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Digital Marketing Specialist

Course Description

World #1 Program according to Marketing Land

This Digital Marketing course will transform you into a complete digital marketer with expertise in the top eight digital marketing domains — search engine optimization, social media, pay-per-click, conversion optimization, digital analytics, content, mobile, and email marketing. Fast-track your career in digital marketing today with practical training you can apply on the job.

About the Program

What are the course objectives?

This online digital marketing course gives you an in-depth understanding and advanced knowledge of the eight most important digital marketing domains and includes real-world projects and virtual simulations for gaining domain experience. You’ll be exposed to 40+ digital marketing tools extensive project experience and Mimic Pro simulations to make you job-ready.

After you have completed this digital marketing certification program, you will receive a Master’s certificate from Simplilearn stating that you have acquired the skill set of a Digital Marketing Specialist, validating your ability to lead digital marketing efforts in your organization.
What skills will you learn in this digital marketing course?
Digital marketing encompasses a range of disciplines, and there is an enormous demand for digital marketers with the right skills. This digital marketing certification program provides access to 35+ live instructor-led online classes conducted by multiple expert trainers. You will also get access to the highest quality of e-learning content, simulation exams, a community moderated by experts, monthly mentoring sessions by experts, and other resources to help you master the complete digital marketing skillset. This digital marketing course will help you to:

  • Develop an in-depth understanding of top-of-mind digital marketing functions such as inbound marketing, paid marketing, social media marketing, and web analytics
  • Become competent in planning, managing, and executing integrated multi-channel campaigns
  • Lead digital marketing teams and digital marketing initiatives for your organization
  • Understand how digital marketing disciplines all work together and how to optimize your use of each one

Who should take this online Digital Marketing Specialist Masters Program?

Anyone who is looking to further his or her career in digital marketing should take this digital marketing course, especially those seeking leadership positions. Any of these roles can benefit from this Digital Marketing Specialist training:

  • Marketing Managers
  • Digital Marketing Specialists
  • Marketing or Sales Professionals
  • Management, Engineering, Business, or Communication Graduates
  • Entrepreneurs or Business Owners
  • Marketing Consultant

Following are a few facts and figures that demonstrate the high demand for digital marketers around the world:

  • The annual average salary of a Digital Marketing Head is $102,358 on
  • In the USA, there are 58,944+ jobs, and in the UK, there are 18,335+ jobs in Digital Marketing on
  • In India, there are 16,508+ jobs for Digital Marketers on
  • Average annual salary in the US is $111K – $153K

What is the OMCP certification?

The OMCP (Online Marketing Certified Professional) Certification is the industry’s premier certification for online marketing professionals who have verified experience and have demonstrated the working knowledge of digital marketing concepts and best practices. Requirements for online marketing certification are based on a combination of applied industry experience, education and certification exam results designed by industry thought leaders, experts, renowned authors and educators in the field. Those who wish to pursue the OMCP certification will have demonstrated their knowledge and expertise by fulfilling the requirements by OMCP and their approved training providers.

Simplilearn is recognized by OMCP as one of its top training providers.

How can I become OMCP certified?

Upon successful completion of Simplilearn’s Digital Marketing certification program, you will receive a Simplilearn voucher that will enable you to apply to take the exam with OMCP. The voucher provided will be valid for 1 year from the date a participant enrolls in this online digital marketing course. Hence post completion of the course, the participants have to apply for the OMCP certification within 12 months from the date of purchase, to be eligible for the examination.

What does a Digital Marketing Specialist do?

A digital marketing specialist is a 360-degree digital marketer who has a good working knowledge of all digital marketing domains. The primary objectives of a digital marketing specialist are to increase brand awareness, promote products, build traffic on the branded website, acquire new customers, generate product interest among prospects and create high product visibility among distinct audiences.

A digital marketing specialist works to initiate effective online marketing campaigns, evaluate the needs of the consumer market, and comprehend how and where to acquire knowledge about consumer trends and demands. They are responsible for developing strategies to market a company’s product online by integrating various promotions to get the company’s message out to prospects.

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Course Syllabus

Course 1 Online Classroom Flexi Pass

Mastering SEO, Content Marketing, PPC and Digital Analytics
This course will help you master the digital channels such as search engine optimization (SEO), content marketing ppc, programmatic and digital analytics.

Section 01 – Digital Marketing Program Introduction
Lesson 1 – Program Introduction24:39
1.01 Course Brief and External Certifications
1.02 Digital Marketing Program24:39

Section 02 – SEO Foundations
Lesson 1 – Course Introduction04:54
Course Introduction04:54
Lesson 2 – SEO Introduction22:59
SEO Introduction00:24
Importance of SEO01:27
What Is SEO?00:20
Search Ecosystem Components02:45
Search Ecosystem Components: Incentives01:55
What Drives Search Ecosystem?02:12
SEO and Social Media01:10
SEO: Pros and Cons02:56
Avoid Outdated Techniques01:10
SEO Career in Organizations01:00
Enterprise SEO02:06
Small-Medium Business SEO00:58
SEOs in Agencies01:12
Individual SEO01:09
Opportunities and Skill01:02
Key Takeaways01:13
Knowledge Check
Lesson 3 – How Search Engines Work27:20
How Search Engines Work00:31
Major Search Engines01:26
Minor Search Engines: Search00:59
International Search Engines: Yandex02:35
International Search Engines: Baidu02:48
International Search Engines: Naver01:41
International Search Engines: Qwant01:02
Search Engine Mechanism01:11
Search Engine Crawling03:08
Search Engine Crawling: Robots.txt03:34
Processing and Indexing02:13
Key Takeaways01:01
Knowledge Check
Lesson 4 – Types of SEO27:26
Types of SEO00:24
SEO Hats00:20
White Hat SEO01:56
Black Hat SEO01:41
Gray Hat SEO01:39
SEO Mistakes03:20
SEO Best Practices: No Hidden Content01:44
SEO Best Practices: Optimized Snippet01:08
SEO Best Practices: Prominent Heading03:03
SEO Best Practices: Organized Hierarchy01:50
SEO Best Practices: Practical Links01:28
What is SEO Spam?00:42
Falsifying Content03:00
Falsifying Links00:59
Falsifying Website Content01:16
SEO Spam01:43
The Periodic Table of SEO Success Factor00:17
Key Takeaways00:56
Knowledge Check
Lesson 5 – Keyword Research and Competitive Intelligence25:38
Importance of Keyword Research01:00
User Intent02:14
Not Provided01:14
Performing Keyword Research02:21
Demo: Keyword Research Tool (Wordtracker)04:24
Keyword Research and Competitive Intelligence02:49
Types of Queries01:38
Short Tail Query: Pros and Cons01:57
Long Tail Query: Advantages01:00
Competitive Analysis Overview02:16
Factors in Competitive Analysis02:09
B2B vs. B2C01:30
Key Takeaways00:35
Knowledge Check
Lesson 6 – On-Page Optimization23:49
On-Page Optimization00:37
Defining On-Page Optimization01:04
On-Page Factors00:19
Title Tags00:34
Meta Description01:05
Header Tags01:45
URLs and URL Structure03:50
Image Alt Text01:09
Internal Links00:48
Keyword Usage01:20
On-Page Don’ts00:17
Keyword Stuffing00:46
Hidden Text01:06
Repetitive Anchor Text00:51
Perfectly Optimized Page01:25
SEO Factors00:58
Top Ranking Factors03:40
Key Takeaways00:35
Knowledge Check
Lesson 7 – Off-Page Optimization13:36
Off-Page Optimization00:39
What Is Off-Page Optimization00:22
Signals of Popularity02:08
Why Links?01:37
Create Link-Worthy Content00:46
Off-Site Engagement01:08
Utilize Offline Relationships00:39
Types of Links01:23
Rel = “nofollow” and Social Media01:23
Link Building Don’ts02:46
Key Takeaways00:45
Knowledge Check
Lesson 8 – Duplicate Content08:01
Duplicate Content00:35
What Is Duplicate Content?02:33
Common Instances01:47
Fixing Duplicate Content02:30
Key Takeaways00:36
Knowledge Check
Lesson 9 – Design and Architecture06:48
Design and Architecture00:41
Importance of Design00:46
Design: Best Practices01:49
Designing for Search Engines02:53
Key Takeaways00:39
Knowledge Check
Lesson 10 – Local SEO12:11
Local SEO00:35
Local Searches01:16
Top Local Search Signals – I02:07
Top Local Search Signals – II03:05
Key Takeaways00:52
Knowledge Check
Lesson 11 – Algorithm Updates and SEO Changes10:10
Algorithm Updates and SEO Changes00:27
Biggest SEO Misconception00:37
What to Measure?00:38
Constant Changes03:39
Google Panda Update00:57
Google Penguin Update00:36
Google Humming Bird Update00:58
Not Provided00:39
SEO Is Still Powerful00:47
Key Takeaways00:19
Knowledge Check
Lesson 12 – Integrating SEO with Other Disciplines07:20
Integrating SEO with Other Disciplines00:40
Integrating Marketing Channels00:43
User Experience Across Channels01:30
SEO and Content Marketing00:49
SEO and Analytics00:38
SEO and Mobile00:32
SEO for WordPress01:48
Key Takeaways00:40
Knowledge Check
Lesson 13 – SEO Tools07:25
SEO Tools00:21
What Are SEO Tools?00:24
SEO Tool Categories01:44
DEMO: Raven SEO04:24
Key Takeaways00:32
Knowledge Check
Lesson 14 – How to Build a Successful Career in SEO04:36
How to Build a Successful Career in SEO00:26
Top Dos and Don’ts02:00
Career Paths00:55
Key Takeaways00:27
Search Engine Optimization (SEO) Quiz
Search Engine Optimization (SEO) Quiz

