What you will walk out with
Have a full view of the whole Digital Marketing Landscape and understand how channels can work together
Learn how to develop a Digital Marketing Strategy for your business and in your current role
Learn how to report on your marketing efforts and track all of your data (including Conversion Rate and Cost Per Acquisition of Customers)
Learn how to not waste money on your efforts and to focus on performance!
Learn how to create campaigns on Ads (Display & Search), Facebook, Instagram, Twitter, LinkedIn, Snapchat, Mailchimp and more!
Learn to track everything through Google Analytics and Google Tag Manager
Learn to bring in organic traffic to your site (through Search Engine Optimization, Content and Social Media)
Learn to do all of your marketing inhouse, or manage an outsourced team / agency
Become proficient in all the major tools used in digital marketing
Get Google certified in Ads and Analytics
Course details 7 modulesExpand all
Module 1 – Comprehensive Digital Marketing Workshop
This workshop will focus on how to implement a successful online marketing strategy, by learning about every important marketing channel. Understand the advantages of each channel, and how you can use them to achieve your marketing and business goals.
What will be covered?
- Push Marketing: Display- GDN (Google Display Network), Facebook, LinkedIn Ads
- Pull Marketing: SEM- PPC, Google Ads, setting up your first campaign, Adgroups and Keywords
- Long term marketing: SEO (Technical & Content), Organic Social Media (Automation, Growth Hacking & Content)
- Customer Retention: CRM, Newsletter, Segmentation and Automation. Drip campaigns and Chat bots
- Optimizing the funnel: Making smart changes to your site. How to setup Retargeting (Facebook and Google)
- Analytics: Using Google Analytics and Google Tag Manager to create dashboards and track goals
Module 2 – Mastering Google Analytics Workshop
Learn to Master Google Analytics: Track the important KPI’s needed for your business, tell stories with your data, Import Advanced Metrics & Dimensions, Customize Your Reports & Dashboards with the exact data you need, Automate key processes, and get Google certified.
What will be covered?
- Basic tracking and Analytics concepts (source/medium, grouping data)
- Tracking all channels (by UTM tagging url’s)
- Demographic and User Data
- To define Events, Goals and Ecommerce Transactions
- To setup Conversion Funnels (with and without Enhanced Ecommerce Enabled)
- Create Custom Segments, Reports and Dashboards
- Intelligence Events & Custom Alerts
- To tell a story with your data, by asking the right questions
- Integration With Adwords, and other Social Media channels
- Dimension Widening and Importing Cost Data
- Integration with Google Webmaster Tools, and Google Tag Manager
- Autoevent tracking with Google Tag Manager
- Cross Device Tracking
- Automation with Google API and Excel
- Get Google certified!
Module 3 – Display Push Marketing Workshop
Learn about Display Marketing, and how to reach a wide audience interested in your product. In this workshop, we will cover the basics of online display advertising, including Display ads, GDN (the Google Display network), Facebook Ads, Placements, Affiliates, and Retargeting (on Google, Facebook and using 3rd party tools like AdRoll).
What will be covered?
- The Basics of Display Marketing
- Differences between CPC, CPM, CPA and CPV
- Ad networks and individual sites
- The 3 main ways to target on GDN (contextual, placements and demographics)
- Setting up your first display campaign
- Basics of placements, and affiliates
- Advertising on Youtube
- Basics of Facebook marketing
- Facebook, Instagram, Snapchat, LinkedIn and Twitter ads
- Levers used for higher reach and lower costs on Facebook
- Differences between Retargeting and Remarketing
- How to setup a remarketing campaign
- How to build a remarketing list on Google and Facebook
- Similar Lists on Facebook
- RLSA (Remarketing Lists Search Ads) on Google
- Setting up remarketing on Google Analytics
Module 4 – Advertising with Google Ads Workshop
Learn to fully utilize Google’s advertising platform AdWords to grow your business, benefit the organization & clients you serve, and advance in your career.
What will be covered?
- The basics of SEM (Search Engine Marketing) and Pull Marketing
- Understanding pay-per-click advertising
- Understanding Adwords account structure & Adtypes
- Keyword Research
- Keyword match types
- Using negative keywords
- Keyword Planner Tool
- Budget Estimations
- Creating a new campaign, Setting up a new campaign
- Budget strategy
- Creating effective adgroups
- Keyword, ad text strategy, Bid strategy
- Understanding the AdWords auction
- Understanding and improving quality score
- Performance & Defining conversions
- Testing Ads and CPC optimization
- Tracking and Reporting
Module 5 – Search Engine Optimisation (SEO) Workshop
If you’ve ever wondered how to get your website on the front page of search engines, the answer you’ve been looking for is SEO. In this course, you will gain a better understanding of how search engines work and how to use them to your advantage. You can increase your business’ revenue and gain a very in-demand skill to help you advance in your career.
