Advanced Digital Marketing Course Content

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2. 1. Digital Marketing Basics
Digital Marketing Basics
 What is Digital media/ Online media
 Difference between Traditional marketing & Digital marketing
 Benefits of Digital marketing
 Latest Digital marketing Trends
 Digital media platforms
 What are strategies for starting up websites
 Types of websites and CMS tools
 How to develop ecommerce website
Wordpress CMS with HTML/CSS Basics
 Typesof Websites
 Basics of HTML/CSS
 Why Wordpress?
 Wordpress installation on Server
 Understanding the Dashboard
 Changing the Default Settings
 Installing and customizing themes
 Content management in Wordpress
 Creating Categories, Pages and Posts
 Adding Menus to Site
 Installing useful plugins for website
2. SEO (Search Engine Optimization)
SEO (Search Engine Optimization)
 What is Search engine optimization?
 How search engine works?
 How Search engine important for companies?
 Google Search Architecture
 Ranking methodology
 Understanding SERP
 Search Operators
 Search Algorithm Updates
 Panda, Penguin, Humming Bird and Pigeon Update

3. Keywords Research And Analysis
 Introduction to Keyword Research
 Business analysis process
 Types of Keywords
 Keyword research Methodology
 Keyword analysis tools
 Keyword generation ideas
 Analysis of Keywords using Adwords
 Competition Analysis
 Finalizing the Keyword List
On-Page Optimization
 What is On Page Optimization?
 How is on page optimization important in
SEO?
 Importance of On page optimization
 Google website guidelines
 Fundamental on-page Factors
 Site Speed analysis
 Importance of Domain Names
 Static Vs Dynamic file Optimization
 Title Tag Optimization
 Meta Tag Optimization
 How to write meta description
 Headers Optimization
 SEO Content Optimization
 Anchor Links Optimization
 Sitemap submission
 Image Tag Optimization
 Creating HTML and XML sitemaps
 Robot.txt and its importance
 URL redirecting Techniques [ .htacess]
 Custom 404 Error Page
 Black Hat SEO Techniques
Off Page Optimization & Link Building
 Introduction to Offsite Optimization
 Factors affecting offsite Optimization
 Importance of offsite Optimization
 Submission to search engines
 Google Link Schema guidelines
 Link Building Methodology
 Types of Linking Methods
 Do follow Vs No follow Links
 Link Analysis tools
 Social Bookmarking
 Local Business Listing
 Importance of Local Listing
 Submission to Google
 Factors for Local Ranking
 Blog Linking , Internal Linking
 Using Classifieds for inbound traffic
 Generating Links from QA sites
 Blogging and Guest Blogging (wordpress)
 Social Media Links
 Article Submission
 Press Release
 Internal Linking
Google Webmaster Tools
 What is google webmaster tool?
 Adding site and Verification
 Setting Geo target location
 Filtering search queries
 Search Queries analysis
 External Link report
 Crawls stats and Errors
 Google Fetch
 Sitemaps

4.  Robots.txt and Link removal
 Html suggestions
 Content Keywords
 URL parameters ( Dynamic Sites)
Local SEO
 What is Local Seo?
 Importance of local Seo
 Submission to Google My Business
 Yelp, Yellow pages, Just Dial, Getit
 Local Business Listings
 Factors for Local Listing
 Strategy for Local Seo
Penguin Update and Recovery Process
 Is your site hit with update?
 Tools for generating link reports
 Link pruning process
 Disavow tool
Reports and Management
 Website Position Analysis
 Website Monthly Report
 Paid tools for reporting
Google Analytics for SEO
 Why we should Analytics
 Tools for SEO analytics
 Installing Google Analytics to website
 Generating Reports
 Audience, Traffic, And Site Reports
 Goals and Conversions

5. 3. SMM (Social Media Marketing)
Introduction to Social Media
 What is Social media marketing?
 How it is important in business?
 How can social media integrate into
website?
 Difference between SMM & SMO
 Benefits of using Social media
 Social media Strategy
 Social media metrics
Social Media Tools
 Google Trends
 Trending topics
 Twitter Trends
 Social media trends
 Hoot suit
 Buffer Tool/App
Facebook Marketing
 Facebook Account Setup
 Facebook Marketing options
 Facebook Page Setup
 Types of Pages in FB
 Dimensions of Various FB elements
 FB page management options
 Types of Posts and Statistics
 Facebook insights
 Generating use Engagements
 Implementing FB Share button
 Implementing FB Like button
 Facebook groups
 Facebook Apps Integration
Facebook Advertising
 Ads Manager
 Facebook Apps Integration
 Types of facebook campaigns
 Types of Bidding
 Audience Targeting Methods
 Reporting
Twitter Marketing
 Benefits of Twitter
 Profile creation and Management
 Design the Twitter Page
 Types of Tweets
 #Hashtags and its uses
 @At the rate and its uses
 Twitter Analytics
 Twitter Promotions
Google+ Marketing
 Benefits of G+
 Creating Profile
 Managing Connections
 Creating G+ Page
 Enable Authorship on Website
 G+ groups
LinkedIn Marketing
 Why LinkedIn
 LinkedIn Strategy
 Creating LinkedIn Profile
 Creating Company page
 Improving Connections
 Improving Recommendations
Other Social Networks
 Pinterest
 Stumble Upon
 Delicious
4. SEM (Search Engine Marketing)

