
Salesforce. (2024). State of Marketing: 9th edition. https://www.salesforce.com/resources/research-reports/state-of-marketing/