Course Description

Advanced Digital Marketing

Advanced Digital Marketing at ExcelR forms the basis for the NextGen marketing strategies using the data captured from various marketing channels. The study of the data through advanced analytics and machine learning gives a new dimension to the analyzed data. The results of the analyzed data derive a meaningful understanding of the implementation of the Digital Marketing strategy.

The blend of analytics into Digital Marketing measures the performance of the strategies that are implemented in various digital platforms. Digging deeper into the data analysis provides a better chance to understand customer behavior and uncover a whole lot of opportunities.

With Advanced Digital Marketing Training, learn the methods to decode the data for extracting valuable insights to enhance the efficiency of the marketing strategies.

Course Curriculum

Module 1 - World Of Marketing

Intro To Marketing
Types Of Marketing
History of Marketing
Why Marketing
Case Studies Of Branding

Module 2 - Digital Marketing Intro

Intro To Digital Marketing
Modules Of Digital Marketing
Why Digital Marketing Buzz
Opportunities In India & Growth Projection

Module 3 - Planning Digital Marketing Campaign

What is Business Objective
Role Of Business Objective In Digital Marketing
Use Cases Of Business Objective

Module 4 - Masterclass On Content Writing

Basic Guidelines Of Article Writing
Difference Between Article Writing & Website Content Writing
3 Assignments On Article Writing

Module 5 - Graphic Designing

Impact Of Graphics In Digital World
Understanding The Working Of Canva
Logo Design
5 Hands On Assignments On Canva
Creating Various Graphic Designs For Various Digital Platforms

Module 6 - Internal Framework Of Internet - Part 1

What Is A Domain
Types Of Domains
Historical Importance Of Domains
Existing Domain Name Usage Scenario

Module 7 - Internal Framework Of Internet - Part 2

Domain Name Server
What is Hosting Space
Types of Hosting Spaces
What Is an IP address ?
Internal FrameWork Of Internet- Flow Diagram

Module 8 - Basic Terminology Of Digital Marketing

What Is Keyword
Types Of Keywords
What Is Website
Types of Websites
Nomenclature Of Digital Marketing - Snippets, SERP, Key Metrics DA,PA,LPS etc..

Module 9 - Keyword Research

What is keyword Research ?
Guidelines Of Parameter Selection Of Keyword Research
Tools Used For Keyword Research
Live Exercise : Keyword Research On Various Tools

Module 10 - Website Building - Part 1

Purchasing A Domain
Purchasing A Hosting Space Website WireFrame/ SILO Structure
Website Wireframe/ SILO structure
Basics of Website Building
Why A Content Management System ( CMS )

Module 11 - Website Building - Part 2

Plugins Setup
Page Setup
UI Enhancement Using Elementor
Additional CSS

Module 12 - Introduction to SEO

What is a Search Engine?
How a Search Engine works?
SERP Exploration
Algorithms for Search Engine
Introduction to basic Ranking Factors

Module 13 - Keyword Research & Implementation

Introduction to Keywords
Importance of Keywords
Types of Keywords
Understanding the terms Keyword Density, Keyword Proximity, Keyword Stuffing.
Best practices to shortlist keywords based on Business Objective
Tools for Keyword Research
Live Exercise: Keyword Research using various Tools

Module 14 - SEO Content Writing

Writing Content as per SEO
SEO Content Penalties
How to Recover if site got penalized
Live Exercise: Writing content

Module 15 - On Page SEO

Basic HTML Tags Introduction
Hierarchy of Header Tags
Optimizing Header Tags
Anchor Tags Optimization
Alt Tag Optimization

Module 16 - On Page SEO {Snippets}

What do you mean Snippet
Types of Snippets
Optimizing your Snippets to get more Traffic to your website
Live Exercise: Creating Snippets for the Published content

Module 17 - Search engine visibility

What is a SiteMap?
Types of Sitemaps
- .xml Sitemap
- HTML Sitemap
Generating SiteMap
Submissions of SiteMap to Webmaster

Module 18 - Website Working Analysis

What is Google Search Console?
Importance of Search Console
Analyzing the Website data
Live Exercise: Connecting your Website with Search Console and getting the Insights

Module 19 - Off Page SEO { Link Building }

What is Link Building?
Why is Link Building important?
Types of Link Building

Module 20 - Off Page SEO { Link Analysis }

Reasons of Analyzing a Competitor in Digital Marketing
Extracting the Competitor backlinks
Live Exercise: Backlink submissions using Competitor links

Module 21 - Local SEO

What is Local SEO
Importance of Local SEO
Listing the business on Search Engines
Creation of Business Listing on Google
Importance of NAP
Building the backlinks to the listed business on Google
Live Exercise: Google My Business Page Creation

