Digital Marketing Course

Digital/Internet Marketing Course Contents

Digital/Internet Marketing training curriculum follows the Google Adwords Certification standards which are designed to meet the requirements of next generation marketing needs.

Introduction

Why your Business Needs a Website
How to create your website and make it look good
Build your Online Marketing Plan
Five Smart Ways to Promote your Business Online
How to Build a Community of Loyal Fans
Google Apps for Business
Intro to Online Advertising
Case Study

Search Engine Marketing

The Search Ecosystem – the Search Landscape
Getting on Google and the Benefits of Being on Google
How your Website is Found on Google
Google Real-Time Insight Finder – Demo Video
Case Study: Shoplet
Resource: Essentials for new advertisers
Resource: Google Trends
Resource: Think With Google Insights
Resource: Google Alerts
Resource: Google Global Market Finder
Resource: Google Business Channel

Search Advertising

What is AdWords?
Search Advertising and Google AdWords
Search 101 – Introduction to Search
Search 102 – Getting started with AdWords
Search 201 – Tools to Build Keywords and Ad Groups
Search 202 – Tools to Build Ads and Advanced Ad Types
Search 301 – Reporting and optimization
Search 302 – Bidding Tools and AdWords Campaign Experiments
Resource: AdWords Help Center
Resource: Google AdWords Keyword Planner
Resource: Certification

Display Advertising

Introduction to Google Display Network
Google Display Network Case Study: The Bedder Way
Display 101 – Introduction to Display
Display 102 – Google’s Display Offering
Display 201 – Topic Targeting
Display 202 – Placement Targeting
Display 203 – GDN Reserve
Display 204 – Interest Categories
Display 205 – Keyword Contextual Targeting
Display 206 – Remarketing
Case Study: Jordan Brand

Mobiles

Introduction
Mobile Ecosystem – the Mobile Landscape
Mobile 101 – Mobile Ads, Devices and Sites
Mobile 102 – Mobile Search Ads Overview and Ad Formats
Mobile 103 – Mobile Display & AdMob: Overview and Ad Formats
Mobile 104 – Mobile Video Ads Overview and Ad Formats
Local – the What, the Why, the How
Serve On-The-Go Customers via Mobile Phones
Mobile 201 – Campaign Set Up: The Basics of Setting Up a Campaign
Mobile 202 – Implementing Ad Formats: Campaign Set Up
Mobile 301 – Optimising Mobile Campaigns: Tools and Strategies, With a Focus on Search
Mobile 302 – Display Optimisation Tools: Deep Dive Into Display Optimisation Tools
Mobile 303 – Reporting Tools: Deep Dive Into Strategies and Tools
Case Study: EasyJet
Resource: Our Mobile Planet
Resource: Building Smartphone Optimized Websites

Social

Social Ecosystem – the Social Landscape
Social 101 – Engagement
Social 102 – Relevance
Social 103 – Hangouts
How to Use Google+ and Make Social Work for You
Social 301: Accountability
Case Study: H&M

Analytics

Understand What Works Through Measurement
Google Analytics: The What, The Why, The How
Introduction to Google Analytics
How Google Analytics Works
Navigating Google Analytics, Part I
Navigating Google Analytics, Part II
Getting Started with Google Analytics
A/B Experiments with Google Website Optimizer
Multivariate Experiments with Google Website Optimizer
Phone Webinar: Website Optimizer, What Should I Test?
Case Study: HelmetTown.com Success Story
Resource: Develop Your Analysis Skills
Resource: Google Analytics

Video

YouTube Ecosystem – The Video landscape
YouTube 101 – Introduction to YouTube
YouTube 102 – YouTube Products and Solutions
YouTube 201 – Auction Implementation Tools, Ad Formats and Targeting Capabilities
YouTube 202 – Media Strategies and Implementation (Part 1)
YouTube 203 – Media Strategies and Implementation (Part 2)
YouTube 301 – YouTube Analytics
YouTube 302 – Optimisation and Expansion