Course Overview


The Advanced Digital Marketing course discusses and demonstrates advanced concepts and techniques in digital marketing for participants with some previous experience in the digital marketing.
Participants will utilize a variety of case studies and exercises to develop the essential skills needed to create and implement advanced digital and social media strategies. Topics covered include conversion tracking on social media, Conversion Rate Optimization (CRO), advanced search engine optimization (SEO) techniques, utilizing AdRoll, and influencer and affiliate marketing.

Course Methodology


The course is interactive and is comprised of lectures, case studies, technical process learning and supplemental discussions related to various industries and the challenges of implementation.

Who should attend ?


This course is designed for digital, sales, marketing and media professionals; as well as webmasters, web developers, key managers and any business persons with previous experience in digital and social media marketing who are seeking to take their digital skills to the next level.

Course Content


The pillars of Conversion Rate Optimization (CRO)

  • Strategic thinking for advanced digital marketers
  • Introduction to CRO
  • From reach to conversion: Key metrics on the path to conversion
  • The fundamentals of A/B testing
  • A/B testing case studies
  • A/B testing software / tools
  • Live website critique: overview of 5 websites and how to optimize them for conversions

Conversion tracking on Google Analytics and AdWords

  • Google Analytics refresher
  • How goals work in Google Analytics
  • Setting up goals in Google Analytics using URL triggers
  • Setting up goals in Google Analytics using code
  • Linking AdWords to Google Analytics
  • Setting up conversion tracking on Google AdWords
  • Analyzing AdWords campaigns in Google Analytics

Advanced Search Engine Marketing (SEM)

  • Advanced keywords optimizations
  • How to make the most out of the keyword planner
  • Using the opportunities tab
  • Using ad extensions
  • Setting up dynamic search ads
  • Using advanced ad targeting criteria
  • Using advanced bid optimizations

Advanced social media advertising techniques

  • How to use custom audiences on Facebook and Instagram
  • How to create a lookalike audience on Facebook and Instagram
  • Using pixels to track conversions
  • Generating advanced and custom reports on the Ad Manager
  • How to setup native landing pages on Facebook and generate leads
  • Advanced video marketing techniques on Facebook and Instagram
  • Advertising natively on Instagram

Advanced display and retargeting techniques

  • Introduction to programmatic advertising
  • Introduction to remarketing (Retargeting)
  • Advanced features in Google Display
  • Introduction to AdRoll
  • How to setup an advanced retargeting campaign
  • How to setup an advanced prospecting campaign
  • Reading and analyzing AdRoll reports

Advanced Search Engine Optimization (SEO) techniques

  • Setting up and using the Google Search Console
  • Key SEO tags that make or break your organic rankings
  • Useful SEO diagnostic tools
  • How to conduct a keyword research
  • Conducting on-page SEO
  • Conducting off-page SEO
  • Content marketing for SEO purposes

Influencers and affiliate marketing

  • General definitions, The benefits of influencers marketing
  • Techniques for successful influencers marketing
  • Key influencers marketing campaigns that worked
  • Introduction to affiliate marketing
  • The benefits of affiliate marketing
  • The dos and don’ts of affiliate marketing
  • Key affiliate marketing campaigns that worked

Course Objectives


By the end of the course, participants will be able to:

  • Utilize advanced advertising techniques on popular social media platforms
  • Setup conversion tracking on social media and Google AdWords
  • Use advanced advertising features in Google Paid Search
  • Recognize and use advanced SEO techniques to rank on top positions
  • Understand CRO to improve conversions
  • Employ powerful display retargeting techniques using AdRoll
  • Understand and utilize the power of influencers’ marketing and affiliate marketing

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Consulting Areas


  • Organizational Culture Alignment
  • Organizational Change Management
  • Corporate Training System Development
  • Human Capital Management
  • Performance Improvement
  • Learning & Development


Contact us


  • Accra Digital Center, Accra - Ghana
  • training@pibknowledge.com

  • (+233) 030 290 9013
  • (+233) 055 327 7031
  • (+233) 027 086 8687