6. Introduction to Search Engine Marketing
 Benefits of Search engine marketing
 Google Adwords Vs Microsoft Ad centre
 Facebooks Ads
 Advertising Strategies
 Direct Campaign Vs Branding Campaign
Introduction to Adwords
 Account Creation
 Billing Types
 Adwords interface
 Basic Adwords Terminology
 Recent Updates
 Account Structure in Adwords
 Limits in Adwords
Campaign Setup
 Types of Campaigns
 Search, Display, Shopping, Online video
 Location settings and Advance settings
 Language, Networks and Devices
 Bidding Strategies
 Budget Settings
 Schedule: Start date, end date, ad
scheduling
 Ad delivery and Ad Rotation
AdGroup and Keyword Setup
 Adgroups Structure
 Keyword Match Types
 Broad Match, Phrase Match
 Exact match and Negative match
 Broad match modifier
 Keyword Planner
 Keyword Research Process
Understanding Adwords Bidding
 Adword Auction
 What is Ad rank’
 What is Quality Score
 Factors affecting QS
 Actual CPC
 Types of Bidding
 Bidding Strategies
Ad Format and Guidelines
 Structure of Ad
 Types of Ad position
 Character limits for Ad
 Landing Page Quality
 Best and Worst Ads Example
Ad Extension
 Location
 Site Links
 Call
 App
 Reviews and Call Extensions
Conversion Tracking
 What is Conversion
 Types of Conversions
 Implementing Conversion tracking

7.  Conversion Reports
 Practical Case Study
 ROI Calculation
Display Ads/ Remarketing/Mobile Marketing
 Setting a Display network Campaign
 Concept of CPM and Branding
 Types of targeting
 Keyword based
 Interest and Remarketing
 Placements targeting
 Demographics
 Ad format for Display Network
 Display Ad builder
 Display planner Tool
 Remarketing Campaign
 Mobile apps
Video Marketing
 Importance of Video marketing
 Setting a video Campaign
 Youtube Targeting methods
 Bidding types
 Type of youtube ads
 Reporting and analysis
Shopping Campaign
 Shopping Campaign Setup
 Google Merchant Centre
 Product groups
 Ad Formats
 Reporting and analysis
 Adwords Tools
 Opportunities
 Change history
 Account access levels
 Display planner
 Ad preview and Diagnosis
 My Client Centre
Ad words Exam Guidelines
 Ad words Certification Exams
 Exam format and Pass Percentage
 Interview Questions
5. Email Marketing
 Importance of Email Marketing
 Popular Email Marketing software’s
 Creating a Subscribers list

8.  Creating Email Marketing Campaign
 Sending Newsletters
 Measuring the results
 Mail chimp
6.Adsense
 What is Adsense?
 How Adsense works
 Adsense Guidelines
 Website ideas for online earnings
 Understanding Adsense Dashboard
 Different types of payment models
 Types of Ad formats
 How to choose correct ad formats
 Custom channels
 Block Ads/ Categories
 Reporting and Analysis
 Adsense in Youtube
 Linking Adsense with Analytics
 Other Ad networks
 Affiliate marketing networks
7. Video Marketing using YouTube
 Why to use Video marketing
 Creating Account and Channel
 Customizing YouTube channel
 Optimizing Videos
 Tips and Tricks for Promotion
 Video marketing Strategy
 YouTube Analytics
 Monetizing channel
 YouTube channel Examples
 Adsense in YouTube
8. Google Analytics
 Why to use analytics
 Tools for website analytics
 Installing Google analytics
 SEO Reporting
 Adwords Reporting
 Social Media Reporting
 Website Reports
 Conversion Reports
 Segmentation
9.Mobile Marketing
 What is mobile marketing
 Ways to do Mobile marketing’s
 Whatsapp marketing
 How to create groups in whatsapp
 How to promote in WhatsApp
10. Affiliate Marketing
 Click bank
 Amazon
 Flipkart
 V commissions
 How to promote affiliate products
11. Content Marketing
 Online Events
 How to create webinars
 Audio Sharing
 Info graphics
12. ORM

9. 
 Reputation
 Branding
 Promotional activities
 Reviews
 Google Mapping
 ORM Tools
 Local Listing
What will I get after completing the course?
 Valid certifications
 Google Ad words
 Google Analytics
 Live projects
 Internship
 Placement assistance