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