From Clicks to Conversions

Digital marketing changed more in the last three years than in the ten before it.

Search results now come with AI answers. Analytics moved to GA4. Twitter became X, IGTV disappeared, and Gmail and Yahoo rewrote the rules for email. And generative AI is now built into nearly every marketing tool, whether you asked for it or not.

This fully revised second edition of From Clicks to Conversions is a complete, step-by-step course for new marketers, students and small business owners who do their own marketing. Each chapter stands alone, so you can read it cover to cover or jump to the channel you need today.

In this book you'll learn how to:

• Build a website that converts, and measure it with GA4
• Plan search campaigns in Google Ads and Microsoft Advertising, and stay visible as AI changes search
• Choose the right social platforms and build a content calendar you can keep
• Grow an email list that reaches the inbox under today's sender rules
• Create content that earns trust, and promote it instead of publishing and hoping
• Use mobile, SMS and video the right way, with consent built in
• Turn it all into a plan with SMART goals, budgets, privacy-first measurement and integrated messaging
• Use generative AI across your marketing: what it does well, what it does badly, and the guardrails that keep you accurate and honest

New in this edition: a full chapter on marketing with generative AI, a "Where AI fits now" section and a "Common mistakes" list in every chapter, and current sources throughout.

Get your copy of From Clicks to Conversions and start turning clicks into customers.