Digital MarketingIntroduction to Digital Marketing

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?
• Title optimization
• Meta Description
• H1 to H6 Headings
• Alt Tag
• File Name Optimization
• Footer optimization

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
• Quick sprout

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
• Analysing 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
• Analysing 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 are mobile ads?
• Creating mobile ads?
• What are the types of mobile ads?
• Adwords for mobile

Click to Call Campaigns

• Create click to call campaign
• Analyse the campaigns
• Optimize the ads for mobile

YouTube Advertising

• What is YouTube advertising?
• Why should one advertise on YouTube?
• Creating YouTube campaigns
• Choose audience for video ads
• IN stream ads
• In-video ads
• In-search ads
• In-display ads
• Measuring your YouTube ad performance
• Drive leads and sales from YouTube ads

My Client Centre (MCC)

• What is MCC?
• Who can be an MCC?
• How to sign up 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
• Post-pay 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 remarketing campaigns?
• Remarketing campaigns
• Creating custom combinations
• Creating URL rule
• Creating a remarketing tag

BING Ad enter

• Bing Ad Centre

Facebook Marketing

• Facebook Paid Marketing
• Running paid campaigns
• Managing interests
• Create custom audiences
• Create multiple adverts
• Power editor

Analyse 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 micro blogging
• 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 Tumbler

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
• Hoot suite
• What is tweet deck

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