The Complete Digital Marketing Bootcamp

Develop a pre-campaign strategy to avoid wasting your marketing budget on ads, and follow a step-by-step strategy development process for digital marketing campaigns.

Set marketing objectives before spending on ads, choosing goals like awareness, app downloads, or sales, and define KPI targets with the smart framework.

Identify your target customer and their problem, then build a persona with demographics, lifestyle, and pain points to guide focused marketing for your product across platforms like Google and Facebook.

Position your product by defining a clear, unique voice that resonates with target customers across all channels, using a strong positioning statement with differentiating points to build a strong brand.

Map the target customers' decision journey using the McKinsey framework across digital channels, focusing on the initial consideration stage to drive evaluation, purchase, and post-purchase loyalty.

Discover how to map the three digital marketing channel types—owned, earned, and paid—and craft an optimal channel mix that attracts new customers and retains existing ones across the customer journey.

Discover the guiding principle of personalized marketing: deliver the right content to the right people in the right context, including timing, location, and behavioral context, to drive campaign success.

Explore how to acquire new customers through three main buckets of channels—new channels, paid channels, and organic channels—leveraging digital marketing to reach the right users with relevant content.

Leverage Facebook and Instagram to acquire new users by setting up effective ad campaigns, using rich user data and advancing advertising tools.

Explore Facebook ad objectives across awareness, consideration, and conversion to align campaigns with your strategy, selecting options like boost post, app install, website conversions, or event responses.

Master Facebook audience targeting by leveraging core, custom, and lookalike audiences; refine location, demographics, languages, and interests to reach new customers.

Explore Facebook ad placements across feeds, right-hand column, Instagram, and audience network to reach mobile users, over 80 percent of Facebook users, and extend brand reach.

Explore Facebook ad formats—single image, single video, slideshow, carousel, and canvas ads—and discover how beginners should start with single image ads while video formats rise.

Explore how Facebook's ad auction determines which ads to show by balancing advertiser bid, ad quality, relevance, and estimated action rates (click-through and conversion rates) to optimize campaigns.

Explore Facebook bidding types: CPC to optimize for clicks, CPM for impressions, and OCP to balance reach and action, with guidance to test OCP for better results.

Learn to set up a Facebook ad account via Business Manager, create the account, assign admins, and open Ads Manager to start creating ads.

Install the Facebook pixel on your website to track user actions, purchases on the confirmation page, and use base and event codes in business manager to measure ad performance.

Create a Facebook page for a food and beverage company, customize details and profile image, set audience targeting, then create and link an Instagram account via Facebook.

Learn to set up Facebook and Instagram ads by selecting objectives, targeting audiences, choosing placements, and crafting compelling creatives with headlines and calls to action.

Explore the fundamentals of Google AdWords, master ad creation across Google Search, YouTube, and partner sites like the New York Times, and learn practical tips to attract new customers.

Learn how first-time advertisers can get free credits for Google AdWords and YouTube ads, including a $75 credit on a $25 spend using promo codes obtained by calling a number.

Learn how to set up a Google AdWords account to run ads, create dummy campaigns, input keywords, bids, landing page, headlines, and billing.

Explains AdWords placements across Google's search and display networks, including text search ads, shopping and maps ads, and display formats on YouTube, Gmail, and partner sites.

understand AdWords ad objectives spanning awareness, consideration, and action, with display, video, and search channels across Google networks to reach customers and drive actions.

Explore AdWords audience targeting, including core audiences, custom audiences, and similar audiences, with demographics, location, language, device, and advanced methods like placement, affinity, and contextual targeting.

Learn how Google uses an auction to rank ads with ad rank, driven by bid amount and quality score that blends expected relevance and landing page experience.

Choose the AdWords bidding strategy that matches your objective—CPC for clicks, CPM for impressions, CPA for conversions, or CPV for video views—and optimize with Google's pixel.

Activate AdWords conversion tracking to measure purchases and other actions, assign values, and set conversion windows; then implement the tracking code on your website to optimize campaigns.

Set up search ads on AdWords by creating a search network campaign, using manual CPC, a small daily budget, keyword-driven ad groups, and ongoing testing to optimize headlines and descriptions.

Learn how to select keywords for search ads using broad, broad match modifier, phrase, exact, and negative keywords, balancing growth and specificity with customer-focused terms.

Learn to use Google keyword planner to find new keyword ideas, view search volume data and competition, and forecast budgets to optimize search campaigns.

Learn practical tips for writing compelling text ads that capture attention and drive clicks, including specific details, strong action verbs, and aligning headlines with landing pages for mobile experiences.

Learn to set up display ads on AdWords, choose campaign objectives, and configure targeting, budgets, and CPC. Test multiple responsive ad designs and optimize based on performance data.

Explore advanced display ad targeting on AdWords by using keywords, audience interests, branded terms, and remarketing across the Google display network, with organized ad groups and testing to optimize performance.

