Digital Marketing Course - United States

Introduction

1. Why your Business Needs a Website
2. How to create your website and make it look good
3. Build your Online Marketing Plan
4. Five Smart Ways to Promote your Business Online
5. How to Build a Community of Loyal Fans
6. Google Apps for Business
7. Intro to Online Advertising
8. Case Study

Search Engine Marketing

1. The Search Ecosystem - the Search Landscape
2. Getting on Google and the Benefits of Being on Google
3. How your Website is Found on Google
4. Google Real-Time Insight Finder - Demo Video
5. Case Study: Shoplet
6. Resource: Essentials for new advertisers
7. Resource: Google Trends
8. Resource: Think With Google Insights
9. Resource: Google Alerts
10. Resource: Google Global Market Finder
11. Resource: Google Business Channel

Search Advertising

1. What is AdWords?
2. Search Advertising and Google AdWords
3. Search 101 - Introduction to Search
4. Search 102 - Getting started with AdWords
5. Search 201 - Tools to Build Keywords and Ad Groups
6. Search 202 - Tools to Build Ads and Advanced Ad Types
7. Search 301 - Reporting and optimization
8. Search 302 - Bidding Tools and AdWords Campaign Experiments
9. Resource: AdWords Help Center
10. Resource: Google AdWords Keyword Planner
11. Resource: Certification

Display Advertising

1. Introduction to Google Display Network
2. Google Display Network Case Study: The Bedder Way
3. Display 101 - Introduction to Display
4. Display 102 - Google's Display Offering
5. Display 201 - Topic Targeting
6. Display 202 - Placement Targeting
7. Display 203 - GDN Reserve
8. Display 204 - Interest Categories
9. Display 205 - Keyword Contextual Targeting
10. Display 206 - Remarketing
11. Case Study: Jordan Brand

Mobiles

1. Introduction
2. Mobile Ecosystem - the Mobile Landscape
3. Mobile 101 - Mobile Ads, Devices and Sites
4. Mobile 102 - Mobile Search Ads Overview and Ad Formats
5. Mobile 103 - Mobile Display & AdMob: Overview and Ad Formats
6. Mobile 104 - Mobile Video Ads Overview and Ad Formats
7. Local the What, the Why, the How
8. Serve On-The-Go Customers via Mobile Phones
9. Mobile 201 - Campaign Set Up: The Basics of Setting Up a Campaign
10. Mobile 202 - Implementing Ad Formats: Campaign Set Up
11. Mobile 301 - Optimising Mobile Campaigns: Tools and Strategies, With a Focus on Search
12. Mobile 302 - Display Optimisation Tools: Deep Dive Into Display Optimisation Tools
13. Mobile 303 - Reporting Tools: Deep Dive Into Strategies and Tools
14. Case Study: EasyJet
15. Resource: Our Mobile Planet
16. Resource: Building Smartphone Optimized Websites

Social

1. Social Ecosystem - the Social Landscape
2. Social 101 - Engagement
3. Social 102 - Relevance
4. Social 103 - Hangouts
5. How to Use Google+ and Make Social Work for You
6. Social 301: Accountability
7. Case Study: H&M

Analytics

1. Understand What Works Through Measurement
2. Google Analytics: The What, The Why, The How
3. Introduction to Google Analytics
4. How Google Analytics Works
5. Navigating Google Analytics, Part I
6. Navigating Google Analytics, Part II
7. Getting Started with Google Analytics
8. A/B Experiments with Google Website Optimizer
9. Multivariate Experiments with Google Website Optimizer
10. Phone Webinar: Website Optimizer, What Should I Test?
11. Case Study: HelmetTown.com Success Story
12. Resource: Develop Your Analysis Skills
13. Resource: Google Analytics

Video

1. YouTube Ecosystem - The Video landscape
2. YouTube 101 - Introduction to YouTube
3. YouTube 102 - YouTube Products and Solutions
4. YouTube 201 - Auction Implementation Tools, Ad Formats and Targeting Capabilities
5. YouTube 202 - Media Strategies and Implementation (Part 1)
6. YouTube 203 - Media Strategies and Implementation (Part 2)
7. YouTube 301 - YouTube Analytics
8. YouTube 302 - Optimisation and Expansion
9. Case Study