Digital Marketing

Course Objectives

• Build a solid foundation of the most important elements in the top social media channels
• Gain a working overview of Search Engine Optimization (SEO) through Search Console and Google Analytics, Adwords and pay-per-click models
• Prepare and launch a digital marketing plan
• Learn the elements of creative ad and web copy, and apply this to Adwords and landing pages
• Understand A/B testing as it applies to different versions of ad copy
• Be able to measure the efficacy of online ads’ web traffic and metrics to determine their Return on Investment (ROI)
• Learn about segmentation and how to target potential customers who are in different stages of the sales cycle
• Understand the basics of email and online marketing and how to support other marketing channels

What You Learn

• Impressions
• Clicks
• Conversions
• KPI optimization
• Cost per acquisition/cost per lead
• ROI
• Search display networks
• Email marketing
• Social media advertising
• Brand awareness
• Lead generation
• Adwords
• Campaign structure
• Bidding process and ad ranking
• Search engine optimization (SEO)
• Keyword research
• Link building
• Building a dashboard
• Data analysis

How You Learn

• Lectures
• Discussions
• Case studies
• Homework assignments

Is This Course Right for Me?
This course is geared for small-business owners and digital marketing professionals who want to leverage greater earning potential using best practices and emerging applications.