Course Overview
​The Principles & Practice of Digital Marketing course discusses and demonstrates advanced concepts and techniques in digital marketing for participants with little or zero previous experience in the digital marketing. Participants will utilize a variety of case studies and exercises to develop the essential skills needed to create and implement advanced digital and social media strategies. Topics covered include conversion tracking on social media, Conversion Rate Optimization (CRO), advanced search engine optimization (SEO) techniques, utilizing AdRoll, and influencer and affiliate marketing.

Course Benefits
By attending this WorkmanSkills training, delegates will be able to:

• Utilize advanced advertising techniques on popular social media platforms
• Setup conversion tracking on social media and Google AdWords
• Use advanced advertising features in Google Paid Search
• Recognize and use advanced SEO techniques to rank on top positions
• Understand CRO to improve conversions
• Employ powerful display retargeting techniques using AdRoll
• Understand and utilize the power of influencers’ marketing and affiliate marketing

​
Target Audience:
This course is designed for digital, sales, marketing and media professionals; as well as webmasters, web developers, key managers and any business persons with previous experience in digital and social media marketing who are seeking to take their digital skills to the next level.

How will this Training Course be Presented?
This WorkmanSkills training course will utilize a variety of proven learning techniques to ensure maximum understanding, comprehension, and retention of the information presented. 

Course Outlines

• 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: overview of 5 websites and how to optimize them for conversions
• 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
• Analyzing AdWords campaigns in Google Analytics
• 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
• 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
• 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
• 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 analyzing 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

​The Certificate
WorkmanSkills Certificate of Completion will be provided to delegates who attend and complete the course