Module 22 - Advanced SEO

What is Internal Linking
Power of Internal Linking
What do you mean by Schema on Google?
Schema Setup for Google Snippets
Validating the Snippet code on Google Publishers tool

Module 23 - Intro To Search Engine Marketing

What is Search Engine Marketing
Difference between SEM & SEO
Platforms Of SEM
Why SEM Is Important For Running A Business
Push v/s Pull Marketing
Role Of User Intent In Paid Marketing

Module 24 - Intro to Google Ads

Types Of Google Ads
Use Cases Of Each Types
Which Mode Of Google Ads Is the Best for Businesses
Conversion Tracking Code Setup

Module 25 - Search Ads - Part 1

Campaign Setup Basics
Location Targeting
Ad Groups and Its importance In A Campaign
Extensions
Match Types
Bidding Strategies

Search Ads - Part 2

Analysing Search Terms
Ad Preview & Diagnosis
Negative Keywords
Demographics Adjustment
Extensions
Adjusting Locations
Advanced Bidding Adjustments
Live Exercise : Adjusting

Search Ads - Optimisation Of Ads

Best Practices Of Writing Ads
Effect Of Relevant Keywords On CPC
Dynamic Keyword Insertion

Module 26 - Display Ads- Part I

Creation of Smart Display Campaign
Creation of Standard Display Campaign
Creation of Gmail Campaign
Location targeting
Budget Setup
Bidding for Display Campaigns
Audience Targeting [ demographic, in-market, affinity,remarketing ]

Display Ads- Part II

Keyword Targeting
Topic Targeting
Placement Targeting
Creation of responsive Ad Copy
Headline & Description Copywriting
Use of CTA Buttons
Use of custom Colors
Optimizing Landing Page

Module 27 - Video Ads- Part I

Creation of In-stream Skippable Ads
Creation of Video Discovery Ads
Creation of Bumper Ads
Creation of non-skippable instream Ads
Creation of Outstream Ads

Video Ads- Part II

Location targeting
Budget Setup
Bidding for Display Campaigns
Audience Targeting [ demographic, in-market, affinity ]
Keyword Targeting
Topic Targeting
Placement Targeting

Video Ads- Part III

Frequency Capping Setup
Conversion Tracking Code Setup
Remarketing Audience Setup

Module 28 - Search Ads- Advanced Topics

Conversion Tracking Code Setup
Audience Creation
Remarketing List Setup
Custom URL Parameters
Policy Manager & Billing Settings

Module 29 - Social Media

What is Social Media?
History of Social Media
Importance of social media
Marketing Opportunities through social media
Various types of Advertising through Social Media{ Platforms }

Module 30 - Facebook

Why Facebook is Important for Marketing?
Various Account Levels in Facebook
- Page
- Group
- Profile
Creating a Facebook Page
Optimization of Facebook Page
Facebook Page Insights
Live Exercise: Creation Of a Facebook Page & Getting Insights from the Page posts.
Marketing Ways on Facebook Platform
Setting Up a Facebook Campaign
Various Marketing Goals To the Successful Business
Targeting the Specific Audience on Facebook Platform
Installation of Facebook Pixel Code into the Website
Remarketing With Facebook for the Potential Audience
Getting the Insights from the Campaigns.

Module 31 - LinkedIn

Why LinkedIn is Important for Marketing?
Various Account Levels in LinkedIn
- Profile
- Group
- Page
Creating a Business Page on LinkedIn
Optimization of LinkedIn Page
LinkedIn Page Insights
Live Exercise: Creation Of a Business Page & Getting Insights from the Page posts.
Marketing Ways on LinkedIn Platform
Setting Up a LinkedIn Campaign
Policies of LinkedIn to Start Marketing
Various Marketing Goals To the Successful Business
Targeting the Specific Audience on LinkedIn Platform
Installation of LinkedIn Pixel Code into the Website
Remarketing With LinkedIn for the Potential Audience
Getting the Insights from the Campaigns.

Module 32 - Twitter

Why Twitter Is Important for Marketing?
Creating a Twitter Account ( Business )
Optimization of Twitter Account
Twitter Account Insights
Live Exercise: Creation Of a Business account on Twitter & Getting Insights from the Tweets
Marketing Ways on Twitter Platform
Setting Up a Twitter Campaign
Various Marketing Goals To the Successful Business
Targeting the Specific Audience on Twitter Platform
Installation of Twitter Pixel Code into the Website
Remarketing With Twitter for the Potential Audience
Getting the Insights from the Campaigns.

Module 33 - Instagram

Why Instagram Is Important for Marketing?
Creating a Instagram Account ( Business )
Optimization of Instagram Account
Instagram Account Insights
Various Content Ideas for Daily Postings
Live Exercise: Creation Of a Business account on Instagram & Getting Insights from the Posts on Instagram.