Section 03 – Content Marketing Foundations
Lesson 1 – Course Introduction04:22
Course Introduction04:22
Lesson 2 – Introduction to Content Marketing10:06
2.1 Introduction to Content Marketing00:31
2.2 Defining Content Marketing02:22
2.3 Content Marketing Overlap01:06
2.4 Using Content to Build Trust02:14
2.5 Effective Content Marketing01:40
2.6 Importance of a Content Marketing Strategy01:07
2.7 Key Takeaways01:06
Knowledge Check
Lesson 3 – Content Marketing Strategy17:16
3.1 Content Marketing Strategy00:37
3.2 Content Strategy vs Content Marketing Strategy01:07
3.3 Content Creation Framework02:47
3.4 Content Marketing Strategy00:34
3.5 Customer Personas01:15
3.6 Establishing Listening Posts01:02
3.7 Your Brand Story02:47
3.8 Social Channel Strategy01:00
3.9 Content Marketing Playbook00:43
3.10 Measuring Content Marketing Efforts01:17
3.11 Planning Your Content Marketing Strategy01:24
3.12 Becoming a Content Marketing Company01:36
3.13 Key Takeaways01:07
Knowledge Check
Lesson 4 – Overseeing a Content Marketing Program15:06
4.1 Overseeing a Content Marketing Program00:40
4.2 Who Oversees Content Marketing?02:35
4.3 Content Marketing and Social Media01:24
4.4 Content Marketing and SEO01:44
4.5 Drive Traffic Through Your Content.01:46
4.6 Content and the Customer Journey03:46
4.7 The Engagement Model02:01
4.8 Key Takeaways01:10
Knowledge Check
Lesson 5 – Content Marketing Playbook11:45
5.1 Content Marketing Playbook00:37
5.2 The Content Marketing Matrix00:55
5.3 Content Marketing Playbook00:27
5.4 Link Content: Blogs Chatbots and Tools02:11
5.5 Link Content: Infographics and Online News Releases01:17
5.6 Conversion Content02:41
5.7 Authority Content02:01
5.8 Creating an Editorial Calendar00:45
5.9 Key Takeaways00:51
Knowledge Check
Lesson 6 – Social Media and Content Publishing Platforms13:07
6.1 Social Media and Content Publishing Platforms00:30
6.2 Facebook01:16
6.3 Instagram01:04
6.4 Facebook Messenger01:22
6.5 Twitter01:08
6.6 LinkedIn01:03
6.7 YouTube01:10
6.8 Pinterest00:57
6.9 Snapchat00:52
6.10 Social Media Publishing Platforms01:08
6.11 How to Create Highly Shareable Content01:43
6.12 Key Takeaways00:54
Knowledge Check
Lesson 7 – Measurement and Budget17:30
7.1 Measurement and Budget00:36
7.2 Hurdles of Content Marketing00:39
7.3 Overcoming Time and Measurement Issues01:54
7.4 Overcoming Tool, Process, and Budget Issues01:59
7.5 Content Marketing: Goals02:38
7.6 Content Marketing: Metrics01:57
7.7 Content Marketing Reports03:12
7.8 Tying Output to Outcomes03:05
7.9 Characteristics of an Effective Content Marketer00:35
7.10 Key Takeaways00:55
Knowledge Check
Lesson 8 – Content Best Practices24:47
8.1 Content Best Practices00:36
8.2 Writing Compelling Ad Copies03:31
8.3 Writing Attention-Grabbing Headlines01:11
8.4 Writing Persuasive Copies02:36
8.5 Creating Compelling Graphics02:30
8.6 Creating Engaging Videos02:49
8.7 Content Optimization Techniques02:29
8.8 Organically Increase Followers and Conversions03:04
8.9 Conducting Plagiarism Tests02:16
8.10 A/B Testing Your Content02:30
8.11 Key Takeaways01:15
Knowledge Check
Lesson 9 GDPR’s Impact on Content Marketing07:35
9.1 GDPR’s Impact on Content Marketing00:27
9.2 GDPR’s Effects on Content Marketing02:05
9.3 GDPR A Great Opportunity for Content Marketing00:51
9.5 Challenges of Targeting Relevant Audience00:51
9.6 Revamping Your Website and Privacy Procedures02:11
9.8 Key Takeaways01:10
Knowledge Check
Content Marketing Foundations Quiz
Content Marketing Foundations Quiz

Section 04 – Digital Analytics Foundations
Lesson 1 – Introduction to Digital Analytics18:32
1.1 Introduction01:07
1.2 What’s In It For Me02:20
1.3 Objectives00:41
1.4 Why Digital Analytics05:10
1.5 What is Analytics04:41
1.6 Role of an Analyst02:16
1.7 How Difficult is it00:55
1.8 Key Takeaways01:22
1.9 Quiz
Lesson 2 – Organizational Maturity35:37
1.1 Introduction00:15
1.2 What’s In It For Me01:12
1.3 Objectives00:57
1.4 Why Maturity00:30
1.5 What is a Maturity Model01:21
1.6 Digital Analytics Maturity Model02:06
1.7 Management, Governance, and Adoption04:13
1.8 Objective and Scope06:30
1.9 Team and Expertise03:33
1.10 Continuous Improvement Process and Methodology03:22
1.11 Tools, Technology, and Data Integration07:30
1.12 Case Study03:11
1.13 Key Takeaways00:57
1.14 Quiz
Lesson 3 – Building Blocks26:18
1.1 Introduction00:10
1.2 What’s In It For Me01:26
1.3 Objectives00:22
1.4 Dimensions and Metrics01:24
1.5 Audience Building Blocks04:41
1.6 Acquisition Building Blocks02:27
1.7 Behavioral Building Blocks05:38
1.8 Conversion Building Blocks05:14
1.9 Calculated Metrics01:56
1.10 Compound Metrics00:55
1.11 Key Takeaways02:05
1.12 Quiz
Lesson 4 – Managerial Perspectives of Digital Analytics25:59
1.1 Introduction00:13
1.2 What’s In It For Me00:13
1.3 Objectives01:44
1.4 Porter’s Value Chain Framework and Marketing Centricity02:00
1.5 Customer Lifecycle03:37
1.6 Personas and Scent Trails02:29
1.7 Mapping Features Functions and Content to Personas and the Lifecycle03:52
1.8 The Power of Pilot Projects03:54
1.9 Planning01:45
1.10 Privacy and Ethics03:15
1.11 The Curse of Data – Analysis Paralysis02:02
1.12 Key Takeaways00:55
1.13 Quiz
Lesson 5 – Key Performance Indicators24:48
1.1 Introduction00:15
1.2 What’s In It For Me00:45
1.3 Objectives00:39
1.4 The Starting Point01:32
1.5 What is a Key Performance Indicator (KPI)00:43
1.6 The Ultimate KPIs02:51
1.7 How to Pick the Right KPIs01:02
1.8 Critical – To – Quality (CTQ)03:56
1.9 Attributes of a Great KPI01:51
1.10 Bounce Rate02:59
1.11 Average Order Value (AOV) — Metric or a KPI02:25
1.12 Measuring Engagement01:56
1.13 How Many KPIs02:55
1.14 Key Takeaways00:59
1.15 Quiz
Lesson 6 – Segmentation19:58
1.1 Introduction00:09
1.2 What’s In It For Me00:49
1.3 Objectives00:53
1.4 Why Use Segmentation00:57
1.5 Population N — Example03:21
1.6 Segmenting — RFM Approach03:02
1.7 Built-in and Custom Segments05:23
1.8 Segmentation — ABC04:58
1.9 Key Takeaways00:26
1.10 Quiz
Lesson 7 – The Analysis Process42:04
1.1 Introduction00:13
1.2 What’s In It For Me01:21
1.3 Objectives01:00
1.4 Types of Analytics02:02
1.5 Continuous Improvements and Problem Solving with Lean Six Sigma01:15
1.6 Define03:43
1.7 Measure08:34
1.8 Analyze09:19
1.9 Improve02:28
1.10 Control00:35
1.11 Analysis Process Examples10:47
1.12 Key Takeaways00:47
1.13 Quiz
Lesson 8 – Marketing Management22:44
1.1 Introduction00:10
1.2 What’s In It For Me00:22
1.3 Objectives00:44
1.4 What is Campaign Tracking02:34
1.5 Components of a Campaign03:21
1.6 The Impact of Ad Blockers02:06
1.7 Paid Owned and Earned Media02:42
1.8 Attribution Modeling and Media-Mix Modeling03:53
1.9 Assisted Conversions01:28
1.10 Attribution Models03:08
1.11 Offline Attribution00:53
1.12 Key Takeaways01:23
1.13 Quiz
Lesson 9 – Experimentation and Testing11:48
1.1 Introduction00:09
1.2 What’s In It For Me00:59
1.3 Objectives00:19
1.4 Benefits of Testing01:38
1.5 Web Design 10101:39
1.6 Hypothesis Testing01:23
1.7 A-B Testing Pros and Cons01:06
1.8 Multivariate Testing02:15
1.9 Multivariate Testing Pros and Cons01:54
1.10 Key Takeaways00:26
1.11 Quiz
Lesson 10 – Reports and Dashboards18:09
1.1 Introduction00:19
1.2 What’s In It For Me01:08
1.3 Objectives00:35
1.4 What is a Dashboard01:05
1.5 Analysis and Reporting Workflow01:42
1.6 Planning Your Dashboard03:21
1.7 Choice Of Visualization01:30
1.8 Gestalt Principle01:03
1.9 Stephen Few Common Pitfalls in Dashboard Design01:23
1.10 Expressing Exactitude or Sense of Scale01:34
1.11 Remove to Improve01:20
1.12 The Art of Storytelling02:25
1.13 Key Takeaways00:44
1.14 Quiz
Lesson 11 – The Digital Analytics Stack18:20
1.1 Introduction00:36
1.2 What’s In It For Me00:53
1.3 Objectives00:36
1.4 The Complex MarTech Landscape01:19
1.5 Selecting a Web Analytics Platform01:56
1.6 Qualitative Data01:58
1.7 Competitive Intelligence03:19
1.8 Social Analytics03:21
1.9 Back Office CRM and Sales Data01:11
1.10 Instrumentation (Tagging)02:14
1.11 Key Takeaways00:57
1.12 Quiz
Digital Analytics Foundations Quiz
Digital Analytics Foundations Quiz

Section 05 – Google Analytics
Lesson 01 – Introduction to Google Analytics09:11
1.01 Introduction to Analytics01:28
1.02 Getting Familiar with Google Merchandise Store01:25
1.03 Creating Google Analytics Account02:19
1.04 Accessing Google Analytics Data01:49
1.05 Key Takeaways00:55
1.06 Resources
1.07 Exercise01:15
Lesson 02 – Navigating the Interface21:29
2.01 Navigating the Interface01:01
2.02 Understanding AABC Reporting Structure06:02
2.03 Understanding Reporting Parameters02:49
2.04 Creating Shortcuts to Customized Reports10:27
2.05 Key Takeaways00:30
2.06 Resources
2.07 Exercise00:40
Lesson 03 – Advanced Table Filtering13:22
3.01 Advanced Table Filtering00:51
3.02 Applying Efficient Inline Analysis02:19
3.03 Create Customized Reports with Selected Dimensions Metrics02:01
3.04 Using Advanced Filters and Regular Expressions07:15
3.05 Key Takeaways00:26
3.06 Resources
3.07 Exercise00:30
Lesson 04 – Creating Segments21:54
4.01 Creating Segments00:55
4.02 Using System Defined Segments02:26
4.03 Customizing Segments13:33
4.04 Advanced Segment Scope and Sequencing03:41
4.05 Key Takeaways00:50
4.06 Resource
4.07 Exercise00:29
Lesson 05 – Multiple Goals and Goal Types21:49
5.01 Multiple Goals and Goal Types00:58
5.02 Defining Goals to Measure Success10:11
5.03 Understanding Smart Goals02:00
5.04 Applying Goals to Understand Economic Value07:39
5.05 Key Takeaways00:24
5.06 Resource
5.07 Exercise00:37
Lesson 06 – Part 1 – Campaign Tracking: Fundamental Concepts22:10
6.01 Part 1 Fundamental Concepts01:17
6.02 Part 1 Categorizing Various Types of Clicks04:58
6.03 Part 1 UTM Parameters06:53
6.04 Part 1 Categorizing Tracking Parameters08:07
6.05 Part 1 Key Takeaways00:22
6.06 Part 1 Resource
6.07 Part 1 Exercise00:33
Lesson 07 – Tracking People17:25
7.01 Tracking People00:50
7.02 Introduction to User ID and User Metrics08:50
7.03 Impact of User ID Feature on Reporting03:14
7.04 Improve and Leverage User ID Feature03:39
7.05 Key Takeaways00:31
7.06 Resource
7.07 Exercise00:21
Lesson 06 – Part 2 – Campaign Tracking: Tracking Parameters Examples19:11
6.01 Part 2 Tracking Parameters Examples01:10
6.02 Part 2 Tracking Parameters in Different Scenarios09:53
6.03 Part 2 Differentiating Marketing Activities03:53
6.04 Part 2 Identifying Common Mistakes03:25
6.05 Part 2 Key Takeaways00:23
6.06 Part 2 Resource
6.07 Part 2 Exercise00:27
Lesson 08 – Analyzing Marketing Effectiveness48:22
8.01 Analyzing Marketing Effectiveness00:46
8.02 Understanding Your Audience10:04
8.03 Common Requests Related to Traffic Sources09:18
8.04 Exploring Campaign Effectiveness04:40
8.05 Attribution and Its Limits22:22
8.06 Key Takeaways00:25
8.07 Resource
8.08 Exercise00:47
Lesson 09 – Feature-Rich-Website Tracking51:16
9.01 Feature Rich Website01:38
9.02 Tracking Feature Rich Website16:14
9.03 Onsite Search12:15
9.04 Email Subscription15:35
9.05 Identifying Needs of RIA04:18
9.06 Key Takeaways00:43
9.07 Resource
9.08 Exercise00:33
Lesson 10 – Tracking Ecommerce30:04
10.01 E-commerce Tracking01:03
10.02 Leveraging E-commerce Tracking Features15:00
10.03 Remarketing Based on Shopping Behavior03:55
10.04 Leveraging E-commerce Tracking Features on Non e-commerce Websites08:33
10.05 Key Takeaways01:07
10.06 Resource
10.07 Exercise00:26
Lesson 11 – Analytics Intelligence11:17
11.01 Analytics Intelligence01:08
11.02 Identifying the Unknown Unknowns01:54
11.03 Using Intelligence03:06
11.04 Asking Your Own Questions01:08
11.05 Going Beyond GA Intelligence Feature03:02
11.06 Key Takeaways00:34
11.07 Resource
11.08 Exercise00:25
Lesson 12 – Collaboration and Sharing17:07
12.01 Collaboration and Sharing00:51
12.02 Using Sharing and Collaboration Features10:16
12.03 Using Annotations to Keep Track of Important Changes02:45
12.04 Applying Agile Management Concepts to Analysis Workflow02:42
12.05 Key Takeaways00:21
12.06 Resource
12.07 Exercise00:12
Lesson 13 – Dashboards30:06
13.01 Dashboards with Data Studio01:10
13.02 Introducing Data Studio02:26
13.03 Applying Visualization12:39
13.04 Extending Beyond Google Analytics06:01
13.05 Discussing Design Best Practices06:32
13.06 Key Takeaways00:54
13.07 Resource
13.08 Exercise00:24
Lesson 14 – Understanding the Account Structure and Managing Users14:43
14.01 Understanding Account Structure and Managing Users00:55
14.02 Understanding Google Analytics Account Structure04:52
14.03 Understanding Access Level Permissions04:27
14.04 Applying Best Practices for Teams Agencies03:15
14.05 Key Takeaways00:39
14.06 Resource
14.07 Excercise00:35
Lesson 15 – Quality Assurance18:52
15.01 Quality Assurance00:51
15.02 Identifying Google Analytics on the Page02:47
15.03 Leveraging Google Tools to Improve Data Quality11:56
15.04 Utilizing Third Party Tools for Quality Assurance and Audits02:20
15.05 Key Takeaways00:27
15.06 Resource
15.07 Exercise00:31
Lesson 16 – Course conclusion02:55
16.01 Conclusion00:57
16.02 Exercise01:23
16.03 Resource
16.04 Course Conclusion00:35

