Alluvere X — Digital Marketing Program

Your Gateway to the World of Digital Marketing

Step into the world of digital marketing with Alluvere X, a beginner-friendly program designed for those who want to build strong foundations and start executing with confidence. Whether you’re a student, job-seeker, or aspiring entrepreneur, this course introduces you to the core concepts, channels, and tools used by digital marketers today.

Curriculam

Marketing Fundamentals

Definition of Marketing
Understanding marketing principles: 4Ps, STP, AIDA
Branding fundamentals: brand positioning, tone, identity
Traditional vs digital marketing: comparison and use-cases
Consumer behavior

Search Engine Optimization (SEO) & Answer Engine Optimization (AEO)

Module 1: SEO and AEO fundamentals

Introduction to SEO: Definition, importance, and historical evolution of search engines like Google.
How search engines work: Understanding crawling, indexing, and ranking.
SEO vs. AEO: The key differences and how they work together to maximize visibility.
The AI-driven search landscape: The impact of large language models (LLMs) and conversational search on traditional SEO.
Google’s ranking factors and algorithms: Overview of important algorithm updates and how to avoid penalties.
Website authority and trust: Introduction to concepts like E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

Module 2: Keyword research and user intent

Foundational keyword research: Identifying search terms and phrases that your target audience uses.
Advanced keyword research: Using competitive analysis and keyword gap analysis to find new opportunities.
Understanding user intent: Analyzing the different types of search intent (informational, navigational, transactional, commercial) to create targeted content.
Long-tail and conversational queries: How AEO focuses on question-based and natural language queries, particularly for voice search.
Tools of the trade: Hands-on training with tools like Google Keyword Planner, Ahrefs, Semrush, and AnswerThePublic.

Module 3: On-page SEO and content optimization

Content strategy for SEO and AEO: Creating an effective plan for developing high-ranking content.
On-page SEO essentials: Optimizing title tags, meta descriptions, URLs, and header tags (H1s, H2s).
AEO content structure: Formatting content for readability using bullet points, numbered lists, tables, and short, direct answers.
Image and multimedia optimization: Best practices for alt text, image compression, and video SEO.
Internal linking strategy: Building a robust internal link network to establish topical authority.
Core Web Vitals: Optimizing for page speed and user experience.

Module 4: Off-page SEO and authority building

Fundamentals of link building: The importance of backlinks and how they impact domain authority.
Link building tactics: White-hat strategies, including digital public relations, guest posting, and broken link building.
Analyzing competitor backlinks: How to use backlink analysis tools to find new opportunities.
Social signals: The role of social media in increasing content distribution and brand visibility.

Module 5: Technical SEO and structured data

Site architecture: Optimizing website structure and URL best practices.
XML sitemaps and robots.txt: Guiding search engine crawlers for effective indexing.
Schema markup for AEO: Using structured data to enhance rich results, featured snippets, and knowledge panels.
Mobile-first indexing: Optimizing for a responsive design.
Website security: Implementing HTTPS best practices.
Handling technical issues: Auditing for and fixing 404 errors, broken links, and canonicalization issues.

Module 6: Advanced SEO and AEO strategies

Local SEO and GEO: Optimizing Google Business Profiles and structured data for local search visibility.
Optimizing for featured snippets (“Position Zero”): Techniques for capturing prominent answer boxes at the top of search results.
Voice search optimization: Strategies for adapting to conversational, question-based queries used by voice assistants like Siri and Alexa.
Generative Engine Optimization (GEO) and AI Overviews: Preparing for new AI-powered search features.
E-commerce SEO: Optimizing product pages, categories, and reviews for search.

Module 7: Measurement, analysis, and strategy

SEO and AEO reporting: Tracking key performance indicators (KPIs) and measuring results.
Web analytics: Using Google Analytics to understand user behavior.
Google Search Console: Monitoring website performance, crawl errors, and keyword rankings.
Performing SEO and content audits: Regularly analyzing and updating existing content to maintain performance.
Case studies: Learning from real-world examples and project-based work.

Google Ads (PPC)

Google Ads Search Certification

Create and customize campaigns to get ads in front of customers who are actively searching for your products or services.
Determine keyword and bidding strategies to improve ad placement and performance.
Apply best practices for creating effective text ads and ad extensions.
Analyze and optimize campaign performance using tools like Optimization Score and Performance Planner.
Leverage AI features to improve performance, such as Smart Bidding and AI-powered Search.

