1-to-1 Disruptive Digital Marketing

Learn current and emerging digital growth trends, technologies & tools with a multi-award winning London based agency.

Course Format

All courses on a 1-1 basis

We acknowledge that each person has different levels of knowledge within the digital marketing field,

Which is why our course is delivered entirely on a 1 to 1 basis, tailoring the schedule, curriculum and location around your personal needs.

We may visit your office, or meet in a coffee shop inbetween your meetings…the choice is yours, subject to availability of course.

Why Take This Course?

Our course is aimed at strategically minded executives, CEOs, business owners, Marketing Directors etc. You are looking to gain both hands on, and a strategic understanding of current and emerging digital marketing trends, tools and technologies.

You will be trained by one of the most awarded Digital Marketing Agencies in 2019/20. We don’t like waffle..the course takes a straight, no-nonsense approach to developing your skills and knowledge.

We accept maximum two students each month, and our screening process focuses on your commitment, relevance and personal circumstances.

Course Syllabus

To be customised around your own needs

Google Ads

Section 1: Introduction to Google Ads

  • Welcome
  • How to Make the Most of This Course
  • What is Google Ads?
  • Where do Google Ads Show Up?

 Section 2: Creating and Setting Up Our First Google Ads Account

  • Creating Your First Google Ads Account
  • Understanding the Google Ads Account Hierarchy
  • Using Your Website Navigational Structure to Structure Your Google Ads Campaigns
  • Understanding Network Settings
  • Understanding Location Targeting
  • Configuring Location Targeting in Google Ads
  • Viewing Location Reports in Google Ads
  • Understanding Advanced Location Options
  • Setting and Configuring Languages
  • Setting Your Daily Budget and Understanding How Daily Budgets Work in Google Ads
  • Finding Your Hourly Reports in the Google Ads Interface
  • Bidding Strategies: Target Search Page Location
  • Campaign Start and End Dates
  • Introduction to Dynamic Search Ads
  • Understanding Sitelink Extensions
  • Callout Extensions
  • Call Extensions
  • Structured Snippet Extensions
  • App Extensions
  • Message Extensions
  • Location Extensions
  • Location Setting Exercise
  • Promotion Extensions
  • Price Extensions
  • Understanding Ad Rotation Settings
  • The Basics of Ad Scheduling
  • Understanding the Basics of Device Targeting
  • Understanding Campaign URL Options

Section 3. Structure your Ads 

  • Ad Group Structure Basics and Organization
  • Ad Group Structure Ideas
  • Creating Our First Ad Group in Google Ads

Section 4: How To Write Kick-ass Ads in Google Ads

  • The Anatomy of Google Text Ads
  • Best Practices for Successful Text Ads
  • Creating Our First Ad in Google Ads

Section 5: Setting Up Your AdWords Billing

  • Configuring Your Billing Details in Google Ads

Section 6: Keywords in Depth 

  • Keyword Basics: Keywords vs Queries
  • The Basics of Keyword Research
  • The Basics of Keyword Planning
  • The Basics of Keyword Organization
  • Understanding Keyword Match Types
  • Keyword Match Types: Broad Match
  • Keyword Match Types: Broad Match Modified
  • Keyword Match Types: Phrase Match
  • Keyword Match Types: Exact Match
  • Keyword Match Types: Negative Match
  • Using the Search Term Report to Find Negative Keywords
  • Understanding Negative Keyword Lists
  • Traffic Sculpting: Negative Keywords at the Ad Group Level
  • Adding Negative Keywords at The Ad Group Level
  • Traffic Sculpting Using WORDSTREAM
  • Keyword Research: Google Suggestions, Google Related Searches, Scrapping, Competitor Research and Autocomplete
  • Using Additional Research Tools to Get Negative Keyword Ideas
  • Keyword Research: Using the Google Keyword Planner
  • Keyword Research: Downloading Keyword Ideas from the Google Keyword Planner
  • Keyword Planning: What Keywords Can Teach Us About Buying Intent
  • Keyword Planning: Using SEM Rush to Get Volume and Cost Estimates
  • Keyword Planning: Using SEM Rush to Get Keyword Ideas from Your Competitors
  • Keyword Planning: Using Google Keyword Planner to Get Volume & Cost Estimates
  • Keyword Bidding Basics: Setting Your Initial Max CPC Bids

