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Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.It refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps.



  1. Introduction to Digital Marketing
  • Scope and expectations from the course
  • Marketing in the digital world
  • Integrated marketing- The Phygital
  • Global trends in Digital Marketing
  • Digital channels- Paid, Owned and Earned
  • Fundamentals on the primary asset- your website
  • Careers in digital marketing
  • Skill development in digital marketing


  1. Creation of Website, Microsite
  • What are websites, microsites and landing pages
  • Important things to consider before you set up website-domain and server
  • Content Management Systems and their roles
  • Understanding structure and navigation of websites
  • Principles of good user experience and user interface
  • Creating great web copy
  • Setting up your WordPress site
  • WordPress plugins that you can use
  • Converting your WordPress site to an e-commerce site
  • Website do’s and don’ts


  1. Fundamentals of AdWords
  • Understanding Pay-per-click Advertisement
  • Significance and evolution of AdWords in PPC
  • Bing Ads vs Google Ads- overview
  • AdWords Certification- Overview, Benefits and Preparation
  • Google Ad Networks
  • Different Ad Formats
  • Keywords – significance and planning
  • Using Keyword Planner and other tools
  • Keyword matches and their usage
  • Campaign Structure and Organisation
  • Quality, Rank and Relevance of Ads
  • Bidding and budget
  • Targeting Setting
  • Extensions and their usage
  • Ad policies and approvals
  • Reports and Analysis
  • Metrics
  • Conversion Tracking
  • Campaign Optimization


  1. Search Advertising & Adwords Tools
  • Keywords – planning, matching and combination
  • Specifications of an Ad and how to put it to good use
  • Managing Invalid Clicks
  • Ad extensions and usage
  • Dynamic search ads
  • Landing page – your virtual front
  • Campaign Experiment
  • Opportunities Tab
  • AdWords APIs
  • AdWords editor- Benefits and usage
  • Managing multiple accounts


  1. Display Advertising using AdWords
  • 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


  1. Video Advertising using YouTube
  • 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


  1. Advertising on mobile
  • 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


  1. Shopping Advertising with Google
  • Google Shopping and Merchant Centre
  • Setting up account in Merchant Centre – single and multi-client
  • Setting up and using Product Feed
  • Setting up and managing product campaigns
  • Tracking and optimization
  • How to make the best usage of Shopping Campaigns


  1. Search Engine Optimisation – I
  • How search engines work
  • Different Search results and significance
  • Query types and significance
  • What is SEO and key factors determining the same
  • Components on SEO – onsite and off page
  • Keyword Planning
  • Using tools to get effective keywords
  • Long tail keywords – the hidden gems
  • Art and science of tags – URL, title, meta, H1, alt text, etc.
  • Write a good meta description
  • Page speed – its impact and improvement areas
  • All about links – broken, internal et al
  • Dealing with duplicate content
  • txt and Sitemap
  • Structured data and


  1. Search Engine Optimisation – II
  • Link building basics
  • Avoiding harmful links
  • Finding and leveraging link building opportunities
  • Creating a link building plan
  • Major Google updates and their implications on SEO
  • Using Search Console for SEO
  • KPIs of SEO
  • Tools for SEO
  • Competition Analysis for SEO
  • Overall planning for SEO
  • Understanding nuances of local and international SEO
  • Accelerated mobile pages and SEO
  • Artificial Intelligence, Voice search and SEO – what to look forward


  1. Social Media Marketing – I
  • Evolution and importance of Social Media
  • What social media can do for you?
  • Different social media platforms
  • Unwritten rules of Social Media
  • Facebook for business
  • Using of Facebook groups, pages and events
  • Using of Facebook tabs and apps
  • Running Facebook ads
  • Ad Manager and Power Editor in Facebook
  • Targeting – the structured approach
  • Facebook page Insights


  1. Social Media Marketing – II
  • Introduction to Twitter and its terminologies
  • Creating a good Twitter profile
  • Building followers on Twitter
  • Using Twitter Chats
  • Twitter as an influencer marketing tool
  • Twitter ads
  • Twitter Analytics
  • LinkedIn for Business
  • Profile, pages and Pulse in LinkedIn
  • LinkedIn Ad
  • LinkedIn Analytics
  • B2B marketing using LinkedIn
  • Introduction to Pinterest for Business
  • Pinterest strategies
  • Instagram for business
  • Instagram strategies
  • New kid on the block – Snapchat
  • Online Reputation Management
  • Social media tools and how to use them
  • Creating social media calendar and workflow


  1. Web Analytics
  • Introduction to web analytics
  • How web analytics work
  • Analytics Framework
  • Goals, Objectives and KPIs
  • Contextualizing of Data
  • Segmentation of Data
  • Making analytics actionable
  • Attribution Modelling
  • URL tracking and UTM builder
  • A/B testing


  1. Google Analytics
  • How Google Analytics (GA) work
  • Dimensions, metrics and other common terminologies
  • Setting up Google analytics
  • Tracking, Reports and Dashboards
  • Acquisition, Behavior and Conversion
  • Visitors Analysis
  • Source and Medium analysis
  • Conversion tracking
  • Content Performance Analytics
  • User flow
  • Leveraging real time analytics
  • Content Experiment
  • Linking Search Console and AdWords with Google Analytics
  • Intro to Google Data Studio


  1. Content and Inbound Marketing
  • Content Marketing is Modern Digital Marketing
  • Principles of Inbound Marketing
  • Inbound impact on SEO, Social Media and PPC
  • Creating Audience Persona
  • Mapping buyer’s journey
  • Different content types in the inbound marketing
  • Voice, tone, storytelling and consistency
  • Mapping content types to buyer journey and persona
  • Content Amplification
  • Inbound Automation
  • Content KPIs and ROI
  • User Generated Contents
  • Viral Contents
  • Content driven B2B inbound marketing
  • Content Planning


  1. Programmatic Buying, Email and Affiliate Marketing
  • Programmatic Buying
  • Email Marketing
  • Affiliate Marketing
  • Creating digital media plan

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