• What is Digital Marketing
• Digital Marketing Popular strategies
• Why We go Online
• Advertisers Key Goals
• Search Ads Introduction
• Display Ads Introduction
• SEO Introduction
• DUMB Rule
• Competitive Analysis
• Poplar Google algorithms
• Popular Competitive Analysis Tools
• Digital Marketing Mentors to follow

Consumer Journey

• What is SEM? Why SEM?
• What is Google AdWords? Why Google AdWords?
• Google Network
• AdWords Terminologies
• How Does the SEM Auction Work?
• Structure of an AdWords Account
• Campaign Types – Introduction to Search, Display (including Videos),
• Shopping and Mobile-specific campaign types, and when/why to use them.
• Creation of Search Network Campaign
• Ad
• Ad Formats
• Ad Text Policies
• Ad Text Best Practices
• DKI
• Ad Extensions
• Keyword Research
• Tools – Keyword Planner & Estimator
• Keyword Match types
• Keyword Strategies
• Landing Page
• Bidding and Budget
• Optimizing the Search Network Campaign using the Keyword Planner, Match types, Ad Text best practices, etc
• Creation of Google Display Network

GDN Targeting Options

• Display Ad Formats
• Ad Gallery Tool
• Conversion Tracking
• GDN Campaign Creation – Demo
• Remarketing
• Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing
• Advanced Display: Smart Display Campaigns
• Mobile Ad Campaigns

Universal App Campaigns

• Mobile-Specific Bidding and Targeting Strategies
• Measuring Mobile Ad Performance and Conversions Report Editor
• Optimization Strategies
• Account Audit Demo
• Shopping Campaigns – Introduction

What are Google Shopping Ads /Product Listing Ads?

• Where do they appear on Google? What Shoppers on the internet do?
• What retailers need? – New Advertising technologies
• Google Shopping set retailers up for success
• Features of Google Shopping Why PLA’s? And the path to creating PLA Ads
• Merchant Centre Steps
• Create Shopping Campaign on Google AdWords
• Track Performance and Optimize the Campaigns
• YouTube Marketing – Introduction & Ad Formats

YouTube Ad Formats

• YouTube Campaign Creation
• YouTube Analytics
• Video Campaign Optimization Tips

• How do Search Engines work?
•  Indexing & Crawling Basics
• Optimizing Crawl Budget
• Intro to SEO

• Anatomy of a Search Result (Search Snippet)
• What is On-page SEO (Content, Architecture, HTML)?
• What is Off-page SEO/Link Building (Social, Content-based, PR)?
• Keyword Research 
• Finding Seed Keywords: Mind Map for Keyword Research
• Using Wikipedia, Forums for Keyword Research
• Keyword Research Process – Identify Seed Keywords, Collect Metrics, Map Keywords
• Google Keyword Planner Tool
• On-page SEO & HTML Basics 
• Web Page Basics: What is HTML, JavaScript,CSS
• Basic HTML Tags to create a web page
• HTML Tags for SEO: Title, H1, META Tags, IMG, A
• On-page SEO Elements 
• Crawling: XML, HTML Sitemaps, Robots.txt
• Content Clusters (Creating SEO-based content)
• Negative on-page to avoid
• Technical SEO
• URL Architecture
• Page Speed Analysis (GTMetrix / YSlow / Google Page Speed Insights)
• 301 Redirects
• Mobile SEO
• App Store Optimisation
• Mobile Websites: Responsive, Adaptive, Dynamic
• Optimizing for Voice Search
• Schema markup
• What is Schema & Why is it relevant to SEO.
• Schema Types – Micro, JSON-LD
• Common JSON Schema Tags – Organisation, Website, Blog Posting LocalBusiness
• How Schema shows up in SERPs
• Off-page SEO
• Link Building
• What is Link Building
• Link Building Tactics
• Manual Link Building Process
• Link Building Metrics
• Social SEO
• Quora
• YouTube Video SEO
• Slideshare, Scribd and other Social Channels for SEO
• Local SEO
• What is Local SEO, Pigeon Update
• Google My Business, Bing Places
• Local Pages on your website
• Local Listings/Citations
• Backlink Audits using SEMrush.com
• Backlink audit of one website
• How to audit backlinks of competitors and gain insights?
• SEO Audit, Tools, Measurement

• What are SEO Audits?
• Different Types of SEO Audits
• Complete SEO Audit with Checklist – Screaming Frog SEO Spider, SEMRush Backlink Audit, Page
• Speed Audit with GTMetrix / Google Page Speed Insights, Mobile Site Audit
• Google Search Console
• Algorithm Updates
• History of Google Algorithms
• Panda, Penguin, Pigeon, Caffeine updates
• RankBrain and the Future of SEO
• Measurement with Google Analytics
• Basics of Google Analytics
• SEO Metrics to Measure – On-page, Off-page, Technical
• SEO Reporting
• SEO Resources, Careers in SEO
• Top Blogs to follow for SEO
• Free Learning Resources – Moz, Google Analytics
• A career in SEO

Facebook Marketing

Creating Content for Facebook & Social Media

• Why Content is the foundation of SMM
• Psychology of Social Sharing
• Building Content That is Inherently Shareable

Tools for Content Creation

Facebook Marketing

What is Facebook Marketing

• Facebook Page Best Practices
• KPIs to measure success
• Facebook Insights
• Facebook Business Manager

How does Facebook Advertising Work?