Google Ads Display Certification

Create and optimize visual ad campaigns to build brand awareness and drive conversions.
Understand audience targeting methods, including demographic, interest-based, and automated targeting.
Use automated bidding strategies to increase reach and track performance with Google Display Audiences.
Develop effective messaging to reach the right audience at the right time.

Google Ads Video Certification

Discover video ad formats designed to capture consumer attention.
Apply YouTube and Google video audience solutions for effective targeting.
Craft creative strategies for telling effective brand stories on YouTube.
Learn about different video campaign types, including in-stream and discovery ads.

Shopping Ads Certification

Promote online and local product inventory to boost traffic and sales.
Set up a Google Merchant Center account and product data feed.
Create and manage Shopping campaigns, including Smart Shopping campaigns.
Learn best practices to maximize conversions and reach.

Google Ads App Campaigns

Create campaigns designed to increase app engagement and installations.
Target the right audience for your app and measure results effectively.

Google Ads Measurement Certification

Measure your campaign performance accurately to make better decisions.
Set up Google Ads and Google Analytics measurement solutions to track conversions and website traffic.
Collect and analyze key metrics to gain actionable insights.

Additional and general course topics

Beyond the core Skillshop certifications, most comprehensive Google Ads courses will also cover:

The fundamentals of paid advertising: The purpose of paid advertising, the Google Ads interface, and common terminology.
Account structure: How to structure campaigns, ad groups, keywords, and ads for optimal results.
Keyword research and targeting: Using the Keyword Planner to find valuable keywords, understanding keyword match types, and adding negative keywords.
Quality Score and Ad Rank: Understanding how these factors influence ad placement and cost.
Conversion tracking: How to implement and analyze conversion data to measure your return on investment (ROI).
Optimization techniques: Strategies for split-testing ads, improving landing pages, and adjusting bidding and budgets.
Performance Max campaigns: Learning to manage and optimize these all-in-one campaigns.
Reporting and analysis: How to interpret campaign data and use reports to make informed decisions.

Meta Ads

Getting started with Meta technologies:

- Building an online presence on Facebook, Instagram, Messenger, and WhatsApp.
- Setting up and managing your properties using Meta Business Suite.

Advertising fundamentals:

- Understanding the value of Meta ads for business growth.
- Matching business goals to the correct ad campaign objectives (e.g., Awareness, Traffic, Engagement, Sales).
- Complying with Meta’s advertising policies and data privacy rules.

Creating and managing ads:

- Creating and customizing ads within Meta Ads Manager.
- Using ad targeting capabilities to define your audience.
- Choosing ad placements and setting budgets and schedules.

Performance reporting:

- Finding and analyzing key metrics in Ads Manager.
- Understanding the role of the Meta Pixel and Conversions API for tracking.

Advanced campaign strategies:

- Using the auction and reservation buying types.
- Implementing advanced strategies like Meta Advantage (formerly Campaign Budget Optimization)

Audience mastery:

- - Creating and leveraging core, custom, and Lookalike Audiences.
  - Understanding the customer journey and targeting based on behavioral stages (cold, warm, hot).

Data and measurement:

- Utilizing data sources like the Meta Pixel, SDK, and Conversions API.
- Advanced reporting, measurement, and data analysis.

Creative optimization:

- Using dynamic creative optimization to test and improve ad assets.
- Understanding the impact of creative on campaign outcomes.

Creative essentials:

- Developing effective and visually compelling ad creative.
- Applying mobile-first best practices to ad creative and formats.

Mobile-first fundamentals:

- Creating content that captures attention in seconds.
- Understanding the principles of ad placement and its effect on creative.

Strategic thinking:

- Connecting business goals to the creative brief.
- Leveraging Meta’s testing capabilities to enhance campaign outcomes.

Building a creative brief:

- Learning the essential elements of a creative brief for a Meta campaign.

Whether you are just starting or are an advanced user, a comprehensive understanding of Meta advertising revolves around several core pillars:

The Campaign Structure: Campaigns are built on a three-tier hierarchy:

- Campaign Level: Choose a single advertising objective (e.g., Sales, Leads, Engagement).
- Ad Set Level: Define your audience, placements, budget, and schedule.
- Ad Level: Create the specific ad content, including creative, text, and call-to-action (CTA).