What will be covered?
SEO Introduction & Evolutions
- How Google updates Panda & Penguin changed the SEO industry
- What is Mobilegeddon update & how to optimize your website for mobile
- How security update impacted the rankings & when is the best time to migrate to HTTPS
- Why Local SEO is not traditional SEO & how to optimize your website for local search
TECHNICAL SEO
- How to run an SEO technical audit on your website & identify quick win actions? How to optimize your website structure : Internal linking, menus, footers, page depth, the site-map and other technical criteria, such as the page speed
- How to fight against internal duplicate content generated by CMS or wrong technical setup
- Tool reviews : Google Search Console, Screaming Frog,
CONTENT OPTIMISATION
- How to identify relevant keywords for your business & evaluate the competition on these key phrases
- How to structure the site so that each page covers just one thematic
- How to localize your content to be visible internationally
- Tool reviews : Google Trends, Keyword Adplanner, Copyscape
LINK BUILDING
- How to measure your link profile & evaluate your potential in a competitive market
- What are the best practices for getting natural backlinks
- How Social Media can help you during your link building strategy
- Tool reviews : Ahref, Majestic SEO, Link Research tool, Buzzsumo,
KEY PERFORMANCE INDICATORS
- Is keyword ranking the only relevant KPI for your SEO activity
- What are the main KPIs to evaluate your SEO strategy
- Tool reviews : AWR, Search Metrics, Google Analytics, Google Search console
Module 6 – Crafting A Social Media Strategy Workshop
Without an engine, cars don’t operate and without a hand-crafted unique content strategy you won’t stand out! In a digital age full of brands competing for the attention of consumers, you need to distinguish yourself by crafting a content strategy that focuses on consumers while achieving your business objectives. In this class you’ll be able to hand-craft an engine with horsepower that’ll shift your social media presence from zero to hero!
What will be covered?
- Why Content Strategy
- Roles of Social Media Platforms
- Facebook/Twitter/Instagram Strategy
- Tone of Voice
- Posting Frequency
- Posting Times
- Scheduling & Automation
- Content Pillars
- Creatives Vs. Copy
- Brand Advocacy & Community Engagement
- Influencer Marketing
- Important Key Performance Indicators’
- Performance Review & Assessing Success
- Live and Real time content
- Influencer marketing
Module 7– Email Marketing & Customer Retention Workshop
This workshop will cover the basics of how to setup email campaigns, how to code in basic HTML, how to design off of responsive professional looking templates, and how to track and setup automated campaigns (using drip campaigns and workflows), with the end goal of having a rock solid digital customer retention strategy in place.
What will be covered?
- List Building
- Use cases of successful list building campaigns
- Comparison of Popular Tools
- Types of email campaigns
- Marketing, Transactional, Welcome and Automated Emails.
- Setting up Automated emails and Drip Campaigns
- Retention tactics
- Content email strategies
- Basics of HTML coding for newsletters (practical coding session)
- Tools to test Subject Line and Click Rate
- Analytics (Google Analytics, Measuring Open Rate, CTR, Events & Goals)
- Drip campaigns, automation and triggers
- Working with Chatbots (using Many Chat) and Facebook Messenger Lists
Frequently asked questions
What certifications will I receive?
Upon completion of this course, you will receive 2 Google certifications (one for Google Analytics and one for Google Ads), as well as one Dubai Government Diploma from the KHDA authority.
Will I have access to online material and recordings?
Yes, you will have lifetime access to videos as well as additional recorded material when signing up for our digital marketing course.
How will this help me get a job / advance in my career?
Digital marketing is one of the most in-demand fields for the modern economy. It has high earning potential and is a skill that can help any business grow. We have helped several graduates land jobs after completing this course. Upon completion of this program, we cannot guarantee employment, but we will connect you with recruiters and open positions from our network.
About Astrolabs Academy
About AstroLabs Academy
AstroLabs Academy delivers specialized courses on topics in digital business including digital marketing, coding, analytics & big data, UX design, and business development. We regularly run open classes available to the public as well as develop and deliver custom-made curricula for corporate clients and incubators/accelerators across the region.
