This episode features the brilliant Mariela Katić-Kuredža. Mariela is a Digital Account Manager at Irish integrated marketing communications agency Hopkins Communications. Mariela talks about her career in the travel industry and moving into multiple different industries at Hopkins. She talks about TikTok advertising its strengths and limitations then compares the platform with Meta campaign studio (Facebook/Instagram). Mariela highlights Capcut video editor for some of their content on these platforms. Mariela runs through her process and how everything starts with the website. She also discusses her upskilling in Udemy and how a new web development course she is doing will help her with basic site tracking and understanding web demands a bit more. This a great episode in understanding paid to advertise and how to improve your website conversion rate.