Targeting: Reach specific audiences through:

- - Core Audiences: Targeting based on demographics, interests, and behaviors.
  - Custom Audiences: Retargeting people who have interacted with your business.
  - Lookalike Audiences: Reaching new users who are similar to your best customers.
- Ads Manager: Use this central tool to create, manage, monitor, and optimize all Meta ad campaigns.
- Creative: Master ad design and copywriting for different formats, such as image, video, carousel, and Stories.
- Optimization: Continuously refine campaigns based on performance data and metrics.

Content Marketing & Social Media

Module 1: Foundational marketing concepts

Introduction to content marketing and SMO: Understand what content marketing and SMO are and their relationship within a broader digital marketing strategy.
Customer persona development: Learn to create detailed buyer personas to identify and understand the target audience.
Content strategy: Develop a plan that aligns content goals with overall business objectives and creates a consistent brand message.
The content marketing funnel: Understand how content can be used at every stage of the customer journey, from awareness to conversion.
Social media strategy: Create a strategic plan for social media, including setting goals, benchmarking competitors, and defining a unique brand voice.

Module 2: Content creation and planning

Content ideation: Master techniques for brainstorming and generating a pipeline of fresh content ideas.
Content writing: Learn how to write for different formats, including blog posts, articles, and social media captions.
Video marketing: Understand how to optimize video content for platforms like YouTube, Instagram Reels
Content calendar: Create and manage an editorial content calendar to organize and schedule content production and publication.

Module 3: Social media optimization (SMO)

Profile optimization: Learn how to optimize profiles and bios on key social platforms like Facebook, Instagram, LinkedIn, and X (formerly Twitter) to improve visibility and attract the right audience.
Algorithm understanding: Discover how social media algorithms work and how to create content that is favored by them.
Hashtag and keyword research: Use relevant hashtags and keywords to increase the discoverability and reach of social media content.
Engagement tactics: Learn proven techniques to increase likes, comments, shares, and overall audience interaction.
Social listening and monitoring: Use tools to track brand mentions, monitor competitor activities, and understand audience sentiment.

Module 4: Content distribution and promotion

Social media distribution: Learn how to effectively promote created content across relevant social media platforms.
Email marketing: Integrate content marketing with email campaigns to nurture leads and build customer relationships.
Influencer marketing: Develop a strategy for finding and collaborating with influencers to amplify content reach.
User-generated content (UGC): Explore how to leverage user-generated content to build brand advocacy and community.

Module 5: Analytics, performance measurement, and ethics

Social media analytics: Use native platform insights (e.g., Facebook Insights) and third-party tools to track and analyze key metrics like reach, engagement, and click-through rate (CTR).
Measuring content ROI: Understand how to attribute conversions and measure the return on investment (ROI) from content and social media efforts.
A/B testing: Learn to conduct A/B tests on social media campaigns to optimize for better performance.
Automation and tools: Explore various tools for scheduling, monitoring, and automating social media tasks.
Legal and ethical considerations: Study topics such as copyright, privacy policies, and reputation management in the context of content and social media.

Google Analytics & Tag Manager

Module 1: Introduction to GA4

Analytics Fundamentals: What digital analytics is and its importance for data-driven decisions.
GA4 vs. Universal Analytics: Key differences and the paradigm shift to event-based tracking.
Account and Property Setup: Creating a GA4 account, setting up a property for a website or app, and configuring data streams.
Measurement Planning: Defining business objectives and aligning them with your analytics setup.

Module 2: GA4 Data Collection and Configuration

Events: Understanding the event-based data model, including automatically collected, enhanced measurement, recommended, and custom events.
Conversions: Identifying and marking key events that measure business objectives, such as purchases or sign-ups.
Audiences: Creating custom audiences for advanced analysis, reporting, and remarketing.
Data Accuracy: Excluding internal traffic and using filters to ensure clean data.
Data Privacy: Overview of privacy controls and cookieless measurement.

Module 3: GA4 Reporting and Analysis

Standard Reports: Navigating the GA4 interface and using pre-built reports for real-time traffic, acquisition, engagement, and monetization.
Explorations: Going beyond standard reports with advanced analysis techniques.
- Funnel Exploration: Visualizing the user journey to identify drop-off points.
- Path Exploration: Understanding how users navigate your website or app.
- Free-Form Reports: Creating custom reports with specific metrics and dimensions.
Customization: Tailoring the reporting experience by creating custom reports, dimensions, and metrics.
Data Interpretation: Learning to translate data into actionable insights to improve website and campaign performance.