Section 7: Account Structure – How To Structure Ad Groups Like A Pro

  • Account Structure: How To Create A New Ad Group Within Your Campaign
  • Importing Your Keyword Lists From Excel Into Your New Ad Group
  • Creating Multiple, Relevant Ads For Your New Ad Groups
  • How To Navigate Between Ad Groups, Keywords and Ads Within A Campaign

Section 8: The Incredible Dynamics Of The AdWords Auction

  • Introduction To AdWords Auction
  • Understanding Quality Score: Click Through Rate And Ad Relevancy
  • Understanding Quality Score: Landing Page Quality

Section 9: Expanding And Refining Your Campaigns

  • Navigating The AdWords Dashboard
  • How To Edit, Pause And Enable Keywords, Ad Groups and Campaigns
  • Editing The Essential Campaign Settings
  • How To Create New Campaigns That Will Improve Your Results
  • How To Use Your Website To Make The Best Campaigns Possible
  • How To Set Up Powerful Custom Schedules For Your Campaigns
  • Understanding Bid Adjustments And Using Them To Enhance Your Custom Schedules

Section 10: Negative Keywords 

Section 11: Ad Extensions

  • Introduction To Ad Extensions
  • The Benefits Of Using Ad Extensions
  • Different Types Of Ad Extensions and Best Practices
  • Adding Sitelink Extensions
  • Configuring Your Sitelink Extensions For The Best Results
  • Adding Callout Extensions And Phone Extensions

Section 12: Remarketing 

  •  Primary Forms Of Remarketing
  • Realizing The Benefits And Importance Of Remarketing
  • How To Create And Add Your Remarketing Tag
  • Creating Your First Remarketing Audience
  • Configuring Your Remarketing Campaign Settings

Section 13: Conversion Tracking

  • Understanding The Basics Of Conversion Tracking
  • Exploring The Different Conversion Actions Visitors Take On Your Site
  • Setting Up Conversion Tracking For Form Submissions
  • Generating And Installing Your Conversion Tracking Tag
  • Understanding The Basics Of Phone Call Tracking
  • Setting Up Phone Call Tracking And Understanding How To Analyze Conversion Data

Section 14: Conclusion …

E-commerce: SEO, Shopping feeds & Campaigns

Section 1

Setting up feeds of your products within your WordPress website:

  1. Google
  2. Facebook
  3. Instagram
  4. Pinterest
  5. Other

Section 2

Setting up your feeds within the various platforms:

  1. Google Merchant Centre: Surfaces, Actions, Local & Shopping ads
  2. Facebook Shop
  3. Pinterest Shop

Section 3

Launching paid shopping campaigns:

  1. Google shopping ads & Local ads
  2. Facebook product ads
  3. Pinterest product ads
  4. Other

 

Remarketing

Section 1: Welcome

  • What is remarketing and retargeting?

Section 2: Understanding How Retargeting works

  • The Digital Advertising Ecosystem

Section 3: Developing Your Remarketing Strategies

  • Audiences and Segments: The Foundation Of Your Remarketing Strategy
  • Understanding Intent Signals and Visitor Engagement
  • Behavioural Characteristics – The Composition Of Your Segments
  • Combining Characteristics – Infinite Possibilities

Section 4: Planning Your Retargeting Campaigns

  • Funnel Based Segmentation – Funnel Mapping
  • Funnel Based Segmentation – Using The Funnel To Develop Your Lists
  • Using Your Website To Plan Your Remarketing Lists
  • Mapping Your Ad Groups Using Your Lists and Values
  • Mapping Your Ad Groups Using Your Lists and Values

Section 5: Using Google Analytics To Develop and Build Your Audience Segments

  • Introduction To The Google Analytics Tag
  • Logging In To Google Analytics Account & Retrieving Your Analytics Tracking Tag
  • Adding Your Google Analytics Tag To Your Website And Verifying That It’s Working
  • Adding Your Basic Google Analytics Tag
  • Setting Up Custom Button and Link Click
  • Tracking In Google Tag Manager (including Heatmaps)
  • Adding Google Adwords Conversion Tracking
  • Setting Up Your Google AdWords
  • Remarketing Tag

