Introduction to Digital Marketing

This module introduces the core principles and purpose of digital marketing. It will enable you to develop clear and actionable business objectives for a digital marketing plan, gain audience and industry insight.

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 Topics

  • Principles of Digital Marketing
  • Developing Objectives
  • Digital Research
  • Cultural Research
  • Connecting with the Customer

Digital Marketing and SEO Basics

  • What is Digital Marketing?
  • Digital marketing channels
  • Difference between SEOSEM, and SMM
  • Benefits of SEO
  • How does the search engine work?
  • Google Search Architecture
  • Ranking methodology
  • Understanding the SERP and Search Operators
  • Search algorithm updates
  • Panda, Penguin, Humming Bird update
  • Latest search updates and predictions

WordPress CMS with HTML/CSS Basics

  • HTML Basics
  • CSS Basics
  • Why WordPress ?
  • WordPress Installation on Server
  • Understanding the Dashboard
  • Changing the Default Settings
  • Installing and customizing themes
  • Content management in WP
  • Creating categories, pages, and posts
  • Adding menu to the site
  • Adding widgets to the site
  • Installing useful plugins for site features
  • SEO specific plugins

Google Search Console

  • What is Search Console
  • Website verification
  • Setting Geo-target location
  • Search Analytics
  • Advanced Search Query analysis
  • External Links Reports
  • Internal Links Report
  • Crawls stats and Errors
  • Sitemaps
  • txt and Links Removal
  • HTML Suggestions
  • URL Parameters

Keywords Research and Analysis

  • What is Keyword Research
  • Benefits of Keyword Research
  • Business analysis process
  • Types of Keywords
  • Keyword Research Methodology
  • Google Keyword Planner Tool
  • Advanced Keyword Planning guide
  • Paid Keyword Tools
  • Keyword generation ideas
  • Competition Analysis
  • Competitor Metrics
  • Finalizing the Keywords List
  • Practical case study

On-page Optimization

  • Google website guidelines
  • Fundamental On-page Factors
  • Domain Name Optimization
  • URL Optimisation
  • Title Tag Optimization
  • Meta Tags Optimization
  • Headings & Footer Optimization
  • SEO Content Writing
  • Anchor Links Optimization
  • Image Tag Optimization
  • Sitemaps Optimization
  • txt and its importance
  • URL Redirecting Techniques
  • Canonical Links
  • Rich Snippets (Schema)
  • One Box Answer Optimization

OffPage Optimization (Link Building)

  • Introduction to Offsite Optimization
  • Google Link building guidelines
  • Important factors of Link Building
  • Types of Linking Methods
  • Links Analysis Tools
  • Directories Submissions
  • Local Business Listing
  • Classified Posting
  • Generating Links from QA sites
  • Guest Blogging and commenting
  • Press Releases
  • Social Media Links
  • Document Sharing Links
  • More Advanced Techniques

Penguin Recovery Process

  • Types of Google Updates
  • Symptoms of Google updates
  • The process of analyzing update
  • Panda Recovery
  • Penguin Recovery
  • Link pruning process
  • DisAvow Tool

Reports and Management

  • Website Position Analysis
  • Website Monthly Reports
  • Google Analytics Reports
  • Search Console Keyword Reports
  • Link Building Reports
  • Competitor Reports
  • Paid Tools for monitoring SEO campaigns

Live SEO Project

  • Client requirement analysis
  • Keyword Research
  • On page implementation
  • Link building process
  • Reports

Google Ads Certification Course

Search Engine Marketing (SEM) is a paid marketing method for generating traffic to a website.  Paid advertising is an essential Digital Marketing strategy, every company uses this strategy for better branding and lead generation. This is often called as PPC as the advertiser pays the cost of advertising per click. In Google Ads, we have the choice to the target audience as per geography, language, website, time and devices according to the strategy of the advertiser. With our training, you can able to implement a PPC campaign, display campaign, shopping, remarketing, dynamic search ads, mobile and video marketing campaigns.

About Google Ads Program

Google Ads will help you advertise on a search engine and display network (websites in Google network). In this AdWords training, you will learn how to analyze business goals, how to structure the account, campaign, ad group, creating ads, target search engines, and display network, keyword research, and bidding optimizing the campaign for maximum ROI, tracking the conversions and reporting.