Module 4: Integration and Advanced Topics

Google Ads Integration: Linking GA4 with Google Ads for in-depth campaign performance analysis.
BigQuery Integration: Exporting GA4 data to BigQuery for large-scale, advanced querying and analysis.
Custom Data Upload: Enriching your data by uploading additional data from other systems.

Module 5: GTM Fundamentals

Introduction to GTM: What GTM is, its benefits, and how it differs from traditional hardcoded tag implementation.
GTM Architecture: Understanding the core components of tags, triggers, and variables.
Setup and Installation: Creating a GTM account, container, and installing the container snippet on a website.
Interface Overview: Navigating the GTM dashboard, workspaces, and version control.

Module 6: Tags, Triggers, and Variables

Tags: Deploying various tag types, including:
- Google Tags: GA4 Configuration Tag, GA4 Event Tag, and Google Ads Conversion and Remarketing Tags.
- Third-Party Tags: Implementing tags for other platforms, such as the Facebook Pixel.
Triggers: Defining conditions for when a tag should fire, such as page views, clicks, form submissions, and video plays.
Variables: Using built-in, user-defined, and Data Layer variables to pass dynamic information to tags.

Module 7: Advanced GTM Techniques

The Data Layer: Understanding the Data Layer, a JavaScript object that GTM uses to retrieve and pass information.
Event Tracking: Setting up tracking for specific user interactions, such as:
- Button clicks
- Scroll depth
- Form submissions
- Video views
Enhanced E-commerce: Configuring GA4’s e-commerce tracking to collect valuable data on product views, add-to-cart actions, and purchases.
Cross-Domain Tracking: Setting up tracking for user journeys that span multiple websites.

Module 8: Testing, Debugging, and Optimization

Preview Mode: Using the GTM Preview mode and DebugView in GA4 to test tag configurations before publishing.
Testing and QA: Implementing robust testing practices to prevent errors and ensure accurate data collection.
Workspaces and Environments: Collaborating with teams and managing different versions of your tags.
Google Consent Mode: Configuring GTM to respect user consent for privacy regulations.
Server-Side Tagging: An introduction to server-side GTM for improved performance, security, and data accuracy.

Conversion Rate Optimization (CRO)

Module 1: Foundations of CRO

Introduction to CRO: Define CRO, its importance, and how it fits into the broader digital marketing landscape alongside Search Engine Optimization (SEO) and Pay-Per-Click (PPC).
Core concepts and terminology: Understand key terms such as conversion goals (macro and micro), conversion funnels, and calculating conversion rates.
The CRO process: Learn the scientific method behind CRO, which involves gathering data, formulating hypotheses, running tests, analyzing results, and iterating.
User-centric design principles: Explore how user experience (UX) and user interface (UI) design affect conversion, focusing on clarity, reducing friction, and creating a seamless mobile experience.

Module 2: Conversion research

Qualitative research: Learn how to gain insights into user motivations and pain points through:
- On-site surveys and feedback polls
- Customer interviews
- User personas
Quantitative research: Use analytics to understand user behavior by identifying what users do on your site. This includes:
- Website analytics: Analyze traffic sources, user flow, and conversion funnels using tools like Google Analytics.
- Behavioral analytics: Visualize user interactions with heatmaps, click maps, scroll maps, and session recordings using tools like Hotjar or Crazy Egg.
- Form analytics: Pinpoint friction points in your forms to increase form completion rates.

Module 3: Optimizing for conversion

Landing page optimization: Craft high-converting landing pages by refining messaging, optimizing page layout, and simplifying forms.
Call-to-action (CTA) optimization: Learn how to design compelling CTAs by testing different colors, copy, and placement.
Persuasive copywriting: Write clear, compelling, and benefit-driven copy that addresses customer pain points and objections.
Conversion psychology: Apply principles like social proof, urgency, and scarcity to influence user behavior and build trust.

Module 4: Advanced CRO topics

E-commerce CRO: Master specialized techniques for online stores, including abandoned cart recovery, optimizing product pages, and streamlining the checkout process.

Mobile conversion optimization: Focus on the specific challenges and opportunities of optimizing for mobile users, from page speed to user interface design.

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