This course is designed for digital, sales, marketing and media professionals; as well as webmasters, web developers, key managers and any business persons with previous experience in digital and social media marketing who are seeking to take their digital skills to the next level.
Duration
2 Days
Programme Overview
The Advanced Digital Marketing course discusses and demonstrates advanced concepts and techniques in digital marketing for participants with some previous experience in digital marketing.
Participants will utilize a variety of case studies and exercises to develop the essential skills needed to create and implement advanced digital and social media strategies. Topics covered include conversion tracking on Social Media, Conversion Rate Optimization (CRO), Advanced Search Engine Optimization (SEO) techniques, utilizing AdRoll, and Influencer and Affiliate Marketing.
Objectives
Utilize advanced advertising techniques on popular social media platforms
Setup conversion tracking on social media and Google AdWords
Use advanced advertising features in Google Paid Search
Recognize and use advanced SEO techniques to rank on top positions
Understand CRO to improve conversions
Employ powerful display retargeting techniques using AdRoll
Understand and utilize the power of influencers’ marketing and affiliate marketing
Methodology
The course is interactive and is comprised of lectures, case studies, technical process learning and supplemental discussions related to various industries and the challenges of implementation.
Course Outline
Module 1: The pillars of Conversion Rate Optimization (CRO)
Strategic thinking for advanced digital marketers
Introduction to CRO
From reach to conversion: Key metrics on the path to conversion
The fundamentals of A/B testing
A/B testing case studies
A/B testing software/tools
Live website critique: an overview of 5 websites and how to optimize them for conversions
Module 2: Conversion tracking on Google Analytics and AdWords
Google Analytics refresher
How goals work in Google Analytics
Setting up goals in Google Analytics using URL triggers
Setting up goals in Google Analytics using code
Linking AdWords to Google Analytics
Setting up conversion tracking on Google AdWords
Analyzing AdWords campaigns in Google Analytics
Module 3: Advanced Search Engine Marketing (SEM)
Advanced keywords optimizations
How to make the most out of the keyword planner
Using the opportunities tab
Using ad extensions
Setting up dynamic search ads
Using advanced ad targeting criteria
Using advanced bid optimizations
Module 4: Advanced social media advertising techniques
How to use custom audiences on Facebook and Instagram
How to create a lookalike audience on Facebook and Instagram
Using pixels to track conversions
Generating advanced and custom reports on the Ad Manager
How to setup native landing pages on Facebook and generate leads
Advanced video marketing techniques on Facebook and Instagram
Advertising natively on Instagram
Module 5: Advanced display and retargeting techniques