Section 06 – PPC Foundations
Lesson 01 Introduction05:05
Course Introduction05:05
Lesson 02 Introduction to Pay Per Click24:11
2.01 PPC for Various Business Types00:28
2.2 Defining the Channels for PPC02:56
2.3 Define CPM CPC and CPA03:19
2.4 Defining Paid Search Advertising00:50
2.5 Search Volume01:24
2.6 PPC Extends Beyond Search Engines01:08
2.7 Reach of PPC01:50
2.8 Auction-based System00:35
2.9 Targeting Capabilities01:51
2.10 How PPC works For Various Business Types00:27
2.11 PPC For E-Commerce00:30
2.12 PPC For Lead Generation00:34
2.13 PPC For Local Companies00:39
2.14 PPC Ads For B2B01:04
2.15 PPC Ads for Informational Queries00:59
2.16 PPC Ads for Branding00:42
2.17 PPC Goals01:20
2.18 PPC Cycle01:32
2.19 Questions to Ask01:05
2.20 Key Takeaways00:58
Knowledge Check
Lesson 03 Psychology of Search15:22
3.1 Introduction00:42
3.2 The Search Process02:36
3.3 The Landing Page01:36
3.4 Search Marketing is Not Interruptive01:52
3.5 Refine Your Audience01:00
3.6 Write Ads Relevant to the Searcher01:52
3.7 Choose the Correct Landing Page00:34
3.8 Track Conversion00:50
3.9 Aligning Goals for Successful Search Engine Marketing01:37
3.10 Useful Information is Not Advertising01:48
3.11 Key Takeaways00:55
Knowledge Check
Lesson 04 Search Ads and Keyword Targeting31:30
4.1 Introduction00:31
4.2 Hierarchy of a PPC account01:01
4.3 Structuring of Ad Groups03:53
4.4 Ad Fundamentals: Purpose of an Ad02:02
4.05 Ad Group: Example02:35
4.06 Creating Compelling Ads: Features vs. Benefits01:13
4.07: Creating Compelling Ads: Call-to-Action01:08
4.8 Unique Selling Proposition01:01
4.9 Ad Components01:31
4.10 Ad Components: Example01:52
4.11 Ad Testing01:26
4.12 Ad Extensions: Example01:27
4.13 Ad Extensions: Example01:15
4.14 How Keywords and Search Queries Work Together00:36
4.15 Search Intent02:28
4.16 User Intent Classification01:23
4.17 Types of Keywords01:12
4.18 Think About the Searcher01:08
4.19 B2B vs B2C Keywords01:14
4.20 Ad Group Organization01:48
4.21 Key Takeaways00:46
Knowledge Check
Lesson 05 Increasing Reach with Display Network13:06
5.1 Introduction00:33
5.2 Display Network and its Reach01:55
5.3 Targeting Options00:59
5.4 Display Network Follows Campaign Settings01:05
5.5 Contextual Targeting00:41
5.6 Placement Targeting00:33
5.7 Audience Targeting01:42
5.8 Layer Targeting01:30
5.9 Ad Formats02:11
5.10 Ad Creation Tips01:16
5.11 Key Takeaways00:41
Knowledge Check
Lesson 06 Reaching Target Audiences21:45
6.1 Introduction00:35
6.2 Who Is the Audience01:38
6.3 Remarketing: Conversion Rate Analysis01:41
6.4 Customer Touch Points02:29
6.5 User Behavior Studies01:16
6.6 Remarketing for Display Ads00:53
6.7 Remarketing Lists for Search Ads02:03
6.8 Customer Match01:14
6.9 Reaching New Audience01:46
6.10 Segmenting Audience02:20
6.11 Email Segmentation01:11
6.12 How PPC Affects GDPR00:51
6.13 Data Segmentation03:07
6.14 Key Takeaways00:41
Knowledge Check
Lesson 07 The Buying Funnel22:24
7.1 Introduction00:33
7.2 Stages of the Buying Funnel01:53
7.3 Advantages of Using the Buying Funnel00:34
7.4 Buying Funnel for Inexpensive Products02:31
7.5 B2B Buying Funnel02:47
7.6 Targeting Users01:56
7.7 Search Keywords Throughout the Buying Funnel02:43
7.8 Importance of Information in the Purchase Journey02:40
7.9 Ads Throughout the Buying Funnel02:14
7.10 Landing Pages Throughout the Buying Funnel02:21
7.11 Channels to Leverage Throughout the Buying Funnel01:24
7.12 Key Takeaways00:48
Knowledge Check
Lesson 08 Setting and Measuring Marketing Goals28:51
8.1 Introduction00:28
8.2 Setting and Measuring Marketing Goals02:39
8.3 Third-Party Tools02:43
8.4 Numbers to Obsess Over01:12
8.5 Making Data-Driven Decision00:50
8.6 Bid Methods00:44
8.7 Bid Options02:18
8.8 The PPC Auction01:03
8.9 Types of Auctions03:19
8.10 Automated Bidding03:18
8.11 Manual Bidding01:47
8.12 Bid Modifiers01:06
8.13 Bidding to Goals01:35
8.14 Customer Journey and Attribution Management02:52
8.15 Attribution Models02:19
8.16 Key Takeaways00:38
Knowledge Check
Lesson 09 How PPC Fits into the Digital Strategy18:20
9.1 Introduction00:37
9.2 PPC and Other Marketing Channels: Customer Aquisition01:04
9.3 PPC and Email00:47
9.4 PPC and SEO01:31
9.5 PPC and Social Marketing00:22
9.6 PPC and Conversion Optimization00:35
9.7 PPC and Analytics00:27
9.8 PPC and Branding00:20
9.9 PPC Management in Various Business Types03:51
9.10 Account Audits01:02
9.11 Increasing Visibility01:30
9.12 The Quick Organization Audit00:56
9.13 Digging for Outliers01:21
9.14 Future of PPC with Big Data and Machine Learning01:08
9.15 Future of PPC02:24
9.16 Key Takeaways00:25
Knowledge Check
Lesson 10 Reporting and Tracking16:58
10.1 Introduction00:35
10.2 Reporting and Tracking02:01
10.3 Conversion Tracking Mechanisms03:15
10.4 UTM Parameters04:01
10.5 UTM Parameters: Examples01:16
10.6 Different Types of Reports01:43
10.7 Reports03:16
10.8 Key Takeaways00:51
Knowledge Check
PPC Foundations Quiz
PPC Foundations Quiz

