Advanced Digital Marketing Management Course

Course Outline

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
• Analysing AdWords campaigns in Google Analytics

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

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

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 analysing AdRoll reports

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