Digital Marketing

Introduction

• Definition of marketing

• What is digital marketing?

• What are the digital marketing channels: Search engines, Social networks, Retailers

UNIT I

• What is Google Ads? What are the placements?

• Google Search Campaigns

• How to measure the performance of the search ads?

• Remarketing

• Display (GDN)

• Video Ads (Youtube).

• Google Shopping/ PMax

UNIT II

• What is Google Analytics?

• The different kind of sources and medium

• How to use GA to see the performance of the campaigns?

• Introduction to Tag Manager

UNIT III

• What are the placements?

• The different kind of campaigns:

• Audience Creation

• The different ad format: Image Ad, Carousel, Video, slideshow

• UTM to track the traffic on Google Analytics

• Pixels and Facebook events

• Facebook audiences: Remarketing and Lookalike

• Catalogs and dynamic remarketing on Facebook

• The Facebook Analytics – Pros and Cons

UNIT IV

• What is a Native Ad?

• Why using native ads? Benefits and Drawbacks

• Presentation of the main platforms: Outbrain and Taboola

• Which creative? How to build the article to optimize the conversions? 5. Implementing the pixels

• Lookalike and Remarketing on native ads

UNIT V

• Introduction to SEO

• Best practice

• Technical SEO vs Content

• Understanding the entire marketing funnel and create complementary campaigns by using the different type of campaigns.

• The importance of the analytic approach to optimize the campaigns

• Tips and Tools for Entering the Job Market