Google Ads Course Syllabus (2018)

Introduction to Paid Advertising

  • What is Paid advertising
  • Benefits of Paid advertising
  • Business objectives in paid ads
  • Branding Campaign
  • Direct marketing campaign
  • Paid advertising channels
  • Paid Bidding Strategies
  • Premium Ad Networks

Introduction to Google Ads

  • Overview of Google Ads
  • Account Setup
  • Billing Methods
  • Old Version vs. New version
  • Google Ads Interface Tour
  • Basic Google ads Terminology
  • Recent updates in Google Ads
  • Account structure in Google Ads
  • Account Limits

Pay Per Click Campaign

  • Types of Campaigns
  • Defining the objective of the campaign
  • Location Targeting
  • Language Settings
  • Google Partners
  • Bidding Strategies
  • Defining the Budget
  • Ad Scheduling
  • Ad delivery and Ad Rotation

AdGroups and Keywords Setup

  • What is Ad Group?
  • How to set up Ad Groups
  • Keyword Research
  • Keyword Match Types
  • Broad Match
  • Broad Match Modifier
  • Phrase Match
  • Exact Match
  • Negative Match
  • Keyword Planner Tool
  • Creating a Plan with Estimations
  • Adding Keywords to Ad Groups

Ad Formats and Guidelines

  • Types of Ads
  • Expanded Ad Format
  • Responsive Ad Format
  • Call Only Ad
  • Structure of Ad
  • Elements of Effective Ads
  • Writing the Ad Copy
  • Final URL of Ad
  • URL Options
  • Mobile URL Option
  • Best and Worst Ads Examples
  • Google Ads Guidelines
  • Copyrights & Trademark Guidelines

Google Ads Auction and Bidding

  • What is Ads Auction
  • What is Ad Rank
  • What is Quality Score
  • How to improve Quality Score
  • Improving Ad Relevance
  • Improving Landing Page Experience
  • Improving the CTR
  • What is Actual CPC?
  • How QS affects the Cost?
  • Types of CPC’s
  • Bidding Strategies 
  • Auction Insights Tool

Ad Extensions

  • Sitelinks Extension
  • Callout Extension
  • Structured Snippet
  • CallExtension
  • Message Extension
  • Location  Extension
  • Affiliate Location Extension
  • Price & Promotion Extension
  • App Extension
  • Automated Extensions

Conversion Tracking

  • What is Conversion
  • Types of Conversions
  • Website Conversion
  • App Conversion
  • Call Conversion
  • Offline Conversions
  • Implementation Conversion Tracking
  • Practical Case Study
  • Analyzing Conversion Reports
  • ROI Calculation

Campaign Reports Analysis

  • Key Performance Indicators (KPIs)
  • Different Levels of Data Analysis
  • Segmenting Data
  • Filtering Data
  • Column Customization
  • Search Terms Report
  • Auction Insights Report
  • Keyword Reports
  • Automated Rules
  • Dimensions Report

Display Ads Campaign

  • What is Display Ads
  • Objectives of Display Campaign
  • Bidding Strategies
  • Budget Settings
  • Audience Targeting Methods
  • Demographic Targeting
  • Content-based Targeting
  • Automated Targeting
  • Types of Ad Formats
  • Creating Custom Ads
  • Conversion Tracking
  • Gmail Ads 
  • Creating a Gmail Ads Campaign

Remarketing Campaign

  • What is Remarketing
  • How to build audience list
  • Types of Remarketing Audience
  • Website audience
  • App Audience
  • Customer List
  • Custom Remarketing List
  • Create a Remarketing Campaign
  • Remarketing Ads
  • Conversion Tracking
  • Common troubleshooting issues.
  • Measuring Results of Campaign

Video Marketing with YouTube

  • Why video marketing?
  • Setting a Video Campaign
  • The objective of Video marketing
  • Instream Ads
  • Discovery Ads
  • YouTube Targeting options
  • Bidding Types
  • Type of YouTube Ads
  • Creating a YouTube Ad
  • Remarketing Lists on YouTube
  • Reporting and Analysis

Shopping Ads Campaign

  • What are Shopping ads
  • Shopping Campaign Setup
  • Google Merchant Centre
  • Datafeed Setup
  • Types of Datafeed
  • Datafeed Properties
  • Adgroups and Product groups
  • Bidding strategies
  • Reporting and Analysis

