Digital Foundations & Strategy 

• Segmentation, Targeting and Positioning (STP) 
• 3C’s – Customer, Content & Channels, 
• Goals, Funnel, 
• Customer Persona, & User Journey, 
• Key Performance Indicators (KPI) 
• Customer Acquisition Cost (CAC)  and Customer Lifetime Value (CLV) 
• Channels mapping 
• Unique Selling Proposition 

CX & CRO (Customer Experience & Conversion Rate Optimisation) 

• Lead Magnet, 
• Nudges, Optimisation tactics, UX, UI 
• Conversion Optimization 
• Role of Conversion 
• Understanding Customer Psyche 
• Conversion Optimization 
• User Flow and Persuasion 
• Landing Page User Flow 
• Conversion Optimization Patterns for Engaging website Visitors 
• Patterns for Engaging Website Visitors 
• Pattern #1 – Pop-Ups 
• Pattern #2 – Pop Under Call-to-Action 
• Pattern #3 – Inside Article CTA 

Search – SEO 

• Indexing & Crawling Basics 
• Optimizing Crawl Budget, Anatomy of a Search Result (Search Snippet), 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 
• Mobile Websites: Responsive, Adaptive, Dynamic 
• 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 
• Local SEO 
• What is Local SEO
• Google My Business 
• Local Pages on your website 
• Local Listings/Citations 
• Google Search console, Tags, Google My Business 

Display & Video 

• 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 Campaign Creation 
• YouTube Analytics 
• Video Campaign Optimization Tips 

Social – Paid 

• Tracking Pixels 
• The importance of tracking pixels 
• Facebook Pixel Implementation 
• Twitter Pixel Implementation 
• LinkedIn Pixel Implementation 
• Pixel Debugging & Best Practices 
• Marketing Funnels  
• Starting with the objective in mind 
• Understanding how different social media channels can fit as part of the overall marketing mix 
• Account Structure & Ad Types 
• Best practice recommendations and guidance on structuring social media campaigns 
• Ad objective exploration / examples / best practices 
• Insights into ad formats across Facebook, Twitter, and LinkedIn 
• What works what doesn’t 
• The importance of matching these to the objective in mind 
• How to expand your audiences and grow your campaigns 
• 6 top audiences all attendees should build 
• Review of existing account structure for attendees and recommendations on how to improve 
• Audience Research & Development 
• Insight into best practices for audience development 
• Sources to gather audience insights 
• Sequential advertising – what it is and how you can set it up 
• Different available audiences and best practices for use on Facebook 
• Different available audiences and best practices for use on Twitter 
• Different available audiences and best practices for use on LinkedIn 
• Hands-on audience development session, working on your business or client campaigns specifically 
• Campaign Setup + Optimisation 
• Best practice recommendations on account naming structure taxonomy 
• Split-testing using dynamic creative 
• Reaching broader international audiences using dynamic language optimisation 
• Budget optimisation best practices 
• Budget allocation for social campaigns 

Marketing Automation (Email & Push notification) 

• Key email marketing concepts 
• Campaign process 
• Online data capture 
• Offline data capture 
• Segmentation 
• Email design 
• User behavior 
• User characteristics 
• Email copy 
• Email structure 
• Email delivery 
• Email systems 
• Filtering 
• Scheduling 
• Measurement 
• Key terms and metrics 
• Split testing 
• Rules and guidelines 

Content Marketing & Communication 

• Finding Seed Keywords: Mind Map for Keyword Research 
• Using Wikipedia, Forums for Keyword Research 
• Keyword Research Process – Identify Seed Keywords, Collect Metrics, Map Keywords 
• Grouping, Content planning, Content Type, 
• Google Keyword Planner Tool 
• Copywriting Best Practices 
• Advertising Best Practices 

Analytics 

• Key analytics concepts 
• Goal set up 
• Account set up, code, and profiles 
• Goal configuration and funnels 
• Dashboard 
• Audience 
• Acquisitions 
• Technology 
• Advertising 
• AdWords campaigns 
• Traffic sources 
• Scheduling and delivery 
• Bounce rate 
• Site speed 
• Site search 
• Events 
• Conversions 
• Ecommerce 
• Reporting 
• Real time reporting 
• Intelligence reporting 
• Customised reporting 
• Rules and guidelines 

Search – Ads  

• 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 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 

Owned & Earned 

• Key social media concepts 
• Social media goals 
• Setting goals and priorities 
• Implementing social 
• New social challenges 
• Listening first 
• The quality scale 
• Landing pages 
• Facebook promotions, offers, and events 
• Promote an event 
• Event follow up 
• Facebook places, advertising, and sponsored stories 
• Goals and targeting 
• Scheduling and delivery 
• Apps and plugins 
• Facebook groups and page insights 
• LinkedIn groups, job search, and advertising 
• Promoted tweets 
• Promoted Twitter accounts 
• KPI measures 
• Analytics 
• Third-party apps 
• Reporting 

Mobile & Marketplace 

• Developing your mobile marketing strategy 
• Study the competitive Landscape 
• Getting started App store optimization 
• App store category and keywords 
• Icons, Screenshots, and Video 
• Organic Reviews and feedback 
• Google Play vs IOS 
• Mobile Web vs App 
• User Acquisition 
• Vertical Marketplace Listing & Optimization 

Conversational Channels (WhatsApp & Messenger) 

• Personal and Conversational. 
• Reasons: Surpassed Social Media Usage, Fewer downloads. 
• Channels: Whatsapp, Messenger, Google My Business Message, Instagram Direct, Website Chatbot, Apple Chat 
• Use Cases 
• Conversational Engagement Promotional Tactics