PROGRAM CURRICULUM
1. INTRODUCTION
Introduction to Digital Marketing
Importance of online presence and revenue generation. Definition, scope, evolution, and benefits of digital marketing.
Understanding the Digital Landscape
Overview of digital channels and emerging technologies, including AI. Differentiation of owned, earned, and paid media.
Website Essentials
Basics of website development, UX/UI principles. Introduction to WordPress and optional extra training.
Search Engine Optimization (SEO)
On-page, off-page, technical SEO techniques. Tools, analytics, and local SEO strategies.
Search Engine Marketing (SEM)
PPC advertising, Google Ads, Bing Ads. Keyword research, ad copywriting, budgeting, and bidding
Social Media Marketing (SMM)
Platform-specific strategies, content creation, and advertising. Understanding content creation vs. curation.
Email Marketing / WhatsApp Marketing
List building, content creation, automation, and analytics. Leveraging WhatsApp for marketing purposes.
Content Marketing
Developing a content strategy, creation, and distribution. Guest lectures and influencer involvement.
Analytics and Data Analysis
Introduction to Google Analytics, data-driven decision-making. A/B testing, conversion optimization, and feedback loops.
Digital Marketing Tools
Hands-on experience with various tools for campaigns. Project management and graphic design tools.
Legal and Ethical Considerations
Understanding privacy laws, ethical campaign creation. Compliance checklists for campaigns and company policies.
Client Management and Communication
Client onboarding, effective communication, and reporting. Handling expectations and feedback professionally
Internship/Practical Experience
Direct involvement in managing Logam Digital clients. Implementing learned strategies with continuous improvement.
Career Development
Building personal brand, resume building, and freelancing. Exploring entrepreneurship opportunities.
Industry Updates and Future Trends
Staying updated with industry sources for news and trends. Adapting to and predicting future trends through continuous learning.
2. META ADS
Introduction to Paid Social Advertising
Emphasizing the significance of paid advertising on Facebook and Instagram.
Understanding Facebook and Instagram
Covering demographics, user behavior, business account setup, and Ads Manager navigation.
Ad Types, Objectives, and Targeting
Explaining ad formats, objectives, and targeting strategies for brand awareness and conversions.
Targeting and Custom Audiences
Discussing demographic, geographic, and custom audience targeting.
Ad Creative and Copywriting
Focusing on creating compelling visuals, persuasive ad copy, and A/B testing.
Budgeting and Bidding Strategies
Detailing budget setup, ad auction understanding, and varied bidding strategies.
Facebook Pixel and Conversion Tracking
Covering Pixel installation, data utilization, and conversion tracking setup.
Ad Placement and Scheduling
Determining ad placement, customizing schedules, and mobile vs. desktop considerations.
Performance Monitoring and Optimization
Analyzing metrics, iterative optimization, and scaling successful campaigns.
Instagram Shopping and Commerce (Optional - can be eliminated)
Leveraging shopping features and product integration for e-commerce.
Ad Policy Compliance and Best Practices
Adhering to advertising policies, ensuring compliance, and ethical considerations.
Case Studies and Real-World Projects
Analyzing successful ad campaigns, implementing live campaigns, and troubleshooting.
Emerging Trends in Social Media Advertising
Exploring influencer marketing, AR integration, and staying updated with platform changes.
Certification and Career Development
Preparation for Facebook Blueprint Certification, building successful campaign portfolios, and enhancing job interview skills.
3. GOOGLE ADS
Introduction to Search Engine Advertising
Clarifying the role of search engine ads and distinguishing organic vs. paid results.
Overviewing major search engines like Google and Bing.
Google Ads Fundamentals
Account setup, dashboard navigation, and the significance of keywords.
Emphasizing effective keyword research and optimization.
Campaign and Ad Group Setup
Structuring campaigns, defining objectives, and budgeting strategies.
Importance of ad group organization and targeting options.
Ad Targeting and Audience Segmentation
Demographic, geographic, custom audiences, and remarketing strategies.
Advanced targeting techniques like custom intent and affinity audiences.
Ad Auction and Quality Score
Understanding the Google Ads auction and factors influencing ad rank.
Stressing the importance of quality score and strategies for improvement.
Ad Performance Monitoring and Optimization
Analytics, conversion tracking, and iterative optimization strategies.
Conducting A/B testing, experimentation, and ad copywriting for conversions.
Budget Management and ROI Analysis
Budget setting, monitoring, ROI calculation, and budgeting strategies.
Highlighting landing page optimization techniques.
Google Ads Tools and Features
Utilizing Google Ads Editor for efficient campaign management.
Exploring Google Ads Scripts and their automation capabilities.
Remarketing and Dynamic Ads
Implementing effective remarketing strategies and dynamic ads.
Discussing Search Partner Network, dynamic search ads, and shopping ads.
Ad Policy Compliance and Best Practices
Adherence to Google Ads policies and ethical considerations.
Learning from past ad failure cases and scams in the market.
Case Studies and Real-World Projects
Analyzing successful campaigns, managing live campaigns, and troubleshooting.
Engaging in hands-on projects with Logam Digital for practical experience.
Emerging Trends in Search Engine Advertising
Impact of voice search, integration with machine learning, and staying updated.
Keeping pace with Google Ads updates and changes.
Certification and Career Development
Preparing for Google Ads certifications, building a successful campaign portfolio.
Enhancing job interview skills and industry networking.