Explore Google's display planner to refine display ad targeting, discover placement ideas, keywords, topics, and forecasts, and test targeting options for campaigns like grocery delivery.

Explore video ads on YouTube, tapping into its billion-plus monthly users to understand ad types, how to set up video ads, and practical implementation tips.

Explore YouTube ad types, including in-stream ads (skippable or forced), display ads, and bumper ads, and how they drive engagement and discovery on the platform.

Learn to target YouTube ads with demographics, affinity audiences, in-market audiences, and placement targeting across YouTube channels, videos, and other websites and apps to drive sales.

Learn to set up YouTube ads on AdWords by creating a video campaign, selecting formats, configuring device targeting, uploading video, and bidding while ads are reviewed in 6–12 hours.

Explore non-paid channels you own, like your Facebook page, Instagram, and blog, and discover how they drive organic acquisition and long-term brand awareness through social media and search engine optimization.

Define clear social media objectives aligned with your digital marketing goals, then build a dedicated social media plan using an editorial calendar to publish aligned content across channels.

Explore three content types—own, curated, and promotional—and balance them to engage audiences and align with business goals.

Use Bazemore analytics to identify trending content and top shares on social media, then generate compelling headlines with a free headline generator to grow your Facebook and Instagram audience.

Explore content creation tools, including BuzzSumo analytics to identify trending topics and a free headline generator to craft catchy titles, then create articles, infographics, or videos for social media.

Explore the fundamentals of search engine optimization and understand why SEO matters, then learn long-term strategies like keyword matching and website optimization to improve ranking.

Explore search engine optimization, how higher rankings increase traffic from organic results, and why Google dominates search markets for local and global strategies.

Explore how content relevance and quality, along with technical optimization, user engagement, and backlinks, influence Google rankings amid machine learning; learn tactics to craft audience-focused content that answers specific queries.

Conduct keyword research by categorizing target queries by user intention—informational, transactional, and loyalty—and align them with the consumer decision journey to enhance SEO relevance.

Generate and organize keywords using Google's keyword planner, download and paste values only into a keyword framework, categorize by competition and types, and map pages to keyword opportunities for SEO.

Identify target queries and map them to your site structure, then optimize pages with title tags and keywords; create new content to cover gaps and match user intent.

Build a sustainable business by prioritizing customer retention within your digital marketing strategy, plugging leaky holes, and keeping existing customers engaged while leveraging channels to attract new ones.

Identify your existing customers and segment them into actionable buckets based on purchase and engagement patterns, then design channel-specific, personalized retention programs to improve revenue and engagement.

Grow your email list as the foundation for customer retention marketing, enabling targeted messages and retargeting campaigns while using sign-up prompts, free content giveaways, and strong calls to action.

Learn the fundamentals of email marketing and develop your customer retention strategy by using MailChimp to set up and manage email campaigns with an email service provider.

Set up email campaigns on Mailchimp, using its free plan for up to 2000 subscribers and 12000 emails, personalize subject lines and content, segment inactive subscribers, and track results.

Learn to set up automated emails on Mailchimp, including abandoned cart and welcome emails, using triggers and audience segments to create impactful campaigns.

Analyze data, test hypotheses, and optimize email campaigns by monitoring open rate, click-through rate, conversion rate, and unsubscribe rate, using industry benchmarks as reference.

Improve email performance by analyzing inbox behavior, applying best practices from high-engagement emails, and testing subject lines, personalization with customers' names, spam avoidance, clean design, and strong calls to action.

Explore how retargeting and remarketing use customers' browsing history and email data to deliver hyper targeted ads, and learn how to set up Facebook retargeting to reengage customers.

Learn how retargeting works by tracking footprints with pixels to display ads on Facebook and Google Display, and optimize across channels for meaningful business impact.

Set up Facebook retargeting campaigns by creating and installing a conversion pixel, selecting a purchase objective, and building a 30-day website visitor audience for targeted ads.

Learn to track performance with data-driven analysis and optimize campaigns using real-time insights from Google Analytics and Facebook Ads tools.

Identify and track key digital marketing metrics, including unique visitors, cost per click, click-through rate, conversion rate, and customer acquisition cost, to optimize campaigns toward your goals.

Calculate customer lifetime value using three methods—simple lifetime value, profit-margin value, and retention with time value of money—and use the average to guide marketing budgets across channels.

Set up Google Analytics, a free tool, to track key events, audience behavior, conversions, and the customer journey, and install the tracking code on every page after logging in.

Explore Facebook audience insights to understand potential target audiences by examining demographic distribution, location, pages, likes, and household characteristics, and refine ads with metrics like click-through, conversions, and reactions.

Advance your digital marketing skills by testing hypotheses, analyzing data, and optimizing campaigns through repeatable practice. Explore analytics, operations, and email retention as you pursue hands-on, course-based opportunities.