Digital Marketing Essential Courses

Course Programme

Introduction: The Digital Marketing Landscape

• Where are we now? What’s changing?
• Current trends, challenges and opportunities
• Planning digital marketing activity – using strategic frameworks

Running and Managing SEO Campaigns

• A review of key factors influencing SEO in Google
• Essential SEO tools for digital marketers
• Debunking SEO myths: what’s hot and what’s not?
• Simple and effective ways to optimise on-page content
• Keeping your content in line with Google’s Quality Guidelines
• Improving performance using proven link building and content marketing tactics

Paid Search Marketing

• A review of the latest Google AdWords ‘products’
• Differences between The Google Search Network and Display Network
• The AdWords Auction: a “behind the scenes” view of AdWords
• Optimising AdWords campaigns to improve performance
• How to set AdWords bids and generate profitable ROI
• Bing Ads: a comparison with AdWords

Social Media Marketing & Advertising

• A review of the current social media landscape
• The good, the bad, and the ugly: case studies and examples
• Choosing the right platform
• Being “SMART” about your social media planning
• Advertising opportunities on Facebook, LinkedIn, Twitter, Instagram and Pinterest
• A deeper look at each channel’s ad formats, targeting methods and bidding options

Online Display Advertising

• The display advertising ecosystem: media agencies, publishers and ad networks
• Demystifying buying options: CPC, CPM, vCPM, CPA, CPV and more…
• Programmatic advertising: what is it and how does it work?

Email Marketing

• An overview of the email marketing landscape today: challenges and opportunities
• Choosing the right email service provider
• Proven ways to increase your open and click-through rates
• What does and doesn’t work in email marketing

Digital Analytics & Measurement

• A review of the digital analytics landscape and tools
• Using analytics to understand visitors, content and marketing performance across channels
• The essential guide to using Google Analytics like a pro
• A/B & Multivariate Testing: what to test and how to test to improve performance
• How to optimise website user experience and conversions