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Course Duration – 24 hours ( 5 days) ESTIMATED COSTING-  AED 2600


Digital Marketing Training Program

This Digital Marketing Training Program provides a detailed understanding about Digital Marketing concepts, strategies and implementation, including planning a website, website promotion, email and Search Engine Optimization (SEO) campaigns, Pay Per Click (PPC) campaigns and integrating digital marketing with traditional marketing.

This course is for anyone (marketers, managers and individuals) who wants to understand the key elements of building an effective digital marketing campaign. Covering best practice and using case studies throughout, the session offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout, enabling delegates to leave with solid hands-on knowledge that they can implement immediately upon return to the office.

Learning Outcome

  •       Create and/or improve a strategy for measuring and improving digital media effectiveness
  •       Review current approaches and identify areas for improving performance
  •       Search engine optimization(SEO), pay per click(PPC) marketing including Google AdWords, LinkedIn Ads & Facebook Ads
  •       Social media including Facebook, Twitter, blogging, etc.
  •       Online advertising including ad networks and behavioral targeting
  •       Email marketing including deliverability
  •       Site content and copy
  •       Digital Marketing Strategy and Planning


Course Content

  •       Digital Marketing Overview
  •       SEO – Search Engine Optimization
  •       Google AdWords – Search Engine Marketing | Display Advertising
  •       Inbound Digital Marketing Concepts and Implementation
  •       Social Media Marketing – Strategy | Blogs | Facebook | Twitter | LinkedIn | Google+
  •       Video Marketing – YouTube
  •       Facebook & LinkedIn Advertising
  •       Email Marketing
  •       Google Analytics – Track your success


 Introduction to Digital Marketing- 2 hours

A brief overview about digital marketing and all relevant set of activities:

  •       Integrated marketing- The Phygital
  •       Fundamentals on the primary asset- your website
  •       Skill development in digital marketing
  •       Social Media Marketing- Welcome the Social World
  •       Global trends in Digital Marketing
  •       Digital channels- Paid, Owned and Earned

Search Engine Optimization- 3 hours

  •       What is SEO?
  •       Why SEO?
  •       How Search Engine works?
  •       Google’s Algorithms
  •       Does SEO take time to see results?
  •       21 SEO Tips that every website owner, designer, blogger and content writer need to know!
  1.      Keyword Research
  •   Brainstorming – Think and discuss them first!
  •   Google Suggest
  •   Semantic Search
  •   Google Keyword Planner
  •   Google Trends – Finding Search Trends | Most Search Terms
  •   How to translate keywords?
  1.      Organizing the keywords
  2.      Writing Headlines (Page Titles) with examples
  3.      Writing Summary (META Descriptions) with examples
  4.      META Keywords are no more!
  5.      Optimizing Page Content
  •   What is keywords stuffing?
  •   Optimizing Page Content (body)
  1.      SEO for Images
  2.      Structuring the Content
  •   SEO-friendly URL Structure
  •   Plan your Site’s Hierarchy
  •   Breadcrumb Navigation
  1.      Internal Linking – Site Navigation
  2.   How Google reads our pages?
  3.   Backlinks – the latest trends
  4.   Links from YouTube Videos
  5.   Social Media Links
  •   Manual Sharing
  •   Social Media Sharing
  1.   HTML Improvements using GWT
  2.   Who is linking to us?
  3.   Fixing bad links
  4.   Users’ Engagement
  •   Links to Related Stories
  •   Enable Social Sharing
  •   Embedding videos
  •   Enabling site search feature
  •   Bounce Rate & Visits’ Duration
  •   Self-hosted Blog
  1.   Blended SEO
  2.   Optimizing Social Media Updates
  3.   Optimizing YouTube Videos
  4.   Some Extra Tips


Video Advertising Using You-Tube- 2 hours


  •       Measurement and Optimization
  •       YouTube - why you need to be there?
  •       YouTube format, tools and targeting
  •       Video Campaign Creation
  •       Video Campaign tracking and optimization
  •       Video Ad performance and best practices
  •       You Tube Analytics


Google AdWords & Google Analytics- ( 5 hours combined)

Google AdWords- 3 hours

  •   Setting up Google AdWords Campaigns – that avails high ranking at low cost
  •   Content Structuring
  •   Understanding Quality Score
  •   Finding and selecting the right Keywords
  •   Campaign Setup procedure
  •   Ads and Ad Groups
  •   Organizing Ad Groups
  •   Creating Effective Ads
  •   Optimizing Landing Pages
  •   Bid Management
  •   Negative Keywords
  •   Analytics – Measure and fine-tune