• Facebook Ad Campaign Objectives
• Facebook Ad Targeting

Instagram & LinkedIn Marketing

Marketing on Instagram

• Optimizing your instagram business profile
• Crafting an Instagram content strategy
• Best Practices
• Influencer Marketing on Instagram
• Analytics & Measurement
• Instagram Ads

LinkedIn as a Marketing Platform

• LinkedIn for Personal Branding
• Brand Marketing on LInkedIn
• LinkedIn Company Pages
• LinkedIn Advanced Search
• LinkedIn Premium
• LinkedIn Ads

Twitter and Snapchat Marketing

Twitter Marketing

• Twitter Marketing for Brand Awareness
• Twitter Ads
• Twitter Analytics
• Twitter Tools – Crowdfire, Tweriod, Hashtagify, Ritetag, TweetReach & TweetArchivist

Snapchat Marketing

• Snapchat for business
• Building a following
• Driving Engagement
• Analytics & Measurement

Pinterest Marketing & Creating a Successful Digital Marketing Strategy

Pinterest Marketing

• Pinterest for business
• Marketing on Pinterest
• Best Practices
• Leveraging Rich Pins
• Analytics & Measurement

Social Media Marketing Tools

• Hootsuite
• Buffer
• TweetDeck
• Sprout Social

Crafting a Successful Social Media Strategy

• 10-step framework to crafting a successful Social Media strategy
• Building Content That is Inherently Shareable
• Creating Content for multiple platforms
• Generating content ideas and building a plan
• Effective Content Distribution
• Evaluating Success

Introduction to Automation

• What is Automation?
• How does it Work?
• What are the Benefits?

Choosing an Automation Platform

• Features & Functions Available
• What are Workflows? How to Create a Workflow?
• Cost
• Most Widely Used Platforms

Simple Automation Functions from MailChimp

• Click to Reply Options – Demonstrated
• Other Features Explained
• Results – Demonstrated – Practical

Introduction

• What’s analysis?
• Is analysis worth the effort?
  • Small businesses
  • Medium and Large scale businesses
• Analysis vs Intuition
• Introduction to Web Analytics

Google Analytics

• Getting Started With Google Analytics
• How Google Analytics works?
• Accounts, profiles and users navigation
• Google Analytics
• Basic Metrics
• The main sections of Google Analytics reports
  • Traffic Sources
  • Direct, referring, and search traffic
  • Campaigns
  • AdWords, AdSense

Content Performance Analysis

• Pages and Landing Pages
• Event Tracking and AdSense
• Site Search

Visitors Analysis

• Unique visitors
• Geographic and language information
• Technical reports
• Benchmarking

Social Media Analytics

• Facebook Insights
• Twitter Analytics
• YouTube Analytics
• Social Ad Analytics /ROI measurement

Actionable Insights and the Big Picture

• Recap of Google Analytics reports and tools
• Finding actionable insights
• Getting the organization involved
• Creating a data-driven culture
• Resources
• Common mistakes analysts make
• Additional Web analytics tools

Social CRM & Analysis

• Radian6
• Sentiment Analysis
• Workflow Management
• Text Analytics

Digital Analytics

• WebMasters
• AdWords Reports, Custom Reports, Custom Dimensions
• Dashboard and Segmentation
• Multi-Channel Funnels Reports
• Attribution modeling and reports

Platform Principles

• The platform components
• The data model
• Measurement Protocol data collection
• Importing data into Google Analytics
• Reporting APIs and Report Sampling

• Introduction to Marketing
  Start by understanding the importance of planning your business marketing strategy. This module covers finding your business’ USP, defining your audience and developing a strategy around marketing funnel.
• Facebook Pages and Post Best Practices
  Learn how to connect with people by planning your Facebook Page and understanding how it is structured to make the maximum use of it.
• Facebook Ads – Campaign Objectives
  For each Facebook Ad, you have multiple objectives to choose from. This module helps you build the right objectives based on each business objective.
• Facebook Ads – Targeting Audiences
  Understanding your audience is a challenge for many businesses today. But developing a marketing plan without knowledge of your audience is a step to failure. Segment your audience and target the right audience with this module.
• Facebook Ads – Impactful Creatives
  Make an impact with creatives and know the different ad formats which look good on all devices.
• Facebook Ads – Optimization and Reporting
  With this module, measure you adverts and get business insights to optimize how you are connecting with your audience.
• Facebook Ad Policies
  Get an in-depth understanding of Facebook Ad policies, ad disapproval, account status and Facebook support for a smoother journey.
• Facebook Messenger
  Connect and engage with your new or long-term customers on Facebook to get results. Offer them suggestions, support, engage with them or encourage purchase from one messenger.
• Facebook Shop
  Plan and structure your Facebook shop to manage and sell more products with Facebook.
• Building Brand Awareness
  Build your brand with Facebook to connect with people where they are- Facebook and Instagram. Plan your targeting, creatives, placements for brand awareness.
• Driving In-store Footfall
  Build Facebook campaigns to drive traffic to your offline store. Learn how to develop a local campaign and sell more with Facebook.
• Facebook Pixel
  Measure conversions, optimize ad delivery, automate audience building and do more with Facebook Pixel. Learn and work on Pixels with this module and get more insights on how people are using your website.
• Driving Online Sales
  Learn how to get more sales and drive traffic with remarketing campaigns, targeting, creatives and placements and ad formats.
• Generating Leads
  This module guides you through creating a lead generation campaign to drive results for your business.