The objective of the following Training Program is to develop and expand the knowledge of the KidsCorp team in the area of ​​Digital Marketing from its Basic Fundamentals, to its Strategies, Tools and Opportunities for Improvement in the Implementation of both Branding and Performance Campaigns. All this based on the analysis of information through data and the monitoring of trends and good practices in the industry.

The Proposed Program is divided into four content modules plus a zero module consisting of a Diagnostic and Leveling Test.

Each class closes with a test to assess the concepts learned.

<MODULE 0> Diagnosis and Leveling

To start the program we will give a Test with 10 Diagnosis questions and we will share a Leveling content (20 slides) at the end.

This will allow us to better understand the audience and their needs in terms of deepening specific topics.

Class material

<MODULE 1> Digital Ecosystem

1 class of 90 minutes.

Collapsible content

Introduction to Digital MKT

What is the digital marketing
What is Digital Marketing in Our Industry

Media Evolution

What a change from traditional media such as Radio, Television, Print Media and Public Ways; to the development of Social Networks, Search Engines and Online Advertising Platforms.

Audiences & Segmentation

The Audience is the totality of people who are exposed to a message, through any of the channels used in our digital communication.

Within the audience, we find the Segments, a subgroup of people who, being possible recipients of the message, also have similar specific characteristics.

Once the audience and the segments that comprise it have been identified, it is possible to begin to define the target audience (also called the target audience).

The Target Audience is the set of subgroups with the greatest possibility of positively receiving our message and, therefore, more likely to generate a conversion.

Within the Process of creating the Digital Ecosystem, it is important to ensure the continuous improvement of the Audiences segmented for your Campaigns.

Conversion Funnel / Setting SMART Objectives / KPIs

A key step for the development of a Digital Media Strategy consists of setting and configuring the objectives for each campaign in each network, which could be to position the brand with the most important keywords, increase traffic to the website, increase conversions, get leads, amplify the reach of publications, among others.

The process of creating, maintaining and optimizing your Digital Ecosystem requires defining SMART Objectives for each of the Conversion Funnel Stages.

Journey Mapping / Experience & Usability

Journey Mapping is a strategic process of capturing and communicating complex interactions with users.

It builds knowledge and consensus in organizations, who use it to visualize what their customers really need from start to finish, their moments of pain, their desires, and the opportunities that lie in the gaps in that experience.

Programmatic Buying

Programmatic buying is the use of technology to buy and sell advertising space in an automated way.

In other words, programmatic technology allows the automation of certain key stages in the process of buying and selling advertising space in digital media.

- What is programmatic buying

- StrategyEcosystem (DSP, DMP, SSP)

- Forms of Use

- Types of purchase

-AdServer

Class material

<MODULE 2> Digital Tools

2 classes of 90 minutes each.

Collapsible content

Measurement

Campaign tracking, measurement and auditing tools: comprehensive ad science/moat/adflyer example.

Google Analytics

Understand user behavior within our website through Google Analytics. Tour of the main reports of the tool.

– Tool Structure

– Google Tag Manager

– Google Analytics Reports (G4 & Universal)

– Segments

– Goals and Conversion Events

SEO

- What is SEO?

- On Page Factors

- Off Page Factors

- SEO process

- Strategy

- SEO Tips for Content Creation

SEM

Google Ads: Basics
Conversion Funnel with Google Ads
Media Plan in Google Ads.
How to measure the success of a paid ad campaign.

- Search Network

-Display Network

- YouTube Ads

- Retargeting

<MODULE 3> Campaign Optimization

2 classes of 90 minutes each.

It is a requirement for this module to have previous experience in Campaign Management and Planning in Google Ads.

Collapsible content

Campaign Optimization in Google Ads

ad auction
Ad Rank (Ad Rank)
structure of an account
Bid Strategy
Keyword Match
How to optimize a campaign.

Optimization of Campaigns in Youtube Ads

YouTube Ad Formats
YouTube Media Buy Options
Bidding Strategies (CPC, CPM and CPV)

Audiences and Segmentation

YouTube Analytics

Campaign Optimization

<MODULE 4> Google Ads Certification

2 classes of 90 minutes each.

It is a requirement for this module to have previous experience in Campaign Management and Planning in Google Ads.

Collapsible content

Google Ads YouTube Network Certification

Show off your ability to get great results with Google and YouTube video advertising. Users who earn the certification will demonstrate effective storytelling on YouTube to reach potential customers, at scale and throughout the purchase journey.

If you earn the Google Ads Video Certification, Google recognizes that you are capable of:

- Understand how the value YouTube has for creators, users and advertisers can help you increase brand performance.

- Know how to take advantage of YouTube audiences to show more relevant ads to consumers at all stages of their journey.

- Develop a strategy that uses YouTube video formats effectively to increase awareness, influence consideration, and drive action.

- Incorporate creative strategies that allow brand stories to be told effectively on YouTube to capture the attention of the audience.

-Use YouTube to get a direct answer.

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Content References