Section 07 – Google Ads Fundamentals
Lesson 01: Course Introduction04:21
Course Introduction04:21
Lesson 02: Introduction to Google Ads14:05
2.1 Introduction to Google Ads00:51
2.2 Google Ads Advertising System00:51
2.3 How Google Ads Works02:16
2.4 Google Ads: Networks01:01
2.5 Various Targeting Methods02:00
2.6 Specific Targeting methods02:00
2.7 Google Ads: Auctions01:25
2.8 Google Ads: Benefits02:20
2.9 Key Takeaways01:21
Knowledge Check
Lesson 03: Account Structure15:33
3.1 Account Structure00:45
3.2 Account-Level Settings03:00
3.3 Campaign Targeting Options04:15
3.4 Purpose of an Ad Group01:14
3.5 Ad Groups: Examples03:36
3.6 Settings Hierarchy01:38
3.7 Key Takeaways01:05
Knowledge Check
Lesson 04: Opening Your Google Ads Account04:38
4.01 Opening Your Google Ads Account00:38
4.02 Opening a Google Ads Account00:37
4.03 Permission Levels and User Access Data00:59
4.04 Connect Additional Accounts01:24
4.05 Key Takeaways00:35
4.06 Exercise00:25
Knowledge Check
Lesson 05: Creating Your First Campaign06:25
5.1 Creating Your First Campaign00:42
5.2 Select Campaign Goal and Type00:41
5.3 Displaying Ads to Targeted Geographies01:46
5.4 Bid Methods00:54
5.5 Additional Campaign Settings01:16
5.6 Key Takeaways00:39
5.7 Exercise00:27
Knowledge Check
Lesson 06: Creating Your First Ad Group10:37
6.01 Creating Your First Ad Group00:44
6.02 How Match Types Work01:17
6.03 Exact Match and Phrase Match01:31
6.04 Broad Match01:43
6.05 Creating Your First Ad Group01:45
6.06 Using Negative Keywords01:09
6.07 Research Your Potential Ad Groups01:30
6.08 Key Takeaways00:58
Knowledge Check
Lesson 07: Writing Compelling Ads12:54
7.01 Writing Compelling Ads01:00
7.02 Components of an Ad: Relevance01:11
7.03 Components of an Ad: Features and Benefits01:38
7.04 Components of an Ad: Call to Action00:43
7.05 Components of an Ad: Offer00:40
7.06 Components of an Ad: Landing Page01:54
7.07 Create Ads within an Ad Group01:16
7.08 Select the Proper Ad Rotation Settings01:08
7.09 Preview the Ad01:25
7.10 Key Takeaways01:12
7.11 Exercise00:47
Knowledge Check
Lesson 08: Ad Extensions12:22
8.01 Ad Extensions00:51
8.02 Role of Ad Extensions in Your Advertising03:01
8.3 Working with Ad Extensions01:02
8.4 Extension: Sitelink00:54
8.5 Extension: Callout00:54
8.6 Extension: Call and Message01:46
8.7 Extension: Location00:57
8.8 Extension Options Available01:29
8.09 Key Takeaways00:52
8.10 Exercise00:36
Knowledge Check
Lesson 09: Controlling your Bids and Budgets11:26
9.01 Controlling your bids and budgets00:47
9.02 Track Conversions00:44
9.03 Setting Up Conversion Tracking01:24
9.04 Choose a Bidding Option02:41
9.05 Bid Options and Adjustments02:25
9.06 Manual Bidding00:42
9.07 Set Daily Budgets00:54
9.08 Key Takeaways01:14
9.09 Exercise00:35
Knowledge Check
Lesson 10: Reviewing Performance05:56
10.01 Reviewing Performance00:48
10.02 Customize the Interface and Download Data01:36
10.03 Create Reports Using the Report Editor01:29
10.04 Key Takeaways01:01
10.05 Exercise01:02
Knowledge Check
Lesson 11: Quality Score13:41
11.01 Quality Score00:35
11.02 Purpose and Role of Quality Score00:40
11.03 Cost Per Click00:35
11.04 Ad Rank00:43
11.05 How Ads Are Positioned02:12
11.06 Bid vs Actual CPC00:59
11.07 Quality Score vs Auction Quality Score01:12
11.08 Quality Score Subfactors00:27
11.09 Expected Click Through Rate00:55
11.10 Ad Relevance01:14
11.11 Landing Page Experience01:57
11.12 Overall Quality Score Flow00:57
11.13 Key Takeaways01:15
Knowledge Check
Lesson 12: How to Improve Campaign Performance10:04
12.1 How to Improve Campaign Performance00:38
12.2 Search Term Management02:42
12.3 Impression Share02:49
12.4 Ad Testing01:52
12.5 Key Takeaways01:04
12.6 Exercise00:59
Knowledge Check
Lesson 13: Advanced Features11:34
13.01 Advanced Features00:39
13.02 Google Ads Editor01:55
13.03 Drafts and Experiments01:17
13.04 Basics of Audience Targeting01:29
13.05 Audience Targeting01:01
13.06 Search Network for Remarketing03:27
13.07 Key Takeaways00:58
13.08 Exercise00:48
Knowledge Check
Google Ads Fundamentals Quiz
Google Ads Fundamentals Quiz

Section 08 – Programmatic Buying
Lesson 1 – What is Programmatic Buying07:55
1.1 Introduction00:26
1.2 Programmatic Buying00:53
1.3 Programmatic Uses00:48
1.4 Programmatic Media00:43
1.5 Programmatic Channels and Custom Audiences00:34
1.6 Using Videos in Programmatic00:42
1.7 Programmatic in Mobile and Apps01:35
1.8 Advanced Targeting01:21
1.9 Real Time Advertising00:53
Knowledge Check
Lesson 2 – Programmatic Buying vs Traditional Paid Marketing Approaches13:40
2.1 Introduction00:15
2.2 Programmatic Ad Buying Approach-Publishers01:28
2.3 Programmatic Ad Buying Approach – Advertisers00:55
2.4 Traditional Ad Marketplace04:27
2.5 Ad Server – Tracking Users01:07
2.6 Data Management Platform (DMP)01:16
2.7 Ad Buying Approach – What Changed01:57
2.8 Programmatic Ad Approach02:15
Knowledge Check
Lesson 3 – Programmatic Direct vs RTB09:18
3.1 Introduction00:14
3.2 Behavioral Targeting01:00
3.3 Programmatic and RTB01:00
3.4 RTB – DSP and SSP02:03
3.5 RTB Process02:34
3.6 Programmatic Direct02:27
Knowledge Check
Lesson 4 – Programmatic Workflow07:36
4.1 Introduction00:13
4.2 Primary Systems in Programmatic01:35
4.3 How it Works05:02
4.4 Transparency in Programmatic00:46
Knowledge Check
Lesson 5 – Targeting Strategies in Programmatic13:49
5.1 Introduction00:11
5.2 Targeting Using First-Party Data01:10
5.3 Targeting Using Third-Party Data00:58
5.4 Three Ways of Targeting – Impression-Based02:21
5.5 Three Ways of Targeting – Audience-Based03:53
5.6 Three Ways of Targeting – Customer-Based03:20
5.7 Customer-Based Targeting Example01:56
Knowledge Check
Lesson 6 – Ad Frauds15:45
6.1 Introduction00:15
6.2 Digital Advertising Fraud01:40
6.3 Types of Ad Fraud03:21
6.4 Estimates of Ad Fraud01:01
6.5 Ad Fraud04:24
6.6 How to Tackle Ad Frauds05:04
Knowledge Check
Programmatic Buying Quiz
Programmatic Buying Quiz

Course 2Online Classroom Flexi Pass

Mastering Social Media, Mobile Marketing and Digital Strategy
This course will make you an expert on digital channels and how to target the right audience. You will learn about social media, Facebook marketing, youtube marketing, email and mobile marketing, and marketing automation.

Section 01 – Social Media Foundations
Lesson 1 – SME Introduction00:42
Faculty Introduction00:42
Lesson 2 – Introduction to Social Media24:43
1.01 Introduction to Social Media00:41
1.02 Modern Communication03:40
1.03 Social Media Landscape01:28
1.04 Social Media and Content Marketing04:52
1.05 Reputation Management and Monitoring07:32
1.06 Customer Engagement05:17
1.07 Key Takeaways01:13
Knowledge Check
Lesson 3 – Social Media Strategy and Planning40:45
2.01 Introduction00:45
2.02 Social Media Impact On Business Goals03:58
2.03 Social Media Marketing Integration02:08
2.04 Strategic Business channel Part One15:50
2.05 Strategic Business channel Part Two12:51
2.06 Define Your Target Audience02:22
2.07 Types of Content to Post and Promote02:00
2.08 Key Takeaways00:51
Knowledge Check
Lesson 4 – Social Media Channel Management42:36
3.01 Introduction00:43
3.02 Social Networking15:52
3.03 Microblogging03:42
3.04 Media Sharing Videos06:35
3.05 Media Sharing Images06:55
3.06 Other Services07:59
3.07 Key Takeaways00:50
Knowledge Check
Lesson 5 – Social Media Management Tools09:29
4.01 Introduction00:40
4.02 Impact On Business Goals01:18
4.03 Buffer01:53
4.04 Hootsuite02:09
4.05 Social Studio01:17
4.06 Link Shortener01:17
4.07 Key Takeaways00:55
Knowledge Check
Lesson 6 – Social Media Measurement and Reporting13:36
5.01 Introduction00:34
5.02 Key Performance Indicators05:49
5.03 Social Analytics Tools06:44
5.04 Key Takeaways00:29
Knowledge Check
Lesson 7 – Social Advertising17:17
6.01 Introduction00:29
6.02 Social Advertising Key Factors04:36
6.03 Advertising Campaign in LinkedIn and Facebook11:51
6.04 Key Takeaways00:21
Knowledge Check
Social Media Foundations Quiz
Social Media Foundations Quiz
Section 02 – Facebook Marketing
Lesson 01 – Course Introduction01:55
1.01 Course Introduction01:55
Lesson 02 – Understanding Facebook13:59
2.01 Introduction01:30
2.02 Role of Marketing in the Future01:07
2.03 Social Media Landscape02:33
2.04 Facebook Introduction03:53
2.05 Starting Your Facebook Journey02:00
2.06 Facebook Options for Business02:13
2.07 Key Takeaways00:43
Knowledge Check
Lesson 03 – Understanding the Facebook Algorithm16:31
3.01 Introduction01:47
3.02 The Facebook News Feed and Organic Reach04:58
3.03 The Facebook Algorithm Today04:21
3.04 Top Ranking Factors in the Facebook Algorithm03:44
3.05 The Future of the Facebook News Feed01:03
3.06 Key Takeaways00:38
Knowledge Check
Lesson 04 – Groups, Pages, Messenger, and Facebook Live01:04:04
4.01 Introduction01:41
4.02 Facebook Groups Set Up and Business Use13:06
4.03 Facebook Pages Setup, Business Use, and Best Practices06:19
4.04 Anatomy of a Facebook Page23:23
4.05 Facebook Pages Best Practices02:57
4.06 Facebook Messenger: How to Use for Business08:38
4.07 Facebook Live: Set Up and How to Use for Business07:10
4.08 Key Takeaways00:50
Knowledge Check
Lesson 05 – Managing Facebook25:57
5.01 Managing Facebook01:50
5.02 Facebook Business Manager05:38
5.03 Publishing, Scheduling, and Moderation09:39
5.04 Facebook Page Insights04:02
5.05 Demo: Facebook Productivity Tools02:12
5.06 Facebook Pages, Groups, and Events Policies01:53
5.07 Key Takeaways00:43
Knowledge Check
Lesson 06 – Facebook Marketing Tools17:01
6.01 Introduction01:53
6.02 Facebook’s Social Plugins03:06
6.3 Facebook Rights Manager01:52
6.04 Set Up Facebook Local and Facebook Place05:19
6.05 Facebook and Non-Facebook Marketing Tools04:10
6.06 Key Takeaways00:41
Knowledge Check
Lesson 07 – Understanding Facebook Ads20:11
7.01 Introduction01:44
7.02 Global Advertising Spend by Media02:04
7.03 Facebook Ad Campaign Structure, Ad Objectives, and Targeting06:59
7.04 Facebook Ad Placements, Ad Formats, and Budgeting05:33
7.05 Facebook Ad Performance, Testing, and Tools03:06
7.06 Key Takeaways00:45
Knowledge Check
Lesson 08 – Creating Your Facebook Ad24:03
8.01 Introduction01:49
8.02 Facebook Ad Manager00:52
8.03 Demo: Create Your Facebook Ad Campaign05:06
8.04 Demo: Create Your Facebook Ad Set06:41
8.05 Demo: Create Your Facebook Ad05:44
8.06 Facebook Ad Images and Text01:37
8.07 Facebook Ad Review Process01:39
8.08 Key Takeaways00:35
Knowledge Check
Lesson 09 – Facebook Targeting15:28
9.01 Introduction01:48
9.02 Targeting in Facebook Pre and Post GDPR12:55
9.03 Key Takeaways00:45
Knowledge Check
Lesson 10 – Facebook Tracking and Reporting11:22
10.01 Introduction01:42
10.02 Facebook Conversion Tracking and Facebook Pixel07:25
10.03 Facebook Analytics01:35
10.04 Key Takeaways00:40
Knowledge Check
Lesson 11 – Facebook Commerce16:02
11.01 Introduction01:35
11.02 Setting up Your Facebook Shop08:57
11.03 Creating Your Facebook Catalog03:42
11.04 Using Facebook Dynamic Ads01:11
11.05 Key Takeaways00:37
Knowledge Check
Lesson 12 – Facebook Best Practices16:47
12.01 Introduction01:40
12.02 Optimize Your Facebook Page03:42
12.03 Best Practices in Pages Posts and Ads05:05
12.04 Facebook Ads in the Sales Funnel03:32
12.05 Best Practices Facebook Images and Ad Copies02:11
12.06 Key Takeaways00:37
Knowledge Check
Lesson 13 – Facebook Privacy and Security06:24
13.01 Introduction01:44
13.02 Facebook Ad Policies01:54
13.03 Data Use Restrictions00:26
13.04 Facebook Ads Post GDPR01:14
13.05 Ads Politics or Issues of National Importance00:31
13.06 Key Takeaways00:35
Knowledge Check
Lesson 14 – Facebook Blueprint Examinations04:12
14.01 Introduction01:30
14.02 Certifications and Badges00:46
14.03 Exam Process and Fees00:43
14.04 Facebook Planning Professional Certification00:17
14.05 Facebook Buying Professional Certification00:17
14.06 Key Takeaways00:39
Knowledge Check
Facebook Quiz
Facebook Quiz