Google Analytics- 2 hours

Web Analytics using Google Analytics training course provides you with techniques to get the best possible return on the investment you have already made in your web site design, search engine optimization and marketing campaigns. This training covers the following topics:

  •   Understanding Dashboard – Audience | Advertising | Traffic Source | Content | Conversions
  •   Taking decisions based on Analytics Reporting
  •   Defining Business Goals and Objectives
  •   Measuring Tools and Methods
  •   Measuring your Site’s ROI
  •   Getting Started with Google Analytics
  •   Introduction to Goal Conversion – Tracking the Conversions
  •   Tracking Social Media Traffic – Advanced Segmentation
  •   Tracking Phone Calls with Google Analytics
  •   Integrating your Google AdWords campaigns into Google Analytics


  •       Budgets and Bidding
  •       Google Display Network and Partnerships
  •       Double Click Ad Exchange and AdSense
  •       Campaign Creation and Structuring for display
  •       Keyword and targeting through display network
  •       Campaign Metrics, Analysis and optimization


Advertising on Mobile- 2 hours

  •       Importance of Mobile and Opportunities to Leverage
  •       Key Objectives for Mobile Marketing
  •       Ad Formats and Networks for Mobile
  •       Mobile Site: Key Considerations
  •       Mobile App: Key Considerations
  •       Mobile specific bidding and targeting
  •       Apps Marketing
  •       Mobile Analytics, Reporting and Optimization


Email Marketing:

  •       Identify the key concepts of email marketing
  •       Identify the process for creating effective email marketing campaigns
  •       Identify the optimization methods to improve performance


Content Marketing, Blogging and Social Media Marketing- 4 hours

  •   Overview and some brief statistics
  •   Social Media Marketing Strategy

o   Setting up Social Media Goals

o   Be Selective. Start Slow!

  •   Find out where your targeted people connect
  •   Popular Social Media Networks
  •       Facebook Fans vs Talking about this
  •       Boost Post
  •       Facebook Graph Search – SEO for Facebook
  •       Optimizing Twitter, LinkedIn, Google+ for Improving Search Visibility
  •       Connecting Facebook with Twitter
  •       Best Practices for LinkedIn Pages
  •       Optimizing YouTube videos
  •   Knowing your Audience
  •       Setting up Facebook Ads for your targeted demographics / their interests
  •       Setting up LinkedIn Ads for your targeted industry / prospects
  •       Google Alerts – Monitoring your brands, competitions, and industry trends using
  •       TweetDeck – a monitoring tool similar to Google Alerts for Twitter
  •       Hashtags –Best Practices & Tools
  •   Inbound Marketing – Overview, Methodology & 2 Case Studies
  •       Self-hosted Blogging – Tips & Tools
  •       Ideas for Content Marketing
  •       Content Curation
  •       Content Calendar
  •       Search Trends and finding relevant questions to be answered
  •   Implementing Social Media / Engaging your Audience
  •       Tips to write social media updates
  •       What & When to Post
  •       Creating & Editing Amazing photos for your social media update without knowing graphic designing
  •       Social Media Images’ Dimensions
  •       Scheduling your social media updates
  •       The 80/20 Rule
  •       HootSuite – to automate your social media tasks
  •       PostPlanner – finding relevant content easily to share with your prospects
  •       The perfect recipe for social media posts
  •       Social Media Checklist
  •       Social Follow & Social Sharing
  •       Social Media Plugins to be incorporated with your website
  •       Social Media Apps – a brief introduction
  •   Measuring Success
  •       Fans, Likes, Comments & Share
  •       Using Google Analytics to track performance
  •       Bounce Rate, Time Spent on Site and Conversions!
  •       Tracking Offline Conversions
  •   Viral Videos Examples
  •   Great Resources to continue learning!

Integrated Digital Marketing Campaigns- Facebook & Linkedin Marketing

  •   Understand the concept of integrated digital marketing
  •   Identify why integrated digital marketing is important
  •   Identify the process of integration
  •       The Concept of Leads
  •       Adverts Vs. Adwords
  •       Concept of Creative Advertising through Facebook
  •       Campaign Management tricks & tools
  •       Building CAMPAIGN Strategy
  •       Campaign Types & Styles
  •       B2B vs B2C

Highly relevant case studies

Online Assessment Test


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