Course Curriculum

Digital Marketing Course Syllabus/ Content Overview:

Introduction to Digital Marketing

  • What is Digital Marketing?
  • Why Digital Marketing?
  • Digital Marketing platforms?
  • Digital Marketing – Organic & Paid
  • Digital Marketing era and the way forward
  • 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 kinds of traffic

On Page Optimisation (OPO)

  • What is on-page optimization?
  • HTML basics
  • CSS basics
  • Meta Tags usage
  • Using Javascript to our Advantage
  • Graphics Optimization
  • Contextual interlinking
  • Microformats & schemas
  • Improving demographic score

Off-Page Optimization

  • Linking Strategies
  • Competitor Analysis
  • Sculpting
  • 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
  • Quicksprout

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
  • Mobile-specific bids
  • Ad Scheduling
  • Ad Rotation
  • Ad delivery settings

Analysing 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
  • Analysing existing accounts
  • Exporting accounts into different formats

Conversions

  • 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 the 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
  • Troubleshooting 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 shared audience

Reports

  • 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 campaign?
  • Remarketing campaigns
  • Creating custom combinations
  • 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

  • LinkedIn Paid Campaigns

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
  • Dashboard
  • Custom Reporting
  • Understanding Events
  • Linking and Using Data from Google Adwords
  • Profiles
  • 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
  • Lead generation techniques
  • Leads are everywhere
  • Social media and lead gen
  • Inbuilt tools for Digital Marketing
  • Ip Tracker
  • CPC 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 events
  • wikis
  • Social Media Strategy

Facebook Marketing

  • Introduction to Social Media
  • What is Social Media?
  • How Social Media developed
  • Managing Information Aggregators
  • Google Alerts
  • Blogs

Getting Your Company Ready for Social Media

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

Influencers

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

Facebook

  • Creating groups and pages
  • Tips and Guides
  • Posts
  • Paid Promotion
  • Ads
  • Contests

Google+

  • Set-up and usage
  • Company profile
  • Hangouts
  • Authorship

Twitter

  • Set-up and usage
  • Tips
  • Promoted Tweets
  • Buffer
  • Hootsuite
  • What is Tweetdeck

LinkedIn

  • Tips and Guides
  • Review of profiles
  • Linkedin posts
  • Linkedin promotions

Digital Communities

  • Evolution of online communities
  • How ideas travel
  • Viralness

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 company 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