Section 03 – YouTube and Video Marketing
Lesson 1 – Course Introduction02:26
1.01 Course Introduction02:26
Lesson 2 – Establishing a Video Marketing Strategy25:29
2.01 Lesson Introduction02:11
2.02 Introduction to Video Marketing02:42
2.03 Crafting Your Video Marketing Strategy02:49
2.04 Videos: Storytelling01:13
2.05 Making Videos People Want to Watch02:34
2.06 Optimum Length for Videos01:38
2.07 Optimizing your Videos00:36
2.08 Keyword Research01:49
2.09 Creating Amazing Videos01:41
2.10 Optimizing Videos for Search: Google and YouTube02:04
2.11 Building Authority with YouTube Channel01:38
2.12 Promoting Your Videos00:25
2.13 Episodic Videos01:26
2.14 Creating Tent Pole Events Videos01:08
2.15 Scheduling Your Videos00:46
2.16 Key Takeaways00:49
Knowledge Check
Lesson 3 – Gaining Exposure and Measuring Impact21:50
3.01 Lesson Introduction01:58
3.02 Introduction to Media Platforms02:13
3.03 Promoting Owned Videos01:26
3.04 YouTube Channels01:59
3.05 Social Media Promotion01:51
3.06 Promoting Earned Video01:53
3.07 Video Influencers: Vloggers02:36
3.08 Promoting Paid Video01:53
3.09 Analyzing Customer Journey02:06
3.10 Measuring Impact02:31
3.11 YouTube Analytics00:46
3.12 Key Takeaways00:38
Knowledge Check
Lesson 4 – YouTube Advertising19:19
4.01 Lesson Introduction01:58
4.02 YouTube Advertising Key Players01:48
4.03 YouTube Video Ad Formats02:33
4.04 Scheduling, Targeting, and Remarketing Video Ads03:51
4.05 Placing Reserved Media00:41
4.06 Key Performance Metrics03:01
4.07 Optimizing YouTube Ads02:31
4.08 YouTube Ads: Best Practices01:56
4.09 Key Takeaways01:00
Knowledge Check
Lesson 5 – Leveraging Mobile Video14:15
5.01 Lesson Introduction01:40
5.02 Mobile Video and Live Streaming01:53
5.03 Mobile Video and Digital Marketing Strategy02:11
5.04 Mobile Videos: Target Audience02:50
5.05 Vertical Videos01:50
5.06 Videos People Watch and Share01:25
5.07 When To Make Mobile Videos01:28
5.08 Key Takeaways00:58
Knowledge Check
Lesson 6 – Promoting and Measuring Mobile Video15:45
6.01 Lesson Introduction02:02
6.02 What Makes Mobile Videos Unique02:15
6.03 Mobile Video Opportunities for Brands01:52
6.04 Where and How to Promote Mobile Videos01:44
6.05 Mobile Video Advertising01:14
6.06 Mobile Video Ads: YouTube01:54
6.07 Mobile Video Ads: Facebook and Instagram00:41
6.08 Mobile Video Ads: Case Studies01:09
6.09 Measuring the Success of Mobile Videos02:06
6.10 Key Takeaways00:48
Knowledge Check
Lesson 7 – Youtube: How-Tos42:42
7.01 Lesson Introduction01:54
7.02 Demo: Uploading a Video to YouTube—Desktop02:13
7.03 Demo: Using Youtube Studio–Mobile01:51
7.04 Demo: Using Youtube Studio Beta–Desktop05:41
7.05 Demo: Using YouTube Studio—Mobile01:55
7.06 Demo: Editing a Video on YouTube02:52
7.07 Demo: Optimizing a Video on YouTube Studio06:20
7.08 Demo: Creating a YouTube Channel03:21
7.09 Demo: Checking the YouTube Channel Settings03:26
7.10 Demo: Optimizing a YouTube Channel05:46
7.11 YouTube Channel: Views and Subscribers02:06
7.12 Factors that Make a Great Video03:02
7.13 Monetizing Your YouTube Channel01:39
7.14 Key Takeaways00:36
Knowledge Check
Lesson 8 – Instagram: How-Tos17:18
8.01 Lesson Introduction01:53
8.02 Shooting and Editing a Great Video02:30
8.03 Editing in External Apps01:03
8.04 Video Categories01:27
8.05 Video Types01:20
8.06 Demo: Instagram’s Video Editing Options04:26
8.07 Demo: Instagram’s Video Filters02:14
8.08 Monetizing Your Instagram Videos01:32
8.09 Key Takeaways00:53
Knowledge Check
Lesson 9 – Video Ads on Different Social Media Channels14:35
9.01 Lesson Introduction02:27
9.02 Video Ads on Facebook and Instagram03:08
9.03 Video Ads on LinkedIn01:38
9.04 Video Ads on Twitter02:52
9.05 Video Ads on Snapchat02:17
9.06 Video Ads on Pinterest01:15
9.07 Key Takeaways00:58
Knowledge Check
Lesson 10 – Impact of GDPR on YouTube Advertising06:48
10.01 Lesson Introduction02:02
10.02 GDPR’s Effect on YouTube Advertising02:24
10.03 GDPR’s Impact on the Video Advertising Ecosystem00:41
10.04 GDPR and Audience Targeting in YouTube Advertising00:52
10.05 Key Takeaways00:49
Knowledge Check
Lesson 11- Video Advertising for B2B Marketeers09:07
11.01 Lesson Introduction01:54
11.02 Impact of Video Advertising in B2B01:56
11.03 Video Advertising in B2B Examples01:06
11.04 Best Channels for B2B Videos02:05
11.05 Challenges B2B Marketeers Face in Video Advertising01:24
11.06 Key Takeaways00:42
Knowledge Check
Lesson 12 – The Future of Video Marketing10:13
12.01 Lesson Introduction02:21
12.02 Future Trends in Video Marketing01:35
12.03 Three-Sixty-Degree Video01:21
12.04 Augmented Reality01:15
12.05 Virtual Reality02:55
12.06 Key Takeaways00:46
Knowledge Check
Youtube and Video Marketing Quiz
Youtube and Video Marketing Quiz

Section 04 – Twitter Marketing
Lesson 01 – Understanding Twitter18:53
1.1 Understanding Twitter Part One00:40
1.2 Understanding Twitter Part Two03:33
1.3 Understanding Twitter Part Three05:10
1.4 Understanding Twitter Part Four07:52
1.5 Understanding Twitter Part Five01:38
Lesson 02 – Using Twitter as a Marketer21:22
2.1 Using Twitter as a Marketer: Part One00:40
2.2 Using Twitter as a Marketer: Part Two02:58
2.3 Using Twitter as a Marketer: Part Three05:03
2.4 Using Twitter as a Marketer: Part Four04:36
2.5 Using Twitter as a Marketer: Part Five04:38
2.6 Using Twitter as a Marketer: Part Six03:27
Lesson 03 – Customer Service and Engagement Via Twitter32:30
3.1 Customer Service and Engagement Via Twitter Part One00:42
3.2 Customer Service and Engagement Via Twitter Part Two03:44
3.3 Customer Service and Engagement Via Twitter Part Three04:22
3.4 Customer Service and Engagement Via Twitter Part Four08:43
3.5 Customer Service and Engagement Via Twitter Part Five08:57
3.6 Customer Service and Engagement Via Twitter Part Six06:02
Lesson 04 – Marketing on Twitter20:43
4.1 Marketing on Twitter Part One00:37
4.2 Marketing on Twitter Part Two05:26
4.3 Marketing on Twitter Part Three06:32
4.4 Marketing on Twitter Part Four08:08
Lesson 05 – Understanding Twitter Advertising15:59
5.1 Understanding Twitter Advertising Part One00:41
5.2 Understanding Twitter Advertising part Two05:46
5.3 Understanding Twitter Advertising part Three04:59
5.4 Understanding Twitter Advertising part Four04:33
Lesson 06 – Twitter Ad Options12:09
6.1 Twitter Ad Options Part One00:47
6.2 Twitter Ad Options Part Two02:13
6.3 Twitter Ad Options Part Three04:54
6.4 Twitter Ad Options Part Four04:15
Lesson 07 – Demos23:03
1.1 Retweeting and Retweeting With A Comment – Demo 101:32
1.2 Using Advanced Twitter Search – Demo 205:22
1.3 Joining or Creating Hashtag Conversations – Demo 304:04
1.4 Building a Twitter List – Demo 404:56
1.5 Creating and Curating a Twitter Moment – Demo 507:09
Lesson 08 – Twitter Marketing Quiz
Twitter Marketing Quiz

Section 05 – Mobile Marketing Foundations
Lesson 1 – SME Intro01:35
SME Intro01:35
Lesson 2 – Introduction to Mobile Marketing20:10
1.1 Introduction00:44
1.2 Definition of Mobile Marketing02:57
1.3 Importance of Mobile Marketing04:44
1.4 Mobile as a Promotional and an Engagement Tool03:55
1.5 Mobile Marketing vs Mobile Advertising01:04
1.6 Mobile and Other Channels05:59
1.7 Key takeways00:47
Knowledge Check
Lesson 3 – Mobile Products and Services24:04
2.1 Introduction00:34
2.2 Mobile Marketing Tools12:21
2.3 Location Marketing Services02:59
2.4 Mobile Web Applications and ecommerce07:25
2.5 Key Takeaways00:45
Knowledge Check
Lesson 4 – Promotions and Incentives22:22
3.1 Introduction00:43
3.2 Incentives for Mobile Channels04:06
3.3 Methods of Offering Mobile Incentives07:48
3.4 Mobile Incentives and Promotions06:18
3.5 Changeover to Mobile Coupons02:49
3.6 Key Takeaways00:38
Knowledge Check
Lesson 5 – Integration with Marketing Mix27:40
4.1 Introduction00:54
4.2 Multi-channel Marketing Plan07:36
4.3 Mobile Marketing Strategy Plan00:45
4.4 Elements of Mobile Marketing Mix14:14
4.5 Segmentation and Targeting03:13
4.6 Key Takeaways00:58
Knowledge Check
Lesson 6 – Mobile Advertising19:59
5.1 Introduction00:39
5.2 Mobile Advertising01:33
5.3 Mobile Marketing and Mobile Advertising06:50
5.4 Mobile Advertising Channels03:20
5.5 Types of Mobile Ads03:31
5.6 Strategies for Successful Mobile Advertising03:03
5.7 Key Takeaways01:03
Knowledge Check
Lesson 7 – Mobile Analysis25:09
6.1 Introduction00:44
6.2 Types of Analysis13:00
6.3 Mobile Marketing vs Ads-based Analysis01:09
6.4 Google as a Main Player02:43
6.5 Mobile Audience and Their Behavior01:47
6.6 Methods of Tracking Usage04:41
6.7 Key Takeaways01:05
Knowledge Check
Lesson 8 – Rules and Regulations17:12
7.1 Introduction00:41
7.2 Rules and regulations and code of conduct03:14
7.3 Mobile Marketing Guidelines04:50
7.4 Spam laws02:57
7.5 Regulations in Major Markets04:48
7.6 Key Takeaways00:42
Knowledge Check
Mobile Marketing Foundations Quiz
Mobile Marketing Foundations Quiz