Mobile Marketing Campaign

  • Why Mobile marketing
  • Types of Mobile marketing campaigns
  • Creating Universal app campaign
  • Bidding Strategies
  • Location & Budget settings
  • Ad Formats
  • Conversion Tracking
  • Reports

Google Ads Tools

  • Opportunities Tool
  • Account Access Levels
  • Change History Tool
  • PPC Manager Account (My Client Center)
  • Google Ads Editor
  • Google Scripts
  • Business Manager
  • Account Linking

Bing Ads

  • What is Bing Ads
  • Benefits of Bing Ads
  • Creating a Bing Ads Account
  • Types of Campaigns
  • Creating a Campaign
  • Bidding and Budget Settings
  • Location Targeting Options
  • Types of Ads & Extension
  • Conversion Tracking
  • Importing Google Ads Campaign
  • Reporting and Analysis
  • Bing Ads Certification Guidelines

Google Ads Express

  • What is Google Ads Express
  • Why Google Ads Express
  • Benefits of Ads Express
  • Google My Business Account
  • Types of Campaigns
  • Objectives of Campaigns
  • Location Targeting
  • Targeting Options
  • Keyword Targeting & Exclusion
  • Bidding & Budget
  • Ad Formats & Extensions
  • Reports Analysis

What is Social Media Marketing

Social media marketing is a part of internet marketing in which social networking sites apply marketing techniques to reach the social media people with their unique content, images, graphics and videos to talk about the product and services in a better way to attract the social media users.

About SMM Program

Social Media platform is the most engaging and had billions of active users. Learn how to use social media to create brand awareness and generate leads from social networks. We teach you practical methods of social media optimization to improve the brand value. In our SMM training, we will be teaching in depth about Facebook Marketing, Twitter Marketing, Instagram Marketing, Pinterest, YouTube and LinkedIn Marketing Techniques.

Social Media Marketing Syllabus

Introduction to Social Media

  • Social Media Marketing (SMM)
  • Social Media Optimization (SMO)
  • Social Media Statistics
  • Why use Social Media Marketing
  • Benefits of Social Media
  • Building Social Media Strategy
  • Social media marketing objectives
  • How big brands use SMM
  • Case studies of Brands
  • Impact of Social Media on SEO

Facebook Marketing

  • Facebook account setup
  • Personal account properties
  • Facebook business page setup
  • Competition analysis
  • Cover photo designing
  • How to increase Facebook Fans.
  • Facebook marketing strategy (Calendar)
  • Page management options
  • Types of Posts and Statistics
  • Examples of Facebook Posts
  • User engagement metrics
  • Facebook Insights Tools
  • Facebook Groups
  • Facebook Apps creation

Facebook Advertising

  • What is Facebook Advertising
  • Objectives of Facebook Ads
  • Likes & Engagements Campaign
  • Clicks & Conversions Campaign
  • Ad sets & Audience
  • Advanced Audience Targeting
  • Bidding & Budget Settings
  • Designing FB ads
  • Conversion Tracking
  • Remarketing Audience
  • Remarketing Campaign
  • Reports Management
  • Business Manager
  • Advanced Facebook settings

Twitter Marketing

  • What is Twitter
  • Create a Twitter profile
  • Profile Settings
  • Twitter graphics design
  • Types of Post
  • Posting Strategy for Twitter
  • How to use Hashtags
  • Trending Hashtags
  • Engagement Metrics & Twitter Analytics
  • Twitter Ads 
  • Objectives in Twitter Ads
  • Selecting Target Audience
  • Creating Ads
  • Budget & Bid Settings
  • Conversion Tracking
  • Remarketing Strategy
  • Reports Analysis

YouTube Marketing

  • What is Video Marketing
  • Statistics of Video Marketing
  • Creating a YouTube Channel
  • Customizing the YouTube Channel
  • Create a video marketing strategy
  • Viral video examples
  • Types of Video Posts
  • How to create YouTube Videos
  • How to Rank YouTube Videos on top
  • Custom settings in videos
  • YouTube Engagement Metrics
  • Increasing Subscribers
  • End Screens & Cards
  • How to use Playlists
  • Understanding copyrights and spam
  • YouTube Creator Studio
  • In-depth Statistics Analysis
  • YouTube Tools & Plugins

