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Digital Marketing Course Content Overview:

Digital Marketing Introduction

What is Digital Marketing?
Why Digital Marketing?
Digital Marketing platforms?
Types of Digital Marketing – Organic & Paid
Getting into Digital Marketing era and the way forward
Need of Digital Marketing for students, professionals and businesses
Search Engine Optimization (SEO)

What is SEO?
Growth of SEO in the recent years
Ecosystem of a search engine
What are the types of traffic
On Page Optimization (OPO)

What is onpage optimization?
HTML basics
CSS basics
Meta Tags usage
Using Javascript to our Advantage
Graphics Optimization
Contextual interlinking
Micro formats & schemas
Improving demographic score
Off-Page Optimization

Linking Strategies
Competitor Analysis
Link Baiting
Professional Article Exchange
Social Book Marking and Promotions
Directory submissions
Misc Tools

Google Webmaster Tools
Site Map Creators
Browser based analysis tools
Page Rank tools
Pinging & indexing tools
Dead links identification tools
Open site explorer
Domain information / whois tools
Search Engine Marketing (SEM)

Introduction to SEM
SEM platforms – paid platforms
Introduction to Google AdWords
What is Google AdWords?
How is it different from other platforms?
Create an AdWords account
Key terminologies in Google AdWords
Google AdWords Account Structure
Ad approval process
Campaign creation process
Search & Display network
Keyword Match types
Keyword selection (Keyword planner)
Display Planner
Ad Extensions
Different types of extensions
Creating location extensions
Creating call extensions
Create Review extensions
Ad creation process
Keyword Grouping
Bidding techniques – Manual / Auto
Site Targeting
Keyword targeting
Demographic Targeting / Bidding
CPC-based, CPA-based & CPM-based accounts
Advanced Campaign Settings

How to handle different devices
Ad Scheduling
Ad Rotation
Mobile specific bids
Ad delivery settings
Analyzing Account Performance

Account interface analysis of data
Understanding metrics
Search Terms report
Placement Performance report
Analyzing keywords, Ads
Landing page relevance
Quality score
Ad Rank
Cost / Benefit analysis of campaigns
How to add / remove relevant keywords
Optimization Process
Keyword Optimization
Ad Text Optimization
Landing page optimization
Bid / Budget optimization
Return on investment Vs Branding
Attain equilibrium b / w keyword relevance, ad text and Landing page quality
Understanding LPQ and issues
AdWords Editor

AdWords Editor
Creating optimized campaigns
Understanding AdWords Editor options
Easy optimization of accounts
Analysis of accounts using AdWords Editor
AdWords Editor shortcuts
Analyzing existing accounts
Exporting accounts into different formats

Understanding Conversion Tracking
Types of Conversions
Setting up Conversion Tracking
Verify Conversion Tracking
Tracking Conversions
Optimizing Conversions
Track offline conversions
Analyzing conversion data
Conversion optimizer
Target CPA
Working with Display Network

Ad Formats
Creating Image ads
Optimizing image ads
Choosing placements
Frequency capping
Mobile Ads

What is mobile ads?
Creating mobile ads?
What are the types of mobile ads?
AdWords for mobile
Click to Call Campaigns

Create click to call campaign
Analyze the campaigns
Optimize the ads for mobile
Youtube Advertising

What is youtube advertising?
Why should one advertise on youtube?
Creating youtube campaigns
Choose audience for video ads
Instream ads
In-video ads
In-search ads
In-display ads
Measuring your YouTube ad performance
Drive leads and sales from YouTube ads
My Client Center (MCC)

What is MCC?
Who can be an MCC?
How to signup for an MCC account?
Adding clients for MCC account
Monitoring child accounts
What is MDS?
UI Access and API access
Creating multiple MCCs
Access Levels

Sharing an AdWords account
Different access levels
Admin access
Standard Access levels
Email only Access
Read only access
Billing in AdWords

Different types of billing
Postpay and Prepay [Automatic and Manual]Billing issues
Retry card
Troubabling issues
Primary card and back up card
Promo codes and working with them
Invalid clicks