Section 06 – Email Marketing Foundations
Lesson 01 – Course Introduction and What You Will Learn05:47
Course Introduction03:25
What You Will Learn02:22
Lesson 02 – Introduction to Email Marketing08:43
2.1 Introduction00:43
2.2 What Is Email Marketing01:46
2.3 Email And Marketing01:06
2.4 The Immediate Application of Email02:07
2.5 Key Business Drivers of Email01:32
2.6 Quick Recap01:29
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Lesson 03 – Elements of Email12:25
3.1 Introduction00:41
3.2 Primary Email Elements02:22
3.3 Types of Email Correspondence03:17
3.4 Email Clients03:00
3.5 Define Spam01:26
3.6 Quick Recap01:39
Knowledge Check
Lesson 04 – Spotlight and On a Lighter Note00:42
On a Lighter Note
Lesson 05 – Email Service Providers10:40
5.1 Introduction00:55
5.2 What Are Esps And Why Are They Important02:29
5.3 Typical ESP Account Features01:51
5.4 Building a Campaign01:38
5.5 ESP Reporting Features01:29
5.6 Legal Responsibilities01:15
5.7 Quick Recap01:03
Knowledge Check
Lesson 06 – Your Email List16:32
6.1 Introduction00:39
6.2 The Importance of Email Lists01:13
6.3 Build Your Subscriber Lists01:32
6.4 List Building Tactics00:46
6.5 Subscriber Disclosures02:19
6.6 Subscribe and Unsubscribe: Best Practices02:44
6.7 Manage and Maintain Your List03:06
6.8 Use Segmentation to Optimize Your List02:31
6.9 Quick Recap01:42
Knowledge Check
Lesson 07 – Spotlight and On a Lighter Note00:41
On a Lighter Note
Lesson 08 – Email Regulations and Laws16:19
8.1 Introduction00:52
8.2 Privacy and Data Ownership02:56
8.3 GDPR and the California Consumer Privacy Act (CCPA)02:52
8.4 Spam Laws and Regulations02:59
8.5 Best Practices to Avoid Sending Spam02:25
8.6 Sender Reputation and Deliverability02:38
8.7 Quick Recap01:37
Knowledge Check
Lesson 09 – Email Campaign Measurement10:52
9.1 Introduction00:43
9.2 Email Campaign Measurement02:13
9.3 Visualize the Email Funnel: Deliverability and List Quality01:34
9.4 Visualize the Email Funnel: Engagement and Conversion02:53
9.5 Essentials of Landing Pages02:35
9.6 Quick Recap00:54
Knowledge Check
Lesson 10 – Spotlight and On a Lighter Note00:49
On a Lighter Note
Email Marketing Foundations Quiz
Email Marketing Foundations Quiz

Section 07 – Marketing Automation Foundation
Lesson 01 – Course Introduction05:00
1.01 Course Introduction05:00
Lesson 02 – Introduction to Marketing Automation08:35
2.01 Introduction to Marketing Automation00:30
2.02 Marketing Automation Overview00:30
2.03 Increase Engagement02:12
2.04 Flatten Your Sales Funnel01:12
2.05 Close More Deals01:58
2.06 Make More Money00:48
2.07 Develop Relationships with Your Best Customers00:45
2.08 Key Takeaways00:40
Knowledge Check
Lesson 03 – Lead Capture and Nurture10:30
3.01 Lead Capture and Nurture00:26
3.02 Lead Capture and Nurture Introduction01:19
3.03 Lead Capture Process01:06
3.04 Capturing Leads Using Lead Magnets01:23
3.05 Lists and Segmentation01:46
3.06 Lead Nurturing Building a Relationship02:00
3.07 Lead Scoring01:53
3.08 Key Takeaways00:37
Knowledge Check
Lesson 04 – Customer Journey and Dynamic Segmentation06:07
4.01 Customer Journey and Dynamic Segmentation00:20
4.02 Impact of Customer Life Cycle on Automated Campaigns01:25
4.03 Marketing Automation Strategy01:19
4.04 Dynamic Segmentation02:41
4.05 Key Takeaways00:22
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Lesson 05 – Triggered Communication14:04
5.01 Triggered Communication00:26
5.02 Triggered Communication01:37
5.03 Examples of Triggered Communication01:32
5.04 Automation Success01:08
5.05 Drip Campaign01:24
5.06 Drip Campaign Example01:58
5.07 Nurture Campaign Part A02:00
5.08 Nurture Campaign Part B02:10
5.09 Other Channels01:06
5.10 Key Takeaways00:43
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Lesson 06 – Measurement and Attribution13:42
6.01 Measurement and Attribution00:23
6.02 Measuring Campaigns01:50
6.03 Lifetime Customer Value01:38
6.04 Email Subscriber Value01:27
6.05 Campaign Value01:12
6.06 Attribution01:57
6.07 Attribution Models01:55
6.08 Conversion Value02:38
6.09 Key Takeaways00:42
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Lesson 07 – Improving Customer Retention06:48
7.01 Improving Customer Retention00:23
7.02 Reducing Churn Rate Part One01:46
7.03 Reducing Churn Rate Part Two01:46
7.04 Building Loyalty02:17
7.05 Key Takeaways00:36
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Lesson 08 – Compliance and Reporting08:59
8.01 Compliance and Reporting00:25
8.02 First-Party and Third-Party Data01:04
8.03 Impact of GDPR on Marketing Automation00:54
8.04 Impact of GDPR on Email Marketing03:46
8.05 Types of Reports01:08
8.06 B2B Metrics and Tools01:06
8.07 Key Takeaways00:36
Knowledge Check
Lesson 09 – Artificial Intelligence and Marketing Automation05:26
9.01 Artificial Intelligence and Marketing00:20
9.02 How Does AI Work02:28
9.03 Benefits of AI in Marketing Automation02:17
9.04 Key Takeaways00:21
Knowledge Check
Marketing Automation Foundations Quiz
Marketing Automation Foundations Quiz

Section 08 – Website Conversion Rate Optimization Foundations
Lesson 1 – Introducing Website Conversion Rate Optimization15:15
1.1 Introduction00:44
1.2 What’s In It For Me00:43
1.3 Objectives00:18
1.4 Introducing Website Conversion Rate Optimization02:51
1.5 The Traits of Success02:10
1.6 The Amazon Example02:50
1.7 What Should You Test02:23
1.8 Robert Cialdini’s Principles of Persuasion02:42
1.9 Key Takeaways00:34
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Lesson 2 – Laying the Foundations of Conversion07:15
1.1 Introduction00:20
1.2 What’s In It For Me00:30
1.3 Objectives00:08
1.4 Understanding AIDAS01:46
1.5 Understanding Information Scent03:06
1.6 Maintaining the Scent Examples01:00
1.7 Key Takeaways00:25
Knowledge Check
Lesson 3 – Getting to Know Your Customers07:43
1.1 Introduction00:23
1.2 What’s In It For Me00:35
1.3 Objectives00:12
1.4 Identify Your Visitors Goals02:20
1.5 Modeling Your Customers03:54
1.6 Key Takeaways00:19
Knowledge Check
Lesson 4 – Creating the Message11:57
1.1 Introduction00:20
1.2 What’s In It For Me00:14
1.3 Objectives00:13
1.4 Identify Your Message01:06
1.5 Sell More Effectively03:07
1.6 Microcopy04:08
1.7 What if Your Copy Still Doesn’t Convert02:21
1.8 Key Takeaways00:28
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Lesson 5 – Anatomy of a Landing Page07:01
1.1 Introduction00:20
1.2 What’s In It For Me00:09
1.3 Objectives00:10
1.4 Landing Pages02:04
1.5 Elements of a Great Landing Page04:00
1.6 Key Takeaways00:18
Knowledge Check
Lesson 6 – Why Design Matters07:08
1.1 Introduction00:25
1.2 What’s In It For Me00:08
1.3 Objectives00:10
1.4 The Elements of Design02:08
1.5 Fitting Your Page Together02:44
1.6 Technical Considerations01:09
1.7 Key Takeaways00:24
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Lesson 7 – Testing for Conversions06:58
1.1 Introduction00:18
1.2 What’s In It For Me00:10
1.3 Objectives00:07
1.4 Three Key Factors of Conversion04:34
1.5 The Three Factors in Action01:31
1.6 Key Takeaways00:18
Knowledge Check
Lesson 8 – Seeing the Bigger Picture08:24
1.1 Introduction00:24
1.2 What’s In It For Me00:08
1.3 Objectives00:22
1.4 Conversion Optimization and SEO00:58
1.5 Conversion Optimization and Social Media00:55
1.6 Conversion Optimization and Paid Search01:37
1.7 Conversion Optimization and Email Lists01:26
1.8 Conversion Optimization and Analytics00:56
1.9 Conversion Optimization in the Mobile World00:58
1.10 Key Takeaways00:40
Knowledge Check
Website Conversion Rate Optimization Foundations Quiz
Website Conversion Rate Optimization Foundations Quiz

Section 09 – Digital Marketing Strategy
Lesson 01 Course Introduction04:44
1.1 Course Introduction04:44
Lesson 02 Digital Marketing Strategy Overview09:21
1 Digital Marketing Strategy Overview00:59
2 What Is Digital Marketing Strategy?00:59
3 Obstacles to Strategy02:30
4 Integrated Process02:36
5 Case Study: Dive Rite01:57
6 Key Takeaways00:20
Knowledge Check
Lesson 03 Create Narratives06:36
1 Create a Narrative01:02
2 Define Objective02:08
3 Internal Narrative: Overview01:08
4 Internal Narrative Example01:48
5 Key Takeaways00:30
Knowledge Check
Lesson 04 Customer Needs12:31
1 Positioning Customer Needs01:07
2 Customer Needs01:21
3 Basic Customer Needs02:20
4 Customer Experience03:25
5 Describe Customer Segments and Personas03:43
6 Key Takeaways00:35
Knowledge Check
Lesson 05 Market Research24:34
1 Market Research00:57
2 Keyword Categorization02:06
3 Keyword Research Tools02:06
4 Research Customers03:00
5 Define Trends02:16
6 Map the Customer Journey: Identification03:20
7 Map the Customer Journey: Evaluation03:20
8 Market Research: Plan Your Strategic Approach01:35
9 Tactics03:45
10 Case Study: Loreal01:28
11 Key Takeaways00:41
Knowledge Check
Lesson 06 Marketing Calendar22:16
1 Marketing Calendar01:05
2 Map Content Demand01:05
3 Create a Visual Organizer02:45
4 Create a Content Calendar01:02
5 Assess Your Resources01:35
6 Create Videos00:57
7 Develop Process01:15
8 Plan the Right Channel Mix00:41
9 Publish the Content02:50
10 Multi-Device Engagement01:14
11 Contextualization02:04
12 Plan for Success03:18
13 Case Study: 0201:47
14 Key Takeaways00:38
Knowledge Check
Lesson 07 Measurement and Management11:35
1 Measurement and Management00:50
2 Analytics: Measure What Matters03:25
3 Customer Lifetime Value02:32
4 Measure Content Drivers03:00
5 Case study: Eloqua01:19
6 Key Takeaways00:29
Knowledge Check
Digital Marketing Strategy Quiz
Knowledge Check

Course 3

Advanced Web Analytics
This Advanced Web Analytics certification training course helps you master the critical elements of social media, web, mobile, and content analytics. Learn how to optimize your organization’s ability to make highly informed business decisions based on data analytics. Become an expert at collecting and working with multi-channel data sources, performing quantitative and qualitative analysis and more. Enroll now to become a data wizard and give your company a competitive edge!

