Why This Book?

Ready to navigate the complex world of digital marketing with confidence? This practical guide bridges the gap between your marketing goals and digital execution.

Whether you're a marketer, business leader, or student, you'll learn how to effectively collaborate with digital specialists and make informed decisions that drive results.

What You'll Learn

Master targeting strategies that work.
Understand campaign economics.
Create converting landing pages.
Decode industry jargon.

Key Features

47 focused chapters.
Real-world examples.
Practical templates.
Step-by-step guidance.

Who Is This Book For?

You're juggling multiple marketing tasks and need to manage digital initiatives effectively, but don't have time to become a technical expert.

Perfect For You If You're:

Overseeing campaigns but struggling with agency jargon.
Managing marketing teams working with external providers.
Responsible for digital marketing results.
Coordinating with freelancers.

You'll Learn To:

Speak confidently with agencies and specialists.
Make informed decisions about campaigns.
Understand what's possible and what to expect.
Execute through strategic delegation.

Start Your Digital Marketing Journey

Get the knowledge you need to manage digital marketing effectively.

Get Your Copy Today

What's Inside?

Page 15: Discover your true digital assets.

Page 29: Understanding customer awareness levels.

Page 41: Understand targeting strategies.

Page 63: Economics of digital marketing.

Page 91: Decode campaign performance.

Page 149: Conversion strategies that work.

Page 257: All you need to know about landing pages.

Page 337: Briefing templates.

Click here to get an overview of the chapters

Part 1: Digital Marketing Fundamentals (26 Chapters)

Master the core concepts and foundation of modern digital marketing.

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A comprehensive introduction to digital marketing concepts, including:

What is digital marketing?.
Digital assets and their importance.
Understanding advertising channels.
Customer awareness levels.
Walled Gardens vs Open Internet.
Understanding targeting.
What is cannibalization?
Placements and inventory.
Target groups, audiences and personas.
Understanding Bids, Bid Strategies, and Their Impacts.
Ad Quality from Multiple Perspectives.
Digital Marketing Metrics (CPC, CPV, CPM, clicks, CTR).
The Customer/Buyer Journey.
Keywords and their strategic use.
Types of Digital Marketing Campaigns.
Crafting Effective Creatives and Copy.
Ad Accounts and Their Structures.
Conversions and Conversion Tracking.
Competitor Analysis in Digital Marketing.
Digital vs Traditional Marketing.
Digital Marketing Channels Overview.
Advertising Formats and Creatives.
Understanding Landing Pages.
Analytics Fundamentals.
Digital Marketing Specialists Types.
Legal, Taxes, and Brand Protection.

Part 2: Campaign Creation & Pre-Campaign Preparation (5 Chapters)

Learn how to effectively plan and prepare your digital marketing campaigns.

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Setting Marketing Goals - Crafting Strategic Objectives.
Advertiser Channel Provider (Network) Selection.
Enhancing Network Selection Across Media.
Format Recommendations for Campaigns.
Creating Effective Digital Marketing Briefs.

Part 3: Campaign Execution & Management (5 Chapters)

Discover real-time campaign management and optimization techniques.

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Understanding Verification Bots from Providers.
The Learning Phase Explained.
Understanding How Budgets Work.
Implementing Campaign Optimizations.
Campaign Settings Adjustments.

Part 4: Campaign Analysis (1 Chapter)

Learn to ask the right questions when analysing the results of a campaign.

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Navigating Digital Marketing Reports.

Part 5: Practical Recommendations (5 Chapters)

Get tailored advice for different business scenarios and structures.

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Structuring Marketing Efforts.
Evaluating Provider Recommendations.
Strategies for Small Companies.
Marketing for Companies with All Locations.
Marketing with Independent Partners.

Part 6: Social Media Overview (1 Chapter)

Understanding the role of social media in digital marketing.

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Overview of Social Media.

Part 7: Artificial Intelligence in Digital Marketing (4 Chapters)

Learn how AI is reshaping digital marketing strategies.

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Introduction to AI in Marketing.
Enhancing Targeting with AI.
Content Optimization with AI.
Managing AI Expectations.

Bonus Materials

Get access to practical templates and guides including:

Campaign Settings Brief Template.
Campaign Creatives Brief Template.
Campaign Monitoring Brief Template.
Landing Page Brief Template.

About the Author

Diego A. Carrasco Gubernatis

Diego brings a unique perspective to digital marketing, combining deep business knowledge with hands-on technical expertise. With a master's degree in marketing and a background in economics, he understands marketing from both strategic and practical angles.

His journey from entrepreneurship and managing companies to becoming a developer specializing in marketing automation gives him a rare insight into both sides of digital marketing. Over the past five years, he has:

Led the development of marketing automation systems that help companies streamline their digital marketing operations
Built bridges between technical teams and marketing departments, translating complex concepts for various stakeholders from CEOs to developers
Created practical solutions for real-world digital marketing challenges.
Developed deep understanding of digital marketing platforms' inner workings through extensive hands-on experience

This book emerged from Diego's experience as a "translator" between different worlds - business, marketing, and technology. What started as a reference guide for his teams has evolved into a comprehensive playbook for anyone managing digital marketing initiatives.

Currently leading Data, AI, and Digital Marketing initiatives, Diego brings fresh insights into how artificial intelligence is reshaping the marketing landscape, separating practical applications from mere hype.