Digital Marketing Professional

Course details

TOPICS COVERED
 
Scope and expectations from the course
Marketing in the digital world
Integrated marketing- The Phygital
Global trends in Digital Marketing
Digital channels- Paid, Owned and Earned
Fundamentals on the primary asset- your website
Careers in digital marketing
Skill development in digital marketing
 
Understanding Pay-per-click Advertisement
Significance and evolution of AdWords in PPC.
Bing Ads vs Google Ads- overview
AdWords Certification- Overview, Benefits and Preparation
Google Ad Networks
Different Ad Formats
 
Keywords -significance and planning
Using Keyword Planner and other tools
Keyword matches and their usage
Campaign Structure and Organization
 
Quality, Rank and Relevance of Ads
Bidding and budget
Targeting Setting
Extensions and their usage
Ad policies and approvals
 
Reports and Analysis
Metrics
Conversion Tracking
Campaign Optimization
 
Keywords - planning, matching and combination
Specifications of an Ad and how to put it to good use
Managing Invalid Clicks
Ad extensions and usage
Dynamic search ads
Landing page- your virtual front
 
Campaign Experiment
Opportunities Tab
AdWords APIs
AdWords editor- Benefits and usage
Managing multiple accounts
 
Google Display Network and Partnerships
Double Click Ad Exchange and AdSense
Campaign Creation and Structuring for display
Keyword and targeting through display network
Campaign Metrics, Analysis and optimization
 
YouTube- why you need to be there?
YouTube format, tools and targeting
Video Campaign Creation
Video Campaign tracking and optimization
Video Ad performance and best practices
You Tube Analytics
 
Importance of Mobile and Opportunities to Leverage
Key Objectives for Mobile Marketing
Ad Formats and Networks for Mobile
Mobile Site: Key Considerations
Mobile App: Key Considerations
Mobile specific bidding and targeting
Apps Marketing
Mobile Analytics, Reporting and Optimization
 
Google Shopping and Merchant Centre
Setting up account in Merchant Centre- single and multi-client
Setting up and using Product Feed
Setting up and managing product campaigns
Tracking and optimization
 
How to make the best usage of Shopping Campaigns
How search engines work
On page optimization- content
On page optimization- technical
Off-page optimization and link building
Some key SEO tools
Creating a SEO plan
 
Evolution and importance of Social Media
Organic and paid Social Media
Facebook Marketing
Twitter Marketing
LinkedIn Marketing
Pinterest Marketing
Instagram Marketing
Social media Tools
Social Media Analytics
 
Building a case for digital analytics
Understanding Google Analytics
Setting up Google Analytics
Reports, Dashboards and Customizations
Linking AdWords and Google Analytics
Optimization of AdWords using Google Analytics
Test and Learn framework- A/B Testing
Attribution Modelling
 
Programmatic Buying
Email Marketing
Affiliate Marketing
Creating digital media plan
 
Completion of Assessment in the Classroom and Doubt Clarifying Session
Updated on 02 January, 2018