Advanced Web Analytics Course

Section 1 : Introduction to Digital Analytics16:54
1.001 Introduction to Digital Analytics16:54
Knowledge Check
Section 2 : Building Blocks25:54
2.001 Advanced Building Blocks04:21
2.002 Building Blocks -Google Analytics21:33
Knowledge Check
Section 3 : Fundamentals of Digital Analytics45:14
3.001 Digital Analytics08:02
3.002 Digital Analytics Maturity Model14:39
3.003 Using the Digital Analytics Maturity Model13:59
3.004 The Three Heads of Online Analytics08:34
Knowledge Check
Section 4 : Business Perspective44:52
4.001 The Customer Journey and its Various Approaches09:23
4.002 Designing for Persuasion09:37
4.003 Defining Business Goals11:32
4.004 Key Performance Indicators14:20
Knowledge Check
Section 5 : Methodology -Lean Six Sigma25:33
5.001 Introduction to the Analysis Perspective05:28
5.002 Lean Six Sigma Principles -Define and Measure09:29
5.003 Lean Six Sigma Principles -Analyze, Improve, and Control10:36
Knowledge Check
Section 6 : Data Analysis Fundamentals16:22
6.001 Data Analysis Fundamentals16:22
Knowledge Check
Section 7 : Analysis Perspective: Providing Insights35:22
7.001 Analysis Perspective Providing Insights18:29
7.002 Expressing Exactitude or a Sense of Scale16:53
Knowledge Check
Section 8 : Enabling Capabilities52:06
8.001 Tag Management System19:51
8.002 Vendor Selection08:18
8.003 Qualitative Data09:27
8.004 Competitive Intelligence and Other Tools14:30
Knowledge Check
Section 9 : Managing Analytics41:02
9.001 Introduction to Managing Analytics13:47
9.002 RACI Matrix07:53
9.003 Agile Management19:22
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Section 10 : Audience15:48
10.001 Audience15:48
Knowledge Check
Section 11 : Acquisition44:55
11.001 Acquisition09:55
11.002 Campaign Tracking07:14
11.003 Google Analytics Standard Channels14:33
11.004 Marketing Automation and Growth Hacking13:13
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Section 12 : Behavior28:43
12.001 Behavior11:46
12.002 Customer Engagement16:57
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Section 13 : Conversions Onboarding50:40
1 Conversions Funnel15:23
2 Experimentation and Testing13:12
3 Conversion Scenarios13:46
4 Attributions08:19
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Section 14 : Retention and Expansion25:15
14.001 Retention and Expansion10:39
14.002 Expansion Scenarios14:36
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Section 15 : Advocacy15:15
15.001 Advocacy08:13
15.002 Facebook and LinkedIn Insight07:02
Knowledge Check
Section 16 : Privacy and Ethics17:23
16.001 Privacy and Ethics17:23
Knowledge Check
Section 17 : Wrapping Up08:23
17.001 Wrapping Up08:23

Course 4 Online Classroom Flexi Pass

Advanced Search Engine Optimization (SEO)
The Advanced Search Engine Optimization (SEO) course is designed to transform you into an industry-ready SEO professional from day one. You’ll master the many facets of SEO, including the process of organically driving traffic to your websites with keyword management and research, on-page and off-page optimization, link building, URL building, SEO analytics and more and you’ll acquire extensive project experience to prepare you for managing inbound marketing initiatives.

Advanced SEO

Lesson 1 : Introduction to SEO47:14
1.001 What You will Learn in this Course11:39
2.001 The Business Impact of SEO14:30
3.001 SEO Terms and Definitions10:06
4.001 SEO Business Concepts10:59
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Lesson 2 : How Search Engines Work39:21
1.001 The Search Engine Landscape10:39
2.001 Analyzing Search Results14:44
3.001 The Search Engine Index13:58
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Lesson 3 : Keyword Research01:33:35
1.001 Keywords The Foundation11:38
2.001 Keyword Research Research Tool Overview11:42
3.001 Build a Keyword List09:37
4 Analyze Your Keywords: Long tail and Short tail14:10
5.001 Exploring Keyword Opportunities16:52
6.001 Keyword Plan for Trends and Cycles13:29
7.001 Group and Manage keywords16:07
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Lesson 4 : On-Page Optimization01:10:03
1.001 Key On-Page Elements09:12
2.001 Content Hierarchy15:10
3.001 Optimize Content17:22
4.001 Optimize Content with HTML511:57
5.001 Optimize for Mobile16:22
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Lesson 5 : Website Management and Optimzation01:35:02
1.001 Domain Signals for SEO09:57
2.001 Manage Website URLs14:39
3.001 Identify and Remove Duplicate Content10:56
4.001 Additional Optimization and Management19:23
5.001 Webmaster Tools09:57
6.001 Moving to a New Domain or a Redesign13:37
7.001 Googles History of Major Algorithm Updates16:33
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Lesson 6 : Off-Page SEO01:28:29
1.001 The Importance of Links Part A15:40
2.001 The Importance of Links Part B19:15
3.001 Evaluating Backlinks11:25
4.001 Seven Methods of Link Building16:37
5 Build Links through Social Networks and Social Media Sites10:21
6.001 Advanced Concepts and Best Practices for Linking15:11
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Lesson 7 : Planning A New Website45:27
1.001 Choose a domain name12:45
2.001 Organize Content Structure17:55
3.001 Develop URL Structure14:47
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Lesson 8 : Market Your Optimized Website01:20:41
1.001 Conducting Competitive Audit21:01
2.001 Why You Should Not Rely on Rankings13:05
3.001 Create a Marketing Plan22:07
4.001 SEO and Marketing Teams17:53
5.001 Claim and Manage Your Business Listing06:35
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Lesson 9 : Analytics and Measurement48:34
1.001 Intro to Measurement09:49
2.001 Analytics Terms and Concepts10:25
3.001 Measure Goals and Goal Values09:53
4.001 Measure and Analyze the Bounce Rate08:23
5.001 Critical Reports to Improve Your SEO10:04
Knowledge Check
Lesson 10 : What’s Next-Learning Path06:36
1.001 Your Learning Path06:36

Course 5 Online Classroom Flexi Pass

Advanced Pay Per Click (PPC) Certification Program
The Advanced PPC Course is designed to transform you into an industry-ready paid marketing professional. Follow our clear, structured learning path recommended by industry experts and fast-track your career. You will learn to master the nuances of pay per click, display advertising, conversion optimization, and web analytics, and you’ll acquire extensive project experience to prepare you for managing paid marketing initiatives.

Advanced Pay Per Click

Course Introduction03:02
0.01 Course Introduction03:02
Lesson 01 – Psychology of Search11:01
1.01 Introduction01:13
1.02 The Search Process03:27
1.03 How an Advertiser Fits into the Search Process05:54
1.04 Key Takeaways00:27
Knowledge Check
Lesson 02 – Buying Funnel21:09
2.01 Introduction01:29
2.02 Understanding The Buying Funnel09:03
2.03 Target Users throughout the Funnel07:37
2.04 Channels to Leverage throughout the Buying Funnel02:00
2.05 Key Takeaways01:00
Knowledge Check
Lesson 03 – Understanding Keyword Organization16:44
3.01 Introduction02:06
3.02 How Keywords Change During the Buying Funnel08:54
3.03 Types of Keywords01:59
3.04 Identify the Primary Searcher02:55
3.05 Key Takeaways00:50
Knowledge Check
Lesson 04 – Keyword Match Types17:08
4.01 Introduction01:24
4.02 Difference Between Semantic and Syntactic Match Types01:28
4.03 Using Syntactic Match Types Phrase Match02:56
4.04 Using Semantic Match Types10:21
4.05 Key Takeaways00:59
Knowledge Check
Lesson 05 – Negative Keywords and Managing Search Terms26:57
5.01 Introduction01:39
5.02 Search Terms used to Trigger your Keywords04:56
5.03 Negative Keyword Match Types Function06:51
5.04 How to Use Negative Keywords Throughout your Account07:27
5.05 N-Gram Analysis04:46
5.06 Key Takeaways01:18
Knowledge Check
Lesson 06 – Keyword Research15:31
6.01 Introduction01:09
6.02 Examine the Website for Keywords and Keyword Ideas01:46
6.03 Utilize the Analytics for Keyword Ideas01:03
6.04 Utilize Google Keyword Planner Tool to Gain Keyword Ideas10:01
6.05 Key Takeaways01:32
Knowledge Check
Lesson 07 – Creating Compelling Ads22:36
7.01 Introduction01:18
7.02 Understand Ad Components06:41
7.03 Where to Send Traffic05:24
7.04 Features and Benefits02:48
7.05 Create a Call-to-Action02:10
7.06 Craft Ads That Match the Buying Cycle02:59
7.07 Key Takeaways01:16
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Lesson 08 – Advanced Ad Features17:35
8.01 Introduction01:01
8.02 Dynamically Customize Ads12:02
8.03 Prequalify a B2B Audience01:15
8.04 Ensure Your Ads Are Complete02:27
8.05 Key Takeaways00:50
Knowledge Check
Lesson 09 – Ad Testing30:05
9.01 Introduction01:24
9.02 Types of Ad Testing02:35
9.03 Single and Multi Ad Group Testing12:36
9.04 Testing Metrics and Data12:31
9.05 Key Takeaways00:59
Knowledge Check
Lesson 10 – Ad Extensions22:02
10.01 Introduction01:39
10.02 Meaning of Ad Extensions02:32
10.03 Utilize Informational Extensions04:20
10.04 List Additional Options to Interact with Your Business02:38
10.05 Create Special Promotions and Prices for Ads02:07
10.06 Use Additional Options07:31
10.07 Key Takeaways01:15
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Lesson 11 – Campaign Types Budget and Reach15:30
11.01 Introduction01:21
11.02 Choosing the Appropriate Campaign Type02:12
11.03 Selecting the Right Networks for Your Ads01:32
11.04 Setting and Controlling Your Budgets05:24
11.05 Exploring Other Settings03:55
11.06 Key Takeaways01:06
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Lesson 12 – Location and Language Targeting13:38
12.01 Introduction01:36
12.02 Choosing the Locations for Your Ads02:06
12.03 Using Advanced Location04:48
12.04 Selecting the Appropriate03:54
12.05 Key Takeaways01:14
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Lesson 13 – Introduction to Audience Types17:07
13.01 Introduction01:57
13.02 The Remarketing Process05:48
13.03 Customer Match with CRM Data02:14
13.04 Expand Audiences with Similar Lists02:08
13.05 Target Users with In-Market and Affinity Audiences01:51
13.06 Demographic Targeting Options02:08
13.07 Key Takeaways01:01
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Lesson 14 – How to Segment Data and Create Lists26:23
14.01 Introduction01:19
14.02 Segment your data12:24
14.03 Creating a Remarketing List06:39
14.04 Creating Customer Match04:56
14.05 Key Takeaways01:05
Knowledge Check
Lesson 15 – Using the Audience Lists to Reach Customers08:45
15.01 Introduction01:00
15.02 Comparing Targeting and Observation02:43
15.03 Using Audience Bid Modifiers02:31
15.04 Analyzing Customer Data Using Audience Insights01:26
15.05 Key Takeaways01:05
Knowledge Check
Lesson 16 – Introduction to the Display Network17:10
16.01 Introduction01:20
16.02 Understanding the Targeting Options07:30
16.03 Listing the Display Ad Formats05:05
16.04 Choosing the Targeting Method Based on the Funnel02:10
16.05 Key Takeaways01:05
Knowledge Check
Lesson 17 – Display Targeting Options22:46
17.01 Introduction01:39
17.02 Contextual Targeting07:54
17.03 Placement Targeting06:04
17.04 Layered Targeting04:35
17.05 Blocking Inappropriate Content00:57
17.06 Key Takeaways01:37
Knowledge Check
Lesson 18 – Display Ad Formats17:05
18.01 Introduction01:34
18.02 Create Effective Responsive Ads07:58
18.03 Upload Image Ads05:30
18.04 When to Use Image and Responsive Ads00:51
18.05 Key Takeaways01:12
Knowledge Check
Lesson 19 – Setting And Measuring Goals29:09
19.01 Introduction01:26
19.02 Setting Goals09:07
19.03 Measuring Goals08:43
19.04 Attribution Methods08:56
19.05 Key Takeaways00:57
Knowledge Check
Lesson 20 – Bidding and Attribution33:34
20.01 Introduction01:03
20.02 Choose a Bid Method16:08
20.03 Automate Manual Bidding05:20
20.04 Apply Bid Modifiers10:26
20.05 Key Takeaways00:37
Knowledge Check
Lesson 21 – Reporting and Testing26:59
21.01 Introduction01:35
21.02 Customize the Interface09:19
21.03 Create Reports and Dashboards05:37
21.04 Click Fraud02:53
21.05 Drafts and Experiments06:02
21.06 Key Takeaways01:33
Knowledge Check
Lesson 22 – Ad group organization20:51
22.01 Introduction01:08
22.02 Create Tightly Themed Ad Groups05:42
22.03 Bulk Ad Group Creation12:43
22.04 Key Takeaways01:18
Knowledge Check
Lesson 23 – Campaign Organization22:00
23.01 Introduction01:34
23.02 When to Create Seperate Campaigns09:10
23.03 Organize Campaigns Based on the Goals07:49
23.04 Process of Account Organization02:18
23.05 Key Takeaways.mp401:09
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Lesson 24 – Working with Multiple Accounts15:05
24.01 Introduction00:59
24.02 Working with Google Ads Manager05:41
24.03 Managing Multiple Users Account Access02:56
24.04 Making Bulk Changes with the Google Ads Editor04:58
24.05 Key Takeaways00:31
Knowledge Check
Lesson 25 – Introduction to Quality Score16:36
25.01 Introduction01:23
25.02 How Ad Rank Functions02:48
25.03 The Quality Score Factors10:34
25.04 Difference between Visible vs Auction Quality Scores01:06
25.05 Key Takeaways00:45
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Lesson 26 – Working with Quality Score28:40
26.01 Working with Quality Score01:12
26.02 Assess Quality Score Data12:07
26.03 Improving Your Quality Score08:40
26.04 Using Impression Share05:13
26.05 keytakeaway01:28
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Lesson 27 – Quality Score Diagnosis and Pivot Tables14:20
27.01 Introduction01:05
27.02 Downloading Quality Score Data00:51
27.03 Creating Pivot Tables11:36
27.04 Key Takeaways00:48
Knowledge Check
Lesson 28 – Setting Up Your PPC Strategy21:49
28.01 Introduction02:46
28.02 Plan and conduct a strategic Interview11:05
28.03 Create a Maketing Plan05:22
28.04 Create a checklist to ensure Completion01:50
28.05 Key takeways00:46
Knowledge Check
Lesson 29 – Creating Your Account25:19
29.01 Introduction01:16
29.02 Implementing Account Tracking03:17
29.03 Planning Account Creation17:33
29.04 Create the Account02:04
29.05 Key Takeaways01:09
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Lesson 30 – Managing Your Account15:12
30.01 Introduction01:19
30.02 Operate an Active Campaign to Keep It on Target03:40
30.03 Refine the Campaigns Targets03:29
30.04 Manage a Long-Term PPC Account05:33
30.05 Key Takeaways01:11
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Lesson 31 – Shopping and Video Campaigns17:09
31.01 Introduction01:15
31.02 Create a Shopping Campaign08:27
31.03 Create a Video Campaign06:19
31.04 Key Takeaways01:08
Knowledge Check
Lesson 32 – Automation and Other Tools18:51
32.01 Introduction01:12
32.02 Automating Your Google Ads Account09:49
32.03 Other Tools Required for Automation06:22
32.04 Key takeways01:28
Knowledge Check

