Google Tag Manager

• Introduction to Google Tag Manager
• Fundamentals of Google Tag Manager
• How to install Google Tag Manager on your website
• Introduction to GTM dashboard
• How to connect Google Analytics to Google Tag Manager.
• How to video tracking
• How to do page view tracking on your website
• How to do text tracking on your website
• Button click tracking
• How to add Facebook pixel
• What is remarketing and how you can do remarketing
• Set up a Conversion tracking on your website
• How to add chatbot to your Website
• Why to connect schema on your website
• How to track website scroll depth with Google Tag Manager
• Work with triggers – how to delete and restore the triggers

Introduction to SEM – Fundamentals & Case Studies

• Consumer Journey
• What is SEM? Why SEM
• What is Google AdWords, Why Google AdWords
• Google Network
• AdWords Terminologies
• How Does the SEM Auction Work
• Structure of an AdWords Account
• Campaign Types – Introduction to Search, Display (including Videos)
• Shopping and Mobile-specific campaign types, and when/why to use them
• Creation of Search Network Campaign
  • Ad
  • Ad Formats
  • Ad Text Policies
  • Ad Text Best Practices
  • DKI
  • Ad Extensions
  • Keyword Research
  • Tools – Keyword Planner & Estimator
  • Keyword Match types
  • Keyword Strategies
  • Landing Page
  • Bidding and Budget
  • Optimizing the Search Network Campaign using the Keyword Planner, Match types, Ad Text best practices, etc

Creation of Google Display Network

• GDN Targeting Options
• Display Ad Formats
• Ad Gallery Tool
• Conversion Tracking
• GDN Campaign Creation – Demo
• Remarketing
• Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing
• Advanced Display: Smart Display Campaigns

Mobile Ad Campaigns

• Universal App Campaigns
• Mobile-Specific Bidding and Targeting Strategies
• Measuring Mobile Ad Performance and Conversions Report Editor
• Optimization Strategies
• Account Audit Demo

Shopping Campaigns – Introduction

• What are Google Shopping Ads /Product Listing Ads
• Where do they appear on Google? What Shoppers on the internet do
• What retailers need? – New Advertising technologies
• Google Shopping set retailers up for success
• Features of Google Shopping Why PLA’s and the path to creating PLA Ads
• Merchant Centre Steps
• Create Shopping Campaign on Google AdWords
• Track Performance and Optimize the Campaigns

YouTube Marketing – Introduction & Ad Formats

• YouTube Ad Formats
• YouTube Campaign Creation
• YouTube Analytics

How do Search Engines work

•  Indexing & Crawling Basics
• Optimizing Crawl Budget
• Intro to SEO

How do Search Engines work

• Anatomy of a Search Result (Search Snippet)
• What is On-page SEO (Content, Architecture, HTML)
• What is Off-page SEO/Link Building (Social, Content-based, PR)

Keyword Research

• Finding Seed Keywords: Mind Map for Keyword Research
• Using Wikipedia, Forums for Keyword Research
• Keyword Research Process – Identify Seed Keywords, Collect Metrics, Map Keywords
• Google Keyword Planner Tool

On-page SEO & HTML Basics

• Web Page Basics: What is HTML, JavaScript,CSS
• Basic HTML Tags to create a web page
• HTML Tags for SEO: Title, H1, META Tags, IMG, A

On-page SEO Elements

• Crawling: XML, HTML Sitemaps, Robots.txt
• Content Clusters (Creating SEO-based content)
• Negative on-page to avoid

Technical SEO

• URL Architecture
• Page Speed Analysis (GTMetrix / YSlow / Google Page Speed Insights)
• 301 Redirects

Mobile SEO

• App Store Optimisation
• Mobile Websites: Responsive, Adaptive, Dynamic
• Optimizing for Voice Search

Schema markup

• What is Schema & Why is it relevant to SEO
• Schema Types – Micro, JSON-LD
• Common JSON Schema Tags – Organisation, Website, Blog Posting LocalBusiness
• How Schema shows up in SERPs

Off-page SEO
Link Building

• What is Link Building
• Link Building Tactics
• Manual Link Building Process
• Link Building Metrics

Social SEO

• Quora
• YouTube Video SEO
• Slideshare, Scribd and other Social Channels for SEO

Local SEO

• What is Local SEO, Pigeon Update
• Google My Business, Bing Places
• Local Pages on your website
• Local Listings/Citations

Backlink Audits using SEMrush.com

• Backlink audit of one website
• How to audit backlinks of competitors and gain insights

SEO Audit, Tools, Measurement
SEO Audits

• What are SEO Audits
• Different Types of SEO Audits
• Complete SEO Audit with Checklist – Screaming Frog SEO Spider SEMRush Backlink Audit, Page
• Speed Audit with GTMetrix / Google Page Speed Insights, Mobile Site Audit
• Google Search Console

Algorithm Updates

• History of Google Algorithms
• Panda, Penguin, Pigeon, Caffeine updates
• RankBrain and the Future of SEO

Measurement with Google Analytics

• Basics of Google Analytics
• SEO Metrics to Measure – On-page, Off-page, Technical
• SEO Reporting

SEO Resources, Careers in SEO

• Top Blogs to follow for SEO
• Free Learning Resources – Moz, Google Analytics
• A career in SEO

Deliverability

• Setting-up an Email Marketing Machine
• ISPs, Hosting Facility and MTA
• IP/DNS and Shared vs. Dedicated IPs
• MX Record, Whitelisting, Response Handlers and Bounces