LinkedIn Marketing

  • What is LinkedIn?
  • Benefits of LinkedIn Network
  • Create a LinkedIn profile
  • Optimizing the profile
  • Skills and Endorsements
  • Recommendations in LinkedIn
  • Creating new connections
  • Posting content in the profile
  • LinkedIn Groups
  • Finding Jobs in Linkedin
  • Creating a LinkedIn company page
  • Customization of page
  • Posting in LinkedIn Page
  • Advertising in LinkedIn
  • Types of Ad Campaign
  • Targeting Options
  • Bidding & Budget
  • Reports Analysis

Instagram Marketing

  • What is Instagram
  • Instagram statistics
  • How Brands use Instagram
  • Popular Instagram topics
  • Creating an Instagram Account
  • Tour of Instagram App
  • Content strategy for Instagram
  • Types of Content
  • Post Designing
  • How to use Stories?
  • How to use Hashtags?
  • Engagement Metrics
  • What is IG TV?
  • How to use IG TV?
  • Instagram Ads
  • Objectives of Instagram Ads
  • Reports & Analysis

Pinterest Marketing

  • What is Pinterest?
  • How brands use Pinterest
  • Creating a Pinterest Account
  • Customizing the Profile
  • Pinterest Pins Strategy
  • Boards on Pinterest
  • How to Create Pins
  • Pinterest Plugins
  • Custom Dimensions
  • Generating Engagements
  • Using Info Graphics
  • Integrating Pinterest in Site
  • Engagement Metrics for Pins
  • Pinterest Analytics
  • Pinterest Ads

Quora Marketing

  • Introduction to Quora
  • Benefits of Quora Marketing
  • Creating Personal Quora Account
  • Profile Setup Guidelines
  • Quora Account Policies
  • Following Topics
  • Follow & connect with Contacts
  • Writing Answers on Quora
  • How to Engage with Users
  • Quora Engagement Metrics
  • Quora Analytics
  • Creating Quora Business Page
  • Answering questions as business
  • Quora advertising
  • Types of Quora Campaigns
  • Reports & Analysis

SlideShare Document Marketing

  • What is Document Marketing
  • Benefits of Document Sharing
  • Create Slideshare Account
  • Types of Documents
  • Keyword Research
  • Creating a document
  • Optimizing the Document
  • Generating Views & Engagement
  • Reports Analysis

Social Media Management Tools

  • How to Automate Social media
  • Benefits of Automation
  • Top social media tools
  • How to use Buffer App
  • How to use Hoot Suite
  • Image Editing Tools
  • Reporting Tools

Content Marketing

The Content Marketing module will enable you to develop the knowledge and skills needed to plan and execute a content marketing strategy in a persona-oriented and data-driven way informed by business objectives, aligned with the buyer journey

and overall marketing strategy.

 Topics

  • Concepts & Strategy
  • Using Content Research
  • Content Marketing Plans
  • Creating & Curating Content
  • Publishing & Distributing Content
  • Metrics & Performance

 Social Media Marketing

The Social Media module introduces the key platforms for digital marketing and demonstrates how to set up a social media experience for a business

 Topics

  • Key Social Platforms
  • Setting up a Social Media Experience
  • Growing & Engaging an Audience
  • Social Media Campaigns
  • Data-Driven Audience & Campaign Insights

 Email Marketing

The Email Marketing module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, and engagement along with the legislation and regulations surrounding data protection underpin an effective email marketing strategy.

 Topics

  • Email Marketing Fundamentals
  • Tools and Strategy
  • Email Design
  • Email Campaigns
  • Testing and Optimizing
  • Marketing Automation

Website Optimization

The Website Optimization module will explore how to build and publish a well-designed, high-performing and optimized website that is aligned to your business goals. You will use the key components of web design to design, create and publish an effective website and choose the most suitable hosting option based on budget and business goals.

 Topics

  • Web Design and Website Optimization
  • Websites Design Principles & Website Copy
  • User-Centered Design
  • Website Optimization
  • Website Metrics

 Analytics with Google Analytics

The Analytics module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data.

Topics

  • Web Analytics Fundamentals
  • Configuring a Google Analytics Account
  • Setting Goals
  • Monitoring Campaigns
  • Analyzing & Recording Data