Course 6 Online Classroom Flexi Pass

Advanced Social Media(With OMCP Voucher)
The Advanced Social Media Course will transform you into an industry-ready social media marketer. It combines the disciplines of advanced social media, advanced content marketing, and advanced web analytics course to help you elevate your brand and execute compelling social campaigns. Fast-track your marketing career with this complete, structured advanced social media course.

Section 1 Advanced Social Media Marketing
Lesson 1 : Introduction to Social Media48:03
1.001 How Social Media Has Changed Businesses14:23
1.002 The Emotions of Sharing08:47
1.003 Air Canada’s Campaign07:34
1.004 Influencers and Evangelists05:23
1.005 Inspiring the Readers11:56
Lesson 2 : Building a Sustainable Social Media Strategy01:03:34
2.001 Social Media Challenges10:46
2.002 Strategy Building Guide15:33
2.003 Establishing and Benefitting13:52
2.004 Creating a Campaign Message11:15
2.005 Planning and Benefiting from a Diversified Posting Strategy12:08
Knowledge Check
Lesson 3 : Converged Social Media45:14
1 The Role of Converged Media in Social14:18
2 Understanding Paid, Owned, and Earned Media10:47
3 Putting Converged Media to Work for You09:52
4 Two Choices of Social Exposure10:17
Knowledge Check
Lesson 4 : Content Marketing in a Social Media World01:33:08
1 The Role of Content Marketing in Social08:46
2 The Viral Value Pyramid09:01
3 Building a Content Plan07:47
4 Three Key Areas of Focus13:36
5 Matching Content to Consumer Intent14:23
6 Select the Right Type of Content07:18
7 Generating Content Ideas10:05
8 Trending Topics on Social Channels07:45
9 Unlocking Content’s Full Potential14:27
Knowledge Check
Lesson 5 : Visual Social Media51:21
1 Understanding the impact of great visuals11:05
2 Leveraging Images in Social Media04:24
3 Image-Based Marketing Types14:36
4 Leveraging Video in Social Content07:27
5 Different Lengths of Video05:23
6 Video Based Marketing08:26
Knowledge Check
Lesson 6 : Understanding and Sparking Social Sharing01:03:26
1 What Makes Social Sharing so Valuable15:40
2 Building Content That is Inherently Shareable15:00
3 Psychology of Social Sharing14:19
4 Brainstorming Your Social Content Ideas03:45
5 What do Customers Love about you?14:42
Knowledge Check
Lesson 7 : Storytelling An Essential Part of Your Social Narrative01:00:59
1 Why Storytelling is Essential in Social Marketing12:21
2 Finding Your Focus and Your Story09:44
3 Story that Involves Problem Solving09:57
4 Understanding Consumer Stories and Their Role13:37
5 Matching Customer Story to Motive15:20
Knowledge Check
Lesson 8 : Influencer Marketing and Online Reputation Management01:18:41
1 The Role of Social Media Listening10:20
2 Reputation Management And Response18:32
3 Finding Influencers and Evangelists13:59
4 Engaging with Influencers and Evangelists14:44
5 Engaging with Paid Influencers and Evangelists07:47
6 Influencer Collaboration13:19
Knowledge Check
Lesson 9 : Social Media Selling31:53
1 Understanding the Role of Social in the Sales Cycle13:08
2 How Sales and Marketing Function as a Team in Social Selling08:53
3 How Does Sales Support Marketing?09:52
Knowledge Check
Lesson 10 : Social Media Measurement33:07
1 The Basics of Social Media Measurement16:16
2 Social Media Specific Metrics16:51
Knowledge Check

Section 2 Social Media Tools
Lesson 1 Twitter Marketing02:28:43
1 Understanding Twitter18:32
2 Using Twitter as a Marketer18:25
3 Customer Service and Engagement Via Twitter32:32
4 Marketing on Twitter20:45
5 Understanding Twitter Advertising15:47
6 Twitter Ad Options12:04
7 Increased Character Limit05:33
8 Walkthrough Retweeting and Retweeting With A Comment Demo 101:32
9 Walkthrough Using Advanced Twitter Search Demo 205:22
10 Walkthrough Joining or Creating Hashtag Conversations Demo 304:04
11 Walkthrough Building a Twitter List Demo 404:56
12 Walkthrough Creating and Curating a Twitter Moment Demo 507:09
13 Walkthrough Adding Location to Tweet Demo 602:02
Lesson 2 Pintrest Marketing01:59:01
1 Understanding Pinterest17:09
2 Pinterest Presence and the Algorithm24:12
3 Marketing with Pinterest25:04
4 Putting Pinterest to Work23:10
5 Pinterest for Pitching and Outreach14:20
6 Walkthrough Creating a Pinterest Board Demo 105:40
7 Walkthrough Moving Pins from One Board to Another Demo 203:05
8 Walkthrough Creating and Uploading a Great Pin Image Demo 303:33
9 Walkthrough Searching for Pins from a Specific URL Demo 402:48
Knowledge Check
Lesson 3 LinkedIn Marketing55:01
1 Understanding LinkedIn14:56
2 Your LinkedIn Presence24:21
3 LinkedIn Groups and Prospecting15:44
Knowledge Check
Lesson 4 Instagram Marketing01:13:10
1 Understanding Instagram10:23
2 Setting up Instagram15:41
3 Marketing Through Instagram16:50
4 Leveraging Instagram30:16
Knowledge Check
Lesson 5 Snapchat Marketing01:13:10
1 Understanding Snapchat19:15
2 Getting Started with Snapchat14:30
3 Marketing with Snapchat21:46
4 Snapchat Advertising and Partnerships17:39
Knowledge Check


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Frequently Asked Questions

How does online education work on a day-to-day basis?
Instructional methods, course requirements, and learning technologies can vary significantly from one online program to the next, but the vast bulk of them use a learning management system (LMS) to deliver lectures and materials, monitor student progress, assess comprehension, and accept student work. LMS providers design these platforms to accommodate a multitude of instructor needs and preferences.
Is online education as effective as face-to-face instruction?
Online education may seem relatively new, but years of research suggests it can be just as effective as traditional coursework, and often more so. According to a U.S. Department of Education analysis of more than 1,000 learning studies, online students tend to outperform classroom-based students across most disciplines and demographics. Another major review published the same year found that online students had the advantage 70 percent of the time, a gap authors projected would only widen as programs and technologies evolve.
Do employers accept online degrees?
All new learning innovations are met with some degree of scrutiny, but skepticism subsides as methods become more mainstream. Such is the case for online learning. Studies indicate employers who are familiar with online degrees tend to view them more favorably, and more employers are acquainted with them than ever before. The majority of colleges now offer online degrees, including most public, not-for-profit, and Ivy League universities. Online learning is also increasingly prevalent in the workplace as more companies invest in web-based employee training and development programs.
Is online education more conducive to cheating?
The concern that online students cheat more than traditional students is perhaps misplaced. When researchers at Marshall University conducted a study to measure the prevalence of cheating in online and classroom-based courses, they concluded, “Somewhat surprisingly, the results showed higher rates of academic dishonesty in live courses.” The authors suggest the social familiarity of students in a classroom setting may lessen their sense of moral obligation.
How do I know if online education is right for me?
Choosing the right course takes time and careful research no matter how one intends to study. Learning styles, goals, and programs always vary, but students considering online courses must consider technical skills, ability to self-motivate, and other factors specific to the medium. Online course demos and trials can also be helpful.
What technical skills do online students need?
Our platform typically designed to be as user-friendly as possible: intuitive controls, clear instructions, and tutorials guide students through new tasks. However, students still need basic computer skills to access and navigate these programs. These skills include: using a keyboard and a mouse; running computer programs; using the Internet; sending and receiving email; using word processing programs; and using forums and other collaborative tools. Most online programs publish such requirements on their websites. If not, an admissions adviser can help.