Course Objectives
Certified Digital Marketing Specialist
Course Methodology
The course is highly interactive and hands-on. Participants are given the opportunity to actively work on their own campaigns during the course.
Course Objectives
By the end of the course, participants will be able to:
Use advanced advertising techniques on social media
Use advanced advertising features in Google Paid Search and Display Ads
Create and manage effective video marketing campaigns
Build engaging newsletters E-mail marketing campaigns
Understand CRO (Conversion Rate Optimization) to track and improve conversion rates
Calculate and optimize key digital marketing metrics along the digital marketing funnel
Understand and utilize the power of influencer and affiliate marketing
Target Audience
This course is suitable for digital, sales, marketing and media professionals, webmasters, web developers, key managers and any business professionals with some previous experience in digital and social media marketing; as well as anyone seeking to take their digital skills to the next level. This course is not a good fit for professionals who are new to digital marketing; instead, for an introductory course, please see our “Digital Marketing Practitioner” course.
Target Competencies
Advanced social media advertising techniques
Advanced search and display advertising techniques
Video marketing
E-mail marketing
Website critique and Conversion Rate Optimization (CRO)
Course Outline
Digital Marketing Fundamentals Refresher
How to create and execute an effective digital marketing strategy
The online buyer’s journey
Review of key digital marketing metrics
Click-Through Rate (CTR)
Cost Per Click (CPC)
Cost Per “Mille” (CPM)
Conversion Rate (CR)
Engagement Rate (ER)
Return on Investment (ROI)
Advanced Social Media Advertising Techniques
Advanced ad campaigns on Facebook and Instagram
How to setup native landing pages on Facebook and generate leads
How to create a custom audience on social media
How to create a lookalike audience on social media
Using pixels to track conversions
Advertising on Twitter
Advanced Paid Search and Display Advertising
Advanced keyword optimizations
Using the opportunities tab
Using call extensions
Using advanced ad targeting criteria
Using advanced bid optimizations
Understanding programmatic advertising
Building responsive Display ads
Building a remarketing list
Video Marketing
Introduction to video marketing
Advertising on YouTube
TrueView in-stream ads
Bumper ads
TrueView discovery ads
Optimizing results
Email Marketing Techniques
Email marketing recap
Email marketing best practices
Introduction to MailChimp
Building your newsletter on MailChimp
Reading and interpreting reports
The Pillars of Conversion Rate Optimization (CRO)
Strategic thinking for advanced digital marketers
The fundamentals of A/B testing
A/B testing case studies
A/B testing software / tools
Live website critique and case studies
Influencers and Affiliate Marketing
General definitions
The benefits of influencers marketing
Techniques for successful influencers marketing
Influencer marketing case studies
Introduction to affiliate marketing
The benefits of affiliate marketing
The “Dos” and “Don’ts” of affiliate marketing
Affiliate marketing case studies