Advanced Digital Marketing Certificate

Introduction

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.

The “Certificate in Advanced Digital Marketing” course aims to equip candidates with the practical skills to operate all the elements of online communication, advertising, and engagement with targeted stakeholders. It provides practical knowledge, useful tools, and professional skills allowing candidates to plan, create, manage, and implement powerful and effective digital marketing strategies. Get ready to learn from renowned digital consultants and industry experts with a proven track record of success and acquire all the necessary elements to succeed in today’s highly competitive internet marketing space.

Objectives

At the end of this course students will learn how to:

• 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 in 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
• Brainstorm, create, and execute an effective digital marketing strategy
• Design, write and publish engaging blog posts and articles
• Position their websites on page 1 of Google organic search (SEO)
• Create and manage effective paid search marketing campaigns (SEM)
• Build brand awareness by launching and managing the display, banner, and video ads
• Create, manage and advertise engaging content on social media
• Build a successful newsletter to enhance customer loyalty
• Read, analyze and interpret various key online advertising metrics
• Leverage the power of Google Analytics to track conversions and improve overall results
• Participants will have the chance to work on real case studies including many regional and global brands.

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practice. Participants will have the opportunity to share with the facilitator and other participants on what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

Who Should Attend?

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.

Target Competencies:

• Social media advertising techniques
• Paid and organic search techniques
• Display and retargeting
• Influencers and affiliate marketing

Course Outline

Day 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

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

Day 2: 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

Day 3: 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

Day 4: Advanced display and retargeting techniques

• Introduction to programmatic advertising
• Introduction to remarketing (Retargeting)
• Advanced features in Google Display
• Introduction to AdRoll
• How to setup an advanced retargeting campaign
• How to setup an advanced prospecting campaign
• Reading and analyzing AdRoll reports

Day 5: Advanced Search Engine Optimization (SEO) techniques

• Setting up and using the Google Search Console
• Key SEO tags that make or break your organic rankings
• Useful SEO diagnostic tools
• How to conduct a keyword research
• Conducting on-page SEO
• Conducting off-page SEO
• Content marketing for SEO purposes

Influencers and affiliate marketing

• General definitions
• The benefits of influencers marketing
• Techniques for successful influencers marketing
• Key influencers marketing campaigns that worked
• Introduction to affiliate marketing
• The benefits of affiliate marketing
• The dos and don’ts of affiliate marketing
• Key affiliate marketing campaigns that worked