Digital Marketing Professional Program in association with Google

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Overview
  • Joint Certification
    Get certified by Manipal ProLearn and Google India.
  • Mentoring Session by Marketing Gurus
    1-to-1 mentoring session with marketing gurus from Amazon, Facebook, Google etc.
  • Who Should Attend
    Beginners & professionals in marketing, publishing, & advertising, entrepreneurs
  • Salary Packages
    An experienced Digital Marketer earns an average salary of ₹7.2 lakhs per year.
  • Google Trained Faculty
    Learn through live online sessions by experts & marketers trained by Google.
Joint Certification
Get certified by Manipal ProLearn and Google India.
Mentoring Session by Marketing Gurus
1-to-1 mentoring session with marketing gurus from Amazon, Facebook, Google etc.
Who Should Attend
Beginners & professionals in marketing, publishing, & advertising, entrepreneurs
Salary Packages
An experienced Digital Marketer earns an average salary of ₹7.2 lakhs per year.
Google Trained Faculty
Learn through live online sessions by experts & marketers trained by Google.
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Course Curriculum
1.1 Introduction to Digital Marketing

Scope and expectations from the course
Marketing in the digital world
Integrated marketing - The Phygital
Global trends in Digital Marketing
Digital channels - Paid, Owned and Earned
Fundamentals on the primary asset - your website
Careers in digital marketing
Skill development in digital marketing

1.2 Creation of Website, Microsite

What are websites, microsites and landing pages
Important things to consider before you set up website-domain and server
Content Management Systems and their roles
Understanding the structure and navigation of websites
Principles of good user experience and user interface
Creating great web copy
Setting up your WordPress site
WordPress plugins that you can use
Converting your WordPress site to an e-commerce site
Website do’s and don’ts

1.3 Fundamentals of Google Ads

Understanding Pay-per-click Advertisement
Significance and evolution of Google Ads in PPC
Bing Ads vs Google Ads- overview
Google Google Ads Certification Exam - Overview, Benefits and Preparation
Google Ad Networks
Different Ad Formats
Keywords - significance and planning
Using Keyword Planner and other tools
Keyword matches and their usage
Campaign Structure and Organisation
Quality, Rank and Relevance of Ads
Bidding and budget
Targeting Setting
Extensions and their usage
Ad policies and approvals
Metrics
Conversion Tracking
Campaign Optimisation

1.4 Search Advertising & Google Ads Tools (2 parts)

Keywords - planning, matching and combination
Specifications of an Ad and how to put it to good use
Managing Invalid Clicks
Ad extensions and usage
Dynamic search ads
Landing page - your virtual front
Campaign Experiment
Opportunities Tab
Google Ads APIs
Google Ads editor - Benefits and usage
Managing multiple accounts

2.1 Display Advertising using Google Ads

Google Display Network and Partnerships
Double Click Ad Exchange and AdSense
Campaign Creation and Structuring for display
Keyword and targeting through display network
Campaign Metrics, Analysis and optimization

2.2 Video Advertising using YouTube

YouTube - why you need to be there?
YouTube format, tools and targeting
Video Campaign Creation
Video Campaign tracking and optimization
Video Ad performance and best practices
You Tube Analytics

2.3 Advertising on mobile

Importance of Mobile and Opportunities to Leverage
Key Objectives for Mobile Marketing
Ad Formats and Networks for Mobile
Mobile Site: Key Considerations
Mobile App: Key Considerations
Mobile specific bidding and targeting
Apps Marketing
Mobile Analytics, Reporting and Optimization

2.4 Shopping Advertising with Google

Google Shopping and Merchant Centre
Setting up account in Merchant Centre - single and multi-client
Setting up and using Product Feed
Setting up and managing product campaigns
Tracking and optimization
How to make the best usage of Shopping Campaigns

2.5 Search Engine Optimisation (2 parts)

How search engines work
Search Results - types and significance
Different search queries and their significance
Understanding SEO and key factors determining the same
Components on SEO – onsite and off page.
Content driven SEO
Keyword Research and Planning
Using tools to get effective keywords
Long tail keywords – the hidden gems
Art and science of tags, schema and descriptions
Broken Links, Internal Links and Duplicate contents
Implementing Robot.txt, htaccess and Sitemap
Link building and its importance
Avoiding harmful links
Finding and leveraging link building opportunities
Creating a link building plan
Major google updates and their implications on SEO
Using Search Console for SEO.
Tools for SEO
Understanding nuances of local and international SEO
Accelerated Mobile Pages and SEO implications
KPIs of SEO
Artificial Intelligence, Voice search and future of SEO
Planning for SEO

3.1 Social Media Marketing (2 parts)

Evolution of social media
What social media can do for you
Different social media platforms
Unwritten rules of Social Media Marketing
Facebook for business
Using of Facebook tabs and apps
Using of Facebook groups and events
Facebook page Insights
Creating and running Facebook ads
Targeting – the structured approach
Instagram for business
Instagram strategies
Introduction to Twitter and its terminologies
Creating a good Twitter profile
Building followers on Twitter
Twitter as an influencer marketing tool
Twitter Ads
Twitter Analytics
LinkedIn for Business
Profile, Pages and Pulse in LinkedIn
B2B marketing using Linked In
LinkedIn Ads and Analytics
Introduction to Pinterest for Business
Pinterest strategies
Using Snapchat - New kid on the block
Social media tools for automation
Social Media Analytics
Creating social media calendar
Online Reputation Management

3.2 Web Analytics

Introduction to web analytics
Importance of web analytics
How web analytics work
Analytics Framework
Goals, Objectives and KPIs
Contextualizing of Data
Segmentation of Data
Making analytics actionable
Attribution Modelling
Campaign tracking through URL
Different types of web analytics and the respective tools
A/B testing and ‘test and learn’ approach

3.3 Google Analytics

How Google Analytics work
Dimensions, metrics and other common terminologies
Setting up Google analytics
Creating and customizing reports and dashboards
Audience Analysis
Acquisition, Behavior and Conversion- understanding the data across the funnel
Channel Analysis- Source and Medium
Goal setting and conversion tracking
Content Performance
Analytics User flow
Leveraging real time analytics
Content Experiment through Optimise
Linking and using Search Console and Google Ads with Google Analytics
Introduction to Google Data Studio

3.4 Content driven Inbound Marketing

Importance of Content Marketing and Inbound Marketing is Modern Marketing
Principles of Inbound Marketing Content
Marketing impact on SEO, Social Media and PPC Marketing

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