Digital Marketing

  1. Search Engine Marketing and Pay-Per-Click
    1. Introduction to PPC Advertising
      1. The Ad Auction System
        1. Real-Time Bidding
          1. Ad Rank Calculation
            1. Auction Dynamics
            2. Quality Score
              1. Components of Quality Score
                1. Impact on Ad Performance
                  1. Improving Quality Score
                  2. Key Terminology
                    1. Cost Per Click
                      1. Cost Per Mille
                        1. Cost Per Acquisition
                          1. Click-Through Rate
                            1. Impression Share
                          2. PPC Campaign Structure
                            1. Campaigns
                              1. Campaign Objectives
                                1. Budget Allocation
                                  1. Campaign Settings
                                  2. Ad Groups
                                    1. Thematic Grouping
                                      1. Relevance
                                        1. Ad Group Organization
                                        2. Keywords
                                          1. Keyword Selection
                                            1. Negative Keywords
                                              1. Keyword Expansion
                                              2. Ads
                                                1. Ad Formats
                                                  1. Ad Copywriting
                                                    1. Ad Testing
                                                  2. Major PPC Platforms
                                                    1. Microsoft Advertising
                                                      1. Platform Features
                                                        1. Audience Differences
                                                          1. Import from Google Ads
                                                          2. Amazon Advertising
                                                        2. Search Advertising
                                                          1. Keyword Match Types
                                                            1. Broad Match
                                                              1. Phrase Match
                                                                1. Exact Match
                                                                  1. Match Type Strategy
                                                                  2. Negative Keywords
                                                                    1. Identifying Irrelevant Terms
                                                                      1. Implementation
                                                                        1. Negative Keyword Lists
                                                                        2. Bidding Strategies
                                                                          1. Manual Bidding
                                                                            1. Automated Bidding
                                                                              1. Bid Adjustments
                                                                                1. Smart Bidding
                                                                              2. Display Advertising
                                                                                1. Ad Formats
                                                                                  1. Responsive Display Ads
                                                                                    1. Rich Media Ads
                                                                                      1. Video Ads
                                                                                      2. Targeting Options
                                                                                        1. Demographic Targeting
                                                                                          1. In-Market Audiences
                                                                                            1. Affinity Audiences
                                                                                              1. Custom Audiences
                                                                                                1. Contextual Targeting
                                                                                                2. Remarketing and Retargeting
                                                                                                  1. Audience Segmentation
                                                                                                    1. Dynamic Remarketing
                                                                                                      1. Cross-Device Remarketing
                                                                                                    2. Shopping Campaigns
                                                                                                      1. Google Merchant Center
                                                                                                        1. Product Feed Setup
                                                                                                          1. Feed Optimization
                                                                                                          2. Shopping Campaign Types
                                                                                                            1. Standard Shopping
                                                                                                              1. Smart Shopping
                                                                                                                1. Performance Max
                                                                                                                2. Product Listing Ads
                                                                                                                  1. Product Data Optimization
                                                                                                                    1. Bid Management
                                                                                                                  2. Ad Copy and Creatives
                                                                                                                    1. Writing Compelling Ad Copy
                                                                                                                      1. Value Propositions
                                                                                                                        1. Call-to-Action Phrases
                                                                                                                          1. Emotional Triggers
                                                                                                                          2. Ad Extensions
                                                                                                                            1. Callout Extensions
                                                                                                                              1. Structured Snippets
                                                                                                                                1. Call Extensions
                                                                                                                                2. Responsive Search Ads
                                                                                                                                  1. Asset Combinations
                                                                                                                                    1. Performance Optimization
                                                                                                                                      1. Asset Testing
                                                                                                                                      2. A/B Testing Ad Variations
                                                                                                                                        1. Test Design
                                                                                                                                          1. Analyzing Results
                                                                                                                                            1. Statistical Significance
                                                                                                                                          2. PPC Performance Measurement
                                                                                                                                            1. Conversion Tracking
                                                                                                                                              1. Setting Up Conversion Goals
                                                                                                                                                1. Tracking Codes and Pixels
                                                                                                                                                  1. Offline Conversion Tracking
                                                                                                                                                  2. Return on Ad Spend
                                                                                                                                                    1. Calculation Methods
                                                                                                                                                      1. Interpreting ROAS
                                                                                                                                                        1. Target ROAS Strategies
                                                                                                                                                        2. Cost Per Acquisition
                                                                                                                                                          1. Target CPA Strategies
                                                                                                                                                            1. CPA Optimization
                                                                                                                                                            2. Click-Through Rate
                                                                                                                                                              1. Improving CTR
                                                                                                                                                                1. Benchmarking
                                                                                                                                                                  1. CTR by Industry
                                                                                                                                                                  2. Attribution and Multi-Touch Analysis
                                                                                                                                                                    1. Attribution Models
                                                                                                                                                                      1. Cross-Channel Attribution
                                                                                                                                                                        1. Customer Journey Analysis

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                                                                                                                                                                    5. Social Media Marketing