Section 7: Building Your Remarketing Audiences In Your Google Analytics Account

  • Linking Your Google AdWords and Google Analytics Accounts
  • Introduction To Google Analytics Audience Builder
  • Building Remarketing Audiences In Google Analytics Based On URL Attributes
  • Developing Remarketing Audiences Using Your AdWords Campaigns and AdWords Data
  • Setting Up Remarketing Sequences In The Google Analytics Audience Builder
  • Setting Up Goal Based Remarketing Audiences In Google Analytics
  • Using Affinity Categories to Enhance Your Remarketing Campaigns
  • Using In-Market segments To Enhance Your Remarketing

Section 8: Introduction To Configuring Your Remarketing Campaigns In Google Analytics

  • Importing Google Analytics Goals into AdWords For Conversion Tracking
  • Viewing and Analyzing Google Analytics Remarketing Audiences in Google AdWords

Section 9: Using The Google AdWords Audience Builder To Build Your Retargeting ads

  • Introduction To Building Retargeting Ads Lists In Google AdWords
  • Building and Configuring New Retargeting ads lists inside Google AdWords
  • Using Custom Combinations To Effectively Sculpt Your Retargeting Ads Traffic

SEO, Content Marketing & Influencers

Section 1 –Intro

  • Introduction to SEO
  • What You Can Expect from an SEO Consultant or agency
  • Role of the SEO Manager in relation to your business
  • Key Skills to Look for When Hiring an SEO Consultant or agency
  • A Day in the Life of an SEO Professional
  • Overview of In-house SEO

 Section 2 – Evolution & Future of SEO

 Section 3 – SEO Best practices

  • Introduction to Search Engine Algorithms
  • SEO Best Practices and Ranking Factors
  • Panda: The Game Changer for Content
  • Cleaning Up Links with Penguin
  • How You Can Avoid Penalties

Section 4 – On page SEO

  • Introduction to On-page SEO
  • Key Areas of SEO
  • Meta Data and Meta Tags
  • Title Tags
  • Meta Descriptions Help Too
  • A Note About Meta Keywords
  • URL Optimization
  • How to Use Heading Tags
  • Creating and Optimizing Unique Content
  • Analyzing a Website Using a Web Crawler
  • Tools of the trade for on-page SEO audits

Section 5 – Off page SEO

  • Off-site SEO Elements
  • Who is Linking to Your Content?
  • Social Media: Help or Hinder?
  • Tools of the trade for off-page SEO audits

Section 6 – Technical SEO

  • Laying the Structural Foundation With Technical SEO
  • XML Sitemap
  • The robots.txt File Protocol
  • Redirects
  • 404 Pages Best Practices
  • Review of main technical SEO tools, terms and concepts

Section 7 – Keyword Theory & Research

  • Choosing the Right Keywords
  • Stages of Search
  • Heads, Tails, and Long Tail Keywords
  • How Users Conduct Search
  • Getting to Know Your Audience
  • Creating Your Ideal Buyers Persona
  • Tools of the trade for Keyword research and competitor analysis

Section 8 – Optimizing a website for search (Planning & Strategy)

  • Applying Keyword Research Introduction
  • Why do a Competitive Analysis?
  • How to Perform a Competitive Keyword Analysis
  • Develop a Plan to Compete
  • Competing With Page Level Information
  • Mapping Keywords to Pages
  • Questions to Ask
  • Keyword Mapping Processes
  • Creating a Keyword Map for Clients
  • Tools of the trade for non-technical marketers and business owners

Section 9 – Advanced on-page SEO

  • Benefits of a Competitive Content Analysis
  • Dissecting the Competitive Content Analysis
  • What Kind of Content Will Resonate with Your Customers?
  • Conducting an Internal Content Audit
  • How to Begin Your Content Analysis
  • Organizing and Evaluating Content
  • Creating a Strategy for Optimizing Content
  • Domain Level Content Strategy
  • What Makes Content Great?
  • Different Types of Content and How to Use Them
  • Creating Impactful Content
  • Tools of the trade

Section 10 – Local SEO

  •  Why’s Local SEO Important?
  • Local SEO History
  • Current Local SEO Landscape
  • Organic Search Versus Paid Advertising
  • Google My Business
  • Improving Your Local Visibility
  • Importance of Off-site Citations
  • Quality Off-site Link Building
  • Importance of Customer Reviews
  • Tools of the trade

Section 11 – Creating an SEO Campaign

  • Scoping an SEO Project
  • Managing Your Expectations
  • Asking the Right Questions
  • Importance of Achieving Quick Wins
  • Developing SMART Project Goals
  • Establishing Benchmarks and Tracking Metrics
  • Reporting Progress to Your Boss: Analytics
  • Tools of the trade