Effective Email Content

• Conversation
• Relevance
• Incentives
• Timing
• Creative & Copy
• Attributes

Customer Acquisition Strategies

• Rented List Emails
• Co-branded Emails
• Third Party Email Newsletters
• Viral Emails
• Event Triggered Emails
• House E-newsletters

Effective Creative Introducing

• CRABS- Does your Emails have Crabs
• Email Template Model
• Best Practices
• NLP Demonstrations (Neuro Linguistic Programming) to Understand Customers Better

Nurturing & Automation

• Tools to Enhance Lead Nurturing
• Enhance Better Reach
• Analyze Behavior Patterns
• Analytics
• Automation and More

Resources to do situational analysis and progressive updates

• Customer Personal Toolkit
• Complete Email Marketing Worksheet
• Content Editorial Calendar
• Digital Marketing Strategy Toolkit
• Email Contact Strategy Template
• Email Campaign Calculator
• Email Marketing Health Check
• Structuring Digital Marketing Team
• Web Resources to Improve Subject lines, HTML Codes, Spam Testers and Deliverability Issues

Email Automation
Introduction to Automation

• What is Automation
• How does it Work
• What are the Benefits

Choosing an Automation Platform

• Features & Functions Available
• What are Workflows? How to Create a Workflow
• Cost
• Most Widely Used Platforms

Simple Automation Functions from MailChimp

• Click to Reply Options – Demonstrated
• Other Features Explained
• Results – Demonstrated – Practical

Getting Started with Social Media Marketing

Introduction to Social Media

Facebook Marketing

Creating Content for Facebook & Social Media

• Why Content is the foundation of SMM
• Psychology of Social Sharing
• Building Content That is Inherently Shareable

Tools for Content Creation

Facebook Marketing

What is Facebook Marketing

• Facebook Page Best Practices
• KPIs to measure success
• Facebook Insights
• Facebook Business Manager

How does Facebook Advertising Work

• Facebook Ad Campaign Objectives
• Facebook Ad Targeting

Instagram & LinkedIn Marketing

Marketing on Instagram

• Optimizing your instagram business profile
• Crafting an Instagram content strategy
• Best Practices
• Influencer Marketing on Instagram
• Analytics & Measurement
• Instagram Ads

LinkedIn as a Marketing Platform

• LinkedIn for Personal Branding
• Brand Marketing on LInkedIn
• LinkedIn Company Pages
• LinkedIn Advanced Search
• LinkedIn Premium
• LinkedIn Ads

Twitter and Snapchat Marketing

Twitter Marketing

• Twitter Marketing for Brand Awareness
• Twitter Ads
• Twitter Analytics
• Twitter Tools – Crowdfire, Tweriod, Hashtagify, Ritetag, TweetReach & TweetArchivist

Snapchat Marketing

• Snapchat for business
• Building a following
• Driving Engagement
• Analytics & Measurement

Pinterest Marketing & Creating a Successful Digital Marketing Strategy

Pinterest Marketing

• Pinterest for business
• Marketing on Pinterest
• Best Practices
• Leveraging Rich Pins
• Analytics & Measurement

Social Media Marketing Tools

• Hootsuite
• Buffer
• TweetDeck
• Sprout Social

Crafting a Successful Social Media Strategy

• 10-step framework to crafting a successful Social Media strategy
• Building Content That is Inherently Shareable
• Creating Content for multiple platforms
• Generating content ideas and building a plan
• Effective Content Distribution
• Evaluating Success

Introduction

• What’s analysis
• Is analysis worth the effort
  • Small businesses
  • Medium and Large scale businesses
• Analysis vs Intuition
• Introduction to Web Analytics

Google Analytics

• Getting Started With Google Analytics
• How Google Analytics works
• Accounts, profiles and users navigation
• Google Analytics
• Basic Metrics
• The main sections of Google Analytics reports
  • Traffic Sources
  • Direct, referring, and search traffic
  • Campaigns
  • AdWords, AdSense

Content Performance Analysis

• Pages and Landing Pages
• Event Tracking and AdSense
• Site Search

Visitors Analysis

• Unique visitors
• Geographic and language information
• Technical reports
• Benchmarking

Social Media Analytics

• Facebook Insights
• Twitter Analytics
• YouTube Analytics
• Social Ad Analytics /ROI measurement

Actionable Insights and the Big Picture

• Recap of Google Analytics reports and tools
• Finding actionable insights
• Getting the organization involved
• Creating a data-driven culture
• Resources
• Common mistakes analysts make
• Additional Web analytics tools

Social CRM & Analysis

• Radian6
• Sentiment Analysis
• Workflow Management
• Text Analytics

Digital Analytics

• WebMasters
• AdWords Reports, Custom Reports, Custom Dimensions
• Dashboard and Segmentation
• Multi-Channel Funnels Reports
• Attribution modeling and reports

Platform Principles

• The platform components
• The data model
• Measurement Protocol data collection
• Importing data into Google Analytics
• Reporting APIs and Report Sampling

Youtube SEO

YouTube Keyword Research
YouTube Titles & Descriptions
Make Engaging Videos
Eye-striking Thumbnails
Use Keywords while Talking
Optimize your Channel Page
Optimize your Playlists
Use Closed Captions
Use keyword in your Filename
Make Use of Youtube stories and posts