Tracking invalid clicks
What should be done
IP exclusion
Dynamic Search Ads

What are dynamic ads?
Creating dynamic search ads
Keyword Insertion
Shared Library

What is shared library?
Shared Budgets
Sharing negative keywords
Creating a shared audience

Running keyword reports
Campaign and Ad group level reports
Placement performance report
Running analysis reports
Remarketing Campaigns

What is remarketing?
How do I create a remarketing campaigns?
Creating custom combinations
Remarketing campaigns
Creating URL rule
Creating a remarketing tag
BING AdCenter

Bing AdCenter
Facebook Marketing

Facebook Paid Marketing
Running paid campaigns
Managing interests
Create custom audiences
Create multiple adverts
Power editor
Analyze Campaigns

View FaceBook Insights
Data Interpretation
Linkedin Marketing

A / B split testing Web Analytics

Introduction to Web Analytics
GA Terminology (Dimensions & Metrics)
Introduction to Reports
Audience Reports, Traffic Sources and Content Reports
Basic Setup
Campaign Tagging & Reporting
Understanding Conversions
Understanding Goals and Funnels
Custom Reporting
Understanding Events
Linking and Using Data from Google Adwords
Profile Filters
Visitor Flow
Real-Time Data
Content Marketing

Blog Marketing
Article Marketing
Cross promotions
How to effectively market content
Call to action via content
Guest blogging
Content Marketing tools (Around 30 of them)
Email Marketing

Importance of email marketing
email marketing platforms
Creating e-mailers
Tracking emailers
Open rates and CTR of emailers
Drive leads from emailers
What is opt-in lists
Create forms
Lead Management & Digital Marketing

Web to lead forms
Web to case forms
Leading techniques
Leads are everywhere
Social media and lead gen
Inbuilt tools for Digital Marketing
Ip Tracker
Cost Per Click reduction (in case of paid ads)
Group posting on Social Media platforms
Social Media Marketing

Social Media, Social networking & Social Media Marketing defined
Blogging and microblogging
Social networking
Video Sharing
Social Shopping & Opinions

Social News and Social Bookmarking
Social Media Strategy
Social Events
Facebook Marketing

Introduction to Social Media
What is Social Media?
How Social Media developed
Managing Information Aggregators
Google Alerts
Getting Your Company Ready for Social Media

Content Management
Scheduling & Starting content
Managing content programs
Trademark Implications
Working with Tumblr

Who are they?
How to find them
How to use them to benefit your brand

Creating groups and pages
Tips and Guides
Paid Promotion

Set-up and usage
Company profile

Set-up and usage
Promoted Tweets
What is tweetdeck

Tips and Guides
Review of profiles
Linkedin posts
Linkedin promotions
Digital Communities

Evolution of online communities
How ideas travel
Social Media Measurement

The ROI in Social Media Marketing
Tools and Dashboards
Reputation and crisis management
Social Media Measurement and Metrics

Quantifying success
Data mining and social media
Social Media Measurement tools
Data and social media
Other Social Media Tools

Google Trends
Trending Topics
Twitter trends
Social Media Trends
Facebook Paid Ads

Facebook Object Ads
Page Post ads
Sponsored Stories
Facebook Offers
Facebook Sponsored Stories
Remarketing Ads
Custom Audience
Action Specific Targeting
Facebook Premium Ads
What you will learn

How to get your business checking-in
Setting up accounts on second tier platforms
Promoting social media pages in other media
Best social media listening and management tools
Creating positive chatter in social media
Linking social media accounts
Utilizing discussion boards and social groups
Metrics, Measurement and Evaluation
Defining key terms in social media
Establishing goals and key tracking metrics
Free social media measurement tools
Benefits of popular and custom URL shorteners
Calculating acquisition costs and hard ROI from social media
Creating customized campaign performance reports
Social Media Case Studies
Major brand case study
Small business case study
Small B2B case study
Big brand digital media site side optimization
Using social media for brand awareness
Using social media for direct response
DFA / DFP Overview.
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