Section 12 – Advanced Content and Social Tactics to Optimize SEO

  • Content Marketing Ecosystem
  • Value Links
  • Link Building
  • Do’s & Don’ts Obtaining Links
  • Guest Posting
  • Basic Concepts of Content Marketing
  • Building Your Audience
  • Tools of the trade

Section 13 – Social Media Marketing

  • Social Media Links & SEO
  • Platform Demographics
  • Picking Your Platform
  • Principles of Building Audiences
  • Tools of the trade

Section 14 – Influencer Marketing

  • What Can Influencers Do For You?
  • Building the Relationship
  • First Steps in Collaboration
  • Advanced: Targeted Advertising
  • Tools of the trade for on-page SEO audits

Section 15 – Creating First Class Content

  • Market Data on Content Marketing
  • Anchor Content
  • Types of Enhanced Content
  • Partnerships
  • Tools of the trade

Social Ads i.e Facebook, Twitter, Waze, Snapchat etc

      Intro:

  • Why social ads vs. organic social
  • Principles of social advertising (in-depth)
  • Start with “Why?”
  • Once you know one…
  • Case study: Facebook ads
  1. Facebook Advertising Overview
  • Introduction to Facebook ads
  • Different Facebook campaign objectives
  • How to target ads on Facebook
  • Basic advertising terminology
  1. How Facebook Ads Work
  • How to set up an advertising account
  • Facebook advertising structure
  • How to choose an ad campaign objective
  1. How to Create Facebook Ads
  • Identify your primary audience
  • Refine your audience with interest targeting
  • Refine your audience with behaviour targeting
  • Choose a budget for your ads
  • Manage ad placements
  • Choose your ad creative
  1. View Your Advertising Data
  • How to manage existing ads and campaigns
  • How to create advertising reports
  • Understand your success metrics
  • View your billing summary
  1. Implement Best Practices
  • Tips for writing a great ad
  • How to choose an effective image for your ad
  • Improve the performance of your ads
  1. Business Manager
  • Set up your business on Facebook
  • Navigate Business Manager
  • Set up roles and permissions
  1. How to Manage Ads and Campaigns
  • Structure of advertisements
  • Create ads and campaigns
  • Organize campaigns
  1. Facebook Pixel
  • Add Facebook pixel
  • Optimize pixel for conversions
  • Google Tag Manager
  • Facebook Analytics
  1. Custom Audiences
  • Custom Audiences in Ad Manager
  • Custom Audiences with web traffic
  • Lookalike Audience tool
  • Use Custom Audiences in ads
  • Engagement
  1. Advanced Advertising Techniques
  • Split testing on Facebook (test and learn)
  • How to retarget on Facebook

LinkedIn Lead Generation

  1. LinkedIn SEO
  2. LinkedIn network growth strategies
  3. LinkedIn Automation
  4. LinkedIn re-targetting on other platforms i.e. Facebook, Google etc
  5. LinkedIn ads
  6. Email Marketing

Email marketing

  1. Tools of the trade
  2. Strategy
  3. Funnels
  4. Email campaigns
  5. Remarketing
  6. On-page growth tools

Native Ads

1. Introduction

  • What are native ads
  • What kind of content can I amplify
  • How do algorithms recommend your content
  • Sites your content will appear on
  • How to get started

2. Setting up a campaign

  • Setting up a CPC and budget
  • Things to keep in mind when setting up a campaign

3. Managing your campaign

  • Campaign settings
  • Scheduling your campaign
  • Adding content to your campaign
  • Editing your content
  • Duplicating your campaigns
  • Monitoring your campaign status
  • Metrics you should focus on
  • Why is your campaign not performing?
  • Which publishers I’m appearing on?
  • Targeting options available
  • Advanced audience targeting options
  • Optimize for conversions
  • Scaling your campaigns
  • Optimize CPC for a specific publisher section
  • Filter and exclude publishers
  • Driving clicks to all your headlines
  • Making your Landing Page Compatible with the native ads platform

4. Conversion optimisation

  • Setting up and tracking Multiple Conversions
  • Creating Custom Audiences
  • Creating Lookalike Audience
  • Importing your own audience lists
  • Installing the tracking Pixel

5. Reporting and tracking

  • Understanding your performance reports
  • Further your understanding of your audiences
  • Tracking and optimizing publisher engagement in Google Analytics?
  • Using 3rd Party Pixels
  • Retargeting native ads campaigns using Facebook
  • Retargeting native ads campaigns using Google AdWords

Amazon Alexa Skills

1. Introduction

  • Why should I care about Alexa?
  • Create intelligent conversational design
  • Introduction to Amazon Echo (Alexa)

2. Design Your Alexa Skill

  • Designing effective voice interactions
  • Enabling and invoking skills
  • Understanding the interaction model

3. Alexa Skill First Steps

  • Starting a new Alexa skill
  • Getting to know the Alexa developer console
  • The build tab
  • The code tab
  • The test tab
  • Other

4. Building the Interaction Model

  • Creating custom intents
  • Extending the custom intent with custom slot types
  • Responding to requests with intent handlers
  • Troubleshooting

5. Publishing to the Alexa Skill Store

  • Submitting your skill for beta testing and certification

6. Tools of the trade

Google Actions & Chatbots

1. Google Actions: Introduction

  • Why should I Care?
  • What is Google Assistant?
  • Build actions for Google Assistant

2. Create Your First Google Action

  • Create your first action project
  • Modify template for custom intents
  • Test your conversation

3. Work in Dialogflow

  • Create a new action project
  • Build a new intent and training phrases
  • Add depth with more intents
  • Test the capture of spoken words
  • How to optimise Google Actions

4. Explore Fulfillment

  • Overview of webhooks
  • Create a new intent for webhooks
  • Overview of the formats required
  • Overview of the inline editor and code

5. Chatbots

  • Why do they matter?
  • Designing a conversation flow
  • Technology behind it & future
  • How do we develop it
  • How to optimise?

DYI: Facebook Chatbots & Marketing

  • What Is Facebook Messenger Marketing?
  • Facebook Messenger Marketing Policies
  • Facebook Messenger Block Rate
  • How to Apply for Subscription Messaging
  • Facebook Subscription Messaging Cheat Sheet
  • What Are Facebook Messenger Ads?
  • Chatbot Use Cases
  • Bot Building Basics
  • Personalize Chatbot Messages
  • How to Get More Contacts
  • Install a Website Chatbot
  • Facebook Bot for WordPress
  • Run Facebook Ads with Bots
  • Facebook Post Autoresponder Bots
  • How to Chat Blast
  • Chatbot Drip Campaigns

Programatic Advertising

  • Introduction to Programmatic
  • Definitions and descriptions (jargon buster)
  • Why is it important?
  • Key companies and their functions
  • Managing Programmatic Strategies
  • Targeting available to DSPs
  • Problems in Programmatic Advertising
  • Ad Fraud
  • Click Fraud
  • Brand safety
  • Technologies
  • How to create and run Programmatic ads with no technical expertise

Games & Virtual Reality Ads

  • Why VR ?
  • Why Games?
  • VR apps: what can you do and what not
  • Process and tools to develop VR apps, and games
  • How to create and run VR ads with no technical expertise 

Podcast ads

  • Why Podcast ads?
  • How to run Podcast ads with no technical expertise

Machine Learning for non-technical Marketers

  • Intro to Machine Learning
  • Machine Learning & Search
  • Traditional Machine Learning Algorithms
  • Modern Machine Learning Algorithms
  • How to run Machine Learning models on your data with no technical expertise

Intro to other potential disruptors

  1. Blockchain 
  1. IOT 
  1. 5G
  1. Quantum Computing

Automation & Outsourcing made easy: The 20/80 approach

  • Understand your core skills
  • What to automate, and what not
  • Platforms
  • Manage an outsourcing project

After course 1 Month one-to-one mentoring (4 hours)

The time, effort and money spent on the course will be wasted unless applying the learnings in practice, to grow your business online. It is often at the implementation stage where most marketers seem to fail in fully leveraging their newly acquired skills i.e. work pressures and other business priorities take over, procrastination, fear of failing, and so forth.

This is why within one month of completing the course we will provide you with a total of four hours 1-to-1 of mentoring support, guidance and supervision in implementing the strategies, practices and technologies you learned, as appropriate for your business.

The Instructor

 

I am the Founder and Managing Director of Pufferr. I am the author of four books, I hold three Master degrees, a Diploma in VR & Game Development, and I completed the Disruptive Digital Marketing Program at University